Red Lion has been named the agency of record for Paymi, a new rewards program that’s set to launch in Canada this fall.
The Toronto-based company plans to partner with merchants to offer cash back on purchases via its website and app. The program is card-agnostic, allowing consumers to receive cash back via Paymi regardless of which credit or debit card they use to make a purchase.
Red Lion has been tapped to get the word out about the new program, with a mandate that includes handling all of Paymi’s brand positioning and consumer-facing marketing. The agency won the account following a months-long RFP process during which nine agencies pitched for the business.
Paymi CMO Michael Willson said in a statement that Red Lion illustrated a better understanding of its offering than the other agencies that pitched for the account, adding, “It’s tricky to find a partner that understands the current industry of invention and the true value of behavioural economics.”
Red Lion president and chief creative officer Matt Litzinger told Marketing the agency has already begun working on a strategy to bring Paymi to market. The brand plans to launch Canada-wide marketing efforts ahead of the holiday shopping season.
“It’s a great feeling to add a true start-up to our roster, especially one in this category,” Litzinger said.
Willson, a veteran of the ad industry, joined Paymi four months ago to take on its senior marketer position. He was previously the CMO at Engagement Labs and a vice-president and creative director at the agency Mthrty. In the past, he’s also worked at Havas Worldwide, Arnold Worldwide and has his own marketing firm, Buddahbutter.
