Nordstrom has selected Mindshare as its Canadian media agency of record.
The retailer has a previously established relationship with the agency in the U.S., where Mindshare has held Nordstrom’s media account since late 2014. The account was awarded without a formal RFP.
In a statement to Marketing, Nordstrom vice-president of marketing Kristen Lamey said, “Mindshare has become a great partner to us and we’re extending the relationship into Canada to take advantage of their impressive insights, planning and buying capabilities.
“Their understanding of the impact of real-time cultural relevance is essential for our success as we expand our presence in Canada.”
Nordstrom opened its first in Calgary’s Chinook Centre in the fall of 2014 and has since rolled out locations in Ottawa and Vancouver. Next year it will expand its retail footprint with three new stores in Toronto, at the Toronto Eaton Centre, Yorkdale Centre and Sherway Gardens.
Mindshare joins DDB on Nordstrom’s Canadian roster of agencies. In 2013, the retailer selected the agency to handle its creative, with DDB’s Vancouver office leading the account. Nordstrom’s first Canadian campaign featured a cast of fashionable Calgarians and DDB Canada has since produced work for the retailer in the U.S. market.
