At McMillan Vantage, we’re not just experts in public affairs – we’re storytellers, strategists, and creative problem-solvers who help organizations build brands that captivate and inspire. We’re excited to announce the launch of our new Brand Strategy and Campaign Division, a natural extension of the award-winning work we’ve done over the years for some of Canada’s most prominent public, private, and non-profit organizations.
So, what’s behind this expansion? Let’s dive in.
What’s What: Branding Beyond the Logo
Your brand is so much more than a logo, slogan, or visual identity. It’s the core of how your audience perceives and interacts with you. A brand is built on the messages you communicate, the experiences you create, and the connections you form with your audiences.
At McMillan Vantage, our brand strategies focus on the bigger picture – what your brand stands for, how it connects with your audience, and how it differentiates you from the competition.
What Matters: Uncovering Powerful Human Truths
At the heart of every great brand is a deep understanding of what really matters to audiences. That’s why we use sophisticated research methods to uncover target insights that drive human behaviour. We seek out what we call “compelling human truths” – the values, desires, and emotions that resonate most with your target audience.
These insights help us create brands that aren’t just recognizable but indelible – brands that speak directly to the people you want to reach. Whether we’re building a new brand from the ground up or refreshing an existing one, we ensure every element of your strategy is rooted in research and designed for maximum impact.
What’s Next: Strategic, Creative, and Measurable Campaigns
Our new division doesn’t stop at defining your brand – we build campaigns that bring it to life. Led by Senior Vice President and Partner Andrea Donlan, our team of brand strategists and campaign experts has over 25 years of experience developing and executing strategies that drive measurable results.
What sets us apart? We combine creative thinking with strategic insight to develop campaigns that work across all channels – from paid and earned media to digital, social, and experiential marketing. Whether you’re looking to raise awareness, change perceptions, or drive engagement, we design campaigns that cut through the noise and deliver results.
For example, we recently launched the “Kids These Days” campaign for the CHEO Foundation, using real patient stories to deliver a familiar phrase often used to complain about today’s generation and juxtaposing it with images of children that challenge the stereotype. Similarly, our “Building Tomorrows” campaign for Engineers Canada expanded the public’s perception of engineers beyond buildings and bridges, showcasing the profession’s broader impact on society.
Why This Matters
The launch of McMillan Vantage’s Brand Strategy and Campaign Division is about more than just offering a new service. It’s about formalizing our commitment to helping our clients become game changers in their industries. By combining strategic insight with creative execution, we help you not only build your brand but also shape the conversation around it. If you’re looking to elevate your brand, engage your audience, and create lasting impact, we’re here to help. Our new division is ready to provide the research, strategies, and campaigns that will take your brand to the next level.
Contact Andrea Donlan for more information.
