Courage Named Agency of Record for Royal Ontario Museum

​Courage has been selected as the creative agency of record for the Royal Ontario Museum (ROM), Canada’s largest and most visited museum and a globally renowned cultural institution.

The appointment follows a competitive review and marks the beginning of a multi-year partnership that will encompass brand strategy, creative platform development, and integrated campaigns for the Museum. The mandate includes both traditional and digital channels, with a focus on deepening audience connections and expanding the museum’s cultural impact by leveraging ROM’s extraordinary collections, research, programming, and exhibitions.

“We are incredibly honoured to partner with such a landmark institution,” said Niki Sahni, partner and president, Courage Inc. “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.”

This partnership comes at a pivotal time for ROM as it continues to advance its strategic vision and reshape the idea of what a contemporary museum can be.

“ROM is evolving – to be even more open, more welcoming, and to continue to inspire learning and exchange,” said Sally Tindal, chief marketing and communications officer, Royal Ontario Museum. “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.”

This win represents a significant milestone for Courage, marking the agency’s expansion into the cultural sector. The mandate underscores Courage’s ability to translate its bold, audience-driven creative approach into a sector where storytelling, education, and community connection are paramount, broadening the agency’s industry footprint.

Courage’s work with the Museum will begin in December 2025, with the first major integrated campaign slated to launch in early 2026.