Canadians Create, Episode 9: Evolving the Story with Cairns Oneil

​​​​​StartWell, in partnership with Little Black Book (LBB) and the Institute of Canadian Agencies (ICA), has launched the ninth episode of its original podcast series, ‘Canadians Create’. Designed to bring to life the ICA’s ‘Brands Need More Canada’ manifesto, the series focuses on highlighting conversations with agencies and marketers, showcasing best-in-class examples of Canadian creative work in the process.

This week’s edition highlights the efforts of strategic media agency Cairns Oneil, and its pivotal role in bringing SickKids Foundation’s 150th birthday campaign, ‘Fight for Every Birthday’ (created by FCB Canada) to market. A massive advertising moment that occurred earlier this year, the independent’s efforts to solicit donations for the children’s hospital proved the perfect point of exploration for podcast producer and host, Qasim Virjee.

Featuring the independent agency’s managing director, e-commerce, Kelly Miller, and chief transformation officer Robin LeGassicke, the episode not only highlights Cairns Oneil’s ability to utilise vast data resources, but how the insights gleaned from these come together to promote positive business outcomes across multiple channels. In a first for the podcast, the discussion centres around insights into media strategy and tactics for campaign longevity – rather than the creative process itself – all of which you can learn more about below.