North Strategic
Company Info
Award-Winning Talent 2025
The Work
Kruger doubles down on patriotism with playful series of campaigns
Dr. Oetker reaches for a frozen-pizza high note with Suprema
Kruger’s Bonterra and VW team up to drive sustainable change
FreshCo taps a kitschy disco groove in service of value
In the News
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Kruger names hockey stars and adds a freebie to its Big Assist program
Kruger is launching the fifth year of its “Kruger Big Assist” campaign, partnering with top Canadian hockey players as brand ...
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Heineken expands Route 0.0 after boosting sales with its initial launch
With non-alcoholic options on the rise, Heineken has expanded its Route 0.0, a collaborative activation with the Toronto Transit Commission ...
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Heineken pops up to wrap gifts and build momentum for its non-alc beer
The Heineken Wrapping Bar launched its experiential pop-up in the Oak Room at Union Station, inviting holiday shoppers and busy ...
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Why Birra Moretti is hosting Sunday dinners with Nonna
Birra Moretti is leaning into its heritage by connecting Canadian millennials to an Italian family tradition. The Italian beer brand’s latest ...
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How Petro-Canada is inspiring snack loyalty
The points program is working with influencer chef Laurent Dagenais to create snack mash-ups.
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People Moves: Mondelez poaches top Muskoka Brewery marketer
Plus, Specsavers, National Bank and North Strategic moves.
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Haribo pops up with a Halloween candy store
The German confectionery brand is targeting Union Station commuters with a suitably seasonal offering.
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North Strategic nabs Kruger’s PR business
Plus, 1Milk2Sugars snags three fashion and retail brands.
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Kruger Products celebrates 20 years of Cashmere fashion
How the award-winning marketing campaign Cashmere Collection came about and lasted through two decades of designs, designers and bathroom tissue.
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Sobeys’ new brand platform embraces the unpredictability of family life
"SoBeIt" puts a positive spin on "food adventures" that become cherished memories.
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How the pandemic has changed professional development
From the C-Suite newsletter: Redefining the goals and approach can boost retention.
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Canada Goose talks to its next generation of customers about sustainability
The apparel brand brings young activists together in its latest "Humanature" effort.
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Bonterra is letting a green message stand on its own
Kruger's newest brand creates an art installation that doubles as a habitat for local pollinators.
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MSL names Lauren Thomson as new creative VP
The promotion rounds out a year that has included 20 new staff and assignments with GM, Google and P&G.
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McCormick brings more meaning to the fall season
From Shopper Marketing Report: Displays for Club House and French's address preventing hunger at schools ahead of Thanksgiving.
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Unilever tries to put a dent in Heinz’s ketchup supremacy
Sir Kensington's is bringing its premium positioning to Canada, but entering an established category is an uphill battle.
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Humber establishes scholarship for BIPOC in PR
Agnostic is leading a group of agencies in an effort to remove financial hurdles that can keep talent away from the industry.
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MSL and North name new CEO and presidents
As Justin Creally prepares to retire, three agency veterans take over leadership.
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Baileys branches out from coffee
A Christmas tree market is part of a bigger strategy to reposition the Diageo brand as a more versatile treat.
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Mia Pearson to retire from MSL and North Strategic
After 30 years in the industry, she is passing leadership to longtime business partner Justin Creally and a team of agency vets.
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Smirnoff rides back into experiential
The vodka brand is busting out vendor bikes to reach those on a summer stroll with its new RTD additions.
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McCormick thanks overlooked frontline workers: those at food banks
The company builds on French's and Club House's ties with Food Banks Canada, as it continues a content-led digital pivot.
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Frank’s RedHot suits up with the NFL for “homegating”
From Shopper Marketing Report: The partnership honours 100 seasons with packaging, prizes and game food pairings.
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Shortlist released for the 2019 PR Agency of the Year
The next shortlist for this year's awards program reveals the shops in the running to be named Canada's top PR agency.
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BMW dresses up luxury real estate
A pilot with Heaps Estrin Real Estate sees the luxury automaker place high-end vehicles in the driveway of open houses.
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BMW brings M Festival to Canada
The automaker brings high-performance M series aficionados together as its builds its experiential side.
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Publicis brings Montreal agencies into one office
The new "Pool" model will allow the company to create collaborative working groups based around expertise, not agency brand.
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BMW expands relationship with North Strategic
The agency becomes the automaker's PR AOR, extending its mandate beyond social and influencer relations.
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Up to the Minute: Abacus hires CRO
Plus, Esther Garnick PR wins This Works, Astral announces first Carte Blanche jury and more news you may have missed.
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Publicis Groupe suspends all awards participation
Promotional budgets are being diverted from industry events to an internal AI assistant.
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North Strategic wins Ticketmaster
The event ticket seller names its first PR agency in Canada.
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Ubisoft turns your phone into a sword
How the company used mobile tech and social community building to promote a new game to a mass audience.
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Up to the Minute: BICOM gets new managing director
Plus, client wins for North Strategic and Kwittken, GroupM's new CMO and more news you may have missed.
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The frightening reality of VR
Samsung takes on your fears as it adapts a global platform to Canada.
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MSLGroup president heads to new firm
Gayla Brock-Woodland has moved on to lead public affairs firm Ensight.
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The List 2016: Who had the most noteworthy year?
We're signing off until 2017. Until we meet again, here's a look back at some of the companies that had standout years.
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MSLGroup acquires North Strategic
The PR agency and its content arm Notch Video now fall under holding co Publicis Groupe.
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PRAOY Bronze: Influencers find true North
Services devoted to content creation, ideation and now influencers pushed North Strategic onto the podium.
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Check it out: Cadillac Fairview’s great big selfie
The retail property co's Eaton Centre asks Torontonians to show their style on the (very) big screen.
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Introducing the PR Agency of the Year shortlist
These are the finalists for strategy's PRAOY award, to be handed out at a Nov. 8 gala in Toronto.
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Why Canadian Tire is giving print another go
The retailer brings back a physical catalogue to woo new customers and step up its omnichannel approach.
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Up to the Minute: Zulu adds six
Plus: Critical Mass names a new GM in Toronto, an AOR win for Taxi and more news you may have missed.
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Branded content gets real (and pays for itself)
A look at who has moved beyond test-and-learn to make compelling content part of their business model.
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Check it out: When Secret Santa goes wrong
Air Miles helps out those less intuitive gift-givers.
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Cadillac Fairview’s hiding hacks
The shopping centre company launches a digital campaign to help keep the surprise alive.
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Cadillac Fairview goes digital for Black Friday
Why the shopping centre co is upping its spend ahead of one of the season's busiest days.
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Airbnb makes itself at home at the ACC
The site and venue team up for an overnight ultimate sports experience contest.
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Air Miles and Uber begin national partnership
The relationship begins with a one-day contest and a promotion that gives Canadians a new way to earn miles.
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What’s in store for Cadillac Fairview
Former Xbox marketer Jason Anderson plans to make the mall property owner a household name.
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Brands of the Year: Sport Chek’s better is here
The retailer continues to push the envelope, from its teched-out stores to its content strategy.
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Samsung seeks some passion
The brand teams up with YouTubers for a challenge aiming to get kids interested in STEM.
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Airbnb takes to the streets
The online accommodation site kicks off its first major Canadian activation in Toronto.
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North Strategic navigates to millennials
A new partnership with Ten Thousand Coffees aims to help brands connect better with the sought-after demo.
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Air Miles finds its muse
By partnering with Live Nation on Stage Pass, the rewards program will offer music-based incentives to attract younger members.
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Canadian Tire goes big with digital
The retailer is hoping to hook younger customers with its new interactive "showcase" store.
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Up to the Minute: MacLaren’s new CD
Plus: a new VP at Cossette, a new programmatic platform and other ad and media news you may have missed this week.
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Cause + Action: Samsung looks autism in the eye
The electronics co created an app that helps kids with autism learn interpersonal skills, and launched it in Canada.
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CASSIES Gold: Ubisoft hacks a successful launch plan
"Watch_Dogs Live" saw unprecedented engagement for a free app, and drove significant game sales.
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CASSIES Gold: Canadian Tire breaks records from a cold start
The retailer brought a new meaning to winter in Canada with its "Ice Truck," while driving car battery sales.
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CASSIES Silver: Canadian Tire celebrates unsung heroes
Aiming to connect athletes to people, Jonathan Toews and a cast of "everyday heroes" took centre stage in "Team Photo."
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Shopper Innovation Awards contenders revealed
Check out who made the shortlist for the year's most innovative shopper marketing and retail campaigns.
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Hacking campaigns clean up at the CMAs
Ubisoft and Publicis, and TSFC and Saatchi & Saatchi, cleaned up at the show with hack-inspired creative. Who else won big?
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Check out marketing’s ‘Most Powerful Women’
Execs from Unilever and Kruger will pick up awards alongside 98 other women at tomorrow's WXN event.
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Big winners and big data
Strategy editor Emily Wexler on how a few AOY winners are upping their analytics game.
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The trouble with shareable content
Brands are using more graphic content to break through, but have consumers had enough?
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Airbnb chooses North Strategic
The online room rental service makes North its first agency partner in Canada.
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Aldo tries on North Strategic
The retailer's former PR director is joining the agency's Montreal office and bringing the account with her.
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Three nods for Canada in PR and Creative Effectiveness
Campaigns for McDonald's, Tourette Syndrome Foundation of Canada and Canadian Tire stand a chance at winning a Lion on Monday.
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Sport Chek laces up for a social campaign
The sports retailer is aiming to connect with runners via a socially-fuelled campaign.
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Samsung’s #TrendingNow
The Galaxy S5 and Gear wearables have arrived in Canada, along with what the brand hopes is a share-worthy campaign.
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Shopper Innovation Awards: Sport Chek runs a social strategy
The sports apparel retailer wins Gold for developing a "Social Flyer" to reach young shoppers.
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Marketers of the Year: Lucile Bousquet shows her game face
Ubisoft’s director of marketing looks local to create campaigns that stir rivalry and immerse players in real-world competition.
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Sport Chek takes little leagues to the big ice
The brand recently suprised youth hockey leagues with games in the Air Canada Centre and Scotiabank Saddledome arenas.
