Digital Strategy and Advertising in Western Canada

We represent underdog brands.

Our clients fight giants and we help them by stretching their dollars further and bringing powerful ideas to market.

Phoenix Group has grown to become one of Western Canada's most respected and award-winning full-service ad agencies. 

$150 - $199 / hr
10 - 49
Show all +
Regina, Canada
  • 195, 1621 Albert Street
    Regina, SK S4P 2S5


Key clients: 

Saskatchewan Roughriders, Great Western Brewing Company, Saskatchewan Government Insurance (SGI), Casino Regina, Tourism Saskatchewan, Trade, Export and Development Saskatchewan, Global Ag Risk Insurance, South Country Equipment, Conexus Credit Union, Doepker Industries, Saskatchewan Lotteries, Western Canada Lotteries, Sport Select, Taylor Automotive Group

Tourism Saskatchewan advertising and content creation

To complement the advertising camapign, we developed a year-long content strategy. We chose content topics that matched what our key persona was looking to find in a Saskatchewan vacation and broke those down into content streams.

Each stream fulfilled messaging at various stages of the purchase cycle; from consideration to decision.

Every headline, call to action, video edit, photo choice, and media tactic was

created and chosen for a specific purpose and for a specific person.

Content ideas drove ads and ad ideas drove content. Lead and remarketing display, native, and video ads; email marketing, a series of landing pages to fulfill whichever content stream the user interacted with; social recommendations and custom content creation were all tactically served to Tourism’s designated market segments.

All of this, along with suggestions for future content capture, and the client’s mirrored approach to their social media, led to a robust and immersive presence in 2018.

Great Western Brewing Social Content

In building a content plan for brands we ask, what are you doing on a regular basis to engage your audience?

This is high value content that your users are looking for.

For O16 and Great Western, we created a video series for each brand. Great Western A Beer With – where we sit down with local celebrities and ask them “if you could have a beer with anyone, who would it be and why?”; Original 16 Brewery Sessions

– we invite up and coming western Canadian bands to film live music videos in the brewery.

Having a third party speak (or sing) on our channels also provides an endorsement by association. And— at no cost. These are influencers by connection.


Over 12,000,000 organic views.


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Digital, Advertising, Branding and Social for Brewery

“We’ve outperformed with every campaign and Phoenix has played a role in that as they develop our materials."

Willing to refer: 
The Project
$1,000,000 - $9,999,999
Oct. 2014 - Ongoing
Project summary: 

Phoenix provides long-term digital branding services, working on advertising campaigns, brand development, packaging design, and social media management.

The Reviewer
11-50 Employees
Calgary, Canada
Mark Watson
Vice President, Marketing, Great Western Brewing Company
The Review
Feedback summary: 

The various services provided by the Phoenix team produce excellent results, with first-rate advertising performance and reliable campaigns. The team is organized, professional, and takes feedback on well, utilizing recommendations effectively and working collaboratively.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.


Introduce your business and what you do there.

The Great Western Brewing Company is a regional brewer in Saskatoon, Saskatchewan. I’m the VP of marketing for the company.


What challenge were you trying to address with Phoenix Advertising?

They’re our agency of record and have worked on everything related to point-of-sale material, packaging, social media, and so on. The initial challenge was related to social media as we had no presence at all. They were strong advocates of the social space, creating unique properties for each one of our brands.


What was the scope of their involvement?

They created brewery sessions for one of our brands and developed its most recent advertising campaign that ran a number of times. We’re continuing to track the results to keep it in the upper echelon. They also developed beers with local influencers for another brand.

Recently, they’ve created a brand and packaging design for our entry into the Belgian wheat space. They worked on the cans and cartons, outdoor boards, and social material. That brand is now the number-one wheat beer in our area. A couple of weeks ago, we launched a new brand that they brainstormed, recommended a name for, and designed the packaging for.

What is the team composition?

We have a main partner we speak to daily who oversees the account but isn’t involved in the day-to-day activity. An account director is responsible for the daily work and coordinates all the projects internally, whether they be packaging, a point of sale material, advertising, or anything else. I have some interaction with their partner for design, and one of their directors of design.

How did you come to work with Phoenix Advertising?

We were looking for a new agency, and someone shared their name with my CCO. We had them come and pitch, and we decided they’d be a great fit for our business.

How much have you invested with them?

We spend an average of $300,000 a year with them.

What is the status of this engagement?

We started working with them in October 2014, and our collaboration is expanding.


What evidence can you share that demonstrates the impact of the engagement?

Our advertising performance has been at the top of the charts in the database of the research company. We’ve outperformed with every campaign and Phoenix has played a role in that as they develop our materials.

By entering the segments that we have with them, we had a stretch to get into a leadership position, but we got there within six months. They played a role in that with the new design architecture of our branding.

How did Phoenix Advertising perform from a project management standpoint?

They have strong project management skills. It’s important for me to be ahead of schedule with all our work. They know that and operate in a way that ensures it happens.

I keep annual advertising trackers, pre- and post-campaign. They’re strongly supportive, and they utilize the recommendations that come back. We use those to build the next campaign and to develop recommendations for the media plan.

What did you find most impressive about them?

They don’t have a big ego. I’ve worked with other design agencies that required me to take everything through the project or account director, rather than talking directly to the creative team, which meant my feedback felt overlooked. Phoenix isn’t that way at all—they’re collaborative, they want us engaged for objective feedback, and we’re open with each other. We have a really good connection, culturally and they always want to improve for us.

Are there any areas they could improve?

There’s nothing major at this point. We currently have a large funnel of projects going through them, and they’re managing those well. They interface with us to ensure we can achieve certain timelines and make adjustments accordingly.

Do you have any advice for future clients of theirs?

There’s a big responsibility to establish the strategy and build a brief to work toward something clear. It’s important to work collaboratively and answer any questions before the brief is sent to the creative team. Be willing to put in the time upfront; then Phoenix is a good company to work with.

Phoenix can help build better briefs, and they want to make you look good. They don’t have big egos, and they respond well to feedback. It’s important to assess your cultural fit between both teams—Phoenix can operate like a top-five agency, but they don’t have the same culture.

Overall Score
  • 5.0 Scheduling
  • 5.0 Cost
    Value / within estimates
  • 4.5 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer