Since Go Auto was launching an app to make vehicle ownership easier and see the digital car seller expand into BC, it added Vancouver Canucks captain Bo Horvat to its roster alongside Connor McDavid (shown).
As former leaders at big ad agencies, Mike Davidson and Paul Riss have seen clients’ budgets get eaten by overhead costs – the kind that don’t usually make it into pitch meetings. At mega-agencies, clients end up paying for senior staff who oversee the work of mid-level talent.
That’s not the case at Round, the Toronto-based agency partner and managing director Davidson (former SVP at DDB) and partner and creative director Riss (former ACD at DDB) launched in 2018 with the idea that everyone involved is worthy of being a boss. Round hires bespoke teams of senior independent talent on a project basis, keeping overhead to a minimum. As Davidson puts it, “We create SWAT teams that go in and solve a problem.”
Go Auto needed a fresh new data-intensive website to bring together over 50 dealerships across Canada and unify the brand at any digital touchpoint. It was the project that launched the agency’s new Round Digital division.
In most cases, the hired hands are award-winning, senior creatives who built their careers at traditional agencies. Still, Davidson or Riss (or, in many cases, both of them) personally lead every project. “You get Paul and I at the centre of everything without the bureaucracy of a traditional agency,” Davidson says.
Since launch, Round has worked with more than 160 individuals and companies on assignments for RBC, Subaru, Boston Beer Company, Harlequin, PayBright and many others. Its strong network allows it to handpick the right people for each project. “Our bench strength competes against any of the top creative agencies,” Riss says.
Harlequin believes women should unapologetically have the right to “feel.” Round, with the help of Polyester Studio, illustrated living water colour animations of real women reading and experiencing a variety of emotions they might feel with a Harlequin story.
Round’s model is an easy sell for startups and other small- to medium- sized firms looking to access great talent while keeping costs down.
The agency executed branding for Nickson Living – a U.S.-based startup offering custom, on-demand apartment furnishings – and developed the assets for “Yes. Everything,” Nickson’s first integrated campaign. The work, featuring young professionals and families on the move – as well as spaces gradually filled with furnishings – drove so many leads that Nickson had to pause the campaign so operations could catch up.
The Terra project will change wildlife conservation with a large citizen science project. Round designed a logo of a fractal tree, representing the natural world as well as the product technology, which helps users hear and identify animal and natural sounds.
Meanwhile, client BGC – the non-profit formerly known as the Boys & Girls Clubs of Canada – felt it wasn’t getting the attention it deserved. On the client’s limited budget, Davidson says, “We were able to give them the top work this industry can deliver.”
The relationship dates back to 2021, when Round developed a new identity for BGC, evolving its 120-year name to be more inclusive of the children and youth it supports. Since then, a series of campaigns has propelled BGC into the spotlight. “Unbelievable Impact,” its most recent effort, pulled inspiration from participant survey results to showcase the impact the organization’s clubs have on more than 200,000 children and youth every year.
For BGC Canada’s “That’s Unbelievable Impact” campaign, Round played up results of participant surveys indicating 90% of BGC’s member kids “make better choices” because of its clubs.
Earlier, Round primarily won assignments based on its creative and strategic expertise, but the scope of work has broadened. More clients are entrusting it with assignments that span PR, media, production and website design, which accounts in part for Round’s growth of 50% to 75% per year since launch.
Birds and Beans Coffee is sourced from Smithsonian Bird Friendly farms, protecting the habitat of Canadian boreal nesting migratory birds. Round designed packaging to mirror migration flyways and included images of protected birds.
It is looking to build off that momentum with the recent launch of Round Digital. Though the agency has offered digital services for years, it has now formally expanded that offering as it begins to lead full website builds, from UX/UI through to development and delivery.
Round Digital’s first big assignment was the launch of a new website for Go Auto, one of Canada’s largest auto dealership groups. Having worked on successful campaigns for Go Auto since 2019, Round was selected for the year-long assignment following an agency review that included top US digital shops.
Round illustrated the brand logo for Tilted Glass Brewing Co. to reflect the exact angle at which you pour a perfect pint. For the packaging, a fresh digital collage approach gives each can a look and feel as unique as the brews themselves.
“Round came out on top based on the quality of its talent and overall costs,” says Duncan Cochrane, the brand’s SVP marketing. “We knew based on our experience with them that they would work collaboratively with our in-house team and deliver exactly what they promised without any surprises.”
Now, as Go Auto launches its latest campaign featuring hockey stars Connor McDavid and Bo Horvat alongside BodyBreak’s Hal Johnson and Joanne McLeod, Round believes the work speaks to its strength as an agency.
“We’ve had several clients since we started, but we believe most don’t benefit from retainers,” Davidson says. “Some have asked us about it, and I say, ‘Why?’ It’s much more efficient to go in and solve the problem together. And then wait for the next one.”
CONTACT:
Mike Davidson
Founding partner
mike@weareround.com
The 2023 Indie List:
Intro
Zulu Alpha Kilo: Borderless creativity
Agnostic: Meeting brand demand in health and food
123w: Creative-driven M.O. serves as brand accelerant
Push Media: Focus on audience and research serves changing brand needs
Lg2: Fresh lens; different perspectives
Ray Agency: Leading brands to unexpected places
Rain: Growing to reach new heights
G&G: Celebrating a decade of success
Fuse Create: Creative efficacy for the win
Sister Merci: Homegrown cannabis brand building cred
A&C: Connecting for growth and the greater good
