After eight years with OMD Canada, SickKicks Foundation has appointed Cairns Oneil Strategic Media as its media agency of record. The Toronto-based independent will begin working with the healthcare organization early next year.
SickKids Foundation launched a competitive review in June that vice-president, head of brand, content and communications Kate Torrance said was driven by a confluence of factors—including a new internal procurement policy, and a shift in its communications strategy from a massive fundraising effort for a new hospital, to a
SickKids Foundation launched a competitive review in June that vice-president, head of brand, content and communications Kate Torrance said was driven by a confluence of factors—including a new internal procurement policy, and a shift in its communications strategy from a massive fundraising effort for a new hospital, to a
new emphasis on precision child health.
Torrance said OMD was "instrumental" to the success of the SickKids "VS" platform and the subsequent fundraising campaign—"they were exactly the right partner for us at that time,"she said. But the organization was also seeking a "different perspective" on its media investment.
"Cairns Oneil's approach to those core business challenges really stood out among all of the agencies we met with," she said. "And beyond the right strategic fit, we also felt a strong personal connection in terms of their passion for the cause and their understanding of SickKids' role in the community."
Working with pitch consultants Reynolds & Fyshe, SickKids invited 10 agencies to pitch the business, and settled on a shortlist of five before ultimately deciding on Cairns Oneil. The agency demonstrated particular acumen in the performance marketing space, where much of SickKids' investment is targeted, but which has grown in both complexity and competitiveness.
"We're not seeing the same kind of performance from those channels as we have in the past," said Torrance. "We know we need to do something differently, and need to approach it differently, so we're excited to have a different perspective, and that's what we think Cairns Oneil is going to bring for us."
Torrance said she expects SickKids Foundation's media investment in precision child health to match that of the fundraising work for the new hospital, which helped the organization achieve its highly ambitious $1.7 billion target.
"We continue to invest heavily in both awareness and acquisition media," she said. "Top-of-mind awareness is so important in the charitable sector, so we don't anticipate any significant changes to the investment level. It's more about where and how, and demanding better performance from what we're doing."
"The work that SickKids does is groundbreaking in health care, and essential for our society. “said Devon MacDonald, President of Cairns Oneil. “The work they’ve done in marketing and fundraising is the envy of the industry and is something we’re eager to contribute to."
Torrance said OMD was "instrumental" to the success of the SickKids "VS" platform and the subsequent fundraising campaign—"they were exactly the right partner for us at that time,"she said. But the organization was also seeking a "different perspective" on its media investment.
"Cairns Oneil's approach to those core business challenges really stood out among all of the agencies we met with," she said. "And beyond the right strategic fit, we also felt a strong personal connection in terms of their passion for the cause and their understanding of SickKids' role in the community."
Working with pitch consultants Reynolds & Fyshe, SickKids invited 10 agencies to pitch the business, and settled on a shortlist of five before ultimately deciding on Cairns Oneil. The agency demonstrated particular acumen in the performance marketing space, where much of SickKids' investment is targeted, but which has grown in both complexity and competitiveness.
"We're not seeing the same kind of performance from those channels as we have in the past," said Torrance. "We know we need to do something differently, and need to approach it differently, so we're excited to have a different perspective, and that's what we think Cairns Oneil is going to bring for us."
Torrance said she expects SickKids Foundation's media investment in precision child health to match that of the fundraising work for the new hospital, which helped the organization achieve its highly ambitious $1.7 billion target.
"We continue to invest heavily in both awareness and acquisition media," she said. "Top-of-mind awareness is so important in the charitable sector, so we don't anticipate any significant changes to the investment level. It's more about where and how, and demanding better performance from what we're doing."
"The work that SickKids does is groundbreaking in health care, and essential for our society. “said Devon MacDonald, President of Cairns Oneil. “The work they’ve done in marketing and fundraising is the envy of the industry and is something we’re eager to contribute to."
