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Kao Canada retains So.da

Kao Canada has hired So.da of Toronto as the social media agency for its John Frieda haircare brand. The assignment includes social media strategy, analytics, community management and content production. So.da is a subsidiary of Corus Entertainment.

"So.da not only brings deep expertise in social strategy and content creation, but extensive understanding of the beauty category," said Dervla Kelly, senior vice-president of marketing for the agency. "Our approach is to focus on creating authentic content that doesn't interrupt the content experience for consumers on social, but instead becomes the content that they seek out and engage with on these channels. Kao Canada's John Frieda marketing team is completely on board with this approach and recognizes the value of building an engaged community for the brand."

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