M^cMillan, one of Canada’s leading B2B creative agencies, has announced new additions to its strategic team. “B2B clients are recognizing the value of deeper focus in their brand and demand generation strategies. As a result, we’re growing our team to accommodate those needs and that pace,” says Theresa Forman, McMillan’s VP of Strategic Services. “We are very excited to welcome Carrie-Anne Mercer and Christine Mikhail to the team. Their extensive experience creating and executing brand and go-to-market strategies will continue driving our clients’ success.”

Mercer joins M^cMillan following engagements with Entrust, Chipworks, and Recognia. She has 20 years of experience building go-to-marketing strategies for B2B clients, with a focus on demand generation, sales enablement, segmentation, and the buyer journey.

Mikhail joins M^cMillan following engagements with Landor, Siegel+Gale, and Fitch, and brings a special focus on brand strategy, including brand architecture, brand engagement, and customer journey mapping. She has 16 years of experience with a diverse roster of B2B and B2C clients, including P&G, HBSC, and Dow Chemical.