Scott McCain

League-Leading Work

TOURISM NOVA SCOTIA REDISCOVER NOVA SCOTIA

One of the largest independent agencies in Canada.

If that comes as a surprise, it is entirely our fault; we’ve never been much for blowing our own horn. Truth be told, we believe our clients make a far better cheer squad.

The secret to our longevity? The team, of course. But it’s more than just bench strength. You see, m5 attracts a very particular sort of person. People who are insatiably curious. Who are humble and open-minded yet have the courage of their convictions. m5’ers are comfortable being uncomfortable and asking the questions no one else will.

40 years in, we are 150+ people strong with offices in Saint John, Moncton, Halifax, Charlottetown, and St. John’s, as well as remote team members across the country.

It’s because we believe real creativity is about going beyond the surface. Which requires digging deeper, searching longer, and not being afraid to let go of previously held notions. That’s where the magic happens. That’s how big, tangly problems get solved. And that’s how we’ve been getting results for our clients for more than four decades.

GAME-WINNING STATS

Slam dunk services. We have research, strategy, creative, production, digital development, public relations, media purchasing, event management and more all in-house and available to you via a single point of contact.

One team, one playbook. Having all needed services in-house means just one team doing the work. A team that views business goals, marketing strategy, and rollout through the same lens.

Home field advantage. We’ve been working in Atlantic Canada for decades, so we’ve got a head start on understanding your target audiences and the market. Our institutional knowledge is second to none for dozens of industries and verticals.

Seasoned players. Being in the industry this long has its perks. Our team knows who’s who when it comes to partners, stakeholders, and industry contacts. This comes in handy for things like stakeholder relations and partnership development, as well as getting value add or preferred rates on media buys, printing, and more.

Connecting with sports fans from coast-to-coast

Subway Canada wanted to bolster its brand with Canadian fans of hockey, football, and baseball. m5 helped build partnerships with professional sporting organizations that did exactly that in super fun, creative ways.

TORONTO BLUE JAYS PARTNERSHIP

m5 worked with Subway to negotiate and execute a partnership with the Toronto Blue Jays in 2021 for its Ontario market. The program included consumer contests and in-store visuals during play-off season.

TORONTO RAPTORS SPONSORSHIP

Subway Canada launched a new partnership with the Toronto Raptors in 2022. m5 worked closely with the team to develop taglines and creative that is now in restaurants across Canada as well as displayed across the broadcast table in their home court.

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$2,500 Prepaid Card

$250 Subway ® Gift Card

Toronto Blue Jays™ Swag, including 3 Jerseys, 3 T-Shirts, 3 Caps, plus more!

QUEBEC MAJOR JUNIOR HOCKEY LEAGUE

Working with franchisees and Subway national to align local sponsorships with national initiatives led m5 to implement fan engagement strategies across many QMJHL teams including the Saint John Sea Dogs. 2021’s “Tweet Your Seat” gave fans a way to go beyond just seeing the brand by creating a one-to-one connection, building real affinity at the local level.

You

INTERNATIONAL ICE HOCKEY FEDERATION WORLD JUNIOR CHAMPIONSHIP

Alberta takes its hockey seriously, so it was no surprise when they wanted to sponsor the World Juniors in Edmonton. m5 worked directly with Hockey Canada to negotiate and execute a sponsorship that covered in-store contests, media partnerships, radio contests and an in-arena activation.

Amping up events and activations.

Over the last five years, m5 has taken our events and activations game to the next level, driving real results for clients in interesting, interactive ways. On the next four pages you’ll find a small sample of that work.

CN (CANADIAN NATIONAL RAILWAY) Board of Directors Event

WORLD ENERGY GH2

German-Canadian Renewable Hydrogen Expo, 2022

The m5 team has worked on a variety of events for a wide range of clients across Canada, as well as in the US.

SUBWAY Formula 1 Montreal Grand Prix, 2022

SUBWAY Pop-up Fresh Tour, 2021

A particular passion for hockey

Like many Canadians, hockey is in our blood. That’s why our work with True Hockey is so exciting and why we wanted to spotlight it here.

Our hat-trick to success

HEATHER DALTON, PARTNER

If you’ve ever seen Heather do a presentation, you know the energy she brings to a room (or a Zoom!) She is just that passionate about providing strategic advice to big brands. She’s currently working with Subway Canada on their new national local marketing strategy, Tourism Nova Scotia as they adjust to the new world of travel post-lockdowns, and NB Power to launch a new brand during a time of great change. She has worked with a diverse client base, but the work she’s most proud of is the one she does for free — volunteering with Team Broken Earth, watching it grow from a handful of Newfoundlanders and Labradorians to over 2,000 people in Canada, the US, and the UK.

CHRIS MACINNES, PARTNER

Chris MacInnes currently chairs the ownership group of the m5 Group of Companies. Prior to joining the m5 Group of Companies as a Senior Vice President in 2011, Chris served as Special Assistant (Atlantic) to the Minister of Industry and then as Chief of Staff to the Minister of the Atlantic Canada Opportunities Agency in Ottawa. Chris chaired the 2009, 2013 & 2017 provincial election campaigns for then Nova Scotia Liberal Leader/Premier Stephen McNeil. From 2008 until 2017, Chris served as a Commissioner on the Nova Scotia Election Commission.

DAMIAN BONSE, EXECUTIVE CREATIVE DIRECTOR

Damian is an exciting addition to the m5 team. In a career spanning more than twenty years, Damian has worked for agencies in Cape Town, Johannesburg, and London and freelanced for agencies in New York, Boston and Los Angeles. In 2018 he was rated the number one creative director and art director in South Africa and MEA (Middle East & Africa) based on the Loeries Awards and Creative Circle rankings. He is the recipient of awards from major advertising competitions including Cannes, One Shows, D&Ds, Clios, New York Festivals, and London International.

Heather travels a lot for work. She once unknowingly dropped her boarding pass at the airport, picked it up, handed it in at the Air Canada desk so they could find the owner, then stood there while the agent paged her name.

Chris holds a Bachelor of Laws from Dalhousie University and a Bachelor of Arts from Carleton University. In 2021 Chris successfully completed the Institute of Corporate Directors ICD.D programme through the Rotman School of Management.

Damian began his career as an art director, moved into design for a few years, and then back to art direction. This exploration of disciplines gives Damian the foundation to create work with a beautiful aesthetic appeal, while always ensuring it is built on the foundation of a strong concept. Since joining m5, Damian’s talent has been readily apparent. But what’s been truly impressive is his passion and drive to foster positivity among his team and our clients. Damian’s pursuit of creativity is infectious and we’re thrilled that his passion has found a home in Nova Scotia.

One of m5’s biggest advantages is bench strength. Our clients benefit from our triple-threat approach of bringing leadership, a core team, and subject matter experts together on your work.

Core Team

KATE GUEST, SENIOR ACCOUNT DIRECTOR

ROCIO UGARTE, SENIOR ART DIRECTOR

Kate is an experienced communications and marketing consultant who has worked with brands such as Subway, Loblaw, Molson Coors, Tim Hortons, Yellow Pages and Emirates Airlines. As Senior Account Director, Kate oversees the Subway and True Hockey accounts, working to develop community engagement activations like the World Juniors Ice Hockey Championships, Formula 1’s Montreal Grand Prix as well as pop-up surprise and delight tours across BC and Alberta. Her experience with event management also includes running point for the Canada-Germany Hydrogen Alliance summit in which two leaders of G7 countries toured the expo together. In addition to activation and event management work, Kate oversees paid media efforts, video production and overall campaign planning. Throughout all of these experiences Kate has mastered the art of thinking strategically and executing projects both efficiently and effectively. She holds a BPR from Mount Saint Vincent University.

A graduate of Mount Allison University and The Ontario College of Art & Design, Rocio began her career in the marketing communications world 14 years ago. She has designed and led creative for Bell Fibre Op, Tourism NS, and Moosehead. Rocio has designed and led creative for Eastlink, Destination Halifax, and Cannabis NB, to name a few. She has been able to further her experience in all forms of advertising from digital and traditional print, to largescale, multi-faceted campaigns. She currently holds the art direction reins for the international brand True Hockey. Her collaboration has helped elevate the brand as it launched a new look, ensuring alignment and cohesiveness across all advertising channels.

OUR SAINT JOHN OFFICE HAS GROWN

TREMENDOUSLY IN THE LAST THREE YEARS AND WE’RE JUST GETTING STARTED.

YOUR CORE TEAM IS LOCATED THERE AND SUPPORTED BY A FULL AGENCY ROSTER.

Core Team

JENNIFER SHARKEY, ACCOUNT MANAGER

With more than 15 years of experience, Jennifer’s specialties include project management, marketing, branding, and client services. Her expertise in communicating with a large team makes Jennifer a true task master when it comes to the many moving parts of a large account. Her client list includes: Government of New Brunswick, TD Station, Saint John Sea Dogs, Port Saint John, Pattison, NB Power (via Point Lepreau), True Temper Sports, Dalhousie University, GM Certified Services, Indigenous Services Canada, Tourisme Gaspésie, Official Languages of New Brunswick and many more!

MICHELLE GUENETTE, ACCOUNT EXECUTIVE

Michelle is a seasoned expert who has overseen extensive campaigns for Subway, Veterans Affairs Canada and the Moonlight Bazaar. Prior to her tenure at m5, Michelle was a Producer with Hemmings House Pictures, managing film shoots for Tourism New Brunswick, Royale, and the CBC reality TV hit Race Against The Tide. Throughout her career, Michelle has excelled by building close relationships with clients, mastering team dynamics, and learning how to bring out the best in everyone

Subject Matter Experts

MARKETING COMMUNICATIONS HAS DRAMATICALLY INCREASED IN COMPLEXITY.

While every m5’er stays up-to-date and in the know, we have found there is a need for senior leadership within certain areas to bring next-level expertise.

JON DUKE, VP,

STRATEGY

Jon is our resident brain surgeon. He has a keen interest in behavioural economics, looking at the psychological reasons why people do what they do and buy what they buy. It’s fascinating stuff that helps Jon dig deep to develop marketing strategies for organizations in every industry, from utilities, tourism and automotive, to software, community health and construction. He has led files for government departments and Crown corporations at the provincial and federal levels.

JANE HARRINGTON, VP, MEDIA

If you ask Jane Harrington for her thoughts on programmatic digital advertising, expect a long, but brilliant, answer. Jane knows media inside and out, from digital and TV to radio and print. But she doesn’t just know what’s possible in media — she knows what works. Which channels to advertise on, for which audiences. She knows all this because she analyzes the heck out of everything we put out there, to see what’s performing and what isn’t. She’s kind of obsessed with results. Which means her clients’ marketing dollars get spent exactly where they should. Which also means clients sometimes send her pizza.

Communications can get complicated if it’s not planned right from the start, so Jon brings that invaluable clarity, focus, and purpose to every account at m5. Jon is a big believer in lifelong learning, having completed Brand Management from the London Business School, Design Thinking from the University of Virginia, and is currently an MBA candidate with the University of London (UK).

Subject Matter Experts

KARLA HAYWARD, VP, INSIGHTS & INTEGRATION

MARK PIKE, VP, INTERACTIVE & TECHNOLOGY

Without question, Karla has one of the coolest jobs at m5. She’s a trend hunter, a data diver, and our resident oracle on digital best practices and omnichannel planning. She’s also a voracious reader who never sleeps, so if you ever find yourself questioning some random thing you saw on the internet, Karla should be your phone-a-friend.

Mark speaks two languages—English and tech. But he overwhelms you with ideas, not jargon.

An astute marketer and strategist, Karla is responsible for generating insights that help guide the most influential tactics and techniques for our clients. You’ll find her working in almost every corner of our business, driving crossfunctional collaboration, and identifying opportunities for campaign innovation and amplification.

He starts by understanding your business and user objectives. (That’s tech speak for “I get you.”) Beginning his career in Amsterdam over 14 years ago with Tattoo Interactive, Mark has worked with high-profile clients like Colgate Palmolive, Mentos, Agilent Technologies, and the Netherlands government.

Over her almost 20 years in the business, Karla worked with leaders at all levels of government and in almost every industry: technology to tourism, wellness to finance, energy production to environmental stewardship, and more.

His work at m5 includes everything from simple microsites to complex, database driven e-commerce applications for clients like General Motors, Fortis, Nalcor, Atlantic Lottery, Cox & Palmer, PEI Cannabis Corporation, and Goose Bay Airport.

When Mark’s not plugged in, he watches his daughters dance and his pug fall asleep standing up.

Karla recently completed courses in Systems Thinking and Data-Driven Project Management and is currently working on her Digital Marketing Professional certification from the American Marketing Association and the Digital Marketing Institute.

Group m5

WAVELIGHT PRODUCTIONS

Seagull Payroll Inc Real

Wavelight is a video and audio production house. Twenty-five years ago, an in-house production team may have been a rare luxury. But with the prevalence of video content today, it’s an essential service. Our relationship with Wavelight ensures it’s as easy to create a video asset as it is to create a traditional one.

M5 PUBLIC AFFAIRS

The m5PA team delivers public and media relations counsel, strategic communications and government relations support as well as issues management and crisis communications services.

Seagull Payroll Inc Real E Seagull Payroll Inc Real

WE’RE BIG ON SEAFOOD

heather@m5.ca

cmacinnes@m5.ca