Hires, Wins & Business in association withLBB

Zulu Alpha Kilo Launches New Media Unit Zulumatic

Advertising Agency
Toronto, Canada
Central to the launch of Zulumatic Media, is the arrival of Alicia Petralia who joined as head of media

Zulu Alpha Kilo has never been shy about investing in bringing its creative ideas to life. That commitment is on display again with the launch of Zulumatic Media.

“As a company founded on the power of creativity, our move into media is all about creative excellence and getting closer to audiences and consumers” said Zak Mroueh, Zulu’s chief creative officer and founder.

A modern, digital first media offering, Zulumatic is built on the belief that bringing creative and media into the same room can generate more breakthrough results. It’s about integrating the power of technology with world class creative talent to strengthen campaign outcomes, and finding creative opportunities throughout the planning process to connect with audiences in new and effective ways.

Central to the launch of Zulumatic Media, is the arrival of Alicia Petralia who joined as head of media in early April to lead the group. Alicia, most recently at Bensimon Byrne as director of digital media, has deep experience in strategy and buying for North American clients across all media channels. Prior to Bensimon she was director of communications design at Initiative. Alicia has a reputation for bringing data-driven strategies to life for some of Canada’s biggest clients, including Tim Hortons, RBC and Manulife.

Alicia says: “What sets Zulumatic apart is that it’s a modern media offering fueled by creativity and effectiveness. We’re bringing the best of media and creative together so we can react faster to campaign results and social conversations with content that resonates.”

Zulumatic Media is already off to a strong start, with several Zulu clients on board, including Responsible Gambling Council, University Health Network, Medline Canada and learning management software company D2L. “We’ve been working with the Zulumatic Media team for most of the last year and have been impressed with their agility and connection to the creative process.” said Elaine McDougall, director of marketing and communications at RGC.

New creative formats and media innovation have been a priority over the agency’s history. Last year, Zulubot, Zulu Alpha Kilo’s content studio, was the first Canadian shop to ink a production deal with Snap to build AR products. Zulu Alpha Kilo was also the most awarded agency at the 2021 Media Innovation Awards, picking up Best in Show accolades for its strategy and creative work for Campbell’s Goldfish brand. Zulumatic Media will have access to Zulubot’s nimble content production capabilities and Zulu Alpha Kilo’s creative firepower.

“We see a lot of creative opportunities in the communications planning process” said Sean Bell, executive strategy director, head of digital. “Rounding out our capabilities with Zulumatic Media helps us capitalise on those moments and drive business growth for our clients.”

Zulu has recently positioned itself for expansion by announcing a string of new hires and promotions in Toronto and at its newly launched Western Canadian office in Vancouver. The agency’s recent string of global accolades includes: Campaign US’s Independent Agency of the Year, The Drum UK’s Agency of the Year, Campaign Global’s Creative Agency of the Year (Silver) and Independent Agency of the Year (Bronze), as well as being ranked in the top 10 of independent agencies at the D&AD and One Show.

Work from Zulu Alpha Kilo
Pizza Pizza
Behold the Wilderness
Subaru Canada
Campbell’s pAIntings
Campbell Company of Canada