Axe Canada has selected Sid Lee as its agency of record.
The agency’s Toronto office will handle the brand’s creative in Canada moving forward, with its first work expected in market next year. The selection is part of Axe Canada’s plans to launch more original creative in the Canadian market, with a focus on digital, activation and content.
Sid Lee was selected after a full review of four unnamed agencies.
In a release, Kyle Millar, Axe’s brand manager at Unilever said, “It was clear from our first meetings during the review that Sid Lee had a deep understanding of our business and of the marketing challenge, and how we need to go beyond traditional advertising to produce content that resonates with consumers and takes our brand to another level.”
Vito Piazza, president of Sid Lee Toronto, added, “Axe is one of today’s most iconic brands worldwide. Our team is thrilled to help Axe continue its marketing leadership as the brand pursues its next wave of growth.”
