ConnexOntario

ConnexOntario calls on ZAK for brand positioning

Toronto-based ad shop wins AOR status following a competitive review

Following a competitive review, health services helpline ConnexOntario has named Zulu Alpha Kilo its strategic and creative agency of record.

Founded more than 20 years ago, and funded by the Ontario Ministry of Health and Long-Term Care, ConnexOntario provides free and confidential information for people experiencing problems with alcohol, drugs, mental health and gambling via helpline, email and online chat.

According to Mike Sutton, president, Zulu Alpha Kilo, the review process concluded in December, and two other unnamed agencies made the shortlist. Sutton told Marketing the shop was working with the organization on boosting awareness and developing new brand positioning.

“In terms of the client needs, I believe we were a good fit because of our ability and track record of handling research, brand strategy and creative when an organization/brand is in need of a transformation,” Sutton said. “The chemistry and fit were also very good from the first time we met. ConnexOntario wanted to be very involved and collaborate throughout the strategic and creative process, and this was a good fit with the way we like to work with our clients.”

Zulu’s work with ConnexOntario will begin with research, followed by a new brand platform and creative slated to hit the market in early 2017. Creative will likely include a combination of traditional and non-traditional work, Sutton said.

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