MSL Canada

MSL Canada demonstrates that strategic insight, creative execution and cultural fluency can co-exist at scale. While it is part of Publicis Groupe, with access to global tools and integrated capabilities, its nearly 50-person team operates with the agility and creative drive of an independent agency. The firm has carved out a distinctive space in Canada’s communications landscape through its strength in influencer marketing, earned media strategy, and consumer insight, underpinned by proprietary tools like Fluency and Culture IQ. These platforms allow the agency to track cultural momentum in real time and deliver targeted campaigns that perform in the market, not just in the media.

MSL Canada is led by CEO Jessica Savage and president Nadia Beale, supported by a senior team that brings deep expertise across consumer, corporate, and crisis communications. Its client list includes high-profile brands such as P&G, Walmart, Starbucks, Visa, Kellogg’s and TD Bank. The agency works across both English and French Canada, managing national campaigns with local resonance.

In 2024, MSL Canada launched some of its most culturally and commercially impactful work to date. For Always Discreet, the agency delivered ‘Menopause Shouldn’t Be a Mystery’, a campaign designed to destigmatize menopause and position Always as a supporter of women’s health in midlife. A live event in Toronto anchored the campaign, supported by a panel of experts, influencer amplification, and content that reached over 21 million people. The campaign drove a 20% lift in product sales and helped Always Discreet overtake its category competitor in equity share among key demographics.

For Kellogg’s Raisin Bran Crunch, MSL Canada created the “Crunchorite”, a guerrilla-style installation timed with the annual Perseids meteor shower that brought a surprise brand reveal to Toronto’s Trinity Bellwoods Park. The activation generated more than 80 million Reddit impressions and a 16% increase in product sales, showing how cultural timing and digital execution can transform a standard product launch into a high-engagement event.

The agency also continues to invest in people and culture. Staff are offered access to extensive learning tools, generous wellness benefits, and international work flexibility. Through its “Work Your World” initiative, employees can work abroad for up to two months a year. A flat structure and strong culture of recognition keep the team connected across offices in Toronto, Montreal, Calgary and Vancouver.—MPS