Superson, a Helsinki-based agency, has opened its first North American office in Toronto, launching Superson North America. This expansion represents the company’s first move beyond Europe after operating there for over a decade, primarily serving clients across the continent. Unlike conventional agencies that depend on long-term retainers, Superson functions through short-term, project-focused engagements known as Supersprints, each designed to address precise commercial objectives.
The office’s role in linking Canada and Europe
The Toronto location will act as a bridge between Superson’s established operations in Europe and Asia, assisting brands in their cross-Atlantic growth strategies. Canada’s selection reflects deepening trade relations between the two regions, with EU-Canada trade in goods and services totaling €130 billion in 2025—a figure up 80% since 2016. According to the company, the office provides European firms with direct North American access while giving Canadian businesses easier entry to European expertise.
Alex Shifrin, Managing Director of Superson North America, will oversee the new operation. With over 25 years in the industry, he founded TCF in Eastern Europe, a venture later acquired by Publicis, and previously led teams at Saatchi & Saatchi and Grace. His client roster includes major brands like Coca-Cola, HSBC, and Pernod Ricard.
Shifrin positioned the Toronto launch as a direct response to evolving economic priorities. “Europe and Canada are talking about building a much closer economic relationship. But ultimately companies have to turn that opportunity into growth,” he stated. “That requires understanding new markets, finding the right opportunities and moving quickly from strategy into action. Toronto gives us a base from which we can help companies access European markets and expertise, while giving European companies a much stronger route into North America,” Shifrin said.
A distinct model for agency collaboration
Superson rejects the traditional agency framework of permanent account teams in favor of assembling specialist teams for defined projects. Pricing reflects this structure, with work delivered in concentrated phases tied to measurable results. Founder and CEO Samppa Vilkuna calls this approach Commercial Creativity, prioritizing agility and responsiveness over fixed retainers.
This model reflects a wider trend among European service providers entering North America, many of which opt for Canada as their initial base. The choice stems from Canada’s robust trade ties with Europe and its geographic proximity to U.S. markets. Superson’s Toronto office will determine whether its sprint-based system can thrive outside Europe, where it originated.