New business– Media Profile
Toronto based PR agency Media Profile has been named AOR for the Shareholder Association for Research and Education.
SHARE is a non-profit that works with institutional investors to drive positive social and environmental change.
“Helping investors better navigate approaches to responsible investment and stay at the forefront of emerging environmental, social and corporate governance issues involves a great degree of awareness and dialogue,” said Jennifer Story, director of education and advisory services at SHARE. “That’s why we’re excited to work with Media Profile as our Agency of Record to advance our communications efforts.”
“SHARE's work aligns with Media Profile’s own values as an agency that takes great pride in the contributions of our clients and we are both proud Living Wage Employers,” said Alison King, president of Media Profile.“
New business– EssenceMediacom
EssenceMediacom has been awarded Vancouver based London Drugs, and will be responsible for planning and buying for all media channels with the agency.
The drug store chain has over 80 locations throughout throughout British Columbia, Alberta, Saskatchewan and Manitoba, and retails Canada wide through its online store.
“London Drugs is one of the most recognized brands in Western Canada, and we can’t wait to help them navigate the dynamic retail landscape and deliver their goals across all segments of their business” said EssenceMediacom Vancouver’s SVP, Teresa Guarascio, in a release.
“This win demonstrates our knowledge and ability to deliver breakthrough solutions for London Drugs that will help them drive growth and acquire new shoppers in this ever-changing retail and commerce industry,” added EssenceMediacom’s CEO Urania Agas.
New business– Edelman Canada
Edelman Canada has been appointed as the Agency of Record for Samsung Canada, making Samsung one of the agency’s largest global clients, with Canada being the newest market for the relationship.
The collaboration will focus on developing creative communications strategies leveraging data and insights, event support, corporate marketing and product launches.
“We’re empowered by the creativity, expertise and knowledge that will help Samsung continue to connect with Canadians, driving relevance with our core audiences through inspiring stories that highlight our mission and values, and showcasing how our technologies enhance consumers’ everyday lives,” said Samsung Canada’s senior manager, corporate communications and citizenship, Alex Thomas, in a release.
Edelman Canada’s EVP, technology sector lead, Michael Thomson, added “The sky is the limit in terms of the opportunity for Samsung in Canada and we’re excited to help take the brand to the next level.”
New business– Chimera Collective
The Museum of Contemporary Art Toronto (MOCA) has appointed 
Chimera Collective as its new PR and influencer agency of record.
The partnership comes in advance of the launch of Greater Toronto 2024 (GTA24), the second edition of the museum’s triennial exhibition.
Chimera will be responsible for turnkey communications support, including nurturing key media relationships and extending the museum’s reach to a wide mainstream audience.
Merger– PR Council and Canadian Council of Public Relations Firms
The PR Council (PRC) and Canadian Council of Public Relations Firms (CCPRF) have announced a strategic merger. After more than 16 years as a volunteer-run organization, CCPRF will cease operations and the PR council will absorb the network’s Canadian firms. The move also represents the first North American expansion of the PR Council.
“We are thrilled to welcome the Canadian membership of CCPRF into the PRC and look forward to the addition of their voices in the critical conversations we are leading to shape the future of the public relations profession,” said PR Council president Kim Sample, in a release.
As part of its concluding year, CCPRF has instituted awards to honor students in the field of public relations. Starting in 2024, the Champions of Public Relations Excellence awards will be open to graduating students at Humber, Centennial College and Durham College, with each school managing the administration process.
“We are proud of our many years of collaboration and cooperation of CCPRF members to promote the role of public relations in business strategy, advance public relations education, champion paid internships, and promote diversity, equity and inclusion in our industry,” said CCPRF volunteer chair, partner of strategic objectives, and co-founder Judy Lewis, in a release. 
New Business– Dentsu
After ending 2023 with a big win, Dentsu has kept its winning streak going into the new year. The agency picked up Air Miles late last year and has added Little Canada, the Spam and Bacon Toppings brands from Hormel, as well as the Nestlé brands Perrier, Drumstick and Haagen-Dazs.
“It’s an exciting time to be at Dentsu Creative,” said Jordan Doucette, Dentsu Creative’s CCO. “We’ve been laser focused on how we work, moving away from the traditional silos of capabilities within creative agencies, and bringing the process together to create ideas and deliver creative excellence.”
New appointments– Ogilvy Health
Ogilvy Health Canada president, Nadine Lafond, has been promoted
to Ogilvy Health’s client engagement officer, North America, a role she will fill alongside her presidency.
Ogilvy Health has also named Christianna Gorin as chief growth and strategy officer overseeing Ogilvy Health’s brand and medical strategy teams. Both will report directly to Kim Johnson, Global CEO of Ogilvy Health.
“Under Nadine’s leadership, Ogilvy Health in Canada has not only thrived but has set the standards of excellence in the industry. Her strategic vision and commitment to client service has been instrumental in our success,” said Johnson in a release. “I’m thrilled for Nadine to expand her role in enhancing client relationships, ensuring that Ogilvy Health continues to deliver unparalleled creativity and innovation to our partners.”
