Wavemaker has been named media agency of record for Sun Life Canada following a competitive review. The account was formerly held by Cossette Media.

Sun Life’s chief marketing officer Chris Hewitt called the appointment an important step in the company’s “marketing transformation journey” as it continues to increase its focus on digital media and marketing.

In addition to a proven ability to deliver robust, data-driven marketing strategies, the agency has also demonstrated a willingness to push boundaries and drive innovation, he said. “As we continue to scale up our focus on digital media and marketing strategies, we’ll team up to deliver more marketing impact with clients, prospects, and partners while continuing to strengthen our performance-based culture.”

It’s the latest in a series of new account wins for Wavemaker over the past two years, including Audible, Beiersdorf, Corby Spirit & Wine, and Square. The GroupM agency says that it is seeking to partner with like-minded challenger brands in order to promote growth through media, content, and technology solutions scaled through the support of parent GroupM.

“We are extremely thrilled and honoured to be chosen by Sun Life to handle their media business moving forward,” said Wavemaker CEO Ryan Webber. “Sun Life Canada has been very transparent in their goals for ambitious growth and performance as they diversify their services and offering to Canadians. Our provocative approach and willingness to push boundaries has resonated and we are excited to partner together to grow their business.”