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Co-op Advertising becomes Labour

Toronto-based Co-op Advertising has rebranded as Labour. According to the company, the new name better reflects its planning, creative and public relations services. The branding is also intended to covey the agency’s increased use of in-house staff as well as freelancers.

In related news, Pete Ross, has joined the firm as creative director. He has previously worked at Grey Canada, Taxi, DDB Canada and TBWA. In addition, Mara Vezeau has been hired as director of the agency’s recently-opened Montreal office.

“As the global advertising, PR and marketing services industry has evolved in recent years, so has our agency, and we wanted a brand that reflects the very real shift we've made to address those changes,” said James Loftus, president of Labour. “What led to this brand transformation was our recognition that what has made us unique as an agency goes well beyond our staffing model.  It's about our team's commitment to collaboration, craft and storytelling, coupled with our ability to develop performance-driven creative campaigns that work seamlessly across both paid and earned media channels that really sets us apart.”

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