Mattamy Homes Canada chooses theturnlab as Media AOR

3 min readNov 12, 2020


Toronto, ON, November 12, 2020 — Mattamy Homes Canada has selected theturnlab as its Media Agency of Record to handle all paid media in Canada for multiple divisions. This new engagement comes hot on the heels of Mattamy’s “outsourced in-house agency” partnership, launched October 1, 2020. It also represents a turning point for the Canadian arm of North America’s largest privately owned homebuilder, which has not had a Media AOR in recent years.

“Traditionally, our various divisions have managed their own media agency relationships,” says Sepideh Morshedizadeh, VP Marketing, Mattamy Homes Canada, who spearheaded the Media AOR approach. “However, ongoing research and feedback from divisional leaders led us to the conclusion that we’d be more effective if we aligned our collective market insights to further enhance consumer targeting.”

With that objective in mind, Mattamy Homes Canada engaged theturnlab to study its path to purchase and build data-driven customer personas and journey maps across all Canadian markets. This months-long primary research initiative led to a deeper understanding of Mattamy’s core customer segments and provided insights for optimizing media targeting. To test the models, Mattamy again recruited theturnlab to design and execute an omni-channel media campaign that was in market during summer 2020. The test campaign significantly outperformed previous benchmarks and reinforced the value of customer insights, driving better targeting.

“Like many great brands today, Mattamy Homes Canada recognized it was approaching media strategy with too broad a brush,” says Steven Aronovitch, co-founder and head of media at theturnlab. “By creating detailed psychographic customer personas, Mattamy could now focus messaging where and when its most valuable customers spend their attention.”

In addition to data-driven targeting models, theturnlab demonstrated the value of a more nuanced omni-channel media approach, one that includes interest-based, content-rich media. During the summer campaign, extensive A/B testing was conducted for both channel and messaging, which yielded insights that further optimized the overall spend.

“With what we learned in the test campaign, we’re confident our new Media AOR can help us find efficiencies on our media spend — potentially double digit — while delivering better results,” says Sepideh. “To continue succeeding during such an unpredictable time in the market, it’s imperative that we find savings where we can and use them to develop and test other marketing innovations.”

theturnlab is now working with all Mattamy Homes Canada divisions for media planning and buying. The agency media team remains 100% in-house at theturnlab, continuing to recruit new planners and buyers to support the growing business. Being in-house, the team is strengthened through collaboration with theturnlab’s team of researchers, analysts, strategists and consultants, as well as an extensive array of research platforms, including Environics, Vividata and theturnlab’s own 10,000-member national consumer panel.

About Mattamy Homes

Mattamy Homes is the largest privately owned homebuilder in North America, with more than 40 years of operations history across the United States and Canada. Every year, Mattamy helps more than 7,000 families realize their dream of home ownership. In the United States, the company is represented in 10 markets: Charlotte, Raleigh, Phoenix, Tucson, Jacksonville, Orlando (where its US head office is located), Tampa, Sarasota, Naples and Southeast Florida. In Canada, their communities stretch across the Greater Toronto Area, as well as in Ottawa, Calgary and Edmonton. Visit for more information.

About theturnlab

Toronto-based startup theturnlab is a consultancy-led, marketing technology company with services and products that span research, strategy, marketing, media and a full suite of technology services. The Canadian B Corp was one of the first marketing agencies in North America to be certified carbon neutral and serves as an incubator for products and platforms that solve social, environmental and market challenges. Visit for more information.




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