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.

Add a comment

You must be to comment.

Create a Commenting Account

Advertising Articles

WD-40 creaks into the app space

The brand made an app to give doors a spooky creak for Halloween

Anti-texting and driving ad puts viewers in the driver’s seat

New 'Choices' ad uses TimePlay app to warn moviegoers of distracted driving

Bell Media launches a Fantastic…promo

Media conglomerate in the midst of a multi-channel push for Harry Potter spin-off

Jays’ playoff run a hit for Rogers

Team owner is also most noticed advertiser during the post-season run

Svedka campaign tells ‘first world’ horror stories

Cheeky videos and social ads from Bensimon Byrne poke fun at millennials

Weave folklore into your native video strategy

Examples from brands that inform, entertain, and stand apart

CollegeHumor gets serious about branded content

Electus Digital exec offers his advice from the Marketing Live stage

The Marketing Live moments to remember

Some takeaways from our inaugural storytelling event