Courage Inc. Named Agency of Record for RONA Inc.’s English-Canada Marketing Communications
In a significant win for both parties, Courage Inc. has announced that it has been named the Agency of Record (AOR) for RONA’s English-Canada marketing communications. The appointment comes on the heels of a competitive pitch process, marking the beginning of an exciting new chapter for the established home improvement brand as it strengthens its presence in English Canada.
For 85 years, RONA has been a cornerstone in Canadian home improvement, known for offering high-quality products, expert advice, and a strong commitment to local communities. With this new partnership, RONA is poised to take its brand to the next level, captivating a broader audience while continuing to build on its legacy of excellence.
Unsurprisingly, the agency stood out for its exceptional track record in delivering award-winning campaigns that drive real business results. Courage’s deep understanding of RONA’s business, breakthrough creative capabilities, and ability to engage with a wide range of audiences—both B2B and B2C— made them the ideal choice for the partnership.
“We’re thrilled to welcome RONA as a new client,” said Joel Holtby, co-CCO of Courage Inc. “This partnership is especially exciting for us because RONA is more than just a business opportunity—it’s personal. I come from a family of builders and contractors, and Dhaval has been involved in his own construction projects over the years. This is an industry we have strong roots in, and it’s an honour to help elevate a brand that has been trusted by Canadian homeowners and professionals for decades. We’re ready to help RONA break through and truly capture the attention of English Canadian consumers—driving both consideration and deep brand affinity.”
It’s a thrilling step forward for Courage to partner with such a notable Canadian brand, expanding its roster of clients and beginning to tap into new industries. RONA is focused on becoming the go-to destination for professional-grade products and expert advice. The primary objective is clear: to position RONA as the trusted brand that both homeowners and professionals turn to for high-quality products and services, ultimately driving awareness and consideration across the country.
The partnership will see Courage responsible for executing RONA’s marketing campaigns across English-speaking regions of the country, while Sid Lee will remain AOR of the Québec market. Complementary dual efforts will ensure that the brand’s messaging remains cohesive and unified nationwide while respecting the unique characteristics of each language market.
“We’re incredibly excited to partner with Courage to help amplify RONA’s presence in English Canada,” said Catherine Laporte, senior vice-president, marketing and customer experience at RONA inc. “We admire their ability to think beyond just creative execution. Their collaborative spirit and innovative approach really resonated with our vision. We’re confident that together, we’ll deliver exceptional results, and we look forward to a successful and dynamic partnership.”
Looking ahead, all eyes are on RONA’s Spring 2025 campaign, launching as homeowners begin planning their seasonal projects. Creative efforts will play a pivotal role in expanding RONA’s reach and reinforcing its leadership in the Canadian home improvement market.
