Loblaw Companies Ltd. is leaving advertising for its President’s Choice brand in the hands of Toronto agency Bensimon Byrne.
The decision comes after an agency review. Five firms competed for the account, but Bensimon Byrne’s status as a four-year incumbent on the account helped it retain the business, said Elizabeth Margles, vice-president, public relations for Loblaw Companies.
“They’re a true partner and they have a real attachment to our brand,” she said. “They know our rhythms and routines and they matched that knowledge with their creativity and commitment in the review.”
“President’s Choice is one of a handful of truly exceptional Canadian brands,” said Bensimon Byrne president Jack Bensimon in a release. “So rather than letting a great client slip away, our people decided to earn the right to carry on. And thankfully, the new leadership at Loblaws was willing to give us a fair shot.”
Loblaw has also decided the outcome of a public relations agency review, choosing Toronto’s Manning Salvage & Lee to represent its President’s Choice food and home brands, clothing label Joe Fresh Style, President’s Choice Financial and other general products.
Manning Salvage & Lee beat out three other agencies, including Toronto-based incumbent Edelman, to win the account.
“They have a commitment to measurement and a degree of rigour that they can apply to our PR program,” said Margles of the new public relations partner.
Both appointments are effective May 1. Loblaw spent about $12.5 million on advertising for President’s Choice in 2005, according to Markham, Ont.-based Nielsen Media Research.