VML Canada Chosen by The Globe and Mail for Landmark Brand Platform Development

​VML Canada has joined The Globe and Mail’s roster of agency partners to lead its new brand platform development. Following a comprehensive Request for Information (RFI) process, VML Canada has been tasked with developing a bold, insight-led brand platform and supporting campaign to strengthen The Globe and Mail’s market presence and drive sustainable growth.

The Globe and Mail, with a legacy spanning over 180 years, is embarking on this strategic initiative to solidify its position as the digital leader in Canadian news. The organisation sought an agency partner capable of delivering strategic and creative excellence, fostering cultural alignment, and demonstrating a deep understanding of purpose-led and journalistic brands.

"We are incredibly honoured and excited to partner with The Globe and Mail, an institution synonymous with trusted journalism and informed discourse in Canada," said Emma Toth, chief client officer for VML 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."

The RFI process highlighted The Globe and Mail's commitment to evolving with its readership, expanding its digital footprint, and attracting new audiences. The organisation emphasised the need for a partner who could develop a brand system that translates strategy into scalable creative ideas across all media channels, understands the nuances of journalism-led branding, and builds lasting platforms rather than just campaigns.

"After a rigorous selection process, we are thrilled to welcome VML Canada as a new creative agency partner,” said Sean Humphrey, VP marketing, digital product and UX. “Their strategic vision, creative prowess, and deep understanding of purpose-led brands stood out. We are confident that VML will help us articulate our unique value, strengthen our connection with readers, and drive our growth as we continue to evolve and lead in the digital landscape."

Campaign development has started immediately, with the new brand platform slated for launch in February 2026.