Canadian online used-vehicle retailer Clutch has named Toronto-based Courage its creative agency of record, signalling a new investment in brand building as the company looks to expand its presence in the Canadian automotive market.
According to a Sept. 11 announcement from Courage, the agency will lead creative strategy and brand communications for Clutch following a competitive review. Its mandate includes brand strategy, development of the company’s brand platform and campaign development.
The first work produced under the partnership is expected to launch in January 2027.
“We were looking for a creative partner that understood both where Clutch is today and the scale of where we want to take it, collaboratively with our creative leadership,” said Mark Arvai, Head of Brand Marketing at Clutch, in a statement. “Courage demonstrated a strong understanding of our business, our customer and the opportunity to create a brand that stands apart in a category that has historically looked and sounded very similar.”
The appointment comes as Clutch seeks to increase awareness and consideration among Canadian consumers. For Courage, founded in Toronto in 2022, the Clutch account represents its entry into the automotive sector.
The move also highlights the continuing competition for used-vehicle customers across digital and traditional retail channels, particularly as online retailers look to differentiate their brands and purchasing experiences.
And Clutch’s decision to invest further in its brand provides another indication of the competition for Canadian used-vehicle shoppers. For franchised dealers, how digital-first retailers market convenience and the online purchasing experience can offer useful insight into changing competitive strategies.
