Bleublancrouge Toronto has partnered with fellow Canadian agencies in the independent collective Humanise to win both the Thompson Hotels and One Homecare Solutions assignments.

Thompson Hotels is a Hyatt-owned luxury brand with locations across the U.S. and Mexico, with BBR’s purview encompassing both strategy and creative. The first work for the global assignment is expected later this year, says the agency’s vice-president/general manager Joumana Oweida.

The assignment builds on BBR’s prior expertise in the hospitality and lifestyle sectors, which includes work with Marriott International, Loews Hotels and Sothebys.

BBR will be responsible for a complete “reinvention” of the OHS brand and its marketing as it looks to grow beyond its home state of Florida into Texas and the Sun Belt. OHS provides home healthcare services.

“They’re looking to develop work with purpose, and with the experience that [BBR ECDs Julie Markle and Chris Dacyshyn] have in developing purpose-led brands, they were attracted by that capability,” says Oweida. “They’re interested in building a brand built on the right values.”

Both account wins were led by BBR, with the support of other agencies in the Humanise Collective including L’Institut (master planning), U92 (digital strategy) and YHP (experience design).

“We love that we can help imagine these brands from the ground up, on every level. These kinds of opportunities don’t come along every day in Canada,” said Julie Markle, BBR’s executive creative director, in a release.

The account wins follow the opening of BBR’s new headquarters in downtown Toronto and the fall arrival of executive creative directors Markle and Dacyshyn. The agency will soon announce the hiring of new ACDs to service the new accounts, says Oweida.