Globe and Mail appoints VML Canada as agency partner

VML Canada has been appointed as a creative agency partner for The Globe and Mail, taking responsibility for the development of a brand platform and supporting campaign following a competitive Request for Information process.

The appointment sees VML Canada tasked with creating an insight-led brand platform designed to strengthen The Globe and Mail’s market position and support long-term growth, with campaign development already underway.

Strengthening a journalism-led brand

The Globe and Mail is undertaking the initiative as part of a broader effort to reinforce its position as a digital leader in Canadian news. The organisation sought an agency partner able to combine strategic and creative capability with a clear understanding of purpose-driven and journalism-based brands.

According to The Globe and Mail, the selection process focused on agencies that could translate brand strategy into scalable creative ideas across multiple channels, while building a long-term platform rather than a short-term campaign.

VML Canada was chosen following an extensive RFI process that assessed cultural alignment, strategic thinking and creative approach. The brief centred on developing a brand system that can evolve with the publication’s readership, expand its digital reach and attract new audiences.

Emma Toth, chief client officer, VML Canada: "We are incredibly honoured and excited to partner with The Globe and Mail, an institution synonymous with trusted journalism and informed discourse in Canada. Their ambition to solidify their position as the digital leader in Canadian news, while strengthening their brand and engaging new audiences, presents a truly compelling challenge. We look forward to leveraging our strategic insights and creative expertise to develop a bold, enduring brand platform that resonates deeply with Canadians and supports The Globe and Mail's vital mission."

Supporting growth and digital evolution

The Globe and Mail described the appointment as a step towards articulating its value more clearly to readers as it continues to evolve its digital products and experiences.

Sean Humphrey, vice president marketing, digital product and UX, The Globe and Mail: "After a rigorous selection process, we are thrilled to welcome VML Canada as a creative agency partner. Their strategic vision, creative capability and understanding of purpose-led brands stood out. We are confident that VML Canada will help us strengthen our connection with readers and support our growth as we continue to lead in the digital landscape."

The new brand platform is scheduled to launch in February 2026.

www.theglobeandmail.com

www.vml.com

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