Cundari wins Meridian

The shop has launched a new, light-hearted campaign for the credit union, hoping to help it stand out in a crowded category.
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Cundari has been named advertising AOR for Meridian, Ontario’s largest credit union.

The multi-year contract, won after a competitive review, covers all integrated marketing communications for Meridian. Cundari Media Trust, a dedicated division launched last April, will handle all media planning and buying.

Previously, Meridian worked with several different agencies, but was looking for a more integrated approach, says Jennifer Steinmann, EVP and managing director at Cundari.

The win is also the largest piece of business for Cundari Media Trust since its launch. “This is obviously an anchor piece of business,” Steinmann says of the agency’s growing division.

The first campaign from Cundari for Meridian also launched today, featuring some quirky new characters (complete with scary-looking clown). “We were looking for a campaign that would help us stand out in a very crowded marketplace,” Jennifer Rowe, Meridian’s CMO, said in a press release.

“While the creative is light-hearted and humorous, we think that the message will resonate with consumers who want to earn more on their savings, without having to worry about complicated terms and restrictions,” she added.

Last month, Cundari also won the account for the Art Gallery of Ontario. The independent shop also recently added five new creatives and brought on Angie Kramer as VP of digital and innovation. The agency is still searching for a CCO to replace Andrew Simon, who joined Edelman as ECD in August.

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