BELL SPORT USES FIRST AGENCY
By Adnews Staff
Bell Sport Canada of Granby, Que. has hired its first agency. The company recently gave its account to Brandworks International of Toronto without a review. The agency was invited to speak at Bell Sport's sales meeting about branding, and the company decided to hire Brandworks as its agency. "Brandworks was chosen because we want to dramatically build our brands and we believe Brandworks can make that happen," president Josh Greenberg says in a release. "Brandworks demonstrated their strong sense of strategic communication, an understanding of our consumer, retailer and manufacturer dynamics, and an ability to apply a multiplier effect to a relatively modest budget to ensure we maximize our visibility." Until now, Bell Sport didn't do any advertising. Its first campaign will be launched in April and will use outdoor ads. Bell Sport manufactures bicycle helmets under the Bell and Giro brand names. It also handles distribution for bicycle components such as seats, front-end suspension, accessories, lights and pumps. Bell Sport distributes products for such companies as Rock Shox, Chimano, Rhode Gear, Blackburn and Vista Lights.