The collective helps to end cancer

The Weekend to End Breast Cancer and Ride to Conquer Cancer events in North America media assignment switches teams, and gets more digital.

CauseForce has hired Toronto ad agency the collective to handle media planning and buying for seven Weekends to End Breast Cancer and five Ride to Conquer Cancer events in Ontario, Quebec, BC and Alberta, as well as Indiana and Kentucky.

Media planning and buying were previously handled by Toronto-based Mediarite Targeted Marketing. The 2009 media mix includes TV, radio, print and OOH elements. A new avenue is the web, specifically portals, but the main focus is to integrate all media, Geoff Seigel, formerly of Mediarite and now director of integrated marketing at the collective, tells MiC.

In collaboration with CauseForce, the collective also handles planning and buying for The Underwear Affair, a series of events that generate money for cancer below the waist.

CauseForce Canada has offices in Toronto, Ottawa, Calgary, Edmonton, Halifax, Montreal and Vancouver, and works with non-profit organizations to help them raise money.