Apex Wins Back Royal Sun Alliance Account

Apex Public Relations has been named agency of record for insurance company Royal Sun Alliance (RSA). Apex had previously held this account from 2006-2009. “It was a great win to bring back into the fold,” said Scott MacFayden, vice-president at Apex. “We still had some relationships with the people [at RSA], which I think helped. […]

Apex Public Relations has been named agency of record for insurance company Royal Sun Alliance (RSA).

Apex had previously held this account from 2006-2009. “It was a great win to bring back into the fold,” said Scott MacFayden, vice-president at Apex. “We still had some relationships with the people [at RSA], which I think helped. But we developed a pitch that was really on-strategy, and we were successful in bringing them back.”

Apex “did a phenomenal job, both with their RFP submission and with the pitch they made in person,” said Scott Tabachnick, director or external communications at RSA Canada. “It was clear they really took the time to understand our business and our industry. Even in the short time they were in the pitch, they helped us see other opportunities we can take advantage of to achieve our goals.”

Five agencies participated in the review, but Tabachnick would not say if the incumbent, Temple Scott Associates, participated.

The win for Apex comes on the heels of two new clients announced in January: Taste of Nature, which promotes organic products globally, and Husqvarna Canada, which makes outdoor power equipment.

Advertising Articles

On the Move: Changes at Google, H+K, DAC, Dynamic Outdoor

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

How to make social causes successful businesses? SING!

Lift taps into the 80s to drive awareness of a different kind of charitable org

Ads You Must See: Not the gourmet meal they expected

A few unsuspecting folks have to eat dog food, but 'Old TV' is the real bully

Is there a place for crying at work?

Experts debate whether tears are a relatable experience or 'career suicide?'

Make-A-Wish launches first Canadian-made PSAs

'FUNraising' avoids somber tones to build awareness with a bit of fun

Diageo launches Jeremiah Weed in Canada

Brand takes 'irreverent approach' to connect with millennials

FCB named BMO’s lead agency

Agency replaces Y&R, will continue BMO's attempts to humanize its brand

ZAK rounds out hiring spree with three more additions

Gail Pak, Alicia Brown and Samantha Angu join the Toronto agency