OMD Canada launches Ignition Factory in Toronto

Media agency's innovation arm lands in Canada with Sean Dixon and Nick Barbuto at the helm

OMD Canada is launching the Canadian iteration of Ignition Factory, the media agency network’s innovation lab.

Created six years ago in the OMD’s L.A. office, it has since expanded to New York, London and Chicago. The unit bills itself as a team embedded in the agency’s operation that is able to “create unique consumer engagements by translating trends in technology and pop culture into actionable ideas.” It not only creates opportunities for clients – such as CBS’ first-to-market video player appearing in the pages of several print publications back in 2009 – but advises OMD’s other operations and clients on technology trends and best practices.

Steering the Canadian team will be Sean Dixon, director of emerging media at OMD who joined the shop as a digital strategy supervisor in 2010, and Nick Barbuto, a digital strategist who most recently served as a senior partner at Dare Toronto after moving over from sibling agency Cossette.

“Media has evolved past how many people see an ad and how often they see it. It has moved into an art of unifying platforms with great ideas that impact a brand’s performance”, said Cathy Collier, CEO of OMD Canada, in a statement. “The Ignition Factory Team in Canada has an incredible depth of communication experience, story-telling, and creation. We look forward to the proactive creation of market leading ideas that help lead our clients to new levels of business performance”.

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