Following a change in ownership at Partners & Edell, the Toronto agency has rebranded as Rain 43.
“Rain will make brands grow,” said John Farquhar, chief creative officer, of his agency’s new name. “That was the starting point for us. Also, it’s about the kind of campaigns we’re going to put out there. There are campaigns that are like a giant thunderstorm, and then there are those that are like a thousand tiny rain drops, which are the any number of things you can do to get the [brand] to the consumer.”
The number 43 in the name refers to the GPS way point number indicating where the agency’s office is located in Toronto.
Farquhar and partner John Yorke, Rain’s president, acquired and then merged Partners & Edell with Farquhar’s small independent agency Wildmouse in June.
Though Partners founder Dennis Edell now sees his name come off the door, he remains with the agency as its CEO.
Rain is currently hiring; having brought in Bernice Allinson, formerly associate creative director at Juniper Park, the partners are looking to bolster her creative team and expand the shop’s digital credentials.
“Bernice is pure digital and works directly with me, and I come right out of the traditional advertising world,” Farquhar said. “We’re going to be creating campaigns that are far more integrated than those from a traditional advertising team.”
Rain has also acquired Combustion Studio, a print and web design firm.
Partners & Edell’s client base remains intact following the rebranding, including agency-of-record relationships with the Ontario Ministry of Health and Long-Term Care, Blue Mountain ski resort, Ontario Power Generation and Carstar.
