SickKids Foundation Names FCB Canada as Creative Agency of Record

Following a rigorous review process, SickKids Foundation names FCB Canada as its new creative agency of record. In April, the Foundation set out in search of an agency with world-class strategic and creative capabilities that also demonstrated a deep commitment and passion to the cause. That is exactly what they found in FCB. 

“The FCB team impressed us at each stage of the search process and in every interaction we had with their team,” said Kate Torrance, VP and head of brand, content and communications, SickKids Foundation. “They demonstrated the perfect combination of disruptive, brand-building prowess while also showcasing their reputation for developing breakthrough, results-driving and award-winning creative, all while working collaboratively and in true partnership with their clients and other agency partners.” 

"We are thrilled to partner with FCB and are eager to get started on some ambitious and exciting work ahead,” added Heather Clark, chief marketing officer, SickKids Foundation. “We are so impressed by the agency’s deep expertise in full funnel, end-to-end performance marketing grounded in data and technology, and we are confident that, together, we’ll deliver incredible results that meet our hospital’s ambitions to change the future of children’s health on a global scale.” 

SickKids Foundation wrapped up a record-setting fundraising campaign in 2023, securing $1.7 billion to build a new state-of-the-art hospital in downtown Toronto, Canada. Today, its sights are set on rallying philanthropic support to fund Precision Child Health, a seismic shift in the way paediatric care is delivered in Canada and around the world. To support this ambition, FCB will be tasked with reimagining how the ‘SickKids VS’ story is told and leading the integrated agency team in developing campaigns that bring that story to life. 

“From the moment we heard about the possibility of working with SickKids Foundation, our entire team has leaned into the opportunity. It really felt like everyone at the agency had a personal connection to the hospital and reason for wanting to support the amazing work they do,” said Tracy Little, general manager, FCB. “That excitement has only grown as we got to know their team and the ambition they’ve shared for the hospital and the children they are there to help. We’re committed to bringing our hearts, our passion, and the very best of our craft to this partnership.” 

FCB will take the reins from the Foundation’s previous creative AOR, Cossette, the agency behind the industry-changing ‘SickKids VS’ brand platform introduced in October 2016. Cossette’s creative work led to SickKids’ role in redefining the category and growing the Foundation’s revenue to more than $200 million per year. Following an eight-year engagement, Cossette decided not to participate in the review process and instead to realign its focus and invest in other opportunities.

“We are extremely proud to have partnered with SickKids and to have played a role in supporting the incredible work they do for children and families. It has been an honour to contribute to such a meaningful cause, and we are deeply humbled by the impact we've made together in supporting their mission,” said Kathy McGuire, SVP and GM, Cossette, Toronto. “Now, it's time for us to pass the torch, but we do so with immense pride in what has been accomplished. We wish SickKids Foundation continued success and all the best as they move forward in their vital work.” 

“On behalf of everyone at SickKids, we extend our most heartfelt gratitude to the entire team at Cossette who has worked tirelessly for nearly a decade, not only in the amazing feat of bringing SickKids VS to market but also in creating a brand platform that has been celebrated internationally and that will extend into our next chapter. The VS Limits campaign surpassed every KPI and revenue goal we set out to achieve and that’s in large part thanks to the team at Cossette who has been so dedicated to our mission,” said Heather. 

Cairns Oneil was appointed media agency of record following a review earlier this year. Both the media and creative agency reviews were facilitated by Reynolds & Fyshe. Citizen Relations remains its PR and influencer agency of record.