ParticipAction taps Cossette for media planning/buying

March 26, 2012  |  Chris Powell  |  Comments

Cossette Media will hit the ground running with ParticipAction after being named media AOR for the national voice of physical activity and sport participation. Cossette formally takes over media planning and buying for the Toronto-based organization on April 1.

Marianne Bernardo, vice-president of marketing for ParticipAction, said that the not-for-profit organization issued RFPs to 10 agencies late last year. The list included incumbent agency Mindshare, which had worked with ParticipAction since 2007. Cossette was selected last month from a shortlist of four agencies.

“They impressed us in every single step of the process, and we really felt they had a strong team,” said Bernardo. “Their strategic thinking in looking at ParticipAction’s work and what they would do was also a key factor.”

Broadcast has accounted for the bulk of ParticipAction’s media activity since the organization debuted in 1971, but Bernado said it will work closely with Cossette to determine the best strategies for the future.

“We’re looking for their input when we’re thinking about how best to meet our mandate,” she said. “[Cossette] did show some insightful strategic thinking in our initial meetings, so we’re looking forward to applying that as we go through our plans for the coming year.”

JWT is ParticipAction’s creative AOR.

ParticipAction curtailed its activities in 2000, but was resurrected in 2007 to address what it calls the “looming inactivity crisis” facing Canada. According to the 2010 Canada Health Measures Survey, nearly two thirds of Canadian adults and a quarter of all children are now considered overweight or obese.

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