High Road Communications is experiencing a bit of a business boom, winning several new accounts in recent months and hiring new senior talent.
The Toronto PR firm won the Nike account in September after a competitive pitch process over the summer. The agency is handling Nike’s communications activities in the Canadian market, including media relations and influencer programs.
Another notable account win is Sobeys, which hired High Road in June to support for the brand’s new positioning, “Better food for all.” Sobeys partnered with celebrity chef Jamie Oliver and launched an integrated campaign designed to show Canadians how to eat better. High Road is handling social, digital and PR programs.
“A lot of clients are looking for communications company that goes beyond traditional PR,” said Sarah Spence, senior vice-president, partner and general manager of High Road Communications. “They are looking for a strategic partner that thinks in an integrated fashion and understands how to connect and reach consumers with compelling messages right across the various channels.”
Other new accounts on the roster are Ferrero Canada’s Nutella brand; First Asset, an investment management firm; CIRA, the Canadian Internet Registry Authority; and Insertech, a non-profit organization specialized in occupational integration for young adults. High Road is also working with Interaxon on the company’s CES appearance and launch of Muse, a brain-sensing headband. And the agency’s Montreal office was recently named PR agency of record for Ludia, a Montreal-based video game studio.
To lead some of more high-profile accounts, Michael MacMillan has re-joined High Road after three years as vice-president at Veritas. He previously spent five years as an account director at High Road. “It’s wonderful to have him back,” said Spence. “He is a solid, experienced PR strategist with journalistic roots [and] he’s been a great addition to our team.”
Since assuming the GM role in August 2012, Spence part of her goal has been a focus on creativity. “We’ve got a philosophy that everyone at High Road is creative and we nurture that talent,” she said. “A lot of agencies are focused on the ‘big idea.’ The big idea is great, but it has to be rooted in a customer insight. So our focus on the creative side starts on the strategy side.”
High Road currently has 80 people across its four offices. Spence said it hasn’t been a huge year of growth revenue-wise. “I think you’re going to see more of that in 2014 with some of the wins that we’ve had. [This year] has been more about getting High Road set up for the future.”
