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Abacus launches in Toronto

A new digital agency called Abacus has opened in Toronto, with a focus on Facebook advertising. According to the company, it uses tracking data to enhance the performance of its clients ad campaigns on the social media site. The agency plans to audit and manage Facebook ad accounts for large advertisers internationally. Abacus will also offer consulting services for companies considering Facebook-based marketing campaigns.

The agency is headed by CEO Peter Reitano, previously president of digital agency Spark, and chief strategy officer Jeff Goldenberg, most recently head of marketing and customer acquisition at financial technology company Borrowell.

"Marketing has changed more in the last five years than it has in the previous 50," said Reitano. "Clients are increasingly asking for evidence that their digital marketing efforts are working, and we provide results based on hard data, not on soft metrics like awareness and branding. Instead of focusing on marketing campaigns, we create growth engines that are repeatable, predictable and scalable."

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