Involved Media launches in Canada with an ‘egoless’ agency approach
Independent media agency Involved Media has expanded internationally, as its parent company, Active International, is set to launch a Canadian arm for the agency.
The corporate trade company acquired Involved Media in 2019. The agency was known as Paykel at the time, but rebranded to its current identity in 2021.
Sarah Keith
Involved Media Australia group managing director, Sarah Keith, said: “We are thrilled to welcome Involved Media Canada to the family and look forward to working with the Canadian team as they roll out their new business.
Keith said the new division will also adopt an “egoless” approach to deliver values through expertise and solid partnerships.
“Over the past two years, we have worked hard to create and evolve the egoless Involved Media business model, with a strong focus on strategic planning, flexibility, media neutrality and delivering exceptional results for our clients.
“We’re very proud that our name and way of working is carrying on over to our Canadian colleagues.”
President and managing director of Active International Canada, Andrew Bulmer, said: “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.”
The new arm will be led by managing director of Involved Media Canada, Caroline Breton. She 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.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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