From left to right: Christian Stankee, Sabian’s global artist relations director; Mark Love, Sabian’s director of research and development; Andrew Bedford, Ginger’s co-CEO; and Stacey Montgomery-Clark, Sabian’s VP of sales and marketing.
New Brunswick’s Ginger Agency has landed an international client as cymbal manufacturer Sabian has appointed it as the brand’s agency of record.
One of the world’s big four cymbal manufacturers, Sabian – which is headquartered in Meductic, New Brunswick – opted for Ginger in part because they are “a leading agency right here in New Brunswick,” says Stacey Montgomery-Clark, VP of sales and marketing with the company.
“Our people and our culture have always been the secret to our success,” she explains. “Ginger gets that, and we are excited to collaborate with their talented team as we continue to share our passion for music and the world.”
Sabian’s cymbals have graced the stages of some of the world’s biggest performers, including Phil Collins, Rush and the Weeknd, including at major events such as the Grammys and the Super Bowl. The brand first worked with Ginger in 2020, and the new appointment is cementing that existing relationship.
Ginger works with Sabian’s internal team to deliver marketing and communications services that range from brand strategy to creative direction, product development, retail distribution and digital and social strategies.
“We are excited to have embarked on this journey with Sabian,” says Sarah Martell, president with the agency. “We look forward to continuing to share powerful stories and deepening connections with drummers around the globe through best-in-class experiences and innovative marketing.”
“We pride ourselves in working hard to build meaningful brands fueled by passion and purpose,” adds Andrew Bedford, co-CEO at Ginger. “Our partnership with Sabian is part of our unwavering commitment to raise the profile, reputation and competitiveness of Atlantic Canadian companies on the global stage.”
The appointment is the latest win for Ginger, which acquired Bonfire Communications last spring in a move that made it the largest marketing agency in New Brunswick. This past December, the agency worked with the province to develop brand activations during the 2023 IIHF World Junior Hockey Championship in Moncton and Halifax.
