BaD Mktg and Canoe Financial Debut First Campaign: A Confident New Voice in Canadian Finance
TORONTO, May 5, 2025 – Independent asset manager Canoe Financial has partnered with fractional creative agency BaD Mktg to launch their first joint campaign “Active. Independent. Focused.” carving out a distinctive tone in the crowded investment landscape.
The anchor of the campaign is a new brand film that signals a departure from the category’s traditional, jargon-heavy messaging. Instead, the spot leans into clarity, conviction, and the kind of no-BS confidence that Canoe believes Canadian investors are hungry for.
“This work is unapologetically confident – and that’s exactly the tone Canoe wanted to strike,” said Ian Buck, Founder & Creative Director at BaD Mktg. “We weren’t looking to say what every other investment brand says. We wanted to create a feeling of trust built on clarity, not complexity.”
The campaign represents a strategic double down for Canoe Financial, one of the fastest growing independent investment firms in Canada. It’s a move designed to elevate both brand recognition and emotional resonance, particularly among investors seeking straightforward financial leadership in an uncertain economic environment.
“We’re in an industry that often hides behind complexity,” said Darren Cabral, SVP at Canoe Financial. “This campaign is our way of saying: we don’t. And with BaD Mktg, we found a partner that understood how to translate that ethos into something culturally resonant and creatively sharp.”
The campaign will be supported by a robust national rollout across digital, social, programmatic video, and out-of-home, including placements in key financial markets.
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For further information or interview opportunities, contact:
Ian Buck / ian.buck@badmktg.co / 416-919-5154