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Dorel Rec Names New Agency of Record

Published June 2, 2009

BETHEL, CT (BRAIN)—The Recreational/Leisure segment of Dorel Industries has named Cossette New York as its agency of record. The move consolidates all agency activities under one umbrella to better complement its international scale and support a global strategy to dramatically grow the business.

“Given our growth ambitions, and increasing scale, we continue to seek fewer, bigger, better partners. Consolidating our agencies was another key step to simplify and improve. Cossette blew us away with their strategic thinking around our business challenges and opportunities, their breakthrough creative abilities marshaled by Bill Oberlander, and their strong track record of delivering Big Ideas across multiple categories,” said Robert Baird, president of Dorel’s Recreational/Leisure segment. “Cossette will be a great strategic partner as we strive to deliver our multi-brand portfolio across a range of channels and countries. This decision will also maximize each marketing dollar across the globe.”

First order of business for Cossette will be to create new campaigns for each of the cycling and apparel brands, which will break in late 2009, early 2010. Campaigns will span broadcast, print, online and other channels. Cossette will also be responsible for overall branding campaigns.

“We are honored to be selected by Dorel as their strategic and creative partner and are eager to get started,” said Sally Kennedy, president for Cossette New York. “Cannondale, Schwinn, GT, Mongoose and Sugoi already possess strong brand values and are category leaders. It will be our challenge to continue to build these brands with groundbreaking advertising that will support Dorel’s significant business objectives.”

Dorel conducted an agency review in February 2009, inviting a select group of agencies, including BBH, DDB, Vitro Robertson, Mono and Colle+McVoy, as well as incumbent Goodness Mfg, to submit RFPs.

Cossette bested Colle+McVoy in a very closely contested final round. “This was an extremely difficult and close call,” Baird said. “I wish we could have hired both agencies.”

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