MDC Partners Inc. and its portfolio of marketing agencies has snagged the coveted Target Canada business.
MDC’s agencies, including kbs+p Canada, Veritas Communications and Northstar Research Partners, will spearhead the development of Target Corp.’s marketing efforts in Canada.
Target will launch stores in Canada by 2013, when it could open as many as 150 outlets and, eventually, more than 200. It will reshape the Canadian retail landscape, forcing rivals to sharpen their operations or risk being pushed out.
Target, often dubbed tar-zhay for its cool factor, is known for its cheap chic fashions and home goods, and its ability to draw a wide range of customers, including the design-conscious and fashionistas. Its marketing, including its trademark bull’s eye logo, is a key part of its corporate and edgy selling identity.
MDC had an edge in the competition for the Target account because Miles Nadal, its chief executive officer, has been buying up agencies in a bid to draw from a wide range of marketing disciplines. The array of marketing expertise benefited him when chasing the Target business.
“Throughout the agency selection process MDC continuously inspired the Target team with their passion for our business and innovative ideas across all disciplines,” Michael Francis, chief marketing officer at Target, said in a statement on Monday.
As well, MDC and Target will team up with Toronto-based Carat for media and consumer insight research.
Target is arriving in a big way to Canada through its $1.8-billion deal with Hudson’s Bay Co. to buy rights to as many as 220 Zellers leases.