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MSLGroup acquires North Strategic

MSLGroup of Paris has acquired Toronto-based public relations agency North Strategic. The acquisition includes Notch Video, the online video and content division of North Strategic. The two entities will retain their own names and will work independently of the existing MSLGroup and Publicis Communications operations in Canada. Publicis Communications and MSLGroup are both divisions of Publicis Groupe.

North Strategic was founded in 2011 by Mia Pearson and Justin Creally. It has offices in Toronto, Montreal and Calgary. Its clients include Samsung, Canadian Tire, Tim Hortons, Cadillac Fairview, Twitter and Airbnb. Pearson will become CEO of MSLGroup in Canada. Gayla Brock-Woodland will continue as president of MSL Canada.

"The time is right to maximize our growth in Canada, particularly in the advanced areas of social and digital communications and content creation," said Guillaume Herbette, global CEO for MSLGroup. "Together with the existing MSLGroup team in Canada, we will be a powerful force in this important marketplace. The acquisition also supports Publicis Communications' ability to compete in the Canadian marketplace and around the world, allowing us to offer our clients a strong collaborative approach matched with best-in-class competencies."

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