Outrider Canada becomes Catalyst Canada
By Adnews Staff
Toronto-based search marketing agency Outrider Canada, a division of GroupM Canada, has rebranded itself as Catalyst Canada. According to the company, the firm will now combine its services and product development in Toronto and Montreal with those of Boston-based Catalyst, but will continue to provide services to existing clients independently. It will also contribute search marketing services to GroupM media agencies Maxus, MEC, MediaCom and Mindshare. Outrider Canada CEO Jeff Lancaster will remain CEO of Catalyst Canada. The new name is part of GroupM's efforts to unify its search marketing services. "The decision to rebrand in the Canadian market is a result of our ongoing commitment to investing in client services," said Catalyst CEO Beth LeTendre. "We're excited to be able to provide our clients with a unified brand that they can look to for service across the region. We believe this change has the ability to open up new opportunities for clients both within Canada and abroad."