Who is North Strategic?
At North Strategic we build ideas that travel across earned, digital and social media. We are storytellers, strategists, graphic designers, in-house creatives, and former journalists all in one savvy squad. Led by best-in-class strategic and creative thinking, our collaborative team offers expertise in analytics, influencer networks, brand management, PR and media relations, risk mitigation and crisis management, corporate communications and digital solutions. To help clients tell connected stories across channels, North founded Notch Video in 2012 as an extension of the North team (together called “N2”). Specializing in rich digital and social content, their nimble in-house, full-service production capabilities consistently deliver break-through creative. In 2023, North was named a Canadian Agency of the Year finalist with PRovoke Media and Strategy, recognized for its excellence within the industry and break-through campaigns that got people talking. The team continued to expand, welcoming 13 new employees across the country, and new clients and AOR status to its roster including Home Hardware, Edo Japan, Air Transat and Kruger Products.
The Team
With more than 20 years of experience, Jessica is an expert in corporate strategy, C-suite thought leadership and crisis communications. She has acted as a trusted advisor for some of the most recognizable brands in North America, including Samsung (Canada and U.S.), Cadillac Fairview, and Metrolinx to build or rebuild positive brand sentiment and trust with consumers and key stakeholders. Over the past few years Jessica has helped traditional brands navigate and adapt activities through the emerging fintech and data privacy space. Jessica lives in Toronto with her husband and two children. A lover of extreme sports and travelling, she believes adventure always awaits those who seek out new experiences.
A communications veteran, Sarah has extensive experience supporting leading Canadian brands in retail, technology and financial services. Sarah leads North’s operations across Canada in addition to managing corporate strategy and storytelling, stakeholder relations and team execution for core national accounts. She has developed a number of award-winning communications campaigns, including the Canadian Tire “ice truck,” which was shortlisted for a Cannes Lion. A graduate of Queen’s University, Sarah lives in Toronto with her husband and two children.
With over 15 years of experience in PR and social media marketing, Wendie leads North’s Quebec operations. She works alongside clients to craft programs that drive business impact across Canada and within the unique French Canadian market. A veteran of both corporate and agency PR, Wendie has developed a particular expertise in gaming and technology. She has had a passion for storytelling since she was a kid and enjoys taking client narratives to the next level.
The Work
In 2023, North Strategic saw strong growth, winning mandates for Kruger Products, Home Hardware, and Farm Boy. As Agency of Record for Kruger Products, North plays a strategic role in elevating the brand's presence to further foster meaningful connections with Canadians. The collaboration marks an exciting chapter in Kruger Products' journey as it continues to redefine the paper category and grow its portfolio of leading paper product brands in Canada. For Home Hardware, North is shepherding the brand’s communications teams through a transformative period as the business grows locally and nationally under strategic leadership. North has supported on public relations, editorial and media strategy. This year, North expanded its support for long-time client Sobeys through organic growth with Farm Boy. North helped Farm Boy reimagine its marketing and communications approach for PR, influencer, social content and more.
North Strategic Team
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Campaign Highlights
Cashmere: After 19 years of supporting the breast cancer cause, the Cashmere Collection Fashion Show needed fresh, exciting elements to elevate its brand for their 20th anniversary. North transformed the event into a celebration of Canadian fashion, creativity, and breast cancer awareness. The night featured returning “All Stars” and new dynamos on the runway, a VIP section for cancer survivors, and superstar guests. The event resulted in 1,200+ pieces of coverage across media and social, with over 153M impressions.
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Heineken: For the launch of “Player 0.0,” Heineken’s sim racing competition, North hosted a rousing event at the F1 Canadian Grand Prix with a robust media relations campaign. North hosted top-tier content creators and personalities on-site, at DJ parties in downtown Montreal, and at a remote viewing party in Vancouver. The campaign generated 35.2M earned media impressions and 27 unique earned placements. The partnership with three lifestyle content creators generated over 500,000 organic social impressions.
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CEE: North supported Publicis Groupe Canada on their largest-ever pro-bono campaign for the CEE Centre for Young Black Professionals, to launch a new brand platform and CEE’s first-ever major marketing campaign through flipping the script on a black hoodie to showcase Black youth’s achievements instead, anchored in the statement “Black Youth Can.” Through storytelling, media relations and influencer support, North helped bring awareness to the group’s pivotal work for Black youth in Toronto. In addition to 17.1M+ earned media impressions, 3,515 organic influencer engagements and a 9.5 per cent influencer engagement rate, there were 2,600 visits to the CEE site (vs. 300 average pre-campaign), a 22 percent increase in CEE student application interest, and an 88 per cent increase in CEE LinkedIn page views.
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Highlight Video
What Clients Say
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“The North Strategic team has played an important role in providing PR and influencer support for initiatives across the Heineken portfolio. Their support was invaluable during the launch of the Heineken Player 0.0 campaign in Canada as part of the brand's global sponsorship with F1. Whether it was developing influencer-focused programming for Sol and Strongbow or contributing to Heineken's 150th anniversary campaign, the North team seamlessly integrated into every stage, from brainstorming ideas to planning and execution.”
Tiffany Luong - Brand PR Manager, Molson Coors Beverage Company
“Over the past year Farm Boy has been on a digital marketing transformation journey, and the North Strategic team has been there every step of the way from ideation to execution. From PR, to social content to influencer strategies they are an incredible partner we can count on for smart strategy, creativity and excellence. They have helped us launch several new store locations, navigate unexpected brand risk issues and tap into trending moments. We consider them a true extension of our team.”
Alessandra Bisaillon - Head of Marketing, Farm Boy
“North Strategic has become an extension of the Kruger Products team, sharing in our mission to make everyday life more comfortable for Canadians through compelling storytelling and communications. They've become a trusted partner, deeply attuned to our consumers, customers, and communities, consistently delivering impactful campaigns. From spearheading the 20th anniversary of Cashmere Collection to supporting initiatives like the Kruger Big Assist, their dedication spans our portfolio of brands and sponsorships. With a keen understanding of our business, the North team is committed to enhancing our brand presence and fostering meaningful connections with Canadians.”
Susan Irving - CMO, Kruger Products
