For performing arts collaboration, Prairie Live Arts Group, Show and Tell developed an interprovincial OOH campaign that ignited a renewed interest in live arts, uniting audiences across the Prairies.
The Show And Tell Agency is carving a unique path in the advertising world by blending creativity and technology.
Rebranded one year ago to become Show and Tell and following a 134-year history as a McKim agency (most recently McKim.Sherpa), CEO Marty Fisher refers to the agency as “the newest, oldest agency in Canada.”
The rebrand of the agency is manifested in both its approach and its execution. The new name reflects its ethos of sharing stories and ideas, inspired by the childhood excitement of “show and tell.” It encapsulates the agency’s mission to share compelling narratives and reshape how audiences perceive brands. On the execution side, Show and Tell has made a strategic push into AI, enhancing its workflows and establishing thought leadership in the space.
Show and Tell created digital banners for ADAMA Maxentis, showcasing the fungicide’s dramatic impact on preventing disease.
Show and Tell operates in Winnipeg, Manitoba and Kitchener, Ontario with a core team of 40 staff. There’s no “B team” at the agency, Fisher says, and the focus is always on fostering consistent quality and trust.
A social media campaign for Lakehead University, targeted audience segments known to value Lakehead’s unique student life offering.
It’s an approach that can be seen in the agency’s 2023-2024 recruitment campaign for Lakehead University. The data-driven campaign ran across TikTok, Meta, Snapchat, YouTube, LinkedIn and Google Ads targeting both students and their parents. Its creative utilized survey responses on why students who applied and accepted Lakehead University as a school but ultimately didn’t attend, such as “me looking for a reason not to go to Lakehead.” The target-customized copy was followed by key stats, like the school’s top 10 undergraduate school ranking by Maclean’s. Overall, the 2024 ad campaign contributed to an increase in student applications by 3.6% and a Google Ad clickthrough rate of 33% above industry standards.
Show and Tell also promoted the arts, working with new client Prairie Live Arts Group, which includes 13 live performing arts organizations across Calgary, Edmonton, Regina, Saskatoon and Winnipeg.
The “Come to Life” campaign aims to raise awareness of the rich performing arts culture in Manitoba, Saskatchewan and Alberta. Using digital, connected TV, radio, OOH and print, the campaign had dual goals of driving attendance and, in turn, enhancing the financial stability of the live performing arts sector in the West. “Come to Life” launched in September 2024 and drove more than 64 million impressions. “Working with 13 leading arts groups in three provinces is not without its logistical challenges, but it was hugely fulfilling to help facilitate partnership with so many remarkable companies – literal competitors who the campaign united to promote not just themselves, but their entire sector in one resounding voice,” says Fisher.
Social posts for sleep and respiratory care provider Careica Health, illuminated a beacon of hope for insomnia sufferers.
Another area Fisher says the agency is providing thought leadership in is AI. An early adopter in the space, the Show and Tell team spent 18 months developing IRIS (Intelligent Response Information System), a proprietary tool integrated with its enterprise resource planning system. Fisher explains that IRIS uses over a decade of project data to streamline project estimation and production planning processes and secure estimates and proposals more quickly.
“We just got on it quick, and I think we were one of the first agencies to create an AI-use policy,” he says. “I’ve emailed our policy to probably a half dozen clients who, in turn, have modified it for their usage. So, it’s been getting everyone’s attention. That’s a differentiator right now. And by no means is AI a replacement for creativity in humans, but it’s a potent tool when used correctly.”
Show and Tell developed an out of home campaign for Manitoba Liquor & Lotteries, using a biting metaphor to encourage players to game without extra risk.
By expanding into new markets, developing AI-driven tools, and adapting to evolving consumer behaviours, Show and Tell demonstrates how a combination of innovation and adaptability can address the challenges of a rapidly changing advertising landscape. Their approach highlights the potential of integrating creativity with technology to achieve practical and measurable outcomes.
CONTACT:
Marty Fisher
CEO
marty@theshowandtellagency.com
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