American Standard taps Maverick for PR and social media

Kitchen and bath manufacturer American Standard Canada has hired Toronto-based Maverick as its PR and social media agency of record.

Under general manager Yves Dalcourt, who joined American Standard Canada earlier this year, the company is aiming to revitalize the brand in Canada.

“We need to reintroduce the brand because unfortunately it’s known as a plumbers’ brand and an institutional brand—it’s in schools and commercial buildings,” said Julie Rusciolelli, president of Maverick. “That’s a big part of their business, but consumers have forgotten what a beautiful brand they are.”

Maverick will work with the company on elevating its Canadian media presence and increasing its online presence through social media networks, and will also be working with American Standard’s DXV luxury line. Plus, the firm will play a big role in the organization and promotion of American Standard’s involvement at the Interior Design Show 2015, which takes place in January.

“We’re creating new digital properties for them and we’ll be creating the narrative and voice for American Standard online,” said Rusciolelli. First, the agency is targeting do-it-yourself men and women. Down the road, interior designers will be part of the outreach program.

“We are going to talk to a lot of consumers and not just your average Joe plumber,” said Rusciolelli. “The plumber knows who we are and we want to make sure he stays with us, but there are a lot of people renovating bathrooms who have no idea how beautiful American Standard’s merchandise is.”

Advertising Articles

Watch This: John Lewis dances into our hearts

British retailer's charming new ad gets a musical assist from Elton John

Telus showcases unlikely pairings in new Optik campaign

New 'You call the shots' campaign underscores the service's flexibility

Ads You Must See: A ‘dismal’ week in ad land

Banksy's "dismal" ad, plus a gloomy spot from the British Heart Foundation

Why marketing needs more mentors (Discussion)

Providing career guidance is valuable for both mentor and mentee: Alan Middleton

On The Move: Changes at Top Drawer, Publicis, GMR

A weekly recap of who's headed where in Canadian marketing and communications

Proximity bolsters UX and strategy with new hires

Joe Szabo and Paul Hanlon join the Toronto-based Omnicom-owned shop

Goodyear retires its blimp

Cigar-shaped vessel to be replaced

Axe pushes grit and determination in video series

Campaign from Sid Lee celebrates confidence and the desire to succeed