Cossette rolls in as new Dorel AOR

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.”

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