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Ray shines new light on ad industry

Applied Arts article by Peter Giffen on September 25, 2013.

This summer, much-awarded advertising veteran Jenny Smith launched a new agency in St. John’s called Ray Creative Agency. Smith had been associate CD at Target, which had gone through considerable downsizing following cutbacks to the budget of its client Newfoundland and Labrador Ministry of Tourism, Culture and Recreation.

With Smith as president and CD, Ray “is not your typical shop,” bringing together teams of specialists from around the world to suit a particular client or project. “It’s all very exciting … and busy and a pile of fun,” says Smith . “I’ve had a lot of amazing support from the industry since I started this new venture in July. It’s refreshing. I’d like to thank my advertising friends across Canada, in particular in Vancouver, Toronto and Halifax. I’m forever grateful.”

Although new, Ray’s reputation appears to be spreading quickly, with a growing client roster. The agency’s clients include the St. John’s IceCaps, Clovelly and Opera on the Avalon. Strategic and creative projects include Newfoundland Liquor Corporation, Skincare Studio, St. John’s International Women’s Film Festival and Wonderbolt Circus.

“Unlike most traditional advertising agencies, collaboration with other shops and specialists is a big piece of Ray’s model,” says Smith. “I believe it gives clients a better end product. Plus, we’re more flexible and nimble. I love working with people locally and as far away as South Africa and New Zealand.” She adds: “Stay tuned for some exciting news from Ray. We’re currently in talks with a few clients that will give us a national presence.”