This story was originally published in the fall 2022 issue of strategy.

Starcom Canada started 2022 more united and with a greater sense of purpose due in part to the shared experience of the pandemic, says agency president Christine Saunders. In fact, she notes, it offered a chance to consider how the agency functioned – both within teams and externally – and make some substantive improvements.

“We have all collectively been through a lot and have literally opened up our homes and hearts to each other,” she observes. “We had the opportunity to redefine what was important, both as an agency and as individuals. As an agency we listen more, make decisions based on person-first versus a collective, and are even more flexible and transparent than ever before.”

Starcom has been busy creating more collaboration within the organization, fostering a data and strategic-centric culture. For example, during the pandemic (as part of Publicis Media) it launched “PubliSees,” a playbook of thought leadership pieces shared with all clients to help them navigate these uncertain times. (The new resource will now be published quarterly.) The agency has also launched a DE&I Centre of Excellence that conducts regular studies to analyze changes in consumer behaviours – the latest putting the spotlight on new Canadians and how brands can better connect with them.

“One of the actions we took early on in the pandemic, and which will continue through a potential recession, is to stay on top of current trends and help our clients better understand and apprehend our changing industry and society,” she says.

To keep client relationships strong, says Saunders, the agency also went back to basics, creating a Planning Excellence Committee that met with every team to ensure each client was following proper fundamentals and working within the Starcom Human Xperience strategic framework.

And when it comes to the experience of those working at the agency, Starcom is doing everything in its power to be known as the place for talent. In fact, Saunders says talent retention and recruitment are two of the most important challenges she faces today.

To that end, the agency adapted a flexible work model, where talent can work from wherever is best for them. Going into the office is entirely purpose driven versus mandated. The team even has flexibility to work from anywhere in Canada and, for six weeks of the year, anywhere in the world. There was also a push for a salary adjustment for all employees to match inflation and, as part of Publicis Groupe Canada’s DE&I mandate, the agency launched several internal business resources groups – consider Viva Women, Publicis Parents and the Pan Asian Alliance – opportunities for employees to gather and reflect on current issues and topics.

Perhaps it’s not all that surprising that the agency was recognized as one of the Best Places to Work in Canada in 2022.

“We believe work is rewarding only if it is balanced with a strong personal life,” she adds. “That is why we praise flexibility and encourage our employees to dive into side hustles, take care of their loved ones, and be passion-driven. Each of these elements make them even better professionals.”

Key New Business

Walmart, Metrolinx, Dairy Farmers of Ontario, TorStar Corporation, Align Tech, Lindt, Planet Fitness, Kicking Horse Coffee, Karsher, Government of Ontario, Ministry of Education

Offices

Toronto, Montreal, Windsor, Calgary

Staff 

346

Media AOY Cases

1. The pandemic brought rec sports across Canada to an abrupt halt. So, to get men moving again, Kellogg’s Vector and Starcom Canada launched “Off the Couch,” an initiative celebrating the long-awaited comeback of rec sports. The brand saw a 21% increase in overall sales and 15% market share bump compared to the previous year. Paid media delivered over 29.5 million impressions. The campaign over-delivered on social, reaching more than 3.1 million active males on Facebook & Instagram.

2. To capitalize on pandemic renos, Lowe’s and Starcom created the colourful “Spoiler Alert” campaign that allowed consumers to choose paint colours from popular media clips. The social-driven effort boosted sales in the paint department by 20% compared to the previous year, crushing the target of 16%.

3. Starcom worked with AR technology company GoSpooky to develop a first-of-its-kind lens that can recognize any model of Jeep by scanning the grille. Still in market, the campaign using the tech has already driven more than 34M impressions and 180,000 clicks and/or swipe-ups. Over 79,000 people have engaged with the lens and it has been shared 35,000 times.