Kazareen Textile Company has retained Intercept Group of Toronto as the Canadian agency of record for its fashion brand 3F. Intercept won the account after a six-month search process involving five other agencies. The assignment includes creative services and all marketing. The 3F brand is aimed primarily at urban members of Generation Y, according to the company. It has opened one retail store in Toronto and plans to launch 33 stores within three years. "We were looking for an agency who demonstrated the passion to grow our business as if it were their own," said Wassef Sawaf, executive vice-president of KTC Canada and the CEO of 3F. "Ultimately it was IG's unique culture and approach to understanding our needs that made them the clear choice to partner with in pursuing our objectives. What stood out to us was their unparalleled understanding of youth culture, their extensive network of touch points, and most importantly, their connection and understanding of 3F as a brand and a lifestyle."