Small Fish Dominates Big Pond

A small Canadian PR firm shows that SMEs can get big results for their clients

Written by Staff

With a workforce of 25, Casacom is a small player in an industry largely dominated by multinational PR firms. That’s why Marie-Josée Gagnon is so proud of her agency’s recent achievement. The firm managed the $92-million launch of the Ultima Foods’ iögo yogurt brand last year—the largest brand launch in Canada that year. And the campaign yielded remarkably impressive results.

Just over a year ago, the name iögo was deliberately being kept under lock and key. Only employees at Ultima, partner agencies and retailers even knew of its existence. Gagnon says iögo’s brand awareness across Canada had reached 80% just three months after its launch, and the brand had attained a 12% market share. And iögo was named Brand of the Year by “Marketing Magazine” and “Strategy,” the two leading marketing-industry publications. For Casacom’s work on that campaign, the agency won the Public Relations Society of America’s Silver Anvil—the only Canadian winner in a competition that drew 800 entries.

Building on this success, the firm is working on bringing U.S. retailers into Canada, as well as with high-level clients Sanofi Pasteur and Michaels’ Arts and Crafts. Up next for Casacom, says Gagnon, is a push into other markets, including opening offices in the U.S. and France.

Casacom is No. 63 on the 2013 PROFIT/Chatelaine W100. View the full list or read other success profiles.

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