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1Milk2Sugars readies Double Shot division

Toronto-based 1Milk2Sugars is preparing to launch a new division called Double Shot that will specialize in lifestyle influencer marketing. The entity will debut in November. According to the company, Double Shot will emphasize diversity and influencers from “underrepresented” groups. In addition, one percent of the division’s net proceeds from each campaign will be donated to foundations that support underrepresented communities. Its services will include campaign development, talent casting, content creation, reporting and monitoring.

“For too long, diversity and representation have been treated as ‘nice-to-have’ rather than the fundamental pillars of successful brand building,” said agency president Priya Chopra. “At 1Milk2Sugars, we have a steadfast commitment to reversing this trend and making radical inclusivity the rule rather than the exception.”

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