Plus Company has entered into a strategic partnership with Toronto-based performance marketing company 55rush. Effective Oct. 12, the agreement will help expand Plus Company’s data capabilities and service offerings to further its goal of providing technology-fuelled service offerings.

55rush operates the online communities Parent Life Network, Student Life Network, post-secondary focused Yconic and the Canadian Newcomers Network (CNN). As part of that, it has robust performance marketing capabilities to help brands reach those communities, including content platforms, insights, data and acquisition capabilities.

Plus Company hopes that, as part of the partnership, 55rush’s capabilities will significantly enhance its own performance services.

The partnership will be led by Plus Company’s performance division, PathIQ, which has been overseeing the network’s Canada expansion into content-led lead generation and customer acquisition programs over the last four years.

Just two days ago, Plus Company announced the creation of a new technology leadership team that will work to improve tech and data offerings across its different agencies.