Show and Tell developed a brand that communicates the resilience of Winnipeg with a gritty and down to earth feel.
You’ve probably heard of McKim Communications.
Manitoba Opera has relied on Show & Tell for over 20 years to create impactful and award winning campaigns across OOH and digital.
It has a storied history as Canada’s first advertising agency, getting its start in Montreal in 1889 and expanding to Winnipeg in 1911. It operated there for more than 100 years until 2021 when it merged with Sherpa Marketing and began operating under the banner of McKim.Sherpa.
It was an opportunity not to be wasted, says co-CEO and former head of Sherpa, Marty Fisher.
“We didn’t want to just slap a new name on the door and call it a day,” says Fisher. “We wanted a name that really represented who we are and what we do.”
Thus, Show and Tell was born. “It comes out of this notion that we all learn to share our ideas when we’re little kids,” explains ex-McKim topper Peter George. “Before you talk, you’re drawing pictures, and then you tell stories about the pictures. Sharing ideas is really what advertising is all about.”
The merger formally bonds the strategic branding and creative strengths of McKim and the digital prowess of Sherpa. The end result is what Fisher describes as an “integrated agency that does full-stack marketing.”
It’s a small but mighty powerhouse that offers services for every level of the funnel. Its team of 55 work out of offices in Winnipeg and Kitchener, and remotely throughout Canada (and also in Buenos Aires). Critically, says George, there’s no second string. “All our clients get a senior team,” he asserts. “Everybody gets the A team.”
During its 10 year engagement Show & Tell has helped CBCRA reach its highest recycling recovery rate on record in Manitoba: 72% for beverage containers, including 80% for plastic containers while Recycle Everywhere also achieved its highest level of brand awareness at 90%.
Their approach has attracted agricultural clients like Syngenta and NexusBioAg and industrial leaders such as Adama, Titan USA and Omya. Recent wins include the Workers Compensation Board of Manitoba, the Saskatchewan Workers’ Compensation Board (including WorkSafe Saskatchewan) as well as the University of Winnipeg and Ontario’s Lakehead University.
A national multimedia campaign for a new feed product from Syngenta spoke to farmers and retailers alike through sharp, evocative imagery of cattle.
“We work with companies that do not have a list of agencies on their roster,” explains George. “We’re often their only full-service agency, so we do everything from brand building to awareness campaigns and conversion marketing.”
“Show and Tell’s commitment goes beyond the short term to embrace long-term brand stewardship,” says George. “It’s not unusual for the agency to lead a client through multiple brand evolutions, and we’ve often found ourselves holding the institutional knowledge when a client’s staff turns over.”
Consider recent work for Economic Development Winnipeg. It partnered with Travel Manitoba and Show and Tell to craft a distinctive brand voice for Winnipeg – one aimed at attracting investors, skilled workers, visitors and events. Show and Tell conducted extensive research, including engaging with more than 700 stakeholders, to determine the right tone. The resulting brand aimed to authentically capture Winnipeg’s essence, led by the tagline “Made from what’s real.”
In beverage, Show and Tell’s recent Lake of the Wood Brewery campaigns aimed to boost sales of Lago and Sneaky Peach 12 packs in Manitoba and Ontario. The brand personality focused on history, relaxation and humour, using Meta to target adults 19 to 55 outdoor/sports and urban/beer audiences. The campaign outperformed previous brand efforts and led to both products selling out.
Lake of Woods Brewing turned to Show & Tell for its Sneaky Peach beverage campaign to increase awareness and drive sales throughout Manitoba and Ontario.
The agency also points to its work with The University of Manitoba, which asked Show and Tell to update its visual identity. The agency’s discovery process uncovered that the UM’s existing logo conflicted with the university’s commitment to Indigenous success and reconciliation. The new crest-shaped logo features a dynamic bison on an open path, symbolizing resilience and progress. The blue tones represent the sky and aurora borealis, while a flame signifies the commitment to reconciliation.
The University of Manitoba engaged Show & Tell to update its brand positioning. Through consultation with over 7,000 stakeholder, students and alumni, the agency created a dynamic visual identity focusing on the institution’s commitment to Indigenous achievement and advancement.
Show and Tell is off to an ambitious start – not that you would expect anything else from this storied Prairies agency. “People in Winnipeg are resilient,” sums Fisher. “They’re not afraid to get their hands dirty. Nobody hands you anything in a place like Winnipeg. You have to build it yourself. Maybe that’s why we punch above our weight.”
CONTACT:
Marty Fisher
Co-CEO
marty@theshowandtellagency.com
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