Royal Lighting hires The Collective
By Adnews Staff
Royal Lighting of Toronto has retained The Collective, also based in Toronto, as its agency of record. The lighting products retailer chose The Collective after an agency review involving two other unidentified firms. "The Collective demonstrated original and strategic thinking in their creative presentation and a real understanding of our business," said Michael Gladstone, general manager of Royal Lighting. "We tested their creative with our staff, suppliers, media vendors and most importantly, our customers. The response was very positive." The new creative uses as its theme the idea that the store has such a variety of lighting options that consumers will run out of places to put them. One execution shows a chandelier in a garage. Another depicts a ceiling fan in a car.