Investment management company McLean Budden, has named Smith Roberts Creative Communications as its agency of record after a competitive review.
The review began late last year with four unnamed agencies. The Toronto-based agency will oversee corporate repositioning, the redesign of its marketing collateral and the launch of a new website.
“They just wanted to know about the usual capabilities, especially in digital,” said agency president Malcolm Roberts. “They were looking for a company that could make a difference within their category. They need to stand out, they need to build a reputation.”
Smith Roberts will develop the brand positioning in partnership with Level5 Strategic Brand Advisors which spent the last 18 months reviewing the brand, said Roberts.
The collateral and website are still in development and will launch Sept. 14 as a stepping stone to build the brand’s reputation in Canada, before the company embarks on a global initiative in 2010, said Roberts.
Smith Roberts “has proven to deliver results on even the most ambitious projects,” Roger Beauchemin, McLean Budden president and CEO, said in a release.
