• by Fern Siegel , Yesterday

Superson, which has offices in Helsinki, Amsterdam and Singapore, now has a North American base in Toronto.

Alex Shifrin has been named president of the new outpost.

The Toronto office will support North American clients eager to enter European markets, as well as European businesses expanding into North America. 

Superson’s existing clients include Google and the National Hockey League.

“A traditional agency sells the people it already has on payroll, which means the same teams turn up on every brief, whether or not they’re the right ones for it,” said Shifrin. “We can put a Helsinki strategist and a Toronto creative director on the same project because neither is a fixed cost we need to keep busy. That opens up people who simply haven’t had the chance to work in this market before, and that’s the part I’m genuinely excited about.”

Prior to his hire, Shifrin founded TCF in Eastern Europe, later acquired by Publicis. He also held senior roles at Saatchi & Saatchi, LP/AD and Grace. His client experience includes Coca-Cola, HSBC, Pernod Ricard and Lexus.

Agency founder Samppa Vilkuna said Shifrin brings “a deep knowledge of the North American market, experience in the European market, strategic-level thinking, established relationships with brands and, importantly, the entrepreneurial drive to build a business rather than simply run an office.”  

Vilkuna said the expansion comes as commercial ties are increasing between Canada and Europe. Trade in goods and services exceeded $146 billion in 2025, according to the Council of the European Union.