DDB Canada Hired to Uncork North American Cork Flooring Sales

Portuguese Cork Association selects agency in a global open review

Jun 16, 2010, 08:30 ET from DDB Canada

TORONTO, June 16 /PRNewswire/ -- The Portuguese Cork Association (APCOR) has selected DDB Canada as its agency of record (AOR) to conduct a comprehensive campaign to promote the awareness and usage of cork floor covering.  DDB is challenged to boost cork flooring sales in North America by increasing awareness, desire and knowledge of cork flooring among consumers, retail staff and key purchase influencers.  Effective immediately, DDB will develop a strategy, led by DDB Public Relations, to implement a comprehensive, integrated communications campaign that will engage and motivate target audiences.  

"DDB is thrilled to be working with APCOR to help boost sales and raise awareness for cork flooring across North America," says Martine Levy, managing director, DDB Public Relations.  "With cork flooring, style and sustainability go hand-in-hand.  This program provides us with a creative opportunity to communicate cork's unique attributes to consumers and retailers."

DDB plans to engage with the target via a multi-channel campaign focused on leveraging cork flooring's "eco-chic" qualities.  Communication channels will include: public relations, social media, on-and-offline retail training, digital and trade advertising. Public relations activities in the United States will be handled by Omnicom agency, Porter Novelli. The campaign is scheduled to launch in July 2010.

"We were impressed by DDB Canada's creative business problem solving skills and experience, as well as the results generated for their other clients," says Piet Dossche, chairman of the North American Portuguese Cork Association (APCOR) group.  "They showed a unique insight into our business problem and the fact that they have offices throughout North America and strong PR credentials was key to DDB being awarded the account."

DDB Canada was selected following a global open review that selected ten agencies in North America to participate.  Similar reviews were also held in several other European, Asian and South American markets.  The decision was based on a written submission and a series of teleconference meetings.


APCOR's mission is to represent and promote the Portuguese Cork Industry, with more than 250 members, representing around 80 percent of the total national cork production and 85 percent of all cork exports. APCOR is also responsible for promotional activities, with added value to cork, on both a national and international scale, providing, in addition, an extensive Information Resource Centre on cork.

About DDB Canada

Named Strategy's 2009 Agency of the Year and Top Creative Agency, DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Known for advertising that generates significant results for clients, DDB Canada is a "total communications company" whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal DDB (online and interactive), Karacters Design Group, Rapp Collins (direct) and Radar DDB (social media marketing).