Zync is now Believeco

We’re excited to announce that Zync has joined together with several renowned agencies to become Believeco, one of Canada’s largest independent agencies. This will expand the business we've built on a larger scale, so we can continue to help you with every element of brand and digital, and now offer a wider range of advertising and media.

Brought together by Arlene Dickinson – one of Canada’s most recognized and respected business leaders— Zync joins the other original agencies Venture Play, Revolve and Brightworks as Believeco.

Along with Argyle, one of North America’s most respected engagement, communications and reputation advisory agencies and Castlemain, a leading Indigenous advisory firm, we are collectively Believeco:Partners. Believeco:Partners owns, operates and builds the foremost marketing, communications and engagement agencies in North America. Together, we offer clients the talents of more than 300 marketing and communications professionals across North America.

Together, we’ll help clients navigate the incredible pace of change—providing solutions and a culture that is good for our clients, their customers and stakeholders, our people, and our local, national and global community.

Find out more! believecopartners.com

Brad Breininger & Marko Zonta

5 Monumental Strategic Brand Pivots | Zync

Strategic brand pivots capture new and better opportunities.

A look at 5 monumental strategic pivots.

A look at 5 monumental strategic pivots.

Strong leaders (and marketers) understand when the tide is shifting, and know when to make bold changes to their brand. With the benefit of 20/20 hindsight, let’s explore 5 strategic pivots that resulted in success:


Apple didn’t create the portable MP3 player segment, but it revolutionized it. This was the first step towards truly user-friendly mobile products—which have snowballed into the iPhone, iPad and more.


PayPal started as “Confinity,” a secure platform for exchanging money over Palm Pilots. The company was unsuccessful, but it identified a market for enabling secure online credit card payments. As PayPal, they have achieved tremendous success.


Initially, Pandora was going to be a music recommendation service. Once immersed in the market, the brand shifted its focus towards becoming an Internet radio provider—applying inspiration from its recommendation engine towards a more lucrative service.


Initially an espresso machine and coffee bean retail store, it was only after CEO Howard Schultz’s trip to Italy when he realized the possible market for European inspired cafés in North America. Starbucks began to brew and sell its own coffee—and things have gone pretty well since then.


Pepsi-Cola began as “Brad’s Drink,” named for its creator, Caleb Bradham. Five years in, the brand changed its name to Pepsi-Cola, which has a broader, grander appeal to a larger group of consumers. And then, the cola wars began…

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