From left to right: Claude Auchu, LG2 group partner and CEO; Eric Azara, president and co-founder of Varibase; Mireille Côté, LG2 partner and chief business officer; Cyril Chaib Dialekta president and founder.
LG2 expands its reach with acquisitions
LG2 has taken a big step in its transition from an independent agency into an independent network with the acquisition of Dialekta and Varibase.
Fifty new employees with expertise in marketing, media and customer relationship management join LG2’s stable of existing talent.
Montreal-based Dialekta has a 15-year track record as a leader in the digital marketing and media space. LG2 says key executives will continue to operate under the leadership of Dialekta president and founder Cyril Chaib. Varibase, a pioneering data marketing and loyalty agency founded in 2001, was acquired by Dialekta in the fall.
“(Dialekta’s) expertise in media, performance marketing and CRM, reinforced by the integration of Varibase, perfectly complements our creative, strategic and technological approach and strengthens our ability to deliver impactful and sustainable brand experiences,” Claude Auchu, partner and CEO at LG2 Group said in a news release. “Together, we now have everything we need to maximize the reach and impact.”
With the deal, LG2 Group now boasts a staff of approximately 500 employees across offices in Montreal, Toronto and Quebec City. The group also includes Alinea, a public relations and affairs operation.
Burson Canada makes launch official
Burson made its Canadian launch official on Wednesday as the Burson Group continues to refine its global presence in the wake of last summer’s merger of specialty communications brands such as Hill & Knowlton (H&K), Axicom, Burson Buchanan and GCI Health.
In Canada, Burson says it will continue to work alongside Hill and Knowlton, which has built a strong expertise and reputation over decades of work in the country.
“We’re thrilled to launch Burson in Canada and bring together Hill & Knowlton’s 45-year Canadian legacy and deep roots in the market with Burson’s powerful global network to turn reputation into competitive advantage,” Sheila Wisniewski, CEO of Burson Group Canada, said in a news release. “Our bespoke teams offer the right expertise – whether in market or from across our global network – to accelerate progress while protecting what matters most.”
The Burson Group formed last summer after WPP announced plans to merge BCW with Hill & Knowlton. Burson runs Canadian offices out of Vancouver, Calgary, Edmonton, Toronto, Ottawa, Montréal and Québec City.
“Canada offers incredible opportunities to serve our clients, particularly given its reputation in the high-growth sectors of digital technology, energy and resource development and health and wellness,” Burson global CEO Corey duBrowa said in the release. “Burson’s expertise across these sectors and data-driven approach will help Canadian businesses to lead, grow, and thrive well into the future.”
