Cossette rolls in as new Dorel AOR

Share this article:
Cossette New York has been named agency of record for the recreational and leisure segment of Dorel Industries.

The division, which contains the Cannondale, Schwinn, GT and Mongoose cycling brands and the SUGOI Apparel brand, selected Cossette following a review of RFPs from BBH, DDB, Vitro Robertson, Mono, Colle+McVoy and incumbent Goodness Mfg.

Cossette will create new campaigns for late 2009 or early 2010, in channels including broadcast, print and online, for each of the cycling and apparel brands, according to a release.

"We are going through an extensive planning exercise to reallocate the marketing marketing mix, but there will be a heavy direct, digital and database marketing component going forward," said Sally Kennedy, president of Cossette New York, when reached between meetings with Dorel at the manufacturer's Bethel, CT headquarters.

Among its goals in conducting the agency review, Dorel wanted to consolidate its agency activities under one umbrella.

"Given our growth ambitions, and increasing scale, we continue to seek fewer, bigger, better partners," said said Robert Baird, president of Dorel's recreational/leisure segment, in a statement. "Cossette blew us away with [its] strategic thinking around our business challenges and opportunities… [and its] strong track record of delivering big ideas across multiple categories."
Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.