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Harry Rosen: The New Confidence

May 27, 2009


I’ve offered to dress a friend of mine for an event that he is throwing. This got me thinking. Thinking about the trends for men for Spring/Summer 2009. As I was pondering trends and of course visiting, I stumbled upon their new ad campaign.

I know that I’m easily amused with advertisements and pretty pictures will pretty much do it for me – hey, I’m a girl, we like shiny things – but this campaign is different. I am totally intrigued by this for a few reasons.

1) An amazing strategy. For Spring/Summer they have chosen to celebrate four distinguished Canadian business leaders and their take on Confidence during uncertain times. These four business men are innovators in their respective fields and are some of the most influential men in this country right now.

2) Powerful messaging. Along with the men, their are four powerful labels: The Influencer, The Guru, The Visionary and The Entrepreneur. These, along with each interview about how these men are able to maintain their own personal brand is integral to projecting confidence – thus conveying success as leaders. But wait, there’s more! If you buy now, we’ll also throw in the messaging that confidence is directly effected by your image and personal brand. That’s right folks! Buy our suits, convey confidence, succeed in business and keep afloat during uncertain times! It’s GENIUS!

3) The creative. Simply well done. It’s clean, it’s to the point and it looks great. The typesetting is strong and confident.

“Our experience tells us that in a challenging economy, maintaining your
personal image is crucial and can go a long way towards instilling the
confidence that is needed to ensure continued success,”

states Larry Rosen, CEO and Chairman of Harry Rosen Inc.

“I am thrilled to showcase not only four of our loyal clients, but four outstanding businessmen who are doing their part to help bolster our economy through their business acumen and leadership.”

The four featured men, pictured below, are (from left to right): Rob Guenette, CEO, Taxi; Matthew Corrin, Founder, Freshii Inc.; Roger Martin – Dean, Rotman School; Robert Deluce, CEO Porter Airlines.


To sum up, great campaign. I wasn’t able to find the ad agency responsible for this and I’m hoping due to conflict of interest that it wasn’t TAXI. Let me know if you know who it was.


2 Comments leave one →
  1. May 27, 2009 2:40 PM

    Madhami –

    Thank you for your kind comments about our campaign.

    I wanted to respond to your query regarding the ad agency responsible for The New Confidence campaign and give credit where credit is due.

    The campaign was conceived and executed by Bob Goulart and Dave Hamilton, who have masterminded our advertising for the last decade (and who always dress to inspire confidence).

    Larry Rosen

    • madhami permalink*
      May 27, 2009 3:15 PM

      Thanks for replying to this! Again, great campaign. Hope it’s been well received by others.


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