Target makes another move in Canada
The first Target stores in Canada won’t open until 2013, but the company recently announced it retained MDC Partners to lead the development of its overall marketing efforts. According to the company, the MDC integrated team is being led by kbs+p Canada and Veritas Communications, along with support from Northstar Research Partners and BOOM! Marketing.
“Throughout the agency selection process MDC continuously inspired the Target team with their passion for our business and innovative ideas across all disciplines,” said Michael Francis, Target EVP and chief marketing officer, who is leading the retailer’s entry into Canada. “We look forward to partnering with MDC to bring the Target brand to life for our Canadian guests as we move toward our Canadian opening.”
Target said it chose MDC as its lead agency in Canada based on its depth of retail experience, integrated team of agencies across Canada, insights into Canadian consumers and reputation for collaboration. MDC is the largest digitally-driven, independent, Canadian-owned marketing communications network in the world.
“We feel privileged to be selected to help bring Target's iconic brand to the Canadian market and credit our collaborative and integrated approach, along with our shared creative and strategic sensibilities, for the win,” said Miles Nadal, CEO of MDC Partners.
“We are very fortunate to be a part of Target’s first international expansion and look forward to helping them become retailer of choice.”
The selection of MDC is the latest revelation to come out of Canada. Target has already disclosed the locations of its first 105 stores and recently agreed to sell 39 of the 220 leases it acquired from Zellers to Walmart.