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Deep Relevance launches in Toronto

A new agency called Deep Relevance has launched in Toronto. The firm is intended to operate as a hybrid creative and media agency. According to the company, the division of media and creative development into separate entities has resulted in media work becoming undervalued.

The agency was was founded by Cory Pelletier and Simon Tuplin. Pelletier most recently operated a firm called Core Communications & Marketing. Prior to that, he was director of innovation at Zulu Alpha Kilo and director of digital strategy and creative media at Taxi. He has also worked at Starcom WorldWide, Mindshare and OMD. Tuplin has previously done freelance creative work for agencies including Cossette, No Fixed Address, Ariad Communications, The Garden, FCB, Gravity Partners, Co-op Advertising, Sid Lee and KBS.

"There are a lot of ills in advertising and a number of them stem from the separation of media and creativity," said Pelletier. "Our approach makes sense because the message and the medium are crafted together up front in our process. Right now, the creative idea is developed in almost complete isolation from where it’s going to live. We are changing that."

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