17 March 2025
TORONTO, ON, March 17th, 2025 - One year ago, two of Canada’s leading independent agencies - Church+State and Substance - joined forces to redefine the marketing and communications landscape. On January 23rd, at the second annual Substance Lab in Montreal - a day dedicated to knowledge sharing and exploring the latest marketing trends - they announced that they’re taking their partnership to the next level by officially launching Group 219. It’s a holding company of independent Canadian agencies seamlessly collaborating with the best tools, technique, and talent to create holistic success for clients who demand it and deserve it. Additional acquisitions and partnerships will follow.
The name "Group 219" is inspired by the 219 degrees Fahrenheit needed to turn sap into maple syrup - a metaphor for the alchemy of creativity and strategy required to turn raw potential into something truly extraordinary.
With a strong presence in both Toronto and Montreal, Group 219 is positioned as a uniquely Canadian offering, combining the expertise of both agencies. The new holding company emphasizes innovation, measurable results, and authenticity in its approach to brand building.
“At Group 219, we believe in doing work that resonates. Work that is authentic, sticky, and transformative,” said Guillaume Brunet, Founder CEO of Substance. “Whether it’s a bold one-off campaign, always-on content or a long-term strategy, we’re here to help brands go beyond superficial tactics and build trust in a noisy, ever-changing world.”
Group 219’s creation underscores its founders’ belief in the strength of the Canadian creative and strategic community. Combining Substance’s reputation for delivering insightful media and impactful content and campaigns in Quebec and beyond with Church+State’s strategic and creative strength in English markets, Group 219 provides clients with a truly national perspective for engaging with Canadians.
In the past year, both agencies have collaborated to serve national clients including PPG’s Dulux and Sico paint brands, Google, Innovative Medicines Canada, Re/Max, RONA and others.
“This isn’t just a partnership; it’s an evolution,” said Ron Tite, Flounder of Church+State. “The launch of Group 219 marks our commitment to raising the bar for what marketing can achieve. It’s about more than just ideas—it’s about execution, impact, and delivering growth long after the campaign is over.”
About Group 219
Group 219 is the holding company formed by the union of Church+State and Substance, two of Canada’s leading creative agencies. Drawing inspiration from the temperature needed to transform sap into maple syrup, Group 219 is committed to turning raw potential into impactful, measurable results. With offices in Toronto and Montreal, Group 219 provides innovative, bilingual, and culture-driven strategies for brands looking to stand out in a crowded market.
For more information, visit group219.ca.
About Church+State
With expertise in content, advertising, and all the fuzzy space in between, Church+State works with leading clients like Dulux, Google, Greenshield, Innovative Medicines Canada, Scouts Canada, SickKids Foundation, and others.
