In this episode of Canadians Create, StartWell's CEO and show producer/host Qasim Virjee sits down with Adam Reeves (CCO, TBWA Canada) and Adam Lang (Managing Director, TBWA Canada) to unpack how they’re helping Nissan reinvent itself in the Canadian market.
They dive into TBWA’s famous Disruption® methodology - what it actually means to break category conventions - and how that thinking shows up for a legacy automotive brand navigating tightening margins, new competitors, and rapidly evolving customer expectations.
You’ll hear how Nissan United brings media, data, strategy and creative under one roof to solve a single brief, why the brand is shifting from functional, price-led messaging to emotionally-driven storytelling, and how the team used Nissan’s 60th anniversary in Canada to say “we’re here to stay” with a high-octane stunt film.
The Adams also share how they’re using AI inside the agency - from fast storyboards to Meta videos built from stills - while still protecting human originality, and why channel-specific creative (not lazy cutdowns) is now non-negotiable.
If you’re a marketing leader in any category, this conversation is a masterclass in running an integrated client relationship, modernizing a mature brand, and using new tools without losing the craft.
