Mixtape launched Pringles’ first new format in over a decade with a campaign showcasing Pringles Mingles across TV, OLV, OOH and social.
In business, sporting clichés are as common in the boardroom as they are on the playing field. But for Toronto-based creative agency Mixtape, sport is core to their business model.
The firm boasts a client list that is 30% professional athletes, 70% consumer brands. It counts Maple Leafs’ Mitch Marner, Toronto Sceptres’ Sarah Nurse, and Liverpool FCW’s Olivia Smith among its AOR lineup of professional athletes. For consumer brands, it’s client list includes Kellanova (Pringles, Kashi, RXBar, Pop-Tarts, etc.), Johnson & Johnson, Activision Blizzard, CCM Hockey, Miovision, Molson Coors and real estate developer Canderel.
As AOR for Canadian condo developer Canderel’s project Forêt Forest Hill, Mixtape helped drive awareness and sales through OOH, print, email, digital and social creative.
The synergy between these two groups works in several ways. “When Mitch Marner signs a deal, he can say ‘brief my agency,’ and we can bring our expertise to create work that best represents Mitch and the brand,” says Joe Myers, Mixtape’s president and founder. This often opens the door to a relationship with the partnering company, adding another consumer brand to the client base.
Mixtape and Red Bull partnered to tell the emotional story of how skating on outdoor rinks has shaped Mitch Marner’s love of the game and playing in his hometown.
The consumer brands benefit as well. As Jon Rae, VP brand and sport explains, “Athletes are at the forefront of pop culture, music and fashion. We leverage that experience in service of our consumer brand clients, who are often targeting the same demographic.” Myers and Rae highlight another fact that works to their clients’ advantage.
Both are from a network agency background, so they know how to deliver solutions at scale. More important however is they know how to be more agile and deliver greater value for clients at the helm of a smaller independent. Myers, Rae and creative director Mike Kotevich all worked at FCB/Six before coming together at Mixtape.
Mixtape revamped Miovision’s existing branding, increasing its visual prominence at trade shows and online, and developed digital assets.
“Our team’s experience provides our clients with the big agency treatment,” says Myers. “They get creative that delivers against campaign KPIs, cost-effectiveness and a personal touch.” As Rae likes to put it, “if the big agencies are the symphony, Mixtape is the synthesizer. We’ve only got one frill: personalized service.” Myers speaks of Mixtape’s client list with pride. “Pound for pound, we have one of the best client books out there for a small agency. Relationships and reputations matter. That was always part of my approach prior to Mixtape, and it’s a core part of our success here.”
If their unique client roster and deep network experience constitutes a competitive advantage, a focus on client relationships eclipses both. When asked what sets them apart, it’s hard for most agencies to commit to just one thing. Mixtape will say it’s a combination of amazing clients, a deep skillset, quality relationships, the full-service model and enduring client relationships. Note the emphasis on the word “relationship.”
Mixtape re-introduced the “Crazy Good” toaster pastries to a new generation of Canadians through multiple full-funnel campaigns between 2023 and 2025.
Myers is clear: “When you’re a small agency, you need to work harder and go that extra mile. We build strong relationships. We give clients a reason to come back. Why would they choose us over agency X or Y? The answer is client focus, and the result is a roster of clients like Molson, Johnson & Johnson, Kellanova, CCM, Activision Blizzard, Mitch Marner and Sarah Nurse.”
For International Women’s Day in 2024, Mixtape partnered with Tim Hortons to surprise U7 Timbits Hockey players with a visit from Sarah Nurse.
That’s how Mixtape built the Kellanova account. After taking on its Kashi snacks brand and watching the campaign deliver some of the best testing results in Kellanova Canada’s history, the client asked Mixtape to do it for some of their other brands. So after a 10-year hiatus in advertising, Mixtape brought Pop-Tarts out of campaign hibernation with a digital campaign aimed at Gen-Z customers.
Through its relationship with Sarah Nurse, Mixtape was engaged to work with CCM to produce video and stills assets to support the launch of an entry-level, price-sensitive hockey stick in response to Sarah’s passion for increasing access to the game for kids who can’t afford the high cost of gear. Now CCM is an all-star client, too.
CCM and Sarah Nurse teamed up to develop a price-point-driven stick to welcome more players into the game. Mixtape helped launch the Ribcor-N20 with a mix of video assets and lifestyle photography.
These and other cases are strong examples of how combining big agency chops, small agency agility and an over-the-top dedication to relationship building gives a shop like Mixtape an edge. Myers says “At Mixtape, we’ve got rock-star talent and all-star clients. In recent years, I’ve been laser-focused on assembling the right team with the best people, strengthening Mixtape’s brand, and expanding our client base. 2025 is set to be a major milestone for us, and I’m excited for what’s coming next.”
CONTACT:
Joe Myers
President & founder
joemyers@mxtp.ca
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