Digital makes some Noise in Toronto

Vancouver-HQ'd agency heads east with plans to collaborate more closely with media agencies to achieve more effective integrated campaigns.

Vancouver-based digital advertising agency Noise Digital is expanding to Toronto. Peter Pinfold, formerly with Unilever, will helm the new business unit as VP client services and take on development on key accounts, including Adidas and Sony PlayStation.

‘Clients are looking for results, which digital delivers,’ Noise Digital president and CEO Trevor Carr tells MiC. ‘And integrated effectively, digital can amplify a traditional media spend.’ Noise primarily works with its clients existing media partner agencies including PHD and J3, and plans closer collaboration upon moving to Toronto. It also handles online media buying for some of its clients, which include Nokia, Adidas, Sony PlayStation, Johnson & Johnson, IKEA, Unilever, Canadian Direct Insurance, Maple Pictures and CTV.

Carr adds that clients are demanding expertise from their agencies in effectively integrating digital media into their overall marketing plans. ‘The fundamental change is that digital isn’t an afterthought anymore: It is core discipline that every brand is now integrating into their overall marketing strategy,’ he says.

Pinfold, a former Noise client, worked with the agency on the ‘Degree Fashionista Challenge’ campaign, which was awarded Best in Show at the 2006 W³ Awards. While at Unilever, Pinfold and the Dove team were also recognized by strategy as marketers of the year in 2004. In 2005, Pinfold led the much-talked-about ‘Degree Poker Championship’ campaign and the lauded Dove documentary, Beauty Quest.