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Colle+McVoy has been tapped as lead agency by Dorel Industries for the client’s recreation and leisure segment, which boasts high-end bicycles and sports apparel brands like Cannondale, Schwinn, GT, Mongoose and Ironhorse.
Work from the Minneapolis shop will target consumers, bike dealers and sporting-goods retailers. C+M has category expertise, working on various apparel and outdoor/recreational assignments, such as Bikes Belong, Mammoth Mountain Ski Resort and the Recreational Boating & Fishing Foundation,
All told, Dorel’s recent annual ad spending has been in the $5-10 million range.
Andrew Coccari, CMO of global marketing at the client, said of the new shop: “Their consumer-centric focus toward building beloved lifestyle brands is tried and true and their appreciation for the dynamics and pace of this industry is unparalleled.”
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