Loblaw names new creative AOR to focus on PC brand

Loblaw has named John St. as its creative agency of record to focus on the President’s Choice brand. The WPP-owned agency replaces Bensimon Byrne, which held the account for more than a decade. In a statement to Marketing, Loblaw said “The brand, its promise, and its products have been brought to life for many years through the […]

Loblaw has named John St. as its creative agency of record to focus on the President’s Choice brand. The WPP-owned agency replaces Bensimon Byrne, which held the account for more than a decade.

In a statement to Marketing, Loblaw said “The brand, its promise, and its products have been brought to life for many years through the great work of Bensimon Byrne, Loblaw’s agency of record for over 10 years. The agency played a pivotal role in shaping a great era of President’s Choice. Its contributions are valued and will endure.”

It was on Bensimon’s watch that Loblaw executive chairman Galen Weston became pitchman for the private label brand, making his debut in a 2007 commercial for reusable bags, or what the grocer called “Canada’s greenest shopping bag.”

Weston has appeared in dozens of television commercials since, championing healthy, organic and ethical food and promoting PC products within those categories.

“We are incredibly proud of the work we have done for President’s Choice,” said Bensimon Byrne president Jack Bensimon. “The work has been incredibly effective by so many different measures, and we hope to get the chance to work with them in the future.”

Loblaw last held an agency review for the PC brand in 2008.

Bensimon Byrne was told last summer that Loblaw would begin to look at other creative partners, but continued to work with Loblaw until it was officially notified of the switch in February. Despite the loss, Bensimon said the agency is hiring thanks to expanded mandates for clients like Constellation Brands and Nestlé which works with the agency’s OneMethod division.

Bensimon Byrne’s most recent campaign for the brand launched in November in support of President’s Choice’s smartphone-friendly PC Plus rewards program – a one-to-one marketing initiative that tracks shopping patterns and offers deals accordingly.

Advertising Articles

Red Lion wins The Brain Project

Toronto agency gets a shot at driving research funding through Baycrest Health Sciences’ arts initiative

Cadbury brings joy back to the holidays

How the brand drives local relevance and trying to stay top of mind this December

Welcome to the sharing economy of advertising (column)

KBS Canada head Nick Dean reflects on agency talent and what's ahead for 2017

Marketel McCann rebrands, adds new president

Mylene Savoie takes the leadership position as the agency takes on a new name

The List: Leo Burnett breaks down borders

The agency expanded its assignments, leadership and influence beyond Toronto

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

DDB hires first North American CCO

Ari Weiss to lead 17 creative teams from across the continent

How we can close advertising’s biggest gap

AOL's David Shing on how companies can bring more empathy to advertising

Confirming speculation, Blammo and Extreme merge

Renamed as Arrivals + Departures, independents make a cultural match