Taxi 2 has been named agency of record for Leon’s, the century-old furniture retailer known for its brash advertising and long-term purchase financing plans.
The selection of Taxi 2 comes after a nine-week RFP process that initially included 13 other agencies, a spokesperson for Taxi 2 told Marketing.
The new agreement is effective immediately and Taxi 2 is already working on ways to “evolve Leon’s story with an eye to unlocking the next stage of growth for their business,” the spokesperson said.
During the RFP process, there were three rounds, with Taxi 2 winning out as the field was cut to five agencies, then narrowed to a final three and did not include any creative.
Taxi 2 takes over from Saatchi & Saatchi, which worked with the retailer beginning in January of 2009 and guided the company through it’s 100-year anniversary and “No Money Miracle” campaigns.
Leon’s, which started in 1909 and operates 80 stores across Canada, purchased rival retailer the Brick for $700 million two years ago. Taxi will only handle the Leon’s account, however.
“This is a very exciting win for Taxi 2. We see a massive opportunity with this iconic Canadian brand,” said Taxi 2 general manager Daniel Shearer.
In 2013, the Competition Bureau sued Leon’s and the Brick for their “Don’t-pay-a-cent events,” because it is alleged that consumers eventually end up paying a higher price than what is initially advertised.
Leon’s, which notched improved sales last year, has promised to fight the allegations.
