GE Appliances Canada has named newly formed Craft Public Relations as its PR agency of record following a competitive review.
The account was previously held by National Public Relations.
Craft will lead strategy and execution across GE’s collection of brands, which includes GE, GE Profile, GE Cafe and Monogram.
“We were seeking a PR partner who shared our enthusiasm for our major appliance categories,” says Lyndon Madden, marketing director at GE Appliances Canada.
Craft is planning a media showcase event for GE Appliances in early March.
GE Appliances Canada also owns the Moffat and Hotpoint brands, which are marketed across Canada through independent and national retailers.
Craft was launched in Toronto last year by Lisa Pasquin, a former group manager and vice-president at Veritas Communications. The agency specializes in communication strategy, media relations, influencer relations and social media services to consumer brands.
“I opened Craft based on a belief that communications is more than a commodity. Clients are looking for more than an agency; they’re looking for a true communications partner,” Pasquin says.
Pasquin recently hired Melissa Retty as a director, giving Craft two full-time employees. Retty worked with Pasquin at Veritas as a senior account manager, but was most recently a social media officer at the Government of Ontario’s Education Quality and Accountability Office.
Craft’s other clients include Clover Leaf and Stacklab, a design practice focused on architecture, furniture and installations.
