Starcom Canada started 2022 more united and with a greater sense of purpose due in part to the shared experience of the pandemic, says agency president Christine Saunders.

In fact, she notes, it offered a chance to consider how the agency functioned – both within teams and externally – and make some substantive improvements.

“We have all collectively been through a lot and have literally opened up our homes and hearts to each other,” she observes.

“We had the opportunity to redefine what was important, both as an agency and as individuals. As an agency we listen more, make decisions based on person-first versus a collective, and are even more flexible and transparent than ever before.”

Starcom has been busy creating more collaboration within the organization, fostering a data and strategic-centric culture.

For example, during the pandemic (as part of Publicis Media) it launched “PubliSees,” a playbook of thought leadership pieces shared with all clients to help them navigate these uncertain times. (The new resource will now be published quarterly.)

The agency has also launched a DE&I Centre of Excellence that conducts regular studies to analyze changes in consumer behaviours – the latest putting the spotlight on new Canadians and how brands can better connect with them.

“One of the actions we took early on in the pandemic, and which will continue through a potential recession, is to stay on top of current trends and help our clients better understand and apprehend our changing industry and society,” she says.

To keep client relationships strong, says Saunders, the agency also went back to basics, creating a Planning Excellence Committee that met with every team to ensure each client was following proper fundamentals and working within the Starcom Human Xperience strategic framework.

And when it comes to the experience of those working at the agency, Starcom is doing everything in its power to be known as the place for talent. In fact, Saunders says talent retention and recruitment are two of the most important challenges she faces today.