Santa Has a Brand New AOR

Santa Has a Brand New AOR

Chooses McCann Canada for the Santa Claus Parade

After an exhaustive review of the Nice List, Santa Claus has appointed McCann Canada as the Agency of Record for Toronto’s Santa Claus Parade. Excellent behaviour throughout the year and an understanding that the best way to spread Christmas cheer is to sing it loud for all to hear were key factors in the account win. Besting an array of other ho ho hopefuls, the agency will act as an extension of Santa’s team, translating Santa’s passion and the elves’ holiday magic to integrated brand communications. McCann’s work will begin with support of the Parade’s social media channels this year and, after apprenticing in Santa’s workshop throughout this holiday season, the agency’s work will expand to a full Santa Claus Parade campaign in 2020.

“Santa takes the Parade very seriously, so we were committed to finding the right agency to take the city’s holiday spirit to the next level,” said an official spokesperson for Mr. Claus. “There were so many reasons we chose McCann: Proximity to the North Pole was, of course, a priority. Beyond that, McCann’s creativity blew us away – it’s pretty obvious that sugarplums dance in their heads. And they’re legit jolly. In fact, at one point during the pitch, the creative teams made Santa laugh so hard, his belly shook like a bowl full of jelly.”

“McCann’s multicultural capabilities, including a Toronto-based team that speaks more than 25 languages, were also a huge advantage given Santa’s worldwide appeal. Overall, it was clear that McCann is all-in on the season. I heard that during the entire month of December, they change out their beer taps for eggnog. And, boy, do they know how to make toys – their lobby is full of figurines of each staff member, each cobbled by hand.”

Santa was particularly impressed with one young tot, Dustin Rideout, Chief Strategy Officer at McCann, whom he asked to join the Board of Directors for the esteemed Santa Claus Parade. Dustin first caught Santa’s eye because, honestly, he bears a striking resemblance to a young Kris Kringle. Add to that his fresh ideas for the Parade and his uncanny ability to gobble down cookies and milk, and he is a perfect addition to Santa’s crew.

It’s rumoured that Santa chose to bring in an outside agency this year due to Toronto’s rising interest in parades and some stiff competition for share of parade viewership. Sources say that, when Santa saw the Raptors and Pride parades this year, he knew he had to up his game.

“We are absolutely thrilled to be chosen as the agency that will bring Santa’s vision for the Parade to life,” says Ryan Timms, President, McCann Canada. “It’s the pinnacle of wins for us. Throughout the pitch process, we really felt like we were on the same page with the elves, who will act as our day to day client. Santa truly does know if you’ve been bad or good, so you have to be good for goodness sake.”

Since 1905, the Toronto Santa Claus Parade has made its way through the streets of downtown Toronto. Today, The Santa Claus Parade is one of the longest running children’s parade in the world and one of the overall largest parades in the world.

The 115th Toronto Santa Claus Parade takes place on November 17, 2019. It starts at 12:30 p.m. at Bloor and Parliament Streets; travels west along Bloor Street to University Avenue, travels south on University Avenue (in the north bound lanes) to Wellington Street, then travels east on Wellington to Yonge Street, south on Yonge Street and then goes east on Front Street, ending at the St. Lawrence Market.

The Parade is also televised on Sunday, November 17 at 4:30 p.m. ET/PT on CTV and everywhere CTV content can be found. For more information visit