Tadiem is launching Super Proper, which it calls the first creative studio built for the age of AI in Canada.
The new division of Tadiem will be spearheaded by managing director and EVP, Dan Moseley (pictured above), whose experience includes working with We Are Social and Automatic Creative, as well as Bose, Jack Daniel’s and Formula 1.
Moseley tells strategy that the creative and media divide has plagued clients and agencies for decades. This separation can lead to campaigns that don’t perform well because they weren’t planned with the media strategy in mind, or media placements that aren’t fully aligned with the creative message. He says Super Proper is a solution that tackles these silos by integrating teams and processes, with the help of AI.
“We’re talking about solving for efficiencies that agencies could have made decades ago,” Moseley says. “We’re talking about squeezing a bit of extra juice out of models that already exist. The thing that we’re really excited by is how can we step beyond these inward facing legacy issues? And how might we solve some problems with a client lens?”
Mosely adds that the studio uses a “triple-header of creative, performance and data” to guide its approach. “We’re trying to make sure that we don’t apply a legacy fix to a future problem… and we’re not forcing a team model onto a solution before we’ve considered how we might use tech, how we might use different elements,” Moseley explains.
Super Proper launches with a staff of 20 and is already working with foundational partners Audi, Johnson & Johnson and a campaign for White Ribbon. The new shop is Tadiem’s sixth division, joining Bensimon Byrne, OneMethod, Narrative XPR, HiFi and Folk.
