Carter’s/OshKosh Canada has hired Toronto PR firm A&C to steer its upcoming national back-to-school campaign, which will involve public relations, digital strategy, media partnerships and experiential marketing for the brand’s apparel lines for children and babies.
Carter’s/Oshkosh Canada did not previously have a public relations agency in Canada, said Bonnie Hillman, president of A&C. The brand has been available in Canada since 2008.
“Recognizing that the Canadian marketplace is different than the U.S., they were open to exploring a different approach than the tried and true,” Hillman said.
“We were impressed with A&C’s ability to identify with our brief and, consequently, they presented a plan which was highly aligned with our vision,” said Eric Agius, general manager and senior vice-president of Carter’s/OshKosh Canada, in a statement.
Hillman said she knew Agius in his former positions at LG and Nike, and that the account win did not come from an RFP or competition.
A&C has 10 full-time employees and its major accounts include Perrier, Johnnie Walker, Metro stores in Ontario and the Shaw Festival.
