The agency takes on one of the world's most iconic brands, with a mandate to build a new, ownable meaning for GE Appliances Canada's house of brands.

TORONTO, Oct. 26, 2026 /CNW/ -- Courage has been named creative and strategy agency of record for GE Appliances Canada, following a competitive review.

The partnership will have Courage lead creative strategy, brand development and integrated campaigns for GE, GE Profile, CAFÉ and Monogram, helping shape the brand's next chapter and connect with today's consumers.

With a long-standing legacy of innovation, GE Appliances Canada and its brands, GE, GE Profile, CAFÉ, and Monogram, enjoy strong recognition and credibility. The opportunity now is to translate that heritage into renewed relevance for today's consumers. Courage's mandate is to build on this foundation by defining a distinctive and ownable brand meaning that both honors the past and drives future growth.

"GE Appliances is an incredible opportunity for Courage to do what we do best; take brands with rich history and meaning and redefine how they show up in today's culture," said Tom Kenny, partner and global CSO, Courage.

Courage will lead creative strategy, brand platform development and integrated campaign development for GE Appliances Canada, with the first work from the partnership expected to launch in 2027.

"Courage understood that the opportunity with GE Appliances Canada is about building on what makes our brands so recognizable while creating a clear vision for where it goes next," said Gregory Skinner, Director of Marketing, GE Appliances Canada. "Their creative approach, ambition and ability to find a distinctive point of view made them the right partner to help us bring that vision to life."

The GE Appliances Canada partnership represents another step in Courage's continued growth, bringing the agency's distinctive creative approach to an iconic global brand and a new category.

About GE Appliances Canada, a Mabe company
GE Appliances Canada, a Mabe company, makes moments that matter for our owners through our passion for making great appliances and providing unparalleled services. Owners have more choices than ever before under the GE®, GE Profile®, CAFE® and Monogram® brands. Our products include refrigerators, freezers, cooking products, dishwashers, washers, dryers and air conditioners. For more information, visit geappliances.ca.

About Courage
Headquartered in Toronto, creative shop Courage Inc. has become one of the fastest-growing independent ad agencies in Canada's history. Founded in 2022, Courage has created internationally celebrated work for a number of iconic brands, including KFC, KitKat, Nescafé, CIBC, and more. Through human-to-human connection and boundary-testing creativity, the agency's guiding mission is to help every partnering brand find their courage.

SOURCE Courage Inc.