With a focus on driving investments and opportunities for Indigenous Peoples and businesses in Canada, GroupM Canada has entered into a partnership with Creative Fire, an Indigenous-owned strategy, consulting, engagement, communications and creative firm.

The partnership isn’t exactly new. Rather, it formalizes a long-standing collaboration between the two groups. It will be based on four core value streams: research and thought leadership to deliver better insights into Indigenous audiences; cultural competency education for GroupM and its clients; increasing Indigenous representation by supporting recruitment into GroupM’s Launch Pad program; and, the co-created teams that deliver impactful results for clients.

“Creating new pathways into the industry for Indigenous people will change the face of media,” says Kevin Johnson, CEO GroupM Canada. “Bringing [Creative Fire] to the table with our clients will help them connect with Indigenous communities in meaningful ways, and overall driving economic benefit to Indigenous Peoples is what responsible investment is all about.”

“We are excited about the genuine commitment from both sides to create positive change for Indigenous businesses and Peoples.” said Jordan Baptiste, managing director of Creative Fire. “Combining our expertise and capability to connect with Indigenous Peoples and communities with GroupM’s vast media influence will create tremendous opportunity to move the needle, the right way.”