Campaign, owned by parent company Haymarket Media Group, last week announced its full entrance into the Canadian market, with the launch of its newest dedicated regional content site. This follows Campaign’s acquisition of Toronto-based advertising title, The Message, in July 2023.
Haymarket says its entry to Canada is part of broader global expansion plans for the media brand. Campaign’s entrance into Canada serves as the core initial focus owing to the region’s unique and fast-growing advertising market, added the publisher. The Canadian site is also the first to debut a sharp new look and cutting-edge functionality, including data-led reporting, that will eventually be rolled out across all other Campaign sites worldwide in 2024.
Kevin Costello, global chief executive at Haymarket Media Group, said last week: “When we acquired The Message last year, we were excited to enter a market flooded with opportunities – helped hugely by building on an existing, trusted media voice for advertisers that aligns perfectly with Campaign’s business model.
”Launching officially in Canada today – particularly with the look and feel of the new site – reflects the huge importance of the advertising industry in Canada to Haymarket’s expansion plans. I look forward to seeing all that’s to come for Campaign as it grows its presence in the region, as we serve our specialist content to existing and new audiences in Canada.”
With its ability to deliver international as well as local analysis, Campaign says it aims to deliver quality journalism and rigorous data-led reporting into the Canadian domestic market.
Canada is the ninth market where Campaign has a presence, with dedicated sites already serving the UK, US, Asia Pacific, China, Japan, Middle East, India and Turkey.
Jess MacDermot, global portfolio director for Haymarket Business Media (HBM), leads on Campaign’s global expansion plans. Speaking about the launch into Canada, MacDermot said: "Campaign helps agencies, brands and media owners the world over, grow their businesses and celebrate their creativity. We are delighted to be entering the Canadian market at a time when the influence and contribution of the Canadian ad industry on the global stage has never been greater. We look forward to working with Canadian agencies and brands of all shapes and sizes and helping them grow.”
Simon Kanter, creative director for HBM, added: “The exciting launch of Campaign in Canada gives us an opportunity to reimagine how the brand presents itself to its audiences. Our unique position in the advertising, marketing and media space is led by our proud news leadership, our passionate support for our creative communities, our own distinctive and famous identity and our burgeoning global footprint. Added to this we have been building a powerful, proprietary data proposition for our subscribers, which we are excited to bring to Campaign in Canada.”
David Brown and Chris Powell, co-founders of The Message will now become joint editors of Campaign in Canada, and Haymarket says it will continue to actively expand the editorial and commercial headcount on the ground throughout 2024.
David Brown and Chris Powell, joint editors of Campaign in Canada, last week concluded: “When we launched The Message in 2019, we wanted to be a vibrant new voice for the Canadian ad industry—breaking news, sharing all the important stories and shining a spotlight on the amazing work and creative thinkers across the industry. Today, we brought the lights down on The Message and brought them back up again on Campaign, feeling renewed and reinvigorated about that mission. By relaunching as Campaign, we have more resources and support to cover all things Canadian advertising in a bigger, better, and more ambitious way.”
The publisher says the Campaign site in Canada replicates the paid for
content strategy of its other regional sites with full access to all its
content available on single subscription and corporate licence.
