Camden Introduces the Good GUS!

This fall, Groupe Urgence Sinistre (GUS) launches its new brand platform, designed by Camden, the agency of record for this national leader in general urgency services. Founded in 1991, the GUS network boasts the largest pool of claims professionals in Canada.

Centered on the theme of "Good GUS", which is derived from “the good guy” persona, but with a twist of GUS’ skills and personality. The advertising platform will be gradually deployed in its B2B advertising portion as well as in its employer brand component. The concept personifies both the brand and its field and office employees, who often work behind the scenes, effectively conveying the human, friendly, proactive, and professional character that drives GUS. 

The employer brand portion will, of course, be deployed both internally, notably with a brand-new onboarding guide for employees, and through a province-wide recruitment campaign that includes radio spots, digital media, programmatic, SEM and a social offensive. GUS's employer brand will aim both to amplify employees' sense of belonging for a rapidly expanding network, and to set the organization apart in an industry quite clearly affected by the labour shortage.

The upcoming autumn campaign we will be focusing on the B2B sector using an Account-Based Marketing (ABM) approach, along with targeted outreach on LinkedIn to reach highly qualified audiences. Moreover, Camden will maintain its oversight of GUS's comprehensive brand strategy across various social media platforms.

Mathieu Bédard, CEO of Camden, expressed, "Our ongoing collaboration with GUS is a daily source of satisfaction for our teams. We take pride in the strategy and creative solutions that have emerged from it. They not only showcase the agency's versatility across multiple areas of expertise but also underscore the immense value of a client-agency partnership built on shared values."

Liz-Ann Picard, Director of Communications and Brand Image at GUS, commented, "The Camden team has truly grasped our identity and translated it into creative brilliance. We eagerly anticipate gauging the impact of our new brand platform and the diverse campaigns we are launching this fall. 'The Good GUS' authentically encapsulates our organization, serving as a relevant and unifying reflection, of which we are immensely proud."

Credits

Client: GUS: François Hétu, Executive Vice President; Liz-Ann Picard, Director of Communications and Brand Image.