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

Jean-Sébastien Monty joins Bleublancrouge

He joins the agency as managing director, remains president and partner of U92

Postmedia names Sid Lee agency of record

Win follows successful "Postmedia Reimagined" campaign

The arrogance of experience (Column)

Martin Waxman gets the inside scoop on what journalists want—and don’t want

President’s Choice launches ‘Colourful’ campaign

PC removes artificial flavours and colours from its products

Old El Paso hits home with restaurant-style dinner kits

TV, PR, in-store sampling, online and events support recently-introduced line

Revera tackles women’s fears about aging in new film project

Partnership with Reel Youth bridges generation gap

Twitter booth and a VIP Mom keep the buzz going for Target

Retailer gives consumers a behind-the-scenes look during Fashion Week

Brian Hickling heads to Extreme Group

Industry vet returns to the east coast to direct the agency's Halifax office