Toronto’s Media Dimensions has been named media agency of record for the Luminato arts festival following a two-month review. The account was formerly held by Toronto agency Endeavour.
The assignment includes research and media strategy for the 10-day arts and culture event, which takes place each June in Toronto.
Eric Orticello, director of client services for Media Dimensions, said his agency’s work with Luminato will incorporate everything from traditional media to “new and innovative” elements ranging from place-based interactive to social media.
Orticello said the agency’s two-decade association with the Canadian National Sportsmen’s Shows–the umbrella organization that oversees several sports shows including the Toronto Motorcycle Show, Toronto Ski, Snowboard & Travel Show and the Calgary Boat & Sportsmen’s Show–likely played a role in the landing the Luminato assignment.
He also noted that there is a natural synergy between the two entities. Media Dimensions employs 10 people and describes itself as a “boutique” media agency.
“There are some similarities between us: small in size, so nimble enough to make quick decisions, but innovative and forward thinking enough to make interesting decisions,” said Orticello.
