SABIAN names Ginger as Agency of Record

From left to right: Christian Stankee, Global Artist Relations Director with SABIAN; Mark Love, Director of Research & Development with SABIAN; Andrew Bedford, Co-CEO, Ginger Agency; Stacey Montgomery-Clark, V.P. Sales & Marketing with SABIAN.

The Ginger Agency is happy to announce their appointment as Agency of Record for SABIAN, the world class cymbal manufacturer based in Meductic, New Brunswick. SABIAN Cymbals have graced the stage of greats such as Phil Collins, RUSH and the Weeknd and events such as the Grammys and the Super Bowl. This marks the first time the cymbal giant has selected an Atlantic Canadian Agency of Record in more than a decade. 

“As a global brand, we are thrilled to work with a leading agency right here in New Brunswick. Our people and our culture have always been the secret to our success at SABIAN. Ginger gets that and we are excited to collaborate with their talented team as we continue to share our passion for music with the world”.  

Stacey Montgomery-Clark, V.P. Sales & Marketing, SABIAN Cymbals

Ginger was first hired by SABIAN in 2020 and was selected as Agency of Record in late 2022. The partnership encompasses a broad range of marketing and communications services. From brand strategy, creative direction, product development, retail distribution, to digital and social strategy, the two marketing teams will work collaboratively to create new opportunities against a backdrop of an ever-evolving marketing landscape. 

“We are excited to have embarked on this journey with SABIAN. The opportunity to support the success of this proud New Brunswick brand is an absolute honour. We look forward to continuing sharing powerful stories and deepening connections with drummers around the globe through best-in-class experiences and innovating marketing”.  

Sarah Martell, President, Ginger Agency

The Ginger Agency has experienced growth and positive momentum in recent years. This announcement comes on the heels of the successful acquisition of New Brunswick-based Bonfire Communications and helping the Province of New Brunswick plan and deliver #ExploreNB brand activations during the 2023 IIHF World Junior Hockey Championship in Moncton and Halifax.

“We pride ourselves in working hard to build meaningful brands fueled by passion and purpose. Our expanded and diverse team is equipped now better than ever to help organizations make a difference. Our partnership with SABIAN is part of our unwavering commitment to raise the profile, reputation and competitiveness of Atlantic Canadian companies on the global stage.” 

Andrew Bedford, Co-CEO, Ginger Agency

About The Ginger Agency  

About GingerDistilling the complex into clear, creative communications, Ginger builds meaningful brands fueled by passion and purpose. Ginger was founded in 2009 in Fredericton. In 2022, Ginger acquired Saint John based Bonfire Communications forming New Brunswick’s largest marketing agency. From McCain Foods to Mrs. Dunster’s, Ginger provides strategic marketing and communications services to many of the region’s leading brands. 

For more information, please contact:  

Andrew Bedford, Co-CEO, Ginger | | (506) 292-3772 

Written by Andrew Bedford