We’re the first Toronto marketing agency to apply growth marketing principles — including the process of systematic experimentation and measurement — to all core agency disciplines.
TOP = Test + Optimize + Perform
We help Toronto companies market at scale from West Queen West to Victoria Village.
Built from the ground up in Toronto, many of the most innovative and authentic companies and founders come though our front doors to offer us prime seats as to what’s coming next for their brands. Not only are we constantly aware of the latest marketing trends, but we’re constantly making sure we’re the first to move on emerging digital marketing and social media platforms.
It’s important to us that we’re able to collaborate closely with our clients from the very start of our relationship in order to align on key messages. Our key messages are also able to help you expose any white space separating you from your competitors. Rather than relying on transmitting our messages to people who may or may not be listening, we prioritize the target, their needs, and their individual use cases in order to break through the noise of a saturated competitive space.
If your company needs meticulous market research done in order to understand your competitive strengths and weaknesses in the marketplace, TOP is filled with experts in utilizing social media listening, mass media analysis, focus groups, and surveys to find the best angles to one-up the competition.
If your brand needs world-class digital marketing that is also able to integrate smoothly with non-digital tactics, our team of landing page optimizers, keyword researchers, and pay-per-click experts work closely with broadcast media buyers, our full creative team, and out-of-home planners in order to create a truly cohesive 360-degree marketing experience.
If you need to drive more conversation, we generate psychological triggers, create sticky content, and leverage the power of calendar-based marketing in order to activate key emotions — prompting consumers, customers, and essential influencers to take action as soon as possible.
Building our marketing agency in Toronto means we were able to learn from some of the best performing startups from Bedford Park, Cabbagetown, Baldwin Village, and all over Toronto. We use fundamentals from agile software development in a sequence of systematic dashes that are lined up with key drive periods. This approach means we’re able to achieve high productivity while also being able to course correct when needed quickly and confidently.
This all results in a Toronto marketing agency with the ambition of a fast-paced, continuously growing startup and the global reach of a top of its class enterprise. Let’s meet up for a coffee Downtown and then maybe work together to create some amazing marketing campaigns.
We are full-service
At TOP, our services span across 35+ disciplines and are organized into 7 different functional groups: advertising, branding, commerce, communications, creative, growth, and digital. Rather than working independently through individually silos, our Toronto team structures its work making sure to include cross-functionality with a common set of process and metrics.
We are data-driven
We understand the power that data comes with and the answers it reveals if you look hard enough and ask the right questions. We A/B test everything that we create — from our PR pitches to our brand messaging guidelines to our digital landing page. We are always happy to share this data with out Toronto clients, as we know they understand that better data leads to better insights. You can't optimize without the right measurements.
We are growth-focused
We're Toronto's first marketing agency to successfully apply growth marketing tactics — including the process of systematic experimentation and measurement — to each core agency discipline. Not only should we climb quickly in the Toronto competitive field, but we should also double check that our ladder is against the correct wall. This growth-focused approach is the epitome of what TOP is all about: we Test, Optimize, and Perform at scale.
We have global reach
TOP has successfully worked on integrated marketing campaigns in over 25 countries in six different continents. We have a hand in most of the leading markets across the world. We're among the few Toronto marketing agencies able to pinpoint a target in Toronto and then transmit our optimized message to London, Sydney, São Paulo, and Hong Kong.
We work as one team
Working with TOP across different countries and disciplines means you get more than just an introductory email to a team that might not even really understand your business or what the team outside of Toronto even does. From Toronto to Sydney, we always work as one cohesive team — from out project management approach to our global execution to our P&L quarterly statements.
We love Toronto brands
We begin every day asking ourselves a simple question: how would we use the tools and technology available to us today to invent a marketing agency if it never existed before?
No matter the marketing agency discipline we’re currently working in, we always make sure to use the power of great storytelling with rigorous testing. Every day, our Toronto marketing teams are leading multivariate testing of key stories and messaging (A/B multidimensional testing), analyzing the conversion rates, and then scaling the most engaging story ideas and essential messages to reach key KPI’s and achieve higher ROI. All of our clients are excited about the insights they receive into their optimal product story from the results of our data-driven approach and multivariate testing.
We’re a Toronto marketing agency that makes sure to remain channel and platform agnostic. On any random day, you’ll find us filming a new viral video for a scrappy wearables startup, rebranding a global CPG brand, drafting a new SEO strategy for a local brick-and-mortar B2B business, managing a new and upcoming SaaS company’s social media presence, or organizing a globally impactful CSR campaign.
Working in the heart of Toronto doesn’t mean we’re stuck behind a desk staring at our screens all day. Our experiential marketing and events planning team hosts everything from man-on-the-streets style viral content to million dollar conferences — always prioritizing the customer and consumer experience.
What is your marketing agency’s approach to day-to-day client management for Toronto brands?
We build our account management systems, procedures, and teams around our four fundamental principles: proactivity, responsiveness, flexibility, and transparency.
In their entirety, these four principles create a quick direct link to feedback with our Toronto clients. That's exactly the reason why we're famous for being a rapid-strike agency: when a famous Toronto dog brand came to us asking for help in creating a global activation with a bit under 2 weeks notice — because another agency was unable to execute quick enough — we quickly reached out to an existing sponsor with a partnership plan, created a series of video scripts and responded immediately to brand feedback, mobilizing our internal film crew in a flexible production schedule including overnight video editing and transparently reporting our progress with every step.
How does your marketing agency collaborate with other Toronto agencies?
We collaborate with other Toronto agencies in three main ways: as a lead agency, an agency council member, and by doing fill-in work. This approach allows us to build trust with our colleagues. We've earned a reputation as an easy to work with and flexible partner that is able to form to change and assume new agency roles as circumstances evolve. You'll find us hard at work all day long among our Toronto agency peers and then heading over to happy hour afterwards.
How do you staff your Toronto marketing teams?
By managing human and technology resources, we're able to ensure the correct resources and skill sets are matched with each initiative. Our resource allocation and management includes a four-step system: comprehensive brainstorming, task breakdown, resource alignment, and resource allocation.
With every campaign, our Toronto teams work closely — often in the same room to promote cohesiveness — producing an end result that always crosses disciplinary boundaries. Since we're a unique mix of a local agency with global reach, we're able to combine vertical integration with the capability to make quick course corrections that just aren't possible for traditional agencies.
How do you respond to emerging news stories and cultural trends in Toronto and beyond?
Todays mass media and social media landscapes are spontaneous and play a huge role in our daily approach. Our in-house creative, analytics, and social media teams are consistently monitoring real-time Google search data, YouTube plays, Twitter hashtags, and news headlines to identify trending conversations and point out cross-channel insights. By working within the frameworks of our developed marketing plan, we're able to make course corrections based on what is currently trending while still connecting the conversation back to our fundamental brand messaging goals.
Being on trend means getting inspiration from anywhere and everywhere. Whether our team is gazing down at the city from the CN tower, enveloping themselves with history at the Royal Ontario Museum, or taking a day trip to one of the 13 Toronto Islands, the TOP team members love enjoying life while making sure to remain observant and synthesize. We post messages to each other in Slack when we've discovered something new that can be used in our work.
How do you onboard new Toronto marketing clients?
Our clients tend to begin with a 21-day onboarding plan, custom-tailored to each individual client. We begin with an onboarding process that is unique to specific discipline, which we have systematized and enhanced over time. However, we also understand that every Toronto client has their own specific, and we make sure to remain sensitive to that fact. During the onboarding process, we make sure to take stock of our client's communicaation preferences and choose the best suited tools from our varied selection of technologies to fit the client's demands. We establish meeting schedules, a reporting cadence, and essential role assignments. Our top goal is to remain proactive and take all necessary action steps before you even have to ask.