Welcome to the fourth edition of The Briefing, your quarterly snapshot of client highlights, emerging media trends and PR insights straight from our team to you!

This issue explores the power of experiential activations and the value of meeting consumers where they are through thoughtfully curated IRL takeovers and pop-ups. By creating memorable, personal brand interactions, highly shareable social moments and value-driven, premium call to actions for consumers, brands can transform eventing into a meaningful touchpoint that builds deeper consumer connections where they explore, play and live while extending impact well beyond the experience itself.

Trend Report - When Brands Meet the Moment

This new era of activations offer brands a fresh way to engage consumers by connecting something they already know and love with a local brand, experience or activity that naturally fits into their lifestyle. While often short-term, these moments can deliver significant impact from an awareness and advocacy standpoint, giving consumers the opportunity to experience products firsthand while inspiring organic social sharing within their own trusted communities of friends and family.

Brand collaborations are everywhere, but the ones that stand out aren’t just unexpected – they make sense. The magic lies in finding authentic synergy between partners and creating something neither brand could deliver quite as powerfully on its own. Successful collaborations require thoughtful consideration to ensure the connection feels natural, the experience is engaging and the value exchange is clear. When done well, these partnerships can introduce brands in an unexpected yet highly relevant way, creating memorable moments that strengthen affinity and keep the brand top of mind long after the activation ends for future purchase consideration.

Below, you’ll find an example of how skincare brand Shiseido continues to push boundaries by showing up for consumers through fresh perspectives and unexpected touchpoints. Activations like this demonstrate how brands can tap into complementary spaces and experiences to connect with consumers in relevant, memorable and culturally resonant ways.

Campaign Spotlight - Matcha matcha

Earlier this month, Shiseido partnered with Toronto-based cafe MATCHA MATCHA for a multi-pronged activation celebrating the brand’s iconic Ultimune Power Infusing Serum. Rooted in both brands’ connection to Japanese heritage, the partnership offered consumers the chance to experience a bespoke limited-edition menu alongside an exclusive gift with purchase.

The experience kicked off with media and influencers joining Shiseido for an intimate masterclass at MATCHA MATCHA. While matcha collaborations have become increasingly popular, this partnership stood out by creating a meaningful connection between Shiseido’s heritage, Ultimune and the cafe experience. The event generated 94 pieces of social content, 443K impressions and 12.8K engagements, building significant buzz ahead of the consumer activation.

A limited-edition menu of Shiseido-inspired matcha drinks and cake flavours created exclusivity and a reason to visit, while the masterclass drove education and trial of Ultimune. Strategic pre-launch promotion helped translate that awareness into demand, with approximately 1,100 sets distributed on the first day of the partnership.

The collaboration continued the following weekend with a consumer-facing activation, where customers who purchased qualifying matcha and cake offerings received an exclusive Shiseido pouch featuring matcha powder, Ultimune and Shiseido suncare products. The activation garnered 55 additional organic consumer posts and 14.5K engagements, with local culture and lifestyle accounts also organically picking up the experience.

By engaging both creators, media and consumers, the partnership brought Shiseido Ultimune to life through a 360-degree strategy. Across the activation, it generated 160 social posts, 630K impressions and $232K in EMV, demonstrating how the right partner, exclusive offering and clear connection to product can turn a trending moment into meaningful awareness and purchase consideration.

current crush - making moves

Do You Want the House Tour?

As Devon Communications continues to grow, so does the space we call home. What started in a shared space in midtown and grew into our last office on Queen West. Now, we’ve started our next chapter in Liberty Village at the Toronto Carpet Factory.

Each move has marked a new era for Devon, reflecting a growing team, an evolving roster of clients and new opportunities for the agency.

“There’s a new energy at Devon as we step into this next chapter and season. Our new space reflects how much our team has grown and gives us even more room to collaborate, create and embrace the opportunities ahead.”

— Katherine Hamilton, Founder and President of Devon Communications

We’re happy to announce that our new space isn’t the only thing growing around here. We have some exciting new client announcements coming soon that we can’t wait to share…

We’re also celebrating some exciting growth across the Devon team:

Nicole Macharacek is now Vice President of Client Service, Business Development & Emerging Trends, recognizing her continued leadership across our clients, agency growth and the evolving communications landscape.

Madison Mocherniak is now Associate Account Manager, marking an exciting next step in her growth at Devon.

Alex Bassanese has been promoted to Account Executive, continuing to grow within the agency and take on an expanded role across client accounts.

New space, growing team and plenty more to come. We can’t wait to give you the official house tour!

Team Picks

Our team’s favourite products of the season!

Nicole’s Pick

Shiseido's Revitalessence Skin Glow Foundation

“Lightweight, glowy, full coverage — like my skin but better. I get compliments every single time I wear it and cannot recommend enough!!”

Maddy’s Pick

Glow Recipe Watermelon Glow Dewy Flush in Cherry

“I’ve been loving the no-makeup makeup look lately, and this blush has become my go-to for easy, low-effort beauty. I’ll even dab a little on my eyelids for a subtle wash of colour!”