PHD has come out on top to win the Tim Hortons Canada business following a comprehensive review launched this past August. The review included incumbents Horizon Media and digital agency Media Monks as well as several holding companies.

Canada is the first and largest market for the iconic Canadian brand and the second market awarded to PHD, which has been the media AOR for the US since 2022. The agency will be handling all media services for Tim Hortons including strategy, planning and buying for TV, OOH, radio, online video, advanced TV (OTT/CTV), display, search, social and digital audio.

Some of the deciding factors for the client were PHD’s innovation and creativity, advanced data capabilities, and ability to balance cost efficiencies and effectiveness.

Erica Kokiw, president of PHD Canada, says, “Over the past 60 years, Tim Hortons has built enduring relationships with generations of Canadians. As their media agency, our priority will be creating connected customer experiences that will reach Canadians where they are, in the moments that matter most to bring more customers into the community of Tim Hortons brand loyalists.”

For her part, Hope Bagozzi, CMO of Tim Hortons, said, “In addition to having the cutting-edge media capabilities required to take our Canadian media strategy to the next level, PHD impressed us throughout every stage of the review process by applying data-driven insights, smart technology solutions and innovation rooted in the deep cultural understanding of the unique place Tim Hortons holds in the daily lives of Canadians.”

The account win is more good news for OMG, according to COMvergence, had the best total new business record (wins minus losses, including retentions) among global media management groups during the first three quarters of 2024. OMG was awarded $7.37 billion in client billings – including $4.4 million in retained business  – during the first nine months of the year, outperforming its nearest competitor by more than 40 percent.

With files from Andrea Hernandez.