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

Dentsu Aegis CEO Nigel Morris on ad industry disruption

Agency exec outlines path to becoming a '100% digital economy business'

Axe adds Canadian element to ‘Find Your Magic’ campaign

Toronto Raptors branding makes a cameo in spot's #TheNorth version

Ads You Must See: Charity and the Stella chalice

A bad Valentine's Day date and the unlikely love story of beer and water

On The Move: Promotions at Union and District M

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

BMO’s “Ball-Star” hits the court for All-Star Weekend

Bank's marketing also includes a 10-foot tall ATM

OMD tops Gunn Report for 10th straight year

Report lists Canadian office's 'Smart City Project' among the network's best work

Veritas opens in Vancouver

The move will help the PR shop better serve its new B.C.-based client, Best Buy

TSN introduces ‘Champions Live Here’ positioning

Multi-platform campaign launched during the Super Bowl with a 60-second anthem

Twitter’s flock flattens

Social media site fights to stay relevant as user base remains stagnant