Cundari Launches Cundari Media Trust
April 21, 2015
New media offering brings transparency and customer-centricity to the forefront of media planning
TORONTO, April 21, 2015 – Cundari has launched Cundari Media Trust, a reinvented, full service media offering. Developed in response to concerns about the lack of transparency with new media technologies, coupled with the need to unify media and strategy in order to deliver on a customer-centric marketing model, the innovative offering is new to the media marketplace.
“We needed a media model that fits with our customer-centric marketing model,” says Aldo Cundari, Chairman and Chief Executive Officer at Cundari. “Technology has empowered the customer and Cundari Media Trust responds to this through purchase journey mapping to develop more effective media strategies.”
The model merges Cundari’s media planning function with creative strategy and analytics for unparalleled media creativity. Providing a significant increase in transparency regarding media spending and neutralizing any industry bias towards higher-margin media recommendations, it will undoubtedly set the pace for other media models.
The media offering is spearheaded by Luke Moore, Vice President, Managing Director, Media at Cundari. He brings more than 25 years of experience to cross-continent media and creative agency management.
“When Aldo and I first met and discussed his vision for a new type of media offering, I thought, ‘Why hasn’t anyone done this before?’” adds Moore. “Working together to develop something so relevant and compelling has been a truly rewarding process. The resulting media offering is incredibly unique, and changes the game on a number of levels.”
Cundari has been testing the model since the spring of last year, with overwhelmingly positive feedback from clients, including Fix Auto.
“We are really impressed with Cundari’s work,” says Carl Brabander, Vice President of Marketing at Fix Auto. “Their new approach to media strategy is creating a lot of value for us, and we appreciate their creativity, transparency and strong work ethic.”
In the coming months, Cundari will continue to demonstrate the benefit of the concept to new and existing clients alike.
Cundari is Canada’s most globally awarded independent agency. The agency has been recognized around the world at Cannes, the Cassies, by the UK’s Directory Ranking and is the only Canadian agency to have two campaigns on WARC’s 100 smartest marketing campaigns in the world list. Cundari, with offices in Toronto and Montréal, works in our two official languages across an array of disciplines such as research, strategic planning, brand identity, advertising, design, digital, experiential, direct and media planning and buying. Established in 1980, Cundari Group Ltd. is proud to have been entrusted with premier brands including CIBC, BMW, LCBO, Dempster’s, Maple Leaf Foods, Royal Canin, Fix Auto and Primus. For more information, visit cundari.com.
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