Canada Goose hires M Booth to heat up PR in the US

The agency will act as Canada Goose's "eyes and ears on the ground" in the US.

TORONTO: Winter coat manufacturer Canada Goose has brought on M Booth as its PR agency partner for the US, following a competitive review.

The company, which began working with M Booth last month, chose the Next Fifteen firm out of three agencies in the final round of the review, said Carrie Baker, VP of corporate communications at Canada Goose.

"I have 13 years of experience in the agency scene, so I can cut through the fluffy stuff, and right from the start, M Booth’s proposal just grabbed us and we felt like we were at home with them," explained Baker.

She added that M Booth rose above the competition because of its creativity, enthusiasm, skill set, and cultural fit with Canada Goose.

FleishmanHillard subsidiary High Road Communications previously worked with Canada Goose in the US. Representatives from the firm deferred comment to the brand.

M Booth is handling all PR and influencer tasks for Canada Goose in the US. The agency is acting as the brand’s "eyes and ears on the ground," making sure the company is staying relevant and appropriate for  US consumers, said Baker.

Another one of M Booth’s tasks is to help Canada Goose, a 57-year-old family business, tell stories about its heritage to US consumers and media, so "people understand that there’s depth to our brand," noted Baker.

She said the firm will also work to promote Canada Goose’s diverse product offerings, such as its spring collection.  

While M Booth will offer counsel on social media initiatives, the firm will not manage Canada Goose’s social channels. The brand’s digital team handles its social activities, said Baker.

The contract on the account is initially for one year, but Baker said she hopes to have a long-term relationship with M Booth. Budget information was not disclosed.

Over the past ten years, Canada Goose has seen a boom in sales, with annual revenue increasing from $5 million to $200 million.

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