TORONTO: Hanson Brick has chosen Argyle Rowland Worldwide as its agency of record.
The Charlotte, NC-based brick company presently owns seven brick companies in the US and Canada, all of which will be consolidating into a single entity in the beginning of 2003. Toronto-based Argyle was brought on board to present the new entity.
"Up until now, we have had a very low profile in North America," said Nancy Roche, sales and marketing administration manager for the Canadian division, Hanson Canada Brick.
"With this consolidation, we are looking to increase our presence with the best possible launch, and then ongoing communications practices."
The account provides a retainer of $300,000 per year. Argyle, which won the account over two US-based agencies, was previously handling communications for the company's Canadian operations only.
"It was not a prerequisite, but Argyle's extensive understanding of our market and needs was a consideration in the selection process," explained Roche.
Ray Argyle, CEO of the agency, said special events around the merger and a corporate video will be done, in addition to consumer trade and media relations.
"This is not just a launch engagement," explained Argyle. "It is an ongoing effort that will require a full range of communications materials."
The agency will also be handling PR for the creation of Hanson's art collection - a series of commissioned paintings of historic brick structures that will be used for promotional purposes.
Argyle will be working alongside Hanson Brick's internal communications team, which is currently in the process of recruiting a marketing director.
The agency will also work in tandem with AKA Communications, which will handle marketing for the consolidated entity.