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Juniper Park\TBWA Launches Scalpel

May 20, 2021

New precision marketing practice officially brands the agency’s evolution to data-driven marketing.

TORONTO; May 20, 2021 – Today, Juniper Park\TBWA, The Disruption® Company, is excited to announce the launch of Scalpel – its new precision marketing practice created to help brands cut through the clutter in our digital multi-channel world.

Scalpel uses Disruption® to sharpen marketing. Its unique approach stitches together the right brain principles of data-driven 1-2-1 marketing with left-brain global cultural intelligence, to create disruptive experiences for brands.

“In order to win today, clients need to be razor-sharp; they need to use a scalpel to carve out the path forward,” says Jill Nykoliation, CEO of Juniper Park\TBWA. “We are that scalpel. Data enables us to combine precision with brilliant ideas.”

Scalpel pools from several sources of data, including OMNI, Omnicom’s proprietary stack of audience, demographic, interest/affinity data that can precisely build, understand, and compare custom audience segments to improve marketing campaign performance with individual-level data.

OMNI uses proprietary agile ID which links the identity of the user across multiple data sources such as psychographics, socio-demographic, and census.

Scalpel is being led by Managing Director, Precision Marketing, Liam Steuart, who joined the agency in late 2020 from MERGE, where he was SVP and General Manager, to lead the practice. Steuart brings over 20 years of experience leading and executing CRM, one-to-one, performance marketing, and digital integrated efforts for clients.

“We designed Scalpel to guide a new type of marketing workstream; a world where marketing budgets are increasingly based on proven ROI. This end-to-end process powered by data and proprietary tools at every stage sharpens a brand’s marketing,” says Liam Steuart, Managing Director, Precision Marketing at Juniper Park\TBWA. “I’m thrilled to be at the helm of this ship and am excited to leverage the power of Disruption® to build breakthrough performance for our clients.”

Alongside Steuart, Lee Lin has joined Juniper Park\TBWA as Vice President of Data and Analytics. Lin comes from Vision7 where he was previously Director of Analytics and Insights, and will help lead a diverse team consisting of data scientists, creative technologists, and strategists to fuel precision marketing ideation.

Both new and existing clients can tap into Scalpel to design data-driven programs, blown out across all media and disciplines by Juniper Park\TBWA. This includes data strategy & consulting; CRM programs; advanced & predictive analytics; marketing automation, and more, all supported by the rigorous strategy and creative of their award-winning team.

Two recent disruptive campaigns from Scalpel include Nissan's campaign to introduce the redesigned 2021 Rogue, where 156 pieces of digital video content were created to target consumers at various stages of the car-buying process.

Scalpel’s precision capabilities were also behind a new CIBC campaign communicating how its Mortgage advisors help make home-buying ambitions a reality. Using Google’s Director Mix, localized creative was deployed in the form of 58 videos highlighting 27 different locations across Canada – from Etobicoke to East Vancouver.

The practice has been involved in two to-be-announced new business wins, as well as projects set to launch in the coming months.

About Juniper Park\TBWA

Juniper Park\TBWA ( is The Disruption® Company: the cultural engine for 21st century business. A global, award-winning agency located in Toronto, Juniper Park\TBWA uses Disruption® methodologies to develop business-changing ideas for brands. The 130+ team of world-class creators and thinkers serves clients across North America, including CIBC, Nissan, PepsiCo, GoDaddy, Intuit, among others. It is part of TBWA Worldwide (, named as one of the World’s Most Innovative Companies by Fast Company, and to Ad Age’s Agency A-List in both 2019 and 2020. Follow us on Instagram, LinkedIn, and Twitter, or like us on Facebook for the latest updates from the Park.

About Scalpel

Scalpel is a precision marketing practice created to help 21st century brands own a greater slice of the future. Created by global, award-winning agency, Juniper Park\TBWA, Scalpel and its team of data scientists, creative technologists, and strategists sharpen mass marketing into precision marketing using data-led disruptive ideation. Designed to guide a new type of marketing workstream, Scalpel utilizes an end-to-end process powered by data and proprietary tools at every stage.