There’s a new agency in town. Wildmouse president and former GJP CCO John Farquhar along with former GJP managing partner John Yorke have formed Rain 43. It’s a merger of three agencies – creative boutique Wildmouse, design studio Combustion Studio and Partners and Edell, which Yorke and Farquhar acquired in May, and which is known for social change marketing.

‘With partners being recognized as experts in social marketing, we want to continue that,’ says Yorke. ‘I think the world has changed where it’s not a trend, it’s going to be a must-have for a lot of brands.’ However, Yorke notes that while the socially responsible aspect will remain a focus for the agency, it will not limit itself solely to CSR marketing.

‘With my background coming from digital promotion advertising, we’re not suggesting we’ll predict exactly what will happen next, but we’re trying to build an adaptive agency that’s really flexible for our clients and employees,’ says Yorke, noting that they’ll be ready for the ‘three-screen world’ and are housing a mobile start-up within Rain 43.

Yorke holds the title of president of the new agency, with Farquhar as CCO, and Dennis Edell, founder of Partners and Edell, will stay on as CEO. Bernice Allinson, former ACD at Juniper Park, is also on board.

As their first official campaign, Rain 43 launched ‘I’m Running’ for the Canadian Breast Cancer Foundation about two weeks ago (still under the Partners and Edell banner), which featured famous Canadians like Gordon Pinsent in pink wigs. Next up will be a new campaign for Kids Help Phone that will include TV, print and radio and will launch this fall.

Rain 43’s list of clients also includes Ontario Power Generation, Canadian Cancer Society, Blue Mountain and Mount Alison.