Boston Pizza has announced Camp Jefferson as its new agency of record, with new work coming later this month.
The appointment follows a formal review of numerous agencies, in which the brand sought a partner that could provide “senior-level involvement at key points in the planning and strategic process,” said BP’s senior vice-president of marketing and communications Peter Blackwell, in a release.
The agency is the perfect size for the brand, BP’s VP of marketing, James Kawalecki, told The Message. “Big enough to have strong leadership and internal capabilities, but we also know that BP will be a priority for the agency.”
BP has long been one of Canada’s most active marketers, with a willingness to embrace unconventional ideas that go beyond traditional media. For the last several years, John St. has been its AOR, producing campaigns tied to cultural moments like this, this and this.
Asked if any changes could be expected from Camp Jefferson, Kawalecki said that there are no plans to overhaul strategy. “We will continue to push for breakthrough work with a fresh take on our brand.”
The agency’s SVP, and head of strategy Ian Barr, said in the release that the team will work to seek out cultural moments where the brand can authentically reside to create relevant and resonant messaging. “It’s going to be important for us to dig into those creative insights and develop work that we think is best for Boston Pizza,” he said.
“Lots of agencies do great work, of course, but we wanted to blur the line between client and agency, which is only possible when there’s a high level of trust on both sides,” said Kawalecki. “Our teams have hit it off and are already well on the way to creating standout work in a positive environment.”