Meet the New McCann Canada
06. 07.2016

Meet the New McCann Canada

Celebrating 101 years in Canada MacLaren McCann makes some major changes.

Celebrating 101 years in Canada MacLaren McCann makes some major changes

TORONTO, CANADA (July 7, 2016) MacLaren McCann announced earlier today that it is changing its name to McCann Canada. One of Canada’s most creative institutions, McCann has created some of the most notable Canadian campaigns within its doors, including “I am Canadian” for Molson Canada, and the long-running “Built for Drivers” campaign for Pontiac. Not many remember, but the agency was also the creator of Hockey Night in Canada, so on the eve of its 101st anniversary in the marketplace, why the name change?

“With the globalization of agency networks and the compression of real-time connectivity in every facet of our industry, agency brands are more closely united than ever before,” said David Leonard, Chief Executive Officer, McCann Canada. “Just as we counsel our clients to put their money behind the most powerful brand, the truth is we need to do that as well, and today that brand is McCann.”

Following a year of significant changes, including investment in thought leadership, creative firepower and strengthened specialty resources, the agency is officially changing its name to McCann. The name change took effect earlier this morning and is accompanied by a new brand identity system now applied across all touch-points.

“Across many markets throughout our global network system, the consolidation and focus on the McCann brand signifies a renewed commitment to the valued clients we serve, and the markets where we operate,” said Leonard. “The simplified branding also signals a closer integration with our network through all that McCann Worldgroup companies have to offer clients. Here at home, July 7 marks the 101st year of McCann in Canada; so, as we like to say – on July 7 we are 101 years new!”

The agency has not only changed its name, it also has a new face and a new space. McCann as it will now be known is kicking off the next century in style, with a brand new identity, redesigned website and a state-of-the-art office in the heart of Toronto’s entertainment district. Having spent the last 27 years at the foot of Bay Street on Queens Quay, the agency recently moved their nearly 300-person employee shop into more than 60,000 square feet of newly designed, open-concept, state-of-the-art space at 200 Wellington Street West.

Along with the new move, the agency is introducing its new brand identity and a completely redesigned website ( on July 7 at an exclusive celebration where clients, VIPs and agency personnel will gather to celebrate the milestone anniversary. The move is the latest in a string of major events that has happened following Leonard’s appointment to CEO in April 2015.

“Since taking over the helm more than a year ago, David has invested considerably in some of the industry’s top creative and strategic talent which kicked off when he hired the award-winning Darren Clarke in May of 2015 to head up our Canadian offices as Chief Creative Officer,” said Harris Diamond, Chairman & Chief Executive Officer, McCann Worldgroup.
“Over the past year, we have made significant changes to better meet our clients’ needs, and we see a great opportunity in Canada for both our national and global clients to help them solve their communications and marketing challenges.  Under David’s leadership we are leveraging our array of strategic, creative and multiplatform capabilities to help our clients meet their growth goals.”

In addition to Clarke, the agency has also recruited some of the most desirable creative teams, recently acquiring Josh Stein as ECD of the Toronto office. Prior to that, the agency expanded its strategy division by adding Mary Chambers as Chief Strategy Officer along with other significant industry hires (see agency timeline for more detail).

As Canada’s longest-standing agency, McCann will also later this year be releasing an in-depth industry report, The Truth About Canadians Study. In partnership with IPSOS, the study conducted in early 2016 is a nationwide bilingual quantitative survey taking the pulse of Canadians with respect to their opinions, values and expectations of modern brands.  Coupled with qualitative research and in-person interviews with key marketing industry leaders, the report provides an in-depth look at Canadian consumers and their relationships with brands. The full report is slated for release in September 2016.

About McCann

McCann is an integrated marketing communications agency with offices in Vancouver, Calgary, Toronto and Montreal. The agency has been continuously ranked among the top in Canada since 1915. McCann creates meaningful roles for brands in people’s lives and improves the performance and influence of their clients.

About McCann Worldgroup

McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a leading global marketing services company with 24,000 employees in more than 100 countries, comprising McCann  (advertising), MRM//McCann (digital marketing/relationship management), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications), CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), FutureBrand (consulting/design), ChaseDesign (shopper marketing) and PMK-BNC (entertainment/brand/popular culture).