With two Toronto events under our belt now, we can say with certainty that the world of Canadian comms is thriving. Get to know the local industry leaders below, from their client lists and current projects to the favorite spots they frequent.
Where in Canada are you located?
In Montreal, but we also have an office in Toronto.
What categories do your clients fit into?
Mostly lifestyle (fashion, beauty, entertainment), and we just launched a new practice that focuses on corporate services.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
Canada is a bilingual country. The French speakers in the province of Quebec have their own star system and influencers and are very sensitive to be approached in their mother tongue. The English Canada is looking at the US stars and influencers.
What are your favorite spots to dine, shop, work out, primp, etc.?
We both love to run all year long and Mount Royal is the most beautiful playground that gives a breathtaking view of the city. We also love getting an intense workout at Orange Theory twice a week – so fun and effective! When it come to food, Montreal has its fare share of amazing cuisine for any occasion. For a chic and elevated experience we enjoy fresh seafood at Ferreira Café and Le Filet, and for a fun casual night, Bar chez Roger in Rosemont is our go-to.
Please share a sneak peek of exciting current / upcoming projects.
2023 is an exciting year at bicom as we are building a marketplace to support the growth of our nano-influencer program, b nation, and we are setting shop in NYC, our first US-based office!
Where in Canada are you located?
Toronto, Ontario.
What categories do your clients fit into?
We work with bluechip global brands spanning across several verticals, ranging from tech to travel to wellness and beauty.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
The Canadian media landscape is comparatively small (and specific), so strategies coming from the US or European markets need to be adapted – not only on a national level but also provincially, as there can be important demographic and cultural differences. Although the majority of our work is international, we always love working with media on our home turf, because they’re open, collaborative and adaptable. Nothing can beat an IRL coffee to hear what’s in the pipeline.
What are your favorite spots to dine, shop, work out, primp, etc.?
I love the incredible Sash restaurant in Summerhill for special celebrations, as well as the Hammam Spa’s Bayview Village location for restorative catch-ups with friends (we represent the founder, Celine Tadrissi, so file that under client perks). I’ve got two young boys so my primping is usually limited to some quick skincare essentials (Caudalie is one of my favourites)!
Please share a sneak peek of exciting current / upcoming projects.
We recently launched a Creator in Residence program at our content studio in Prince Edward County, as a small effort to give back to the creative community. We’ll be hosting our first recipient, Sarah Wright, this Spring. We’ve also got several exciting client projects rolling out soon – we’ll be sharing all the details in our agency newsletter, which readers can sign up for via our website.
Where in Canada are you located?
Toronto, Ontario
What categories do your clients fit into?
We have a unique mix of clients across automotive, travel, spirits, wine and food. They share a common thread of innovation in their respective fields.
What’s unique about the Canadian comms world?
You need to localize stories to help service our journalists who need local angles. While we are adjacent to the US, we have different needs in each of our key markets. A big US celebrity/influencer may do well in some markets, though we would need a localized Quebec ambassador to connect with the French-speaking market.
What nuances are there marketing your clients locally vs. internationally?
The focus is always on storytelling and showing the innovative work of our clients, whether working with local media or those internationally.
What are your favourite spots to dine, shop, work out, primp, etc.?
Drinks: Bar Volo is a great place for cocktails and has a rotating beer selection. Bonus: the patio is dog friendly, so we will sometimes bring our dog Pesto.
Dinner: Paris Paris on Ossington is an awesome wine bar that is always busy. Go with a friend or two and order all of the appetizers! For a really nice dinner, MIMI Chinese is a favourite. Make sure you order the four foot belt noodles, shrimp toast and hidden crispy chicken
Cafe/Bakery: Forno Cultura is an Italian bakery with a few locations around the city and they have the best baked goods and sandwiches.
Road trip: Having a dog means taking regular road trips. You can drive 2.5 hours east to Prince Edward County, a wine region with amazing restaurants, wineries, boutique hotels, shopping and beautiful beaches at Sandbanks Provincial Park. We work with their destination marketing organization Visit The County to highlight local programs such as Countylicious, a pre-fixe restaurant program which returned this past fall.
Please share a sneak peek of exciting current / upcoming projects.
We just hosted the Americas launch for Fettercairn, a Single Malt Scotch Whisky from Scotland. We brought a group of top whisky media from Canada and the UK to British Columbia for the Victoria Whisky Festival. We organized a special experience on Salt Spring Island, part of the Gulf Islands off the coast of British Columbia, which included locally sourced meals, and a nature walk with references back to the grains, barley and oak that is integral to the whisky-making process.
We are focusing on electric vehicle education for General Motors with EV Live, an interactive digital platform that will help accelerate the transition to EVs by providing education and resources on all aspects of the EV experience.
Where in Canada are you located?
I’m based in Toronto.
What categories do your clients fit into?
At J/PR we are experts in travel, tourism and hospitality. We represent iconic hotels, destinations and travel brands globally. While most of our work is focused in hospitality, we do have a burgeoning CPG practice which includes lifestyle, F&B and wellness brands.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
It’s been eye-opening for me as an American moving to Canada and learning the differences between the two cultures. For so long, I fell into talking about Americans and Canadians as one when speaking with clients about guests, media, etc. But now, I’m able to bring valuable perspective to say that it's not the case! From my experience, I’ve noticed that Canadians seem more interested in quality and long-term investment, where American culture is very focused on “new” and brand/label display. Canadian travel habits seem to have always been focused on the experience and exploration versus going to the newest/hottest destination, and family time in Canada is valued and respected much more than in the states. From media relations, Canadian journalists really appreciate pitches tailored for their audience (noting rates in CAD, acknowledging distinct holidays and understanding cultural norms). I think its really important to note that not all brands are available across the border and that taxes and duties can affect purchasing power!
What are your favorite spots to dine, shop, work out, primp, etc.?
I live in Roncesvalles and really love my neighbourhood for many reasons, but mostly for the incredible walkability. I’m only in Toronto for three and a half years now, so I am surely getting out and exploring the city still, but I tend to be a creature of habit and enjoy exploring my own part of town. My go-tos are Fine Tune Pilates on Queen Street West (Lee and Alexa are my favourite teachers), The Ten Spot Roncy for a great mani-pedi and Chroma for a cut and colour. For restaurants, I’ve loved the recent meals I’ve had at Lapinou and La Palma, but I always find myself coming back to The Ace – it's so close to my house and the food and wine there is always perfection. Spaccio by Terroni is also a fairly recent addition to the neighbourhood and never disappoints. And I can’t leave out the awesome breweries – beers at Bandit, Burdock, Henderson and Bellwoods are all unique and delicious in their own way.
Please share a sneak peek of exciting current / upcoming projects.
I’m really looking forward to patio season again (isn’t everyone?!) and the Shangri-La Toronto has some exciting culinary news this spring with the reopening of their restaurant bosk and the Veuve Patio. We work with Relais & Chateaux and their hotels in Canada are launching new wellness programs this quarter; Manoir Hovey is adding a lakeside spa, complete with a Scandinavian-style thermal circuit, while The Sonora Resort is upgrading the Steam Cave at its Ancient Cedars Spa during it’s annual closure. I’d also love to get out to Vancouver this winter to the Wedgewood Hotel – chef Rob Feenie has joined Bacchus restaurant as its Chef-In-Residence for the winter season and his menus look sublime. Spring will be busy with launching a new summer travel campaign for Visit Massachusetts.
Where in Canada are you located?
Maria: ZOÏ Agency was founded in 2000 and has offices in Montreal (2000), New York (2010) and Toronto (2015).
What categories do your clients fit into?
Maria: Luxury and sustainability, with a focus in fashion, beauty and design/hospitality.
What’s unique about the Canadian comms world?
Maria: The Canadian market is small; however, given the size of the country, the markets within Canada are extremely varied and different when it comes to culture, language and overall media landscape. The way you conduct PR in Quebec is very different from how you would activate and promote in Ontario. The same goes for BC compared to Ontario or Quebec. You need to be very thoughtful and respectful of culture, language and place.
Brittany: Canada is also interesting from a comms perspective because of its proximity to the US. In Canada, you will find US magazines on stands next to Canadian ones so it's important to find a unique angle for Canadian media and a strong local tie. And then, as Maria mentioned, you have to further localize to the different markets within Canada.
What nuances are there marketing your clients locally vs. internationally?
Maria: Truthfully the nuances vary depending on the brand. It’s difficult to generalize. However, the considerations are not that different, in both cases both locally and internationally you need to connect with your market and create an emotional connection between your brand and its consumer. When launching internationally, you can no longer afford to have one unique global approach. You need to be thoughtful and respectful of the differences within all local markets. Launching globally/internationally is a lot more complex than it used to be.
Brittany: Agreed, we often see that specific talent or initiatives that might resonate strongly in Europe, or even the US, won't resonate and get traction here in Canada. However, with many of our brands, we can take inspiration from things that were done successfully internationally and localize them for this market by incorporating people, partners and places that represent the project and also have a strong connection to Canadian culture.
What are your favorite spots to dine, shop, work out, primp, etc.?
Maria:
Restaurants: Restaurant 20 Victoria (Toronto), Gia Vin & Grill (Montreal), Cocotte Bistro (Ottawa)
Hotels: Ace Hotel (Toronto), Hotel William Gray (Montreal), Fogo Island Inn (Newfoundland)
Galleries/ Museums: Centre PHI/PHI Foundation (Montreal), Montreal Museum of Fine Arts (Basquiat exhibit), AGO, Cooper Cole, Gallery Bradley Ertaskiran, Caviar 20
Shop: The Webster (Toronto), SSENSE (Montreal), GOODEE
Brittany:
Restaurants: Wynona (Toronto), Manita (Toronto), Ask for Luigi (Vancouver)
Shop: VSP Consignment, SSENSE, COS, The Detox Market, Gee Beauty, Hopson Grace
Please share a sneak peek of exciting current / upcoming projects
Maria: We're currently working on a number of projects with our clients (GUCCI, FENDI, Tiffany & Co, Christian Louboutin, GOODEE, Fogo Island inn, to name just a few) but details are still under wraps. Last Thursday, January 26, 2023, we worked closely with our client Tiffany & Co. hosting an exclusive cocktail to commemorate the launch of the new Tiffany Lock collection. The event was held at Vela, located in the fashion district of Toronto. In attendance were key media, as well as celebrities including Hailey Bieber, Simu Liu, Imaan Hamman, Kate Bock, Reign Judge and more.
Brittany: We're in planning with a lot of our brands at the moment, mapping the major moments and key initiatives for the year. We're excited to fully activate in ways we perhaps couldn't in recent years due to uncertainty surrounding the pandemic. We're also in the full swing of various fashion weeks taking place around the world and amplifying our clients' shows and events with our Canadian press and influencer partners.
Where in Canada are you located?
Toronto, Ontario
What categories do your clients fit into?
Lifestyle, wellness, women in tech and hospitality and tourism.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
Because we have a smaller media market, our pitches have to really stand out, and that means making your stories interesting and focused on human interest. Also, international markets – especially the us – are more focused on affiliate marketing/linking to brands. I think Canada will get there soon as another revenue stream for publications, but for now, we have a deeper focus on featuring clients/products that don't necessarily have affiliate links, but have an interesting story behind them and are a small business.
What are your favorite spots to dine, shop, work out, primp, etc.?
Work out: Jaybird Toronto
Stay: Bisha Hotel and Hazelton Hotel
Eat: Mandy's Salad, Bar Mignonette, KOST Toronto
Primp: Le Labo Yorkville, The Fix Facial
Please share a sneak peek of exciting current / upcoming projects.
Bisha Hotel's upcoming Chalet and Skating rink launch and media preview, and Canadian Blood Services' Pop-Up Barbershop to raise awareness of its stem cell registry!
Where in Canada are you located?
I split my time between Los Angeles and Toronto where our office is located on Richmond and Duncan. When I’m not in Toronto, our Managing Director, Vanessa Foy, manages the new Canadian headquarters with support from our senior account team.
What categories do your clients fit into?
While our client roster had originally started in foodservice and hospitality over a decade ago, we have expanded our client base and rebranded to SUGO Communications. This has allowed us to expand to other luxury and high-end industries which includes hotels, spas, automotive, travel and tourism, consulates, small and large appliances, beauty, celebrity talent and so much more!
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
The strategy we use for our clients does differ greatly between Canada and USA. Canada’s media imprint is significantly smaller and with cutbacks to the industry comes a competitive landscape for garnering media attention. That said, relationships we’ve developed with the media, influencers and other notables are how we are able to see such successful results for our clients. The trust we’ve built with them guarantees speedy responses and high-quality and thoughtful information all presented with ease.
What are your favorite spots to dine, shop, work out, primp, etc.?
In Los Angeles, you can typically find me at San Vicente Bungalows, working or dining. While in Toronto, I have a number of go-to spots. A tried and true classic is always Enoteca Sociale, as is Trattoria Milano at Eataly. Vela has been a solid meal every time I’ve been, while Pai is typically my first stop when I am back. Other notable mentions are cocktails at Writers Room, Bar Raval, Giulietta, Archive, Famiglia Baldassarre and House on Parliament.
Please share a sneak peek of exciting current / upcoming projects.
We have so much on the go! In addition to a number of retail openings we are working on, we have a program starting with the Thai Consulate on both sides of the border. We are assisting with the launch of a corporate loyalty program and a number of new products and SKUs for our CPG and appliance/houseware clients... I can't say more just yet, but will soon!
Where in Canada are you located?
Our headquarters for Pomp & Circumstance and our newly launched creative agency, Bonus Track, are both in Toronto, but we work with clients internationally.
What categories do your clients fit into?
We're primarily a consumer and lifestyle agency with a growing corporate practice so we are very lucky to service clients in virtually all categories – beauty, finance, fashion, CPG, auto, tech, food and beverage, telecom and travel. I don't think there's a category that we are not supporting right now. With over 30 clients in Canada and across the border, we are doing everything from traditional earned, influencer, XM, content, paid and creative.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
Both the media landscape and the influencer world are much smaller in Canada and there are definitely regional differences in style and taste as well as culture and language that we take into consideration when we're building a campaign. I think as an agency, we are very deliberate about developing creative and selecting creators who really embody the brands we work with in order to make deeper connections with the audiences we're trying to reach. Often that means, really understanding the market and how to be the most engaging and persuasive within it.
What are your favorite spots to dine, shop, work out, primp, etc.?
Toronto is a hotbed for dining, home to some of the best restaurants, bars and lounges in the world. If I'm having an after-work cocktail, you can find me at the stunning Writer's room perched atop the luxe Park Hyatt Hotel in Yorkville in Toronto. To dine, I'm currently obsessed with the whimsical setting and flavours of Chef Victor Barry's latest endeavour, Piano Piano on Colborne Lane and I will always rave about Rob Rossi's unmatched duo, Giulia and Giulietta.
My favourite latest purchase is the coziest sweatset from Canadian-made tkees and basically anything from Alo. I like a good selection of warm and casual clothes for our cold Canadian winters, since you'd be most likely to find me on a winter walk, hike or ski hill when I'm not working. To keep my skin in check with the freezing temps, I'm a die-hard Dermalogica girl. Finally, I just tried Paste Dental for the first time, which is like going to a worldclass spa for your teeth, there is literally nothing like it (think mojito-flavoured fluoride). A must-try!
Please share a sneak peek of exciting current / upcoming projects
We are very busy and have a few incredible projects coming up in the coming weeks: Peroni Pizza Day – for our client Peroni Nastro Azzurro, we’ve teamed up with Toronto's renowned Pizzeria Badiali to serve up complimentary slices and beers in celebration of National Pizza Day on February 9th.
We are so excited to work with Mango on their expansion into the Canadian market which will include over 20 store openings in 2023 alone.
Our luxury outerwear brand, Nobis, will be returning to be one of the presenting partners for New York Men’s Day and presenting their latest seasonal collections which we’ll be working through a robust media relations strategy to ensure premium coverage.
And on eBay – our newly launched creative division Bonus Track will be building out a creative activation for the brand at ComiCon next month.
Where in Canada are you located?
Toronto, ON
What are some of the key functions in your role at 1 Hotels?
Through various functions of marketing, my job is to maintain 1 Hotel Toronto’s position as the Canada-wide leader in mission-driven hospitality, known for a thoughtful balance of wellness and sustainability, and a destination for culture, community and craftsmanship in the city. My job spans across traditional marketing and PR, the depths of digital marketing, the nuances in paid and organic social media, working with influencers, establishing partnerships, building events and of course, project management – all within a hotel, which truly means no day is the same.
What’s unique about the Canadian comms world? What nuances are there marketing your clients locally vs. internationally?
There are so many wonderfully unique elements about working in Canada, and one of the most obvious is that it is a much more concentrated community of PR professionals than our friends across the border. To me, what makes the Canadian market so beautiful is the relationships and synergies that come from being a part of that tight knit community. In Canada, we are all deeply entrenched in our local markets, while remaining perfectly attune to the trends of the international landscape that surrounds us – giving us a best-of-both-worlds approach.
In my current role, one of the most important elements to building our marketing strategy and entering the Canadian market as a new brand was to foster deeper connections and ties to the local community, while continuing to set the standard for what innovative and thoughtful programming can look like at a luxury hotel. My job is to create brand advocates of people who not only sleep in our beds, but also from those who attend our events, dine in our outlets, and by virtue, feel an emotional connection to our mission and purpose – from near or far.
What are your favorite spots to dine, shop, work out, primp, etc.?
Dine: For a magical evening on the town that will transport you out of the Canadian winter and leave you daydreaming of the menu long after your meal is finished? Simple, Casa Madera Toronto. And then pop up to Harriet’s or over to the bar at Lapinou for a nightcap. I could also eat every meal at Mamakas, truly one of my favourite places in the city with the most divine Greek food and cozy interiors.
Wellness: This year, like so many others, prioritizing health and wellness is top of mind for me. I have been loving Jay Bird and the community it creates, and their take on wellness is accessible, safe, fun and inspiring. I haven’t been brave enough to make the plunge (literally) into the cold tubs at The Unbounded Well – but I aspire to do so... someday.
Shop: I try to shop and support local as much as I can, and my time at 1 Hotel Toronto has afforded me the opportunity to be introduced to so many incredible makers. La Leur should be on everyone’s radar, Kim and Celeste create chic, high-quality, ethically produced luxury apparel that will be capsule pieces in your wardrobe for years to come. WRAPPR is also incredibly cool and Canadian-made. Brittany and the WRAPPR team creates furoshiki wraps with patterns from artists all over the world which can be used as zero-waste gift wrap, but also find a second-life as a scarf, hair wrap, accessory for your purse and so much more.
Please share a sneak peek of exciting current / upcoming projects.
At 1 Hotel Toronto, sustainability is at the core of everything we do, so needless to say, Earth Month in April is our Superbowl. From us, you can expect exciting and innovative programming and partnerships across wellness, sustainability, retail and food and beverage. We always have an up to date list of calendar events on our website and our Instagram (@1hotel.toronto), and here you'll find teasers and dates for all the beautiful, carefully curated hotel activations available to our guests and local community.
