Cossette Communication – “Oh Canada. Why so confused down here?”

Pros

Large enough to compete with the big guys and win good accounts but not so huge that employees disappear under too many layers. Opportunities for growth that may not be available in the enormous agencies. One of these days they've got to figure out how to translate their strong position in Canada to the rest of the world. Many of the companies they're AOR for in Canada have big operations elsewhere in the world. Not a lot of structure in digital, so you can more or less blaze your own trail if you work on that side. Also, many Canadians have funny accents; "when I was in Ot-tow-waaaah."

Cons

Dominant in Canada but hasn't been able to spread the juice to the US. Definitely not an A-list player in any market.

Advice to Senior Management

Be more aggressive when going after new business. There's nothing to lose by making bold pitches and shaking things up since you're a pipsqueak in the US. Canadian interactive people probably shouldn't be be so prevalent in the US.