Canada Goose Appoints Publicis to Spearhead Campaign

Canada Goose, the outdoor luxury clothing brand, has appointed Publicis to spearhead the brand’s first Scandinavian campaign, following an extensive pitch process.

This marks the first time Canada Goose has worked with an agency in Europe. To date, Canada Goose has engaged audiences primarily through an organic, word-of-mouth communications approach, including leveraging partnerships with world-renowned explorers such as Ben Fogle and Lance Mackey, and film sponsorships such as Berlinale, Toronto International Film Festival and Sundance Film Festival. 

Working with Penny Brook, European Marketing Director for Canada Goose, Publicis will be responsible for developing a new communications strategy and ad campaign for the brand, targeting key Scandinavian markets, starting with Denmark and Sweden, to launch in September. 

Founded in 1957, the company has been a significant force in building back the apparel manufacturing infrastructure in Canada and is recognised globally for its iconic, high quality, ‘Made in Canada’ outerwear.

Dylan Williams, the newly appointed Global Chief Strategy Office at Publicis said: “It’s a great win on a great brand against top class opposition. We love what we presented and are looking forward to getting started.”

Kevin Spreekmeester, SVP Global Communications for Canada Goose, said: “Authenticity is everything to Canada Goose – and that permeates every aspect of how we communicate to our fans around the world. Dylan and his team presented dynamic concepts and smart, strategic insights that aligned with our core values. They instinctively felt like the right fit, and we’re excited to be working with a team of such world-class talent.”