Dorel Taps Ammirati to Handle Recreational/Leisure Biz

By Kiran Aditham 

It’s been a little while since we’ve heard from NYC-based indie agency, Ammirati, which has apprised us that it’s now been appointed as global agency of record for Dorel Industries’ recreational/leisure unit, one that houses familiar cycling/apparel brands such as Schwinn, Mongoose and Cannondale. By our count, this marks the second somewhat notable win this year for Ammirati, which replaced Mother on the Cumberland Packing Corp business back in March.

Regarding the new AOR, Dorel recreational/leisure SVP of marketing, Kelli McCusker says,  “They possess raw creative and strategic prowess as well as a combination of humble passion for their craft and our industry and brands.  We’re looking forward to partnering with them to help us communicate the impact of our brands in the most relevant and meaningful ways.”


Before Ammirati, Minneapolis-based Colle+McVoy served as lead agency for Dorel rec/leisure for nearly two years. We’ve been told by sources that there was a review for the account, but haven’t heard who else participated as of yet. On the digital front, Dorel Industries is working aplenty with Firstborn, which has been handling digital duties for Cannondale and Mongoose.