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Labwork Creative Strategies launches in Toronto

A new marketing communications agency called Labwork Creative Strategies has opened in Toronto. According to the company, Labwork will seek to "democratize access to senior creative strategy talent" for smaller organizations, non-profit groups and associations. Its services will also include public relations and digital communications.

The firm was founded by Lisa Bednarski, previously senior vice-president of planning at Edelman. She has also been executive vice-president of brand strategy and insights at Weber Shadwick and vice-president of the consumer practice at Cohn & Wolfe.

"Not every client, non-profit or association has the luxury of a robust budget, team or even formal agency relationship, yet could still benefit from having a creative strategist breathe strategic and creative life into programs and plans," said Bednarski. "I've had the opportunity to work with numerous methodologies and processes for mining insights, building strategic foundations and getting to creative territories. I know what works, and what doesn't, and Labwork was developed to scale for organizations that don't have their own planning structure in place or someone with the experience to develop or facilitate one."

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