BeaverTails names a new lead marketer
Pastry brand BeaverTails Canada has named Michelle Aboud its VP of marketing.
Aboud will oversee BeaverTails’ marketing and branding efforts, as well as shape communications strategies with the goal of amplifying the brand’s presence in Canada. She will also support expansion efforts to new markets.
Aboud is formerly SVP and managing director at McCann Canada. Prior to joining McCann, she was partner, VP account services for Bleublancrouge, where she played a senior role with major accounts such as Sephora, Cadillac Fairview, Desjardins and Cineplex.
The brand currently has 195 store locations and previously announced plans to expand its footprint in 2022, with a move into more traditional commercial/neighbourhood environments, according to Retail Insider.
Egg Farmers has a new CEO
Egg Farmers of Canada is appointing Drew Black as its new CEO, effective November 6, 2023.
Black takes on the role of CEO after serving as executive director at the Canadian Hatching Egg Producers where he was the principal liaison between the board of directors, board committees, and the organization’s operations.
Prior to this, he served as the director of environment and science policy at the Canadian Federation of Agriculture.
McKim and Sherpa rebrand following merger
A new agency has been formed following the merger of McKim Communications Group and Sherpa Marketing. They’re calling themselves The Show and Tell Agency as part of a rebrand that reflects the shops’ combined expertise.
“We help our clients show up in pivotal moments of customer intent so we can tell their stories in memorable, meaningful ways,” said Show and Tell co-CEO Marty Fisher, formerly of Sherpa Marketing, who now acts as co-CEO alongside Peter George, formerly of McKim.
“We are the product and evolution of two agencies collaborating and sharing, so that’s reflected in the name. In the icon, you can see an S and T coming together to create the ampersand form,” he added.
The firms came together in 2021, with Sherpa specializing in digital marketing, web and app development, while McKim primarily handles strategic branding and creative advertising.
The rebrand marks the end of a 134-year-old agency brand – Winnipeg’s McKim launched as Canadian’s first advertising shop by Anson McKim back in 1889. Sherpa, meanwhile, was founded by Marty Fisher in Kitchener, Ontario in 1995.
