Interpublic’s M2 Universal will continue to serve as CBC’s media agency for English-language services following a competitive review.
M2 has handled media planning and buying for the broadcaster since 2007. The new contract extends that relationship by another three years, with options for two subsequent one-year extensions.
The review, which the CBC was mandated to perform at the completion of M2’s previous five-year contract, began in the summer of 2011. The field was reduced to four unnamed shortlisters before M2 was chosen.
Sara Hill, president of M2 Universal, called the lengthy review “rigorous” and said the relationship has weathered significant changes in technology and consumer media habits (not to mention a management overhaul), but found continued success.
“It’s a true partnership,” said Hill. “During that period, the CBC has changed but been very successful. Kirstine Stewart has done a great job. I like to think we’ve played a small part in the success of the CBC.”
Bridget Hoffer, executive director of communication, marketing and brand for CBC, said the relationship would continue largely unchanged, but did expect far more digital and social media work for M2 in the coming years as CBC’s content expands in those media.
“We have talked a little bit about aligning our performance and their performance together, so when we’re successful, they’re successful,” said Hoffer.
Radio-Canada oversees the French-language half of the media account, which currently resides with Cossette.
