Hudson's Bay Company hires FCB Canada
By Adnews Staff
The Toronto-based Hudson's Bay Company has hired FCB Canada as its agency of record for HBC brand advertising and promotional communications. The retailer chose FCB in an agency search conducted over the summer involving an unknown number of additional contenders. "FCB was awarded this account because they clearly demonstrated that they shared our vision of what the HBC brand does and can stand for in Canada," said Gord Sonnenberg, senior vice-president of marketing at the company. "Their strategic insight and creative approach, in addition to the scope of their integrated services, all contributed to our decision to move forward with their team." FCB's first assignment will be a campaign to promote the company's Olympic sponsorship activities. Hudson's Bay is a "Premier National" sponsor of the Vancouver 2010 Olympic and Paralympic Games and the official outfitter of the Canadian Olympic team through 2012. FCB is also working on a long term corporate brand program for the company.