Latest in Canadian Advertising and Marketing – August 2, 2025

From agency innovation and leadership hires to global expansion and clever brand engagement, here’s what made headlines in Canadian marketing this week.

Cossette Turns 50 Years of Institutional Knowledge into AI Power

Montreal-based Cossette has partnered with Hivelighter to launch an AI-powered knowledge platform, backed by Scale AI. The platform, developed through Cossette’s PlusCo Venture Studio, uses machine learning to automate insight generation, personalize RFPs, and centralize institutional knowledge across teams. Built with ethical AI design principles, the tool is intended to accelerate decision-making while preserving human creativity and strategic thinking.

Why it matters: It’s a strong example of how legacy agencies are investing in innovation to remain competitive, efficient, and creatively sharp.

Barrett and Welsh Joins Global Independent Network

Toronto-based multicultural agency Barrett and Welsh has joined Worldwide Partners Inc. (WPI), a global network of over 90 independent agencies in more than 50 countries. The move offers the Canadian agency international reach and deeper access to global collaboration, creative resources, and new market intelligence. CEO Gavin Barrett described the shift as part of the “age of independents,” as clients seek nimble, culturally fluent partners.

Why it matters: It marks a significant step in the globalization of Canadian multicultural expertise, positioning Barrett and Welsh to influence campaigns across borders.

NiaHealth Appoints First CMO and Expands Clinical Offering

Proactive health platform NiaHealth has named Candy Lee as its first Chief Marketing Officer. Lee, previously with HelloFresh, Budweiser, and ecobee, brings award-winning brand experience and a personal connection to preventative health. The announcement comes as NiaHealth expands its biomarker panel from 50 to 150+ tests, launches its continuous glucose monitoring product, and scales its clinical team to support nationwide growth.

Why it matters: With consumer interest in preventative healthcare on the rise, NiaHealth’s momentum, and its new leadership, positions it as a category leader in the healthtech space.

CST’s Baby Name Genie Uses AI to Build Early Connections with Parents

The Canadian Scholarship Trust Foundation (CST) has launched the Baby Name Genie, an AI-powered tool that helps expecting parents generate personalized baby name lists based on preferences like meaning, origin, and sound. It’s part of CST’s broader strategy to build relationships with families earlier in the parenting journey, introducing the value of education savings before traditional RESP conversations begin.

Why it matters: It’s a smart, emotionally relevant example of lifecycle marketing, meeting consumers at a pivotal decision point and offering real value before introducing financial products.