MDC Partners is re-launching CP+B Canada into a new and separate Toronto-based agency called Union. It will be run by three ad agency veterans, including Lance Martin, former executive creative director of WPP’s Taxi 2, Subtej Niijar, former president of CP+B Canada and Dave Carey, former senior vice president of client services at Interpublic’s Lowe Roche.
MDC said Union is designed as a cross between a big idea shop and technology start-up. The agency's approach will merge brand strategy skills with user experience techniques, the holding company stated Wednesday: “By taking the thinking and tools traditionally reserved for digital experience design and embedding them into the strategic process, the agency will drive brand-building that is more valued by consumers and more closely tied to business growth.”
"These partners represent the kind of digital thinking, modern strategic insight and creative disruption that can create, buil, and catapult businesses,” stated MDC Partners CEO Miles Nadal.
Said Andrew Keller, CEO, CP+B: "We believe their best opportunity for growth and success will be as an independent agency. We are great fans of Sub and look forward to the success of Union."
MDC stressed that CP+B will continue to service its international roster of clients CP+B through its five global offices in Miami, Boulder, London, Los Angeles and Sweden.
"We see an opportunity to take advantage of the changes in today's marketing landscape by helping make our clients' brands
more useful to consumers — emotionally and functionally," stated Niijar.