• by Amy Corr  @MediaPostOTL, October 29, 2014

Following an informal review, R2C Group was named TV agency of record for Provide Commerce, a gifting company that delivers flowers, chocolates, gift baskets, and unique personalized gifts through brands including ProFlowers, Shari's Berries and Personal Creations. The agency will begin work immediately, providing brand strategy, analytics, media planning, buying and optimization for its primary brands, while working on new creative and production for Valentine's Day and Mother's Day campaigns. Havas previously handled the work, but Provide Commerce has a previous relationship with R2C Group. The agency previously handled the Provide Commerce account from 2007-2011. R2C launched the first ProFlowers and Shari's Berries TV campaigns. "Our mission is to deliver a 'wow' experience that puts the customer at the forefront of everything we do," said Nick Fairbairn, Senior Director of Acquisition Marketing at Provide Commerce. "Our advertising strategy needs to deliver on that customer-centric thinking while remaining accountable with returns. We are thrilled with the expertise R2C Group brings to the table, helping us evolve our model to keep up with the ever-changing demands of the market place while driving our business forward." Provide Commerce spent $33.3 million on measured media in 2013 and $34.7 million the first six month of 2014, according to Kantar Media.