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Upstream Content Creation launches in Toronto

A new content marketing agency called Upstream Content Creation has launched in Toronto. Founded by Paul Wales and Bill Moir, the firm will specialize in branded creative content development aimed at consumers. Production support for this work will be provided by Revolver Films. Wales was previously an executive vice-president and creative director at J. Walter Thompson, where he lead the Tim Hortons account. Moir was the chief marketing officer at Tim Hortons for 25 years. Early clients of Upstream include and Forme Fitness.

"Upstream Content Creation was born out of a shared desire to express our creative leadership and strategic brand thinking through a streamlined solution for content creation," said Wales, president and creative director of Upstream. "For close to 15 years, Bill and I created the brand messaging and imagery that helped develop the Tim Hortons brand to its iconic status and we're confident our combined experience on both the client and agency side will continue to offer a winning mix and added-value to clients."

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