TORONTO, CANADA (April 12, 2018) – McCann Worldgroup Canada has been named Agency of Record for the Department of National Defence (DND) and Canadian Armed Forces (CAF), following a competitive review which included Canada’s top advertising agencies.
The mandate includes traditional and digital marketing and advertising for the Canadian Armed Forces attraction program in support of recruiting. The work will support the recent defence policy, Strong, Secure, Engaged and the continued need to make recruitment a priority for the CAF in order to meet Canada’s defence needs.
“It’s truly an honour to be chosen by the Canadian Armed Forces,” said David Leonard, CEO, McCann Worldgroup Canada. “The future success of our country’s defence depends on Canadians and we are thrilled to be engaged in such a worthy initiative that will have a long-term effect on our country.”
The Department of National Defence was searching for a partner that truly understands Canadians and the ideals of diversity and the multicultural fabric of Canadian society. One of the requirements was also a strong digital acumen in an agency partner to help with recruiting the next generation to the Canadian Armed Forces.
As one of Canada’s longest standing creative agencies, McCann offers proprietary insights and strategic and creative resources across the country, including a multi-disciplined team of experts in Montreal who will manage the new Canadian Armed Forces mandate.
Added Mylène Savoie, President, McCann Montreal, “We’re thrilled to manage the business that includes brand strategy, integrated creative development, digital and social media out of our Montreal office. This is another important new business win to add to the agency’s growing roster.”
Recent new business wins for Montreal have included Bombardier and Export Development Canada.
About Department of National Defence and the Canadian Armed Forces
The Department of National Defence and the Canadian Armed Forces provide advice and support to the Minister of National Defence and implement government decisions regarding the defence of Canadian interests at home and abroad.