For the launch of the Rogers’ TTC System 5G Network Enhancement, M&H worked with Sid Lee to produce a comprehensive campaign that included a complete Union Station takeover complemented by a social and digital campaign for maximum impact. The effort included more than 150 assets.
Collaboration is what M&H is all about. M&H works with some of the largest creative agencies in the world – think Sid Lee, Wieden+Kennedy, The Hive – partnering to help bring their creative ideas to life.
Its expertise lies in execution. It doesn’t lead strategy or creative. Instead, the M&H team works with brands and agencies once the big idea has taken shape, using its technology, expertise and talent to adapt the concept for paid and owned channels, in whatever form delivers results.
Working with Wieden+Kennedy, M&H built nearly 200 unique assets including OOH, display, social and CRM for the relaunch of the McRib for McDonald’s Canada in January.
“It’s our ability to remain purely focused on the last mile of campaign delivery that makes us special,” explains the agency’s VP of growth, Dave Nourse. “We like to say that we deliver content with a velocity and efficiency that’s unmatched in the industry – without compromising the quality.”
M&H, which has been a presence in the Canadian industry for over 50 years, offers partners access to a full digital team, project managers, artists, designers, retouchers, writers, motion designers and translators, all of whom understand the nuances of agency production. In fact, the entity has grown to become the largest independent creative production studio in Canada, with more than 165 full-time employees in Montreal and Toronto. Nourse says M&H is in demand more than ever, thanks to the unprecedented proliferation of channels popping up across digital, video, print and out-of-home.
Working with Wieden+Kennedy, M&H built nearly 200 unique assets including OOH, display, social and CRM for the relaunch of the McRib for McDonald’s Canada in January.
A recent study by CreativeX called Waste Not, Want Not highlighted the biggest challenge that comes with all those channel opportunities: 52% of budgets, it says, are being wasted on creative that’s not fine-tuned for the channel – assets that are “statistically unlikely to deliver impact because they are unsuitable for the media they’re placed in.” That represents both a substantial hard cost and a lost opportunity – and brands know it.
“Over the last year, there’s been more of a decoupling of the ‘idea agency’ and ‘production agency’,” Nourse explains, “in terms of somebody that handles content production and somebody that handles the amazingly great creative ideas.
“We’ve been entrusted by highly creative agencies who understand that the development of the creative is as important as the development of the idea,” he adds. “We just know the intricacies of how to take an idea and perfectly fill the owned and paid channels that a client brings to a campaign or a brand initiative.”
Working with Wieden+Kennedy, M&H built nearly 200 unique assets including OOH, display, social and CRM for the relaunch of the McRib for McDonald’s Canada in January.
M&H leverages an extensive set of creative and organizational tools (Workfront for project management and Adobe Creative Suite), as well as automation process tools (Dynamic Creative Optimisation [DCO] and Workfront Fusion), to get large volumes of targeted work out the door within 24 hours.
Consider the launch of the new Rogers’ TTC System 5G Network Enhancement campaign in August last year. Working in collaboration with Sid Lee, this comprehensive campaign encompassed a complete Union Station takeover – including platform and pillar posters, stair risers, floor decals, station door wraps, bulkheads, farebooths and wall murals – and was complemented by a concurrent social and digital campaign for maximum impact. The campaign featured more than 150 bespoke assets that helped Rogers dominate the landscape.
For one of their most recent campaigns, M&H worked with Wieden+Kennedy on the relaunch of the McRib for McDonald’s Canada this past January. M&H built OOH, display, social and CRM assets for the Canada-wide launch – almost 200 in all.
“We just execute towards the finish line,” says Nourse. “There are lots of agencies that I know will expand the creative idea to no end, and those are great collaborative agencies. We’re a little bit different.”
“It’s just part of the new model for clients because, they’re asking those ‘under the hood’ questions more. We’re a great option for agencies looking for help bolstering their production expertise.”
CONTACT:
Dave Nourse
Vice president, growth
dnourse@mh.ca
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