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The Recreational/Leisure segment of Dorel Industries Inc., Bethel, Conn.-based manufacturers and marketers of the Cannondale, Schwinn, GT and Mongoose cycling brands and SUGOI Apparel, recently 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," says Robert Baird, president of Dorel’s Recreational/Leisure segment. "Consolidating our agencies was another key step to simplify and improve. Cossette blew us away with its strategic thinking around our business challenges and opportunities, its breakthrough creative abilities marshalled by Bill Oberlander, and its strong track record of delivering big ideas across multiple categories. “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 is to create new campaigns for each of the cycling and apparel brands, which will break in late 2009 and early 2010. The campaigns will span broadcast, print, online and other channels. Cossette will also be responsible for overall branding campaigns. Sally Kennedy, president, Cossette New York, says, “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. The optimization of these brands represents a tremendous strategic opportunity for Dorel’s Recreation/Leisure segment. "We’ll be partnering with Bob and his team to take full advantage of their brand equities and attributes. Our charge is to help Dorel’s Cycling Sports Group re-engineer everything from relationships with its retail channel partners to fully engaging its consumers across a range of market demographics and media distribution platforms.” Cossette pitched the business in collaboration with PainePR, a part of the Cossette Inc. global network, and the independent Horizon Media, the agency’s media planning and buying partner. Dorel conducted its agency review in Feb./09.
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