about m5

the m5 story


1981

m5 Advertising formed in St. John’s, NL.
The lights came on for Gary Wadden at a very young age. “Creativity with Purpose” was such a compelling thought that he proceeded to build a shiny new agency around it.

1985

Derek Langdon joins the firm as its new partner.
Yin showed up to balance yang, and the combination of creativity and purpose has been aligned in the stars ever since.

1987

MarketQuest Research established.
Our unquenchable thirst to know more led us to launch MarketQuest, and our full-service research firm quickly led m5’s continuing quest for knowledge. Mmm… knowledge!

1989

Wavelight Productions established.
After constantly “flying in” production crews, we smartened up and created our own company. Wavelight has been lighting the way ever since and proving that it can be done better in Atlantic Canada.

1990

m5 wins the NL GM Dealers Association account.
Based on the exceptional results we delivered for a local dealer at the time, the Dealers Association drove GM National to allow them to do their campaigns in-province.

1994

Awarded General Motors account for Maritime Provinces.
You don’t deliver exceptional results in the car business without people noticing. In this case, the Maritime GM Dealers sat up and took notice. Vrooom! Vrooom! Vrooom!

1995

Expansion to Halifax, NS.
If you want to be a truly Atlantic Canadian agency, Halifax is an obviously important move. So we made it!

1995

Awarded Tourism New Brunswick account.
Wow, the TNB account was awarded to a company then based in NL. The rationale? They wanted the best. (Well, we handled the NB Tourism account for 14 years. Must have something to do with those results…)

1995

First national client: International Business Schools, Toronto, ON.
Yet again people were asking a new m5 client, “Why are you using an agency from the east?” Yet again, the client was answering, ”Because they get results!”

1996

m5 Marketing Communications branded.
What do you want to be when you grow up?
In the case of m5, it was to become a full-service marketing communications firm. By 1996, we had arrived.

1996

Expansion to Moncton, NB.
Tourism was the starting point, but our new full-service office has woven us into the red and green plaid patterned fabric of the province. C’est bon!

1998

Reached the 100
employee mark.

When he entered the building, a bell rang and streamers cascaded from the ceiling... at least, that’s how we like to remember it!

2000

Revenue tops 20 million.
Gary buys everyone a coffee.

2000

Awarded provincial tobacco reduction campaign.
This modest campaign turned out to be a much larger milestone for m5. The program’s outstanding results launched us into one of our core passions – social marketing.

2001

m5i Interactive Media established.
Advertising methods were changing, and m5 was changing with them. This little shift in thinking was critical in preparing us for the new world order of communications. In short, we got Web.

2004

First US client: Holywood Slots, Bangor, ME.
After many successful years with Casino Nova Scotia, it was time to take our gaming experience across the border. The folks at Hollywood Slots took one look at our results and figured m5 was a safe bet!

2006

m5pr established.
After years of smart moves, there was yet another one looming. Our flair for creating all-consuming campaigns and unbeatable buzz needed a name. That name was m5pr. Woot!

2007

First European client:
Production Services Network, Aberdeen, UK.

2008-2009

Awarded Atlantic Lottery Corporation, Cruise North Atlantic, Dept. of Business (NL), Early Childhood Education (NB). Awarded PR contract – Coca-Cola, 2010 Olympic Torch Relay.

2009

We launch our fresh new branding with pride!
Over 150 of us come together from all over Atlantic Canada for a full day and night of collaboration and celebration.

2010

We go international!
Our first U.S. office is opened with the acquisition of bGG Advertising, now m5 New Hampshire.

2010

m5 interactive is born, consolidating the digital capabilities of m5i,
Podium Digital and Plumb Content Marketing.

2010

Our research division grows even mightier with the acquisition of research giant Omnifacts.
MarketQuest • Omnifacts now stands as one of the region’s foremost research firms.

2011

group m5 is born!
The umbrella company for all of our areas of expertise.

2011

Multiple Cannes
award-winning Chief Creative Director Kristian Sumners is hired to take us to the next level.

2011

Revenue tops 35 million. Gary buys everyone a latte.

2012

group m5 opens new office in Charlottetown, PE.

2013

Restructure of our media and interactive divisions to place a stronger emphasis on digital media, social media and content development.

2015

m5 way is launched, creating stronger integration in program delivery.