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Canadian Direct Insurance Appoints Digital Agency as Lead

Noise hired as advertising AOR for insurance company Vancouver, BC; June 14, 2010 – Canadian Direct Insurance announced today that it has named Noise as its advertising agency of record. Noise has been working as Canadian Direct’s digital agency for the past six years and has now been tasked with providing full service to Canadian Direct.

The bold move comes as agencies and clients around the world are trying to determine whether marketing efforts should be led by traditional or digital agencies. In this era that Forrester has dubbed the Adaptive Marketing Era, significant confusion has arisen for marketers as to the roles of different agencies.

“After working with multiple agencies for the past few years, we wanted to find one strategic partner to handle all of our needs,” says Trisha Tyrrell, Senior Manager, Business Development, Canadian Direct. “Ultimately with the way that lines have blurred between traditional and digital advertising, we needed an agency capable of executing any kind of integrated campaign across any platform.”

Canadian Direct’s goals for Noise are to develop strategic marketing initiatives and increase brand awareness. While online tactics are a priority, the agency will be responsible for all creative execution including TV, print and radio.

The announcement is notable as it is rare to see digital agencies offered the opportunity to lead. According to Sean Corcoran, a Senior Analyst with Forrester “most interactive marketers don't trust their traditional agencies with digital work and yet most don't believe their interactive agencies are ready to lead yet either.”

One of Noise’s strengths is its mix of in-house talent. The agency’s creative team is lead by co-creative directors Brock Ellis and Michael Milardo. Ellis’ background lies in digital, while Milardo’s experience was gained at tier one advertising agencies such as Rethink, TBWA, BBDO Berlin, and Ogilvy Copenhagen.

“I have a great deal of comfort with Noise’s ability to deliver offline work,” continues Tyrrell. “Given their team and their track record with us, I am confident that they will deliver. In six years of working with them, they have never failed me.”

“This opportunity proves what we have been preaching for years: ultimately all work is digital,” says Trevor Carr, President and CEO, Noise. “Our clients are now giving us more opportunities to lead their entire account. It is a vote of confidence in the model that we have created and the teams that we have built in Vancouver and Toronto.”

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