LCBO names Leo Burnett creative AOR

Leo Burnett is raising a toast to its newest account win, the Liquor Control Board of Ontario (LCBO). The Toronto-based agency was one of three agencies shortlisted in a review that was handled by the Advertising Review Board (ARB), beating out Cossette and Winkreative. Blammo was LCBO’s previous agency of record, an account it held […]

Leo Burnett is raising a toast to its newest account win, the Liquor Control Board of Ontario (LCBO).

The Toronto-based agency was one of three agencies shortlisted in a review that was handled by the Advertising Review Board (ARB), beating out Cossette and Winkreative. Blammo was LCBO’s previous agency of record, an account it held for more than 12 years.

LCBO is working on a new brand strategy and “thought it was time to bring a fresh perspective to our brand,” said Charan Bhogal, director of integrated marketing, marketing and consumer insights at LCBO.

“We have admired [Leo Burnett’s] work for a long time and we wanted an agency that had a broad range of expertise, from strategic capabilities to depth of digital experience and a really strong creative side,” said Bhogal.

The LCBO was particularly impressed with Leo Burnett’s work on IKEA, which the agency presented during the review process. The agency “brought forward a compelling mix of clearly thought-out strategy, an ability to tap into what motivates people and what’s meaningful to an audience and turn it into really engaging and dynamite creative,” said Bhogal. “To me, that was a great mix and the evaluation panel really felt the same way about it. And so they came out clearly ahead of the others.”

“We’re particularly thrilled that the kinds of things they needed in their new agency partner really spoke to particular strengths that we have, so we just see a wonderful fit between what they need and what we’re great at, which makes it a terrific assignment to work on,” said Dom Caruso, president and COO at Leo Burnett.

As part of its new brand strategy, LBCO is opening up new channels of communication and seeking “new ways to engage with our customers,” said Bhogal. To start, LCBO will launch its social media presence on Facebook and Twitter next month.

Bhogal said Leo Burnett’s creative work will debut next year.

ZenithOptimedia is LCBO’s media planning/buying AOR. The media account was not under review.

Brands Articles

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Going for the sentimental shoppers

Why food brands are turning to anthropology to tug at Canadians’ heartstrings

McDonald’s profit, sales decline amid ongoing struggles

Fast food giant launches “Our Food. Your Questions.” in the U.S. to improve image

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Sears strikes leasing deal with U.K. fashion retailer

Primark to open seven standalone stores in U.S. malls

On the Move — Weekly Roundup

A recap of who’s headed where in Canadian marketing communications

Redefining the mini-meal

Shoppers looking beyond classic snacks like chips and cookies

Air Miles focuses on storytelling in new video

Campaign turns user-generated content into branded content