Ray Agency is acquiring MediaBonnet, an independent media planning, buying and strategy agency headquartered in Halifax.

The move, the agency says, is a crucial step in expanding into Nova Scotia and growing its in-house media department, which was created in 2023. “We identified in-house media strategy, planning and buying as a key growth opportunity for the agency,” says Jenny Smith, Ray president and executive creative director.

Ray was founded in 2013 as an independent full-service agency with offices in St. John’s and Halifax. It has had full-time employees in Nova Scotia since 2022 and recently expanded its staff with the hiring of media director Robin Cook in 2023 and account director Karen Boyd in 2025.

Following the new acquisition, MediaBonnet’s staff will integrate into Ray’s team. Ray will also now manage MediaBonnet’s current clients, including Halifax Stanfield International Airport, Nova Scotia Power, QEII Foundation, Lobster PEI and NB Power. The agency says that these brands will have access to Ray’s full suite of creative, strategic, production and planning services, while Ray’s clients will benefit from an expanded media team and capacity.

Ray’s management team will remain the same: Smith will continue to lead, alongside chief client officer Tracy Russell, strategy director Chris St. Croix and creative director Terri Roberts.

MediaBonnet was founded 14 years ago as Rose Wagner Media and has since evolved to combine traditional, digital and emerging media to create integrated campaigns.