The Greater launches in Toronto
A new agency called The Greater Strategy Consulting has opened in Toronto. It is intended to help brands increase business through “positive societal impact,” according to the firm. Its services will include strategy development, workshops, creative development and measurement, among others. In addition, the company will donate 50% of its net profits to community charities and initiatives, while staff members will commit to 50 hours of volunteer work per year. The Greater was founded by Matthew Logue and Matthew Klar. Logue is the former chief operating officer and president of MKTG Canada, while Klar is the former vice-president of strategy at the same agency.
“We're operating in a new era,” said Logue. “Consumers expect brands to play a more active role in contributing to society. What you stand for stands out, good or bad. Brands that are clear on why they exist and how they benefit society also tend to be brands that are well understood and appreciated by their employees, customers, and communities. That's good business. With purpose at the core of our business we will attract clients and team members that share in our vision, building strategies that win for brands and the community. We are a work-in-progress and we wanted to cast a wide net to see who connects with our model. From there we can see how we might work together.”