Lacoste Canada has hired Bicom Communications as its PR agency of record.
The apparel company, which has 14 boutiques in Canada, wants to develop an influencer community and reintroduce Canadians to the brand, said CEO Nicolas Raybaud, a long-time Lacoste executive who moved from France to Montreal to head up Lacoste Canada in September 2013.
“I took those 18 months to better understand the Canadian market and make sure I had the most efficient way to address [our needs],” he said. “It was quite obvious to me that we needed more influencer-oriented public relations — not only media, but also trendsetters, tastemakers and influencers in the sports field.” Bicom, which has offices in Montreal and Toronto, was the agency that could best fulfill Lacoste’s needs, added Raybaud.
Bicom will set up a yearly campaign for brand ambassadors and influencers, as well as handle traditional media relations. The agency will also leverage the brand’s international events, such as The Miami Open, The Roland Garros Tournament and the Mercedes-Benz fashion shows during New York Fashion Week.
Bicom will also be linked closely to the PR team at Lacoste’s corporate office in Paris and apply strategies to the Canadian market, said Raybaud.
Public relations for Lacoste was formerly handled by V.V. Events & Communications.
