Narcity Media Group (NMG), a digital media company that owns Narcity and MTL Blog, has partnered with Wildin Media. NMG will be the exclusive ad sales representative for sponsored branded content on Wildin’s properties and social channels through its creator marketing division Rally.

Wildin, a Winnipeg-based digital media company, produces and creates content focused on viral trends, breaking news and pop culture. It’s recognized for its extensive reach on various social media platforms, particularly Instagram, where it posts lifestyle, food and drink-related content to more than 1.2 million followers.

This is the first time NMG acts as an advertising sales representative. Under the deal, Rally’s account managers and client partners will streamline and facilitate the entire ad sales and ad operation process with NMG’s agency and direct brand clientele.

Tristan Rahman, head of creator partnerships at Rally, tells MiC that NMG is expanding its capabilities to boost its overall business. “This is also a huge strategic play for Narcity to counteract fragmentation of local media through an expanded and future forward product offering,” Rahman adds.

The deal will provide advertisers and agencies opportunities to interact and connect with targeted Canadian audiences, especially within the Gen Z demographic, Rahman says.

“The partnership aims to enhance NMG’s strategic abilities in helping brands engage with Western Canadian audiences through creative advertising solutions tailored to modern advertisers. Brands are becoming increasingly aware that they need new and innovative ways to connect with younger audiences, who are primarily engaged and informed through social media,” Rahman says.

NMG will announce more partnerships in the coming months, according to Rahman.

The company already offers advertising solutions for brands, including the creation of articles and videos, publishing on Narcity and MTL Blog properties, access to Narcity’s network of influencers through Rally, customized strategies and post-campaign reporting. It launched Rally in 2023 as a talent agency focused on local Canadian creators who might be overlooked by larger talent agencies. The division offers different advertising opportunities, from single influencer activations to multi-creator activations.