Cundari wins Rona account

But media planning and buying for the largest Canadian hardware, home reno and gardening products chain will remain at Carat.

Rona announced today that the Cundari Group has won its national creative account, following an exhaustive search that included 22 agencies, and was commenced by the Institute of Communication Agencies in August.

Cundari’s role on behalf of the 670-store retailer will involve developing marketing communications, including corporate brand creative, tactical and promotional programming, CRM initiatives in support of Rona’s Air Miles Reward Miles program, plus leveraging its continuing affiliation and support of the Canadian Olympic and Paralympic Program for Beijing in 2008, Vancouver in 2010 and London in 2012.

Media planning and buying as well as sponsorship management will continue to be managed by Carat.

‘We’re delighted to have Cundari as part of the Rona team,’ says marketing SVP Michael Brossard. ‘We were very impressed with their strong, top-to-bottom thinking and approach, which provides them with the ability to think corporately and to take ideas right down to street level. They know our business, and we share the same values and vision about where our brand must go in the future. They will apply their retail capabilities and integrated brand model into a bigger strategic platform to help leverage the Rona brand across Canada while maintaining our iconic status in Quebec.’

‘We’re going to do a great job on this brand,’ says Cundari president/CSO Garry Lee. ‘With offices in Toronto, Montreal and Washington, we’re ready to take a strong creative lead in building the Rona brand across Canada.’ Adds Carat CEO Jacques Dorion: ‘We’re pleased to partner with Cundari to develop strong, innovative ways to talk to Rona’s consumers.’