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Newad and John Frieda® fight frizzy hair all summer long

For a fifth year, John Frieda® chose Newad to activate its experiential marketing campaign.  The 2013 Frizz-Ease® Frizz-Fighting Tour will feature the different products and uses of the Frizz-Ease® line and enable consumers to tame their mane with the help of frizz-fighting ambassadors and pop-up salon events in Toronto, Montreal and Vancouver.

The John Frieda® frizz-fighters will target high-traffic downtown locations in each major market and distribute shampoo, conditioner, finishing creams and serums samples. Each product is tailored to the consumer’s specific hair needs (e.g.: curly hair versus straight hair) enabling women of all hair types to fight the frizz this summer. In addition, models showcasing trendy, frizz-free hairstyles, will pull up to busy intersections in a sleek black limousine and strut the red carpet.

Furthermore, pop-up salon events will take place in various malls, allowing consumers to receive an appointment for a complimentary consultation with a professional stylist and have their hair styled in one of six trendy looks. All consumers who attend the mall events will leave with amazing hair and a gift bag filled with Frizz-Ease® products.

“John Frieda® chose Newad to execute this campaign where consumers will be treated to a positive John Frieda® experience. The frizz-fighters and pop-up salons are designed to offer consumers the opportunity to experience the products firsthand while offering an informative and engaging experience” highlights Anand Puran, Director, Experiential Marketing - Central Canada at Newad.

Here is a list of the pop-up salon mall activations: Scarborough Town Centre (Toronto) on July 20th, Les Ailes (Montreal) on July 27th, and Pacific Centre (Vancouver) on August 3rd.

About Newad

Newad reaches the highest concentration of the Young & Affluent in Canada by guiding millions of consumers to four targeted platforms: Indoor, with 27,650 digital and classic boards in over 3,125 establishments and 50 million impressions delivered each week; Experiential Marketing, with the production of 300 promotional events per year; Publishing & Content, with the production of branded content (photos & videos, mobile applications, contests, social media management, white label content) and numerous Web properties (,, NIGHTLIFE.CA,,, and with over 3.7 million page views each month; and Web, including the Newad OnLine advertising network delivering, each month, 125 million pages views and 7.4 million visits. Recipient of many prizes rewarding its creativity and innovation, Newad’s 350 employees set the trends in its Montreal, Toronto, Vancouver, Edmonton, Calgary and Moncton offices.


Marie-Christine Fournier
Directrice, marketing et communications
514 278.3222, poste 236