Data & Audio Visual Enterprises (DAVE) Wireless, which is readying its mobile phone service for launch in early 2010, has chosen Dentsu Canada as its agency of record.
Sara Moore, vice-president of marketing for DAVE, confirmed this morning that the agency review launched in September concluded last week. She said the agency review was largely a strategic discussion, with no requests for spec creative.
“From the very beginning of the process, Dentsu really worked with us to understand the target market, the customers we’re going after, and the need for us to differentiate,” Moore said.
DAVE won wireless spectrum in the 2008 government auction, giving it access to markets in Vancouver, Calgary, Edmonton, Toronto and Ottawa.
It plans to enter an already competitive wireless market alongside two other newcomers: Wind Mobile and Public Mobile.
Globalive, the parent company of Wind, revealed its service offerings today with stores already open in Toronto and slated to open in Calgary later in the week.
“Wireless is a very competitive industry, but there are still a lot of Canadians without wireless phones,” Moore said. “We have one of the least-penetrated markets in the world and a lot of work needs to be done from an offer standpoint and experience standpoint to bring those people into the market. Dentsu showed great insight into how to do that.”
“We’ve always wanted to be in the [wireless] market,” said Bob Shropshire, Dentsu president, who plans to hire more staff to accommodate the account.
“I think the fit between the two organizations is pretty strong,” Shropshire said. “A lot of what they’re looking for–collaboration, understanding that results are important–we can provide. They’ve got big goals, as we do.”
DAVE will reveal a new brand name for its wireless service early next year when Dentsu’s campaign hits the market. Dentsu will not be involved in the rebranding.
A source familiar with the review said Dentsu won out over at least two other shortlisted agencies, one of which was Toronto’s Naked Creative.
Moore would not confirm the size or composition of the short list.
DAVE’s in-house marketing team has already produced transit ads for the Toronto market. The ads are running until the end of December, asking consumers to consider DAVE’s 2010 launch before signing new phone contracts during the holidays.
