Broken Heart Love Affair | Agency Profile, Contacts, AOR, Client Relationships

• The agency will now develop new brand positioning and a supporting campaign.
  • It will also lead the PCFM's mass-scale awareness and donor objectives.
• This shift replaces incumbent agency partner Rethink.
• This announcement comes not long after the PMCF appointed CMO Melanie Johnston late last summer.
  • Johnston had previously been the CEO and global board member of Forsman & Bodenfors Canada.
  • She seems to be the PMCF's first CMO.
• ​​​​​​​Per Johnston, the PMCF is currently focused on clearly connecting the brand to "world-class cancer treatment and research."
• The organization will likely:
  • ​​​​​​​Launch a new campaign
  • Keep increasing spend
  • Seek additional new agency partners
• Target demographic: 
  • ​​​​​​​Cause-oriented millennials and Gen-X

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The PMCF has spent roughly $3.5k on digital channels YTD, already 52% more than the roughly $2.3m spent in all of 2022.
  • YTD data: So far this year, the organization has earned around 453k digital impressions, 88% via Facebook ads and 12% via Instagram ads.
  • Last year: The PMCF spent approximately $2.3m on this channel last year, more than double the approximately $1k spent in 2021.

Additional agency insights:

• Opportunity: Additional agency reviews could easily follow this one, so contact soon to offer media, digital analytics, social media management, experiential, multicultural, and/or influencer services.
• Current agency roster:
  • ​​​​​​​​​​​​​​Broken Heart Love Affair: Creative and PR AOR (April 2023)