Dorel Industries Inc, owner of brands such as Cannondale, GT, Sugoi Performance Apparel and Schwinn, has awarded its global leisure/recreational advertising contract to agency Cossette New York.
Dorel had previously used multiple agencies to handle this work. Cossette will be specifically responsible for overall branding campaigns for Cannondale, Schwinn, GT and the Mongoose bike brands as well as its Sugoi apparel line.
The review included agencies BBH, Colle+McVoy, DDB, Mono, Vitro Robertson, and the incumbent Goodness Mfg.
Robert Baird, President of Dorel’s recreational/leisure segment, said that the decision to consolidate was a “key step to simplify and improve” brand communications. “This decision will also maximise each marketing dollar across the globe,” he said.
“GT, Mongoose and Sugoi already possess strong brand values and are category leaders,” said Cossette New York President Sally Kennedy. “It will be our challenge to continue to build these brands with ground breaking advertising that will support Dorel’s significant business objectives.”
“Cossette will be a great strategic partner as we strive to deliver our multi-brand portfolio across a range of channels and countries,” Baird added.
Cossette is already developing print, online and broadcast initiatives set to launch later this year.
