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Desperado becomes Lumency

Toronto-based sponsorship and experiential marketing agency Desperado has rebranded itself as Lumency. The adoption of the new name coincides with the recent opening of the firm's new office in New York. The agency's clients have included Tim Hortons, Toyota, Lexus, Castrol, State Street, Anheuser-Busch, Telus, Grupo Modelo and Labatt.

"For 20 years, our clients have known Desperado to be grounded in a set of strong core values focusing on creativity, curiosity and accountability," said agency founder and president Ian Malcolm. "That won’t change. We want our name to reflect this exciting next phase as we continue to expand our offering in the US and beyond, based on our reputation for exceptional work and unwavering commitment to our clients' businesses."

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