Crown corp EDC picks Media Experts

With a big shift to digital media and iterative "experimental" buys, the crown corporation switched agencies alongside a creative review.
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Federal export credit agency Export Development Canada (EDC) has chosen Media Experts as its new media agency of record after 20 years with the same agency.

Media Experts pitched for the account with fellow IPG shop, McCann Canada. It will handle media buying and planning while McCann oversees creative.

EDC had previously worked with Ottawa-based agency Vector Media. David Aubry, EDC’s director of global digital marketing and acquisition, told MiC the government agency was looking to renew its approach to media.

“We’ve changed the way we work with agile marketing practices,” he said, explaining that it now launches smaller, more “experimental” campaigns every two weeks. “We do smaller things more often, tweaking the creative or tweaking the media placement slightly.”

Aubry said EDC mainly bought on TV until about 2016, but in the last two years it has shifted considerably more to digital. “About 97% of our media investment is digital,” he said. Most of that investment goes toward social advertising (mainly LinkedIn) and programmatic advertising.

Aside from that, Aubry said, it does spend on OOH in airports, as well as in some international trade publications. However, he said, the latter are “not really part of the overall strategy, it’s more opportunistic buying.”