MARCH 30, 2017 (VANCOUVER) – TTG Canada and its subsidiary TORQUE Strategies today announced it will be expanding operations beyond its current footprint in Toronto and Vancouver, opening the doors in Calgary, Alberta on April 3, 2017. TORQUE Strategies has seen significant growth since its launch in 2014 – doubling revenues year over year, and expanding its realm of services beyond strategic sponsorship marketing initiatives to include experiential marketing, activation and consumer engagement strategy. Calgary market expansion has been in the firm’s strategic growth plan since its inception, given the region’s status as a hotbed for powerhouse sports, arts and entertainment properties – and its recent exploration to reignite the Olympic flame in 2026. Helmed by senior lead and native Albertan, Peter Gardner, the opening of the new regional office is somewhat of a homecoming for Gardner who helped launch the agency in 2014 as a founding member.
“We have made the bold decision to expand into the Alberta market in response to market demand and client needs,” said Andrea J. Shaw, Founder & Managing Partner of the TTG Canada group of companies. “At TORQUE, we have built a game-changing formula for brands and rights holders, with a nimble team of experts, and we are ready to take this next step into one of Canada’s most important markets. The Alberta region is prime for brands seeking meaningful consumer engagement, boasting some of the nation’s most sought after properties, and the momentum behind the 2026 Olympic Bid Exploration is tremendous.”
“Home to a significant contingent of National Sport Organizations, ever expanding sport infrastructure, arts and cultural institutions, and world class events, the timing of this expansion couldn’t be better for our group of companies as we pursue our vision to elevate the potential of sport, culture and community.”
Shaw and her team boast deep roots in Canada’s Olympic Movement, with many senior executives leading the way for TTG Canada agencies coming from the Vancouver Organizing Committee for the 2010 Olympic Winter Games (VANOC). Shaw herself led the marketing strategy from the inception of the Vancouver Bid Corporation through to the moment the cauldron was extinguished for the 2010 Games. Post-Games, she saw an opportunity to harness learnings from VANOC, and launched TTG (formerly TwentyTen Group) as an independent sponsorship agency. Now grown to a family of three independent agencies TTG Canada offers the market a unique and comprehensive value proposition ranging from bid development and major event marketing, to sponsorship and commercial optimization for properties, to brand narrative development and consumer engagement strategies for brands.
“At TORQUE Strategies we pride ourselves on our ability to develop compelling brand narratives and consumer engagement platforms – always striving to challenge the status quo,” added TORQUE Managing Director Bart Given. “We are prepared for our next challenge as we’ve long looked at Alberta as a growth opportunity for TORQUE, and over the past year, we’ve seen several fantastic opportunities come to the table. Planting a flag in Calgary is a strategic imperative for TORQUE, as we launch major national projects in honour of Canada’s Sesquicentennial, including the Hudson’s Bay’s Grand Portage cross country tour, DHL Canada’s 40th anniversary strategy and an incredibly exciting project with the Canada Media Fund. Delivering on our client promise nation-wide is key to our continued success and growth and we are proud to see this expansion spearheaded by Peter.”
Gardner has served as a senior strategist for TORQUE Strategies since its inception, and previously held positions with TTG Canada’s sponsorship sales agency TTG Partnerships (formerly TwentyTen Group). He was instrumental in helping both agencies establish a foothold in the Toronto market and has experience managing a wide portfolio of clients that include the Canadian Olympic Committee, the International Olympic Committee, TELUS, Hudson’s Bay, Canada Media Fund, to name just a few. His familiarity with the Alberta market as a native of Stony Plain and alumnus of University of Alberta made this move a natural fit.
With a growing client base, and an expanding national footprint, 2017 represents another exciting year of growth for TORQUE Strategies and the TTG Canada family of companies.
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