New business—Ogilvy
Ontario transit organization Metrolinx has named Ogilvy Canada its agency of record for GO Transit and UP Express, the rail line connection Toronto's Union Station and Pearson Airport. Alongside partners Ethnicity Matters and Carat, Ogilvy will be responsible for annual campaigns across both brands.
Sharyn Byrne Nearing, Metrolinx's vice-president of brand, digital and product marketing, said that the organization needs to "re-engage" customers in the Greater Golden Horseshoe Area as they deal with new routines and trip purposes post-pandemic.
Ontario transit organization Metrolinx has named Ogilvy Canada its agency of record for GO Transit and UP Express, the rail line connection Toronto's Union Station and Pearson Airport. Alongside partners Ethnicity Matters and Carat, Ogilvy will be responsible for annual campaigns across both brands.
Sharyn Byrne Nearing, Metrolinx's vice-president of brand, digital and product marketing, said that the organization needs to "re-engage" customers in the Greater Golden Horseshoe Area as they deal with new routines and trip purposes post-pandemic.
"To do that, we need an agency partner who believes just as strongly in the importance of a customer-first approach," she said. "Ogilvy has a long tradition of creativity grounded in real human insights, with deep expertise in behavioural science that will enable us to fulfill our vision of building innovative and vibrant customer relationships.”
This is a "consequential time" for transportation in the province, added Ogilvy president Marie-Lise Campeau. "[I]t’s a privilege to partner with an organization that sees the potential for brand building in this space. GO Transit and UP Express are used by millions of people each year, and we could not be more excited to help shape that experience in ways that mean something and matter to their daily lives."
New appointments–Publicis Groupe Canada
Publicis Groupe Canada has appointed Leah Lanza as SVP, chief production officer. She has 17 years of industry expertise, most recently as Bell’s director of marketing communications. Her career has also included stops at Leo Burnett and John. St.
Lanza will lead strategic oversight for all production units in Canada, with primary responsibility for Publicis Canada’s production division, The Pub. “I had the opportunity to work with The Pub in a few previous roles as both a partner and client, and I saw in it a unique solution to many of the pressures faced by marketers who need to do more, often for less,” said Lanza in a release.“Leah’s appointment reflects the changing role our production offering plays in North America. Our staff also includes strategists and creative talent as we are often asked to take full responsibility for the implementation of existing campaign platforms and territories throughout the funnel,” said Publicis Toronto president Brett McIntosh, in a release.
New business–Camp Jefferson
Toronto-based private health-care provider Medcan has chosen Camp Jefferson as its new agency of record. Already a leader in “proactive health and wellness” services for corporate and consumer clients, Medcan has developed specialities in sports therapy and women’s health, and is looking to run its first ever large-scale ad campaign later this year.
To do that, Medcan wanted an agency with a wide range of capabilities and expertise, and Camp Jefferson will work with its sister agencies within the broader Plus Company to work on rebranding, a new online experience, and influencer outreach.
“A big reason why we selected Camp Jefferson was their ability to offer us seamless integration and expertise across multiple areas,” said Laura Hearn, VP marketing at Medcan. “Their multidisciplinary approach will be invaluable as we look to grow Medcan and continue connecting with individuals, families and employers who are looking for a true healthcare partner.”
New business–Zeno Group
Tahiti Tourisme, the destination marketing organization for The Islands of Tahiti, has selected Zeno Group as its Canadian AOR. The win comes after a multi-round RFP process that began in August.
Starting this month, Zeno’s AOR mandate will include strategic planning, creative, PR, travel trade engagement, partnerships, influencer, digital, social, and experiential. Over the course of the partnership, Zeno will promote Tahiti as the ultimate escape for Canadian travellers.
“We are thrilled to welcome Zeno into the great Tahiti Tourisme family, and look forward to working with them to promote our beautiful islands in Canada,” said Tahiti Tourisme’s chief international operations officer, Gina Bunton, in a release. “We are convinced that this new collaboration will allow us to improve our visibility and efficiency across Canada.”
New appointments–Shine Talent Group
Global influencer talent management agency Shine Talent Group has hired Manar El Mugammar as its first ever chief operations officer. Reporting to co-founders Emily Ward and Jess Hunichen, she will translate Shine's strategic objectives into operational plans and actions through resource management and strategic implementation, risk management, cost management, and building a foundation for scalability.
El Mugammar has 15 years of industry experience in operations and finance, and executive leadership, having previously served as the chief operating officer at RocketBarn. Before her tenure at RocketBarn,she held the position of managing partner at Candid Consulting Inc.
“I am proud to be part of this female-founded and owned company that boasts a collaborative and dynamic company culture and roster of purpose-driven creators. Together, we share an enthusiastic commitment to crafting exceptional experiences for both the team and the talent in this $250 billion creator economy,” said El Mugammar in a release.
