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

Mosaic acquires Escalate

Move bolsters Mosaic's experiential capabilities

Reitmans’ plans for reinvention

New marketing and fashion focus aims to freshen up women's clothing brand

New John St. campaign takes it one second at a time

Agency partners with Bell Media for innovative radio campaign

Ontario promotes controversial sex-ed curriculum in new ad

'Show of Hands' launches in English and French as kids prepare for back to school

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