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

Ads You Must See: Visions of the future

Two very different ideas of a future shaped by today's youth

Canada Beef brand refresh links farmers to good ethics

Refreshed logo, a new tagline and a video aim to connect with consumers

On The Move: Changes at Loopmedia, 6S, Climax Media

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

It’s hard to say ‘Goodbye’ in new Fallsview campaign

First of four commercials planned for 2016 features a humorous twist on a familiar trope

A&C wins multiple accounts, adds five team members

Agency adds Food Basics, San Pellegrino and more to its client roster

Former Cossette CD moves to Manifest Communications

David Daga joins the Toronto social media and cause marketing agency

Pomp & Circumstance stages Bacardi’s latest launch

Toronto PR firm hosts interactive theatre experiences to promote new malts

The Mint Agency lands a client of its (digital) dreams

Toronto agency tasked with expand music festival's reach and audience