The Ontario Chiropractic Association (OCA) has picked a new agency partner, signing with Toronto-based M&K Media.

Julie McIIroy, partner at M&K Media, says the not-for-profit was taken with her agency’s existing list of similar clients, including Credit Canada, Raising the Roof, Shaw Festival and ConnexOntario.

The agency’s assignment with the OCA includes media buying strategy, planning and execution. McIIroy says the win is an interesting one, because the client targets medical professionals and the general public, educating both – in different ways – about why they should use chiropractors. For instance, she says that the OCA has targeted professionals with advertorials in medical posts and the general public with ads in digital and OOH.

Being a not-for-profit, McIIroy says that the OCA has relied heavily on content marketing, and will continue to do so for future campaigns.