The Royal Ontario Museum (ROM) named Cairns Oneil Strategic Media as its Canadian media agency of record following a competitive review. The review was conducted by Supply Ontario and Royal Ontario Museum. Cairns Oneill will be responsible for all media planning and buying, starting with a new summer campaign in May.

The ROM account was previously with OMD.

Devon MacDonald, president of Cairns Oneil, says, “We’re proud to partner with a cultural icon that provides access to art, culture and nature to Torontonians and visitors to our city. The work that ROM has been doing to connect with audiences and attract new visitors is fundamental to the institution and we’re proud to be a part of it.”

“ROM has a series of exciting new programs, exhibitions and activations to share with visitors,” says Sally Tindal, ROM’s chief marketing and communications officer. “We’re excited to hit the ground running with Cairns Oneil. Their insight into our unique opportunities and challenges and ability to provide meaningful and measurable results will truly benefit the Museum.”

The Royal Ontario Museum opened in 1914 and today is among the top 10 cultural institutions in North America. It is home to a world-class collection of 18 million artworks, cultural objects and natural history specimens, featured in 40 gallery and exhibition spaces.