Courage wins Reitmans creative account

Courage Inc. has been appointed creative partner for Reitmans, marking the agency’s first national retail client. The partnership coincides with Reitmans’ 100th anniversary, as the retailer enters a new phase of brand development.

Courage will lead creative strategy and development, supporting Reitmans’ efforts to strengthen its relevance and cultural connection with Canadian consumers.

Supporting brand evolution at 100 years

The agency will work to reshape brand perception and articulate the next chapter of Reitmans through an updated creative platform. The mandate focuses on reinforcing emotional resonance while reflecting how the retailer has evolved for modern audiences.

Isabelle Bonin, VP Marketing, Reitmans: "Courage will play a key role in demonstrating how Reitmans has evolved for Canadian women. At a pivotal moment in our history, their strategic thinking, creative point of view, and human approach truly stood out. We’re excited to partner with an agency that brings both ambition and care to the work as we shape what’s next."

Expanding into national retail

For Courage, the appointment represents an expansion into the retail sector and signals its ability to manage national-scale assignments. The agency describes the partnership as part of its broader growth trajectory and continued investment in strategic and creative capabilities.

Niki Sahni, Partner and President, Courage Inc.: "Reitmans is a brand with deep heritage and a powerful relationship with Canadians, built through trust and relevance. Stepping into retail allows us to explore a space where culture, creativity, and human insight intersect in powerful ways."

Work is underway, with the first major campaign scheduled to launch in spring 2026.

www.courageinc.com

www.reitmans.com

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