The brand is targeting young, urban consumers with an immersive, experiential activation in Toronto and Vancouver.

The brand ramped up awareness at the Crescent Street Grand Prix Festival in Montreal with a dedicated hydration station.

Category winners will be crowned during a gala on Wednesday, June 18.

TD CMO Maja Neable and Mekanism Media president Brooke Leland will lead the awards program for 2025.

EssenceMediacom retained the brands’ $1.7 billion USD media account in 2022 after a 10-month review.

The entertainment giant first partnered with WPP in 2004, when it appointed Mediaedge:cia, which eventually rebranded as MEC, as its media AOR.