Campaign acquires The Message

Campaign, owned by parent company Haymarket Media Group, has announced it has acquired Canadian advertising title, The Message. The investment comes as Campaign looks to expand into new markets, with Canada as the core first focus due to its fast growing advertising market.

Campaign currently has a presence in the UK, where it is headquartered, as well as the US, Asia Pacific, Japan, China, India, Turkey and the Middle East. The publisher says this acquisition will lead to an initial period of joint branding on the existing site, before a gradual rebranding to Campaign Canada in early 2024. In time, Haymarket and Campaign will expand their offering in the region beyond editorial, to live awards and conferences too.

Founded in 2019, The Message is headquartered in Toronto and is the fastest growing new voice for Canadian marketers and advertisers, says Campaign. Co-founders and editors David Brown and Chris Powell will continue to run the editorial operation and help drive the transition from The Message to Campaign Canada.

Kevin Costello, global chief executive of Haymarket Media Group, said: “Whenever we look to expand our portfolio at Haymarket, the business, people and landscape must be the right fit. We certainly found this with The Message, as it aligns perfectly with Campaign’s business model, already enjoys a specialist following of dedicated advertisers and marketers, and we’re excited to serve our content to existing and new audiences in Canada. We are all completely bought into what The Message stands for, the quality of its journalism and its independence of opinion.

“Canada is set to become the sixth biggest advertising market by 2025 - it's currently in eighth place. We know we are entering a market flooded with opportunities at the right time, as we undoubtedly see the industry will boom.”

Campaign says it will be investing in the headcount on the ground too, with plans to recruit local staff to support marketing, subscriptions and licences, and business leadership, as well as investing immediately in additional editorial staff. Jess MacDermot, global portfolio director at Haymarket Media Group will take on day to day management responsibilities.

Speaking about the acquisition and entrance into Canada, Jessica said: "We are so proud to be expanding the Campaign brand into such a vibrant and dynamic advertising market, which is currently going from strength to strength and increasing its significance on the global ad scene. This is a perfect marriage between the vast wealth of local knowledge, talent and experience that David and Chris bring with them and Campaign's truly unique global perspective and heritage."

David Brown, co-founder and editor at The Message, added: “We launched The Message in part because we love covering marketing, media and advertising, but also because we believed we could contribute something good for the industry itself. By shining a light on the people and work that deserve to be spotlighted, while also making sure to ask questions and set expectations, The Message strives to ensure the Canadian industry keeps moving forward in positive ways.”

Chris Powell, co-founder and editor at The Message said: “But for the Canadian industry to truly take the place it deserves on the world stage, we also needed to pay attention to what was happening there, to achieve that Best-in-the-World standard. Becoming part of Campaign will help The Message achieve both of those goals.

“We are so proud of what we’ve built over the past four years - thanks to the incredible support from across the industry. Now, we are thrilled and even more excited about what lies ahead for Campaign Canada.”

Part of the deal involved buying out Stephen Brown, CEO of FUSE Create, Michael Girgis, co-founder of Big Digital and Dive Billboards, and Libby Begg, now with nabs—who were early backers of The Message. Speaking about the deal, Stephen Brown said: “We invested in David and Chris because we knew the voice of our industry had to better reflect the true passion and creativity that makes us unique… and did they ever deliver with The Message. It’s been an amazing journey watching this brand grow and seeing the incredible support from the community. However, now it’s time to watch The Message grow to new heights, and who better to get them there than Campaign.”