Royal Ontario Museum selects Courage as creative partner

Canada’s independent creative agency, Courage, has been named creative agency of record for the Royal Ontario Museum, taking on a multi-year partnership that places the agency at the centre of the Museum’s brand and campaign development.

The appointment follows a competitive review and covers brand strategy, creative platform development, and integrated campaigns across traditional and digital channels. Courage will focus on strengthening audience engagement and supporting the Museum’s cultural reach through its collections, research, programming, and exhibitions.

Deepening audience connections

Niki Sahni, Partner and President, Courage Inc.: “We are incredibly honoured to partner with such a landmark institution. ROM is an iconic part of Toronto’s identity and a cultural touchstone for visitors from across Canada and around the world. Our team is energized by the opportunity to help shape how the Museum shows up for Canadians today—boldly, creatively, and with a strong sense of purpose.”

The partnership comes as the Museum advances its strategic vision and continues to shape its role as a contemporary institution.

Aligning strategy and creative direction

Sally Tindal, Chief Marketing and Communications Officer, Royal Ontario Museum: “ROM is evolving – to be even more open, more welcoming, and to continue to inspire learning and exchange. Courage brings a sharp strategic lens and a modern creative sensibility that aligns with our ambition to authentically engage with the Museum’s broad and diverse audiences. We’re delighted to have them on board as our AOR and excited for what we will build together.”

The assignment marks a milestone for Courage, reinforcing the agency’s expansion into the cultural sector and its ability to apply an audience-driven creative approach to a space where storytelling and community connection are central.