Celebrating its 25th anniversary, Kingstar Media is one of Toronto’s leading media agencies, marking a quarter-century of excellence in performance-driven advertising. Situated in the heart of the historic Distillery District, the agency has built a reputation for delivering innovative media solutions across Canada.
Under the guidance of founder and owner Ed Crain, Kingstar Media has evolved from a modest operation into a full-service media powerhouse. Crain has navigated the ever-changing media landscape while upholding a firm belief in the continued relevance of traditional television advertising.
In a recent conversation with Ottawa Life, Crain shared insights about his deep connections to Ottawa, where he grew up and attended Canterbury High School. His family history is notable; his father played for the Ottawa Roughriders in the CFL, and his grandfather owned Crain Construction, responsible for building many significant buildings in the city, including the post office at Baseline and Heron.
Despite these connections, Ed did not follow in his father’s footsteps into professional sports or construction. Instead, he pursued a career in media, which would ultimately make him a prominent name in TV advertising.
The idea for Kingstar Media emerged while he worked at Glenn-Warren Productions, the production arm of CTV and CFTO, where he started as unit manager and rose to associate producer. He recalls, “I was always the business guy who would make everyone deliver the production on budget and on time.”
Eventually, Crain was on track to become one of the youngest vice presidents in the industry before deciding to carve his own path, leading to the creation of Productions Partners, his own production company.
A pivotal moment in Crain’s career came when he realized he could earn a ten-cent commission on each CD sold during a client infomercial, a stark contrast to the traditional creative model, which involves completing productions and receiving full payment. This revelation solidified his commitment to the business side of media. “I became the infomercial guy,” he says, taking on high-profile projects, including the first NutriBullet infomercial and collaborating with fitness celebrity Jack LaLanne for over ten years.
Crain’s vision for Kingstar Media was inspired by a gap he identified in the Canadian market. “People said to me Canada doesn’t have a media company that specializes in direct response media, as we called it at the time,” he recalled. “So, I started the media company.”
Since its founding, the agency has shifted its focus to viewer engagement and performance. Crain emphasizes the enduring importance of storytelling in media, stating, “You’re still telling an emotional story in a particular format, whether it’s radio or TV.”
Kingstar Media’s 25-year journey has been characterized by its commitment to driving measurable results for clients. The agency provides media strategies tailored to each brand’s unique goals, focusing on optimizing media for direct consumer engagement. Over the past two decades, Kingstar Media has partnered with more than 500 brands globally, assisting them in penetrating the Canadian market with its multi-platform media solutions.
Sophia Vick, Senior Director of Media and Analytics at Kingstar, is an Ottawa resident who works remotely but frequently travels to their Toronto offices. She is part of the team leveraging AI to assist with media planning, particularly in addressing the complex challenges of demographic engagement.
At the heart of Kingstar’s success is its unwavering focus on performance. The agency’s service-first mandate and industry-leading attribution tools have established it as a trusted partner for direct-to-consumer brands looking to grow in Canada. “Our goal has always been to create media strategies that resonate with Canadian audiences and drive tangible results,” Crain explains. “We’re not just about impressions or views; we’re about delivering responses that help our clients scale while keeping costs in check.”
While many agencies have transitioned entirely to digital platforms, Kingstar Media has maintained its roots in traditional channels while embracing new ones. Crain believes that this balance is crucial. “TV, radio, and out-of-home still have a significant place in media strategies,” he says. “But we’ve also been able to incorporate digital, social media, and programmatic buying to create campaigns that cover all touchpoints. We adapt to where the audience is, and that’s what keeps us successful.”
Crain further emphasizes the ongoing importance of linear television in their strategy: “We still believe strongly in linear television because it’s very efficient.” To ensure the company remains relevant in the digital age, Crain’s son Geoff has joined the team as VP of Sales, overseeing digital operations.
Looking ahead, Kingstar Media shows no signs of slowing down. The agency is focused on expanding its client base despite the evolving media landscape and its associated challenges. “How do you track if someone sees a commercial on TV and opens Amazon Prime to order the product?” Crain asks, recognizing the complexities of modern advertising.
He assures that there are ways to analyze metadata from a macro perspective to determine whether strategies are effective, even as direct sales through infomercial lines decline. “There’s a wide swath of the United States and Canada that has locked into traditional media or lean-back media to watch things like sports and news.”
As for the younger demographic, Crain admits it presents a completely different market. Digital advertising must be more targeted, with consumers often needing to see an ad two or three times before a follow-up approach, such as a discount code or survey, can confirm their engagement. However, these demographics are still locked into watching advertisements at places like bars, restaurants, and airports, and in the relatively new world of influencers and online marketing, Kingstar has had no problems finding young talent to bring into the team to help reach new demographics.
As Kingstar Media celebrates its 25th anniversary, its achievements serve as a reminder that a commitment to delivering value and performance remains a timeless formula for success. With Ed Crain at the helm and a dedicated team focused on media innovation, Kingstar Media is poised to continue leading the charge in the Canadian media market for years to come.
Even as the media landscape shifts, Kingstar Media is prepared to adapt to what Crain describes as a “constant battle to keep people’s attention.” Despite the option to retire, he states, “I haven’t yet because I find this business so fascinating and engaging.”
For more information about Kingstar Media, visit them online at kingstarmedia.com
Header Image (LEFT TO RIGHT): VP, Sales and Digital Marketing Geoff Crain, alongside VP & Managing Director Anat Freed, and Ed Crain, founder, President & CEO of Kingstar Media. (Courtesy Kingstar Media)