A Hitchhiker’s Guide to Canadian Advertising

Toronto is the centre of the universe. That’s what they say, anyways. And as far as Canadian advertising is concerned, it’s hard to argue otherwise.

But aren’t we supposed to be an industry of explorers?

We over-index in the curiosity department. We crave novelty. We zag when they zig – that’s our whole thing. We were the type to study overseas or backpack from hostel to hostel. And yet here we are, all seemingly stuck in the gravity of an eight-block radius.

That’s what was going through my head around this time last year. I felt stuck in the orbit of Toronto. The same but different agencies, the same but different industry parties, congratulating friends on the same but different new jobs.

That’s when I saw a post from the furthest reaches of Canada. An ACD/copywriter position at Target in St. John’s, Newfoundland.

Of course. 

Of course there’s life beyond Etobicoke. Award-winning agencies in Vancouver, Halifax, Calgary, and yes: St John’s. It’s not a revelatory insight, but the shine of Toronto can make it hard to see through the glare.

Suddenly my inner explorer lit up. At the risk of strangling this cosmic metaphor to death, this was a whole new world to discover. An adventure. 

I had seen Target at all the award shows. The work for Newfoundland and Labrador is arguably some of the best tourism advertising on the planet. And what could be better for my creativity than a new perspective (that just happens to look out over the Atlantic)? A place full of artists, musicians, and storytellers.

And so I boldly went, and learned that many have gone before. Most of the creative team at Target are Toronto ex-pats, including my ACD partner, Jen Szilagyi, and the agency’s creative director, TJ Arch. 

The changes have been both bigger and smaller than I expected. It’s an advertising agency after all, so the deadlines, presentations, and productions are still there. But alongside co-workers with real tenure – an actual club of 10+ year employees, including several over 20 years and one who celebrated her 30th year at Target in 2024. 

Of course, there are practical benefits too: like buying my first house. Something that felt increasingly impossible back in Ontario. But here I am: a land owner. With a 15-minute commute where ‘traffic’ means hitting a red light on the way in.

But satisfying your inner explorer doesn’t need anything so permanent. A year or two working ‘abroad’ is plenty to expand your horizons. Then move on. Or move back.

Why not see what One23West is up to on the West Coast? Or make the leap to Trampoline in Halifax? An ocean isn’t a requirement – there are plenty of signs of ad life coming from Calgary and Winnipeg, if you start listening for them. 

And, of course, I’d be remiss if I didn’t mention that Target is hiring.

If the whole Toronto routine is starting to make you feel like a streetcar waiting to be short-turned, maybe this is the year for you to let go of the rails and lift off. I think you’re going to like where you land.