Mabe Canada, the Canadian manufacturer, distributor and marketer of GE Appliance products – including GE, GE Profile and GE Monogram – has chosen BBDO Toronto as its advertising agency of record.

Says Philippe Meyersohn, GM brand for Mabe Canada: ‘We chose BBDO Toronto because of their holistic technique in approaching a creative campaign. We are confident that with their understanding of our consumers, customers and product lines, BBDO will play a key role in making happen the vision and growth agenda behind the GE Appliance brand portfolio.’

Incumbent media agency PHD Canada will retain the GE group’s media business, ‘and looks forward to working closely [on it] with BBDO,’ Brenda Bookbinder, portfolio director for Toronto-based PHD Canada, tells MiC.