Account Action

Molson Canada has awarded its $50-million media buying and planning business to The Media Edge of Toronto with sister agency Saint Jacques Vallée Young & Rubicam/The Media Edge of Montreal handling the Quebec portion of the account. Harrison, Young, Pesonen &...

Molson Canada has awarded its $50-million media buying and planning business to The Media Edge of Toronto with sister agency Saint Jacques Vallée Young & Rubicam/The Media Edge of Montreal handling the Quebec portion of the account. Harrison, Young, Pesonen & Newell, Media Buying Services, and Optimedia Canada also took part in the review for the assignment, which was recently resigned by M2 Universal, the former Initiative Media.

Diageo companies Burger King Restaurants of Canada and Pillsbury Canada have consolidated their media planning and buying with Toronto-based Starcom MediaVest Partnership, a Leo Burnett/Bensimon* Byrne*D’Arcy venture. The business is estimated to be worth more than $25 million. While Guinness – also a Diageo company – took part in the review, it decided to leave planning and buying with Due North Communications of Toronto, which also handles its creative. has hired Vickers & Benson Advertising of Toronto as its new AOR following a review that included Crichton Kim-Kirkland and Roche Macaulay & Partners on the shortlist.

The Ontario Ministry of Agriculture, Food and Rural Affairs has chosen Toronto-based Mosaic Group to handle the $500,000 Foodland Ontario promotions account. DraftWorldwide, Impiric, Otis Sauter Partners and Publicis-Dialog were also in the running.

ICG Propane has named the Calgary office of Young & Rubicam as its new AOR. The business is estimated at more than $300,000.

Manitoba Hydro has picked the Winnipeg office of Glennie Stamnes Strategy as its AOR.

Ryerson Polytechnic University will be working with J. Walter Thompson of Toronto on a new fundraising campaign in addition to its other marketing and communications programs, with a new image to be unveiled this fall.

Reckitt Benckiser – marketer of household and food brands such as Electrosol, Lysol, Prosolve and French’s Mustard – has put its consolidated $7-million planning and buying business into the hands of M2 Universal (formerly Initiative Media).

Internet portal, a division of Southam, is the latest client to move over to Vancouver-based Rethink. The account, estimated at about $1.5 million, had been with Grey Canada for the past two years.

In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.

The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.