Nestlé Waters has retained Newad of Montreal to conduct the Canadian segment of its Société Perrier 2012 campaign. This will be the fifth year Newad has handled this assignment. The overall campaign, led by Mirrorball of New York, will take place in 10 international cities, including Toronto and Montreal. The initiative is aimed at professionals between the ages of 25 and 39. Newad will produce the experiential marketing component consisting of events in various establishments in the two cities. The agency will oversee daily operation of the online activities at and and develop social media strategies, contests and sponsorships related to the events. "We're very proud to contribute to the success of a brand such as Perrier, who grant us their full and complete confidence in the activation of creative and targeted promotional initiatives," said Valérie Gervais, director of strategic planning at Newad. "Our contribution is continually evolving, as we now take full advantage of the entirety of Newad's offer. Compared with previous mandates, we now go way beyond an on the ground logistics team at Société Perrier events."