Canadian agencies Cundari and LP/AD complete merger

In a significant move for the Canadian marketing sector, two independent agencies, Cundari and LP/AD, have officially merged. The unification under the storied Cundari brand aims to redefine the modern creative agency by blending decades of legacy with forward-thinking, intelligence-driven work.

The newly combined entity will operate as Cundari, leveraging a name with over 40 years of history in the Canadian advertising landscape. The merger is designed to create a potent new offering, marrying Cundari's deep creative heritage with LP/AD's robust international client roster—which includes brands like Maserati, Tabasco, and MLSE—and its strategic planning strength.

Leadership roles have been clarified with the merger. Aldo Cundari, the agency's founder, will remain actively involved as Founder and Chair. Alex Shifrin, the founder and managing partner of LP/AD, will assume the role of President.

Alex Shifrin, managing partner of LP/AD: “The truth is, the industry is changing fast, and both of us felt that familiar entrepreneurial itch – that restlessness that says, ‘It’s time to do something different.”

He emphasized that the goal is not simply to achieve greater scale, but to “build something that feels right, relevant, and independent in the truest sense of the word.”

Shifrin sees the current climate as a pivotal moment for advertising. “It’s chaotic. It’s reflective. Some days it feels like we’re in the middle of an existential moment of inflection,” he said. “This merger is my chance to finally put that thinking into practice on a larger scale… toward agencies becoming transformational partners – not just vendors, but problem-solvers for real business challenges.”

For Aldo Cundari, the union is a natural evolution for an agency that has always adapted with the times. He praised LP/AD’s work and its ability to identify growth opportunities, noting that its cross-market experience is a perfect complement to Cundari’s creative foundation.

Cundari: “By bringing LP/AD into the fold, we’re not just honouring the agency’s past; we’re creating the conditions for its next great chapter. It’s about combining the wisdom of experience with the curiosity to explore what’s next.”

The decision to retire the LP/AD brand in favour of Cundari was a straightforward one, according to Shifrin. He called Cundari a “seminal name in Canadian advertising” that has earned its place.

Shifrin: “I didn’t want to create a hyphenated identity or weld two brands together for ego’s sake. Keeping the Cundari name was about respecting the purity of that legacy. The goal isn’t to dilute it – the goal is to evolve it.”

With the legal and administrative formalities now complete, the new Cundari is poised for action. The agency is preparing to roll out long-held plans, including an aggressive talent acquisition drive to assemble a team capable of executing its vision. Shifrin, who brings prior merger experience from the sale of his previous agency to Saatchi & Saatchi, is guiding the transition.

Shifrin: “There aren’t many true advertising legends left out there, but Cundari is one of them. What excites me most is the chance to carry that flag, and to get a new generation of young ad enthusiasts to want to come join the vision. In 1980, Aldo was there to create what is known as advertising in Canada today. In 2025, I want to be there when Cundari does it again.”

www.lpadagency.com

www.cundari.com

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