Lise Watier Cosmétiques, a Montreal-based cosmetics company, has named CloudRaker its creative agency of record after a three month review.
The account, formerly held by Montreal-based Amen Creation, went into review in May. CloudRaker, a digital branding agency, was invited to present based on digital project work it had done previously for the company. It ended up being shortlisted along with four other agencies, and was officially named agency of record yesterday.
“We are thrilled to be working on our brand’s evolution with CloudRaker,” said Ryan Rochford, manager of communications at Lise Watier Cosmétiques, in a statement. “It is important for us to work with an agency that not only understands Lise Watier’s dynamic and entrepreneurial heritage, but that also brings a non-traditional approach to our communications.”
The initial review process was lengthened by the arrival of Anne Martin-Vachon, who took over from Lise Watier as the client’s president and COO. (Watier remains with the company as co-chair with Serge Rocheleau). The announcement of Martin-Vachon’s hiring came one week after agency presentations. Her integration into the company meant CloudRaker and its competitors had to present again to the incoming president.
“We weren’t too pleased at the time because the whole ball game could have changed at that point,” said Thane Calder, CloudRaker’s co-president. However, the agency did not alter its presentation or strategy. “As a team, we said we believe in what we’re doing. If [Martin-Vachon] didn’t like us, then we weren’t the right agency. We went in with the exact same pitch, and it worked.”
Although it has distribution across Canada, Lise Watier Cosmétiques is known primarily in Quebec. Calder says a portion of the brand’s evolution will be to increase its visibility outside the province.
New creative work—including print, online and out-of-home components—is expected in 2009, though Calder would not provide details as to its creative direction.
Lise Watier’s media buying account remains with Carat.
