The Really Brief—Week of September 6

Freedom Mobile has announced a new partnership with Little Canada that will see the telco brand integrated in the miniature representation of Canadian cities and landmarks in what they call a “subtle yet noticeable” way.

The partnership will see Freedom storefronts, billboards and transit takeovers within the new Toronto-based attraction. Little Canada is also running Freedom’s new advertising on welcome screens in its lobby, as well as on-screen locations within the attraction.

“Little Canada allows us to connect with our country’s most iconic places, and as a wireless service provider, we understand firsthand the important role these connections play in our lives — whether with friends, family and loved ones, or with the places we call home,” said Paul Deverell, president, consumer with Freedom’s parent company, Shaw Communications.

1Milk2Sugars has been named Canadian PR agency of record for skincare supplement brand Moon Juice, tapped to generate buzz about the brand’s Canadian launch and its partnership with Sephora Canada.

“The beauty and wellness space is exploding with conscientious innovation, and Moon Juice is at the forefront of that movement,” said Taryn Segell, account lead, 1Milk2Sugars.

Innocean Worldwide Canada has made two senior appointments: Joe Fantetti as vice-president, production, and Dino Vacca as VP, client services for Hyundai and Genesis.

Vacca was hired following the recent departure of SVP, client services, Christine Smith, who was named director, marketing at Hyundai Auto Canada Corp.

Fantetti has more than 30 years of industry experience, having worked with a number of other leading industry players including DDB, J. Walter Thompson, Proximity, Sapient Nitro, Microsoft, and Arnold Worldwide.

Craft Public Relations recently added three new clients to its roster: The Very Good Food Company, Hipcamp and Ketch Shoes.

Craft will drive awareness and trial of The Very Good Butchers brand, including the fall launch of Butcher’s Select, the company’s new line of new gluten-free and soy-free premium products.

The agency will also lead all Canadian media and influencer engagement for the outdoor holiday brand Hipcamp, and oversee PR strategy and execution for the online shoe company Ketch Shoes.

An expanding client list has also meant a growing head count for Craft, with eight new team members joining this year: Kaila Currie-Bartlett, Kayla McLean and Madelyn Whittaker have joined as account executives, while Megan Ruhig, Emily Callahan, Erika Johnson, Robert Van Horne and Danielle Filler have joined as coordinators.

Dentsumcgarrybowen Montréal has added Karl Ouellette as associate creative director, senior art director, and Magali Lafleur as art director.

Ouellette previously worked at Terrain and Publicis with clients such as Coca-Cola, Chrysler Jeep Dodge Ram, Metro, L’Oréal, Mira, and the STM among others.

Lafleur has worked at lg2 and Anomaly on Bell, American Apparel, Virgin Mobile, New Look, Chatime, and more.

GroupM and Environics Analytics have a formed a new partnership that will give all of GroupM’s media agencies access to EA data to help shape their strategy and planning to target and purchase audiences across multiple channels, including TV, OOH and digital.

Enhanced data and analytics tools and services have become important for media agencies as the privacy landscapes becomes more complex. The new partnership “provides a baseline within the changing privacy environment to ensure our clients have data to utilize for audience creation and activation, which is privacy compliant,” said Stuart Garvie, GroupM Canada CEO.

“As the industry moves away from cookie-based targeting, GroupM is well positioned to continue to offer high quality targeted data solutions,” added Environics Analytics president Jan Kestle.

Following a restructuring last year, Mint has expanded its client list and added to its team. New clients include Ecco Shoes and Everland, both of which have named Mint PR agency of record. Mint has also created brand campaigns for seven Corby Wine & Spirit brands.

“PR plays a big role in how we approach our work to ensure it has the impact our client’s are looking for,” said Mint president Samantha Margolis Fogle. “The growth we’re seeing is indicative of—and grounded in—our integrated approach and our creative vision: to build brands that make a positive impact on culture and the future.”

In the last quarter Mint also hired 15 new team members and recently promoted Anna Cumyn to associate creative director and Alexandra Alvernia to senior art director.


David Brown