Angry Butterfly wins Hush Canada business
Disruptive sleep brand Hush Canada has named Angry Butterfly its creative partner after a competitive pitch.
After launching in Canada in 2017 as a weighted-blanket startup, Hush gained popularity through its appearance on Dragons’ Den.
“Hush is a true challenger brand, and one that’s on an exciting trajectory to change something as fundamental as the way people think about sleep,” says Brent Choi, partner and CEO of Angry Butterfly. “When there are already so many avid fans of a brand, our job is to capture that energy and present it back to the world in a compelling way.”
The relationship starts immediately, and the plan is to have a multimedia campaign in-market in late summer of this year.
ChangeMakers lands AOR role at Save the Children and teams up with Alberta optometrists
ChangeMakers has been named the agency of record for Save the Children in Canada, building on a partnership started in 2023 when the agency began executing campaigns for the charity.
The agency will be providing support on influencer programs, media relations, celebrity ambassador programs, DEI communications, issues management, crisis communications and digital campaigns.
ChangeMakers has also secured a strategic partnership with the Alberta Association of Optometrists (AAO) to champion the importance of eye health for all ages.
Through a provincewide campaign, ChangeMakers will help to spotlight the critical role of regular eye exams in the early detection and prevention of eye diseases, from infancy through to senior years.
ChangeMakers will support AAO with strategy, creative and content development, earned media, influencer strategy, digital marketing and media buying.
Black Rock Marketing Group expands under Hover
Hamilton consultancy and development firm Hover Group is launching BRMG Experiential, a new division within Black Rock Marketing Group (BRMG).
As part of the expansion, Brandfire director and co-founder Dack Heslop (pictured) joins BRMG under the newly created role of VP experiential. Heslop has built an extensive experiential-marketing resumé and a track record of delivering activations for brands such as American Standard, IPEX and Chevron.
Hover Group said in a news release that BRMG Experiential will offer a “comprehensive suite of services, including immersive live events, cutting-edge digital experiences, and large-scale activations.” The division will have a mandate to “help brands connect with audiences in meaningful and measurable ways, ensuring unforgettable engagements that drive impact.”
“Experiential marketing has evolved from a nice-to-have to a necessity in a brand’s strategy,” says Alex Verdurmen, partner at Hover Group.
Hover Group acquired Toronto’s Black Rock Marketing Group last fall.
