Rocket XL blasts off in Canada

Hailing from LA, the social media agency will boost Cossette's digi-offerings and offer expertise to the local market at large.

Social media agency Rocket XL is expanding into Canada with a full service office inside Cossette Toronto. Rocket XL, which also has offices in New York and Stockholm, was acquired by Cossette Inc. in 2008. The LA-based online influencer specialist will now offer its services to Cossette’s Canadian clients as part of the agency’s convergent digital strategy, but is also open to working with brands outside of that partnership, says Ian Barr, managing director of Rocket XL Toronto office.

Barr, a PR veteran with eight years experience at Toronto’s communications agency Hill & Knowlton, says marketers have an appetite for social media. ‘A lot of them have been dipping their toes into the water, but we also know that there are a lot of Canadian marketers out there that are being used as test pilots,’ Barr tells MiC.

Since 2002, Rocket XL has worked on more than 160 campaigns, including the Dove ‘Campaign for Real Beauty,’ the global influencer launch of Activision’s Guitar Hero III and leading UNIFEM’s ‘Say No to Violence Against Women’ campaign. All creative, strategy [and] web application is done in house, explains Barr, adding that the Toronto office will use the resources of the LA team. ‘By keeping it all in house we’re able to streamline the communications process and we’re also able to reduce costs for clients,’ he says.

Led by former marketing directors, creative directors and video game developers, Rocket XL extends social media services beyond blogger relations, explains Barr. It takes in the entire online landscape from link sharers, community site managers, micro-blogs and individuals who run online groups. The agency was involved in creating the Pampers ‘Mommy Blogger’ event, recognized by Nielsen as one of the top seven ‘Marketing Campaigns that Inspired in 2008.’