SickKids Foundation has named FCB Canada its new creative agency of record following a rigorous review process that began in April.
FCB will take the reins from SickKids’ previous creative AOR, Cossette, the agency behind the “SickKids VS” brand platform.
Kate Torrance, VP and head of brand, content and communications with SickKids, said FCB demonstrated the combination of disruptive brand-building the foundation was seeking, “while also showcasing their reputation for developing breakthrough, result-driving and award-winning creative.”
SickKids Foundation had a record-setting fundraising campaign in 2023, securing $1.7 billion to build a state-of-the-art hospital in downtown Toronto. Now, SickKids wants to rally philanthropic support to fund Precision Child Health, which it says will change the way pediatric care is delivered in Canada and around the world.
FCB is tasked with reimaging the “SickKids VS” platform and developing campaigns to tell that story.
“From the moment we heard about the possibility of working with SickKids Foundation, our entire team has leaned into the opportunity,” FCB GM Tracy Little said in a press release. “It really felt like everyone at the agency had a personal connection to the hospital and reason for wanting to support the amazing work they do.”
Previously, Cossette’s creative work helped grow SickKids’ revenue to more than $200 million per year. After an eight-year engagement, Cossette chose not to participate in the review process, SickKids said in a press release.
