Reitmans retains OMD for traditional, picks new digital partner

The retailer preps for a 'new digital era' as it zeroes in on digital and social media.
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After issuing a media RFP in April, Reitmans Canada has chosen not one but two agencies to handle its media buying and planning.

The women’s retailer has retained its previous agency, OMD, for traditional media planning and buying, and selected Montreal-based consulting firm Adviso for digital media strategy, planning and buying.

Both will hold the contract for the next three years. OMD had previously handled digital buying as well as traditional.

The two agencies will handle media for Reitmans’ six banners, which include Reitmans, RW&Co, Thyme Maternity, Hyba, Addition Elle and Penningtons.

The agencies were chosen following a three-month tender process, with client presentations taking place in late May.

Aga Baran, Reitmans VP of digital strategy and e-commerce, said in a statement that Adviso was chosen because of the size of its dedicated digital team. She described a “new digital era” for Reitmans in which the company is planning on concentrating more of its efforts on online and social media.

Shortly after Reitmans issued the RFP, its CMO Jonathan Levitt left the company. A representative for the retailer confirmed that Baran is currently handling CMO duties on an interim basis, supported by the VPs of marketing for each of the company’s brands.

Montreal-based Adviso also handles digital strategy for National Bank, Aldo and Le Devoir. In 2016, it was ranked as the ninth-highest purchaser of French-language programmatic media by the Canadian Premium Audience Exchange (CPAX).

Reitmans has refocused all of its brands to target younger customers in recent years. Its “Reitmans. Really” campaign (which featured Suits star Meghan Markle) was awarded a Silver award at the CASSIES in 2016. Results of the campaign included a jump of 11% in purchases by women 35 to 44 and an online sales increase (69.6% in wave one, 72.8% in wave two).

Reitmans has worked with Omnicom-owned  OMD since 2013.