Manhattan-based independent marketing and advertising company Ammirati has been signed as the global agency of record for Dorel Recreational/Leisure, a segment of Dorel Industries Inc. The agreement covers the full breadth of Dorel Recreational/Leisure’s portfolio of cycling and apparel brands, including Cannondale, Mongoose, Schwinn, GT and SUGOI.
Ammirati will work with the Dorel Recreational/Leisure brand teams to help solidify the unique global position of each of the brands. In this role, it will be responsible for overall strategy and development of ideas and creative for traditional and non-traditional campaigns. Ammirati will work with Dorel Recreational/Leisure on leveraging their brands to fulfil the company’s mission of bringing fun, healthy experiences to consumers and households all over the world.
“The first time we met the Ammirati team, we knew that they had something special they could bring to us,” said Kelli McCusker, Senior Vice President of Marketing, Dorel Recreational/Leisure. “They possess raw creative and strategic prowess as well as a combination of humble passion for their craft and our industry and brands. We’re looking forward to partnering with them to help us communicate the impact of our brands in the most relevant and meaningful ways.”
“Not only is this a great fit and huge opportunity for Ammirati but, as a bicycling enthusiast, it’s also incredibly rewarding to be hired by Dorel Recreational/Leisure during a time of real resurgence in the bicycling industry,” said Matthew Ammirati, President of Ammirati.
“Dorel Recreational/Leisure has great brands that are uniquely positioned to deliver the performance and sheer joy of cycling for just about every occasion. We are already enjoying working in this industry, with this dynamic company, on these fabulous products.”
The account had previously been handled by Colle & McVoy, Minneapolis, part of MDC Partners.
www.ammirati.com
www.dorel.com
