Active International, the parent company of Involved Media Australia, has welcomed the launch of Involved Media Canada.
Sarah Keith, group managing director of Active International and Involved Media Australia, spoke to Mediaweek about the launch, what it means for the overall brand and the potential for further expansion.
The launch of the Canadian agency comes after Active International acquired Involved Media Australia’s predecessor Paykel Media in 2021. Involved Media Canada will oversee the media services and solutions division for the North American country.
Building on Involved Media Australia’s success
Keith noted that Involved Media Australia has worked hard to succeed in getting the fundamentals right, from strategy to service for clients and ensuring consistent, seamless delivery.
When it came to launching in the Canadian market, Keith said the trust and longevity already built by the Australian brand saw it become an approach that translated easily to the Canadian market.
Keith noted that when it came to global expansion, the independent agency had developed strong fundamental building blocks focused on its clients and partners.
“We are clear about strategy, positioning, brand guidelines and whatever else resonates with our clients. It’s this approach that is easy to translate overseas,” she said.
Keith said that the Australian agency’s qualities she believes will carry on internationally are its client-first approach and partnerships with experts in creative, research, insights, technology and more.
“At the same time, strategy is at the core of everything we do, underpinning all the work we do for our clients regardless across all media,” she added.
Establishing the brand in Canada and future collaborations
Keith shared that the Canadian team have adopted their market positioning of an “egoless” agency with strategy and client focus at its core.
“This is what has resonated in Australia and helped create powerful partnerships,” she said.
“The Canadian team has also worked closely with us to adopt branding and tone of voice to ensure consistency and clarity as we build the network,” she added.
Establishing the Canadian arm means that, overall, the brand can expand its global footprint, Keith said.
“That will give us easier access to trends and insights, which are becoming increasingly important for our client,” she noted said.
“We also hope to be able to partner with the Canadian agency on larger technology and research projects where relevant and, of course, where there are shared client opportunities,” she added.
Outlook for the Involved Media brand
Looking ahead, Keith shared that she was looking forward to seeing the future expansion of Involved Media in other markets.
“We are very keen to see Involved Media keep growing where there is a strong opportunity in a market,” she said.
Keith also highlighted that the launch of Involved Media in Canada opens new opportunities for their Australian staff.
Active International and Involved Media Canada
Andrew Bulmer, president and managing director of Active International Canada, praised the success of the Australia agency in leading the path for the Canadian arm.
“Involved Media Australia has been a great success, with its unique positioning, market-leading client service and strong results for its clients.
“The time is right for Active International Canada to set up an independent full-service media agency. We have a strong track record of working collaboratively – and without ego – with other agencies, and there is no better brand for us to adopt for our new agency than Involved Media.”
Caroline Breton, the newly appointed managing director of Involved Media Canada, said: “To develop, launch and shape a new, innovative Canadian media brand from the ground up as part of an award-winning company culture – working with our Australian colleagues – is a once in a career opportunity
“I’m very excited to be joining Involved Media Canada and excited about what it will bring to clients.”
Involved Media Australia has posted strong revenue and client growth over the past two years.
The independent agency has also welcomed new senior staff and new clients, including Stanley Black & Decker, Crime Stoppers Australia, Hertz, NordicTrack, Chartered Accountants Australia and New Zealand, Crayola and ZERO.
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Top image: Sarah Keith