Campaign Imminent: CIBC taps new creative AORs (Score 29)

Sales Lead: CIBC is stepping into a "new chapter" with a new agency roster just a year after launching a rebrand.

  • The company selected Courage and Oliver as its new creative agency partners.
  • Courage will lead organization and "big picture creative thinking," and Oliver will handle high-quality production.
  • The agency hires conclude a review we reported in April 2022.
  • This shift ends CIBC's ten-year-long relationship with incumbent creative AOR Juniper Park\TBWA.
  • The company is likely to:
    • Launch a new campaign soon
    • Return to heavier ad spend to support that new campaign
  • Target demographic
    • Millennials and Gen-X

Additional spending insights:

  • Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
    • YTD spend: CIBC has spent roughly $129.1k on digital ads YTD, less than half of the roughly $294.3k spent by this point last year.
    • YTD data: So far this year, the company has earned around 14.9m digital impressions via Facebook (44%), desktop display (30%), Instagram (22%), and mobile display (4%) ads.
      • Top site destinations for this year's desktop display ads include (74%),,,, and
    • Last year: In 2021, CIBC spent approximately $373.7k on this channel, 30% more than the approximately $288.1k spent in 2020.
  • Additional channel insights  
    • The company also utilizes radio, OOH, print, and local broadcast.

Additional agency insights:

  • Opportunity: Agency reviews tend to follow one another, so contact soon to offer PR, media, digital analytics, and/or social media management services.
  • Current agency roster:
    • ​​​​​​​Courage: Creative AOR
    • Oliver: Creative AOR
    • MediaCom Canada: Media AOR

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.