BBL secures Museum of Toronto account

Berners Bowie Lee (BBL) is handling brand positioning, platform and creative execution for the Museum of Toronto.

BBL co-founder and chief creative officer Michael Murray says the agency is doing some light culture mapping as well to better understand the institution, initially envisioned as a museum-without-walls, but which now offers a mix of digital, city-wide events and exhibits.

“Toronto as a city is very important to us,” Murray says. “We’ve previously supported small business in the city with a campaign during the later stages in the pandemic and we’re incredibly happy we’ve been given an amazing opportunity to launch a museum for a city.”

As Murray tells strategy, contrary to popular perception, Toronto actually has a rich culture and that it “fully intends to highlight that,” adding that the client wants to shift category norms, an ethos his shop shares.

Creative is scheduled to begin rolling out in late August, Murray says.

Eataly North America selects MMGY as its PR AOR

Culinary and lifestyle agency MMGY Wagstaff will be the PR lead for Italian premium grocer and retail concept, Eataly.

MMGY, which has a footprint in Vancouver, Los Angeles, New York City, San Francisco and Chicago, will handle earned media, influencer relationships and partnerships for Eataly, which currently operates three Toronto locations in downtown, Sherway Gardens and Shops at Don Mills, with another location planned for the Eaton Centre in 2025.

MacIntyre takes on Village Wellness Spa’s PR business

MacIntyre Communications is now representing Village Wellness Spa a family-run beauty and advanced aesthetics spa specializing in luxury services.

Located in Mississauga, Village Wellness Spa has been operating for 35 years and offers a wide range of services, and also has its own line, Florivera Skincare.

Last fall, MacIntyre was named communications AOR for Reebok Canada.