Vancouver Independent Agency Wasserman Relaunches as 9Letters

After three decades as one of Western Canada’s most established independents, Vancouver-based creative agency Wasserman is stepping into a bold new chapter. Today, the agency relaunches as 9Letters, a rebrand designed not just to update its look, but to reflect a deeper transformation in how it helps brands cut through the noise of today’s marketing landscape.

Sitting down with LBB’s April Summers, president and partner Cam Landell unpacks the thinking behind the new name, the eye-chart inspired identity, and why independence is still one of the agency’s sharpest advantages.

LBB> After 30 years, why was now the right moment to rebrand Wasserman?

Cam> The marketing world isn’t what it was when Wasserman first opened its doors. Getting noticed used to be easier: you bought an ad, put your logo on it, and waited. That no longer works. Attention today has to be earned and then re-earned.

Over the past four years, we’ve fundamentally redefined our people, processes, and purpose. The name change and rebrand were the natural next step – a way to signal to clients and the industry that we’ve evolved into something sharper and more future-focused.

LBB> How did the concept of the ‘nine letter’ and the eye chart first come into the conversation? What made it stick as the agency’s new identity?

Cam> The idea resonated immediately. Eye charts only use nine letters, arranged in different ways, to reveal what’s missing and bring vision into focus. That’s exactly what we do for brands. We uncover the insight they might be missing, and we help bring their story into sharp relief. It’s a metaphor that feels authentic, distinctive, and lasting.

LBB> Rebrands can sometimes feel cosmetic. How is this one tied to deeper changes within the agency?

Cam> This isn’t just a new logo or nameplate. We’ve invested in every corner of the agency, adding award-winning creative and strategy leaders, strengthening our social and media capabilities, and expanding our data and AI tools. We’ve restructured how we integrate strategy, creative, media, and production so clients get ideas that move faster, go further, and achieve more. The rebrand is simply the most visible sign of those deeper changes that relate to our renewed purpose.

LBB> You’ve spoken about the need to “earn” attention in today’s marketing landscape. What does that mean in practical terms for clients?

Cam> You earn attention by showing up in unexpected ways, connecting with people on their terms, and offering value in what you say and where you say it. Practically, it’s about insights first – knowing what your audience truly cares about – then building creative, media, and content that breaks through because it feels relevant, not forced. What works in TV or OOH does not work simply transplanted into social media. Each touch point or channel offers a distinct way to earn attention and engagement.

LBB> What opportunities do you see uniquely for an independent agency in BC (and Canada more broadly) compared to network-owned shops?

Cam> Independence is a strength. We’re nimble, adaptable, and 100% client-focused. We can integrate disciplines quickly, pivot with the market, and invest where our clients need us most. Being the largest independent in British Columbia also gives us the scale to deliver at a national and global level, but with the agility and intimacy of a true partner.

But independence doesn’t mean isolation. As a shareholder of Worldwide Partners Inc., we’re part of a global network of 90-plus independent agencies. That gives us the best of both worlds: the agility of independence, with the reach, talent, and category experience of a global collective.

LBB> How does the name change reflect the agency’s growth ambitions? Is this about Vancouver, the national stage, or a global vision?

Cam> All three. Vancouver is our home and foundation, but our work has always reached beyond the province. 9Letters reflects an ambition to compete nationally and internationally, because the challenges our clients face are borderless. The name is designed to travel: distinct, memorable, and resonant, whether you’re in Vancouver, Toronto, New York, or Sydney. 9Letters is well positioned to compete on a national and global stage, supported by the reach of Worldwide Partners Inc.

LBB> What types of work or clients are you most excited to pursue under the new banner?

Cam> We’re focused on brands that want to push boundaries, whether they’re established leaders looking to reimagine themselves, or challenger brands ready to scale. The most exciting work comes when a client is willing to earn attention in bold, unexpected ways.
We’re especially energised about opportunities in tourism, healthcare, financial services, and social impact – sectors in which we have great experience, and where clarity and connection really matter.

LBB> When you look ahead to another decade, what do you want 9Letters to be known for?

Cam> We want to be known as the agency that helped Canadian and global brands break through when attention became the scarcest commodity. An agency that saw the change coming, adapted, and delivered work that made people stop, listen, and care.

Ultimately, 9Letters should stand for clarity, creativity, and results that last, helping brands be seen, understood, and remembered.