Agency of Record · Canada

Canada’s independent AOR.

One independent agency.

Diamond holds Agency of Record relationships with ten of Canada’s most respected institutions — across financial services, healthcare, energy, sports, hospitality, CPG, and cause. No holding company. No competing priorities. One agency, fully committed.

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Active AOR relationships

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Awards in 2025

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independent Years

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Active AOR Relationships

Ten of Canada’s most trusted institutions.

These are not project engagements. Each is a sustained Agency of Record relationship — Diamond embedded as the strategic and creative lead.

Financial Services

One of Canada’s Big Five banks. Diamond serves as TD’s Brand, Experiential, Sponsorship and Influencer AOR, leading integrated brand work across TD’s Canadian consumer business.

AOR

Brand experience, Sponsorship & Influencer AOR

Healthcare

One of Canada’s leading academic health science centres. Diamond partners on brand strategy, campaigns, and donor communications.

AOR

Healthcare

Canada’s national blood operator. Diamond drives awareness and donation campaigns that reach Canadians at the moments that matter most.

AOR

Energy

One of the largest clean energy producers in North America. Diamond serves as Ontario Power Generation’s Brand Experience AOR, leading brand and engagement strategy for OPG’s public-facing mandate.

AOR

Brand experience AOR

Sports

The national governing body for hockey. Diamond is the Digital Agency of Record, building Hockey Canada’s digital presence and audience engagement.

AOR

Digital AOR

Sports

The national federation for Canadian soccer. Diamond’s work includes the celebrated Jersey Swap campaign — one of the most shared moments in Canadian sports marketing.

AOR

CPG

A leading North American CPG company. Diamond’s work spans brand campaigns for Post’s Canadian portfolio, including the award-winning Shreddies “Here’s to the Squares” platform.

AOR

Non-Profit / Cause

Canada’s most enduring cause. Diamond’s “Finish It” campaign — built on Terry Fox’s original marathon against cancer — is a masterclass in purpose-driven brand stewardship.

AOR

Hospitality

One of the world’s most iconic luxury hotel brands. Diamond serves as Fairmont’s Global Brand Experience AOR, leading brand strategy and experience campaigns across Fairmont’s international portfolio.

AOR

Global Brand Experience

Sports / Entertainment

Canada’s leading sports betting platform. Diamond is theScore Bet’s Brand & Activation AOR, driving brand building and fan engagement across a highly competitive and fast-moving category.

AOR

Brand & Activation

Holdco scale. Independent care.

Josh Diamond

PResident

Josh is Co-Founder and President of Diamond, where he has helped build one of Canada’s leading independent agencies through strategic leadership and award-winning creative work. He has led campaigns for brands including TD, earning the “Best of the Best” honour at the Canadian Marketing Awards, and has played a key role in Diamond’s growth across sponsorship, brand, and social marketing.

What you actually get from an AOR relationship.

What you actually

get from an AOR relationship.

01

Institutional knowledge that compounds

A project agency starts from zero every engagement. An AOR builds understanding over years — of your category, your customers, your internal dynamics, your competitive threats. That knowledge is a strategic asset that grows in value the longer the relationship runs.

01

Institutional knowledge that compounds

A project agency starts from zero every engagement. An AOR builds understanding over years — of your category, your customers, your internal dynamics, your competitive threats. That knowledge is a strategic asset that grows in value the longer the relationship runs.

02

Brand consistency at scale

When one agency leads brand strategy, creative, digital, social, and experiential — the work is coherent. Procurement teams at organizations spending $10M+ in marketing understand that brand fragmentation is a cost. A single AOR is the structural fix.

02

Brand consistency at scale

When one agency leads brand strategy, creative, digital, social, and experiential — the work is coherent. Procurement teams at organizations spending $10M+ in marketing understand that brand fragmentation is a cost. A single AOR is the structural fix.

03

Strategic access, not just execution

Diamond’s AOR clients have direct access to senior leadership — not an account manager. Our most experienced strategists and creative directors are in your business, not managing it from a distance.

03

Strategic access, not just execution

Diamond’s AOR clients have direct access to senior leadership — not an account manager. Our most experienced strategists and creative directors are in your business, not managing it from a distance.

04

Accountability for outcomes

AOR relationships are measured differently than projects. We are accountable for brand health, share of voice, and business results — not just deliverables. That accountability changes how we work, and what we’re willing to say in the room.

04

Accountability for outcomes

AOR relationships are measured differently than projects. We are accountable for brand health, share of voice, and business results — not just deliverables. That accountability changes how we work, and what we’re willing to say in the room.

05

Surge capacity without procurement delay

AOR structure means Diamond can mobilize quickly when opportunity or crisis demands it — without a new SOW, without a new procurement process. When TD or Hockey Canada needs to move, we move.

05

Surge capacity without procurement delay

AOR structure means Diamond can mobilize quickly when opportunity or crisis demands it — without a new SOW, without a new procurement process. When TD or Hockey Canada needs to move, we move.

What is an AOR?

Why an independent AOR?

How to choose an AOR?

What is an agency of record

Not a vendor.
A strategic partner.

An Agency of Record is the deepest form of client-agency relationship in the industry. It means Diamond is not brought in for a campaign — we are embedded in the brand, present at the strategy table, and accountable for outcomes year over year.

Enterprise procurement teams and CMOs at brands spending $10M+ in marketing run structured AOR reviews for a specific reason: they need an agency that knows their business as well as they do. A roster of project shops can’t do that. One committed AOR can. Diamond has built AOR relationships across seven categories of Canadian enterprise — and in each one, the relationship has been built on the same foundation: ideas that perform, and the independence to pursue them without compromise.

What is an AOR?

Why an independent AOR?

How to choose an AOR?

What is an agency of record

Not a vendor.
A strategic partner.

An Agency of Record is the deepest form of client-agency relationship in the industry. It means Diamond is not brought in for a campaign — we are embedded in the brand, present at the strategy table, and accountable for outcomes year over year.

Enterprise procurement teams and CMOs at brands spending $10M+ in marketing run structured AOR reviews for a specific reason: they need an agency that knows their business as well as they do. A roster of project shops can’t do that. One committed AOR can. Diamond has built AOR relationships across seven categories of Canadian enterprise — and in each one, the relationship has been built on the same foundation: ideas that perform, and the independence to pursue them without compromise.

Looking for
an AOR?

Grand Prix. Shortlisted for Creative Agency of the Year by Strategy Magazine and Campaign Canada. 20 years independent. If you’re evaluating agencies, we’d like to be in that conversation.

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See the work

See the
work

Every award on this page started with a brief. See the campaigns behind the metals.

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