Direct Antidote rebrands as Squareknot

May 08, 2013  |  Rebecca Harris  |  Comments

Direct Antidote, a communications agency owned by LoyaltyOne, has rebranded as Squareknot.

The agency was originally set up in 2007 as an in-house marketing services department for LoyaltyOne, working on the Air Miles reward program. It has since evolved into a 110-person communications agency with offices in Toronto and Montreal. In addition to Air Miles, Squareknot works with Air Miles’ sponsor brands including Bank of Montreal (BMO), Safeway, the Ontario Power Authority and Sobeys Atlantic.

“We feel that Squareknot truly represents what we bring, which is connecting brands and people in a way that demonstrates the loyalty and the emotional connection between those two entities,” said Di Cullen, president of Squareknot. “The Squareknot story allows us to talk about our belief in consumer relevance and one-to-one communications and tying a brand and their customers more closely together.”

The agency has transformed “quite significantly” over the past six years, said Cullen, getting into multi-channel campaigns, customer experience and brand strategy. “We felt that we’re now bringing our loyalty expertise to a much broader range of capabilities and that we should find something that more truly reflected that,” she said.

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