Fueled by data.

Driven by creativity.

Omnicom Media Group Canada (OMG Canada) has named Samantha Kelley CEO of Touché! in Canada as well as Omnicom Media Group’s operations in Montreal, and Charles Etienne Morier, as Chief Operating Officer for those same entities.

Kelley succeeds Alain Desormiers, who had been recently serving as interim CEO of Touché! and OMG Montreal. Desormiers will maintain his involvement with the group as a strategic advisor.

“With more than a decade as a key leader of the team that has made Touché! one of Canada’s fastest-growing media agencies including becoming #1 in creativity, Samantha has driven success for a broad range of clients” says Cam Reston, CEO of Omnicom Media Group Canada.

“As President of Touché! in Montreal and Toronto, Samantha’s entrepreneurial media leadership helped clients integrate new approaches and tools into their businesses. Samantha will spearhead the definition and management of the group's organizational vision. She will drive the implementation of the agencies' business strategy, cultivate and nurture robust and genuine client relationships, and foster an inspiring and creative work environment for all employees, all with the aim of securing the company's long-term success, both for the Toronto and Montreal offices”.

Morier is being promoted into the newly established position as Chief Operating Officer of Touché! and of OMG Montreal. He will oversee the operational strategy, advocate for internal best practices among his teams, and maintain the implementation of OMG tools, technologies, and new services.

“Charles Etienne has partnered with Samantha since they joined Touché! together in 2007. He made significant contributions to the establishment of the agency's digital services and has built the structures that have supported Touché! and OMG Montreal’s tremendous growth. In a time of increasing complexity, Charles Etienne’s leadership will ensure that our teams continue to deliver leading edge value to clients as we all face tomorrow’s challenges” says Reston.

“These moves are testament to the strength and depth of talent within our organization. Touché! has always been a beacon of innovation and creativity in media. Now that Samantha and Charles Etienne are in their new roles, we look forward to writing the next great chapter in the Touché! and OMG Montreal story and work with our clients to find success within a modern media and marketing environment”, says Ralph Pardo, CEO Omnicom Media Group North America.

Kelley will report to Reston and Morier will report to Kelley,

Our Guinness St. Patrick’s Day OOH execution won two awards at Ad Club OOH Day which took place yesterday in Toronto. The campaign won in the Best Large Format and the Best Multi Platform categories.

Our strategy was rooted in the Surge and Settle moments of Guinness. We wanted to build up anticipation and excitement leading into St. Patrick’s Day. To drive this surge, we focused on leveraging large format takeover in select cities, like the Yonge Dundas Square Takeover with creative counting down to St. Patrick’s Day. We also supplemented with additional OOH in TTC networks and Elevator News to capture audiences as they were making their plans for St. Patrick’s Day.

The creative concept we developed with our OOH partners was to physically show the anticipation by showing the Guinness glass slowly fill up as St. Patrick’s Day was drawing closer and closer.

These executions were supplemented with additional reach driving channels such as TV, Social and other OOH large formats.