Dentsu Canada is the new agency of record for British sportswear brand Fred Perry Canada.
Fred Perry clothing is imported and distributed by CSC Apparel, a division of Canadian Scooter Corp., the Canadian distributor of the Italian-built Vespa scooter.
The Toronto-based agency has been working with the Canadian Scooter Corp. since it won the Vespa account in 2005, when it pitched a campaign for the LX50 and LX150 motor scooters.
“Dentsu has done such an outstanding job creating campaigns for Vespa, so it only made sense to have them mange the Fred Perry account,” CSC president Morey Chaplick said in a release.
Advertising efforts will promote the brand’s design, quality attention to detail and style through a combination of traditional and non-traditional media.
“We are excited to develop creative that will continue to hit a nerve with a demographic of people who appreciate a label that has such a rich legacy,” said Glen Hunt, Dentsu’s creative head, in a release.