Case Study: The Peak
Client: The Peak
Industry: Digital media / Newsletter publishing
Engagement: 2021-2022
Services: Sponsored content writing, process optimization
The Need
To scale their advertising operations, The Peak needed to produce high volumes of sponsored content that matched their newsletter's sharp, witty tone. Each placement had strict word limits and needed to feel native to the reading experience while driving action for sponsors.
They needed a writing partner who could turn around copy quickly, handle a wide range of sponsors, and make even the driest topics compelling.
The Client
The Peak is a Toronto-based media company delivering fast, smart daily news on business, tech, and markets to Canadian professionals. Think of them as Canada's answer to Morning Brew—a free daily newsletter read by people who care about finance, startups, and the economy.
The Peak's revenue model depends on sponsored placements woven into their daily emails. Each placement needs to convert without disrupting the reading experience.
The Challenges
The Peak's in-house team didn't have the bandwidth to write all the sponsored placements they needed to support their growth. The range of sponsors (from fintech to insurance to crypto) required writers who could shift voice and translate complex products into benefit-led copy on tight deadlines.
Without additional writing support, they risked bottlenecking their advertising operations or compromising on quality.
The Solution
Wordplay became a trusted extension of The Peak's content team, writing hundreds of sponsored placements for brands across fintech, insurance, investing, HR, and more. Sponsors included Float, PolicyMe, Capital One, Deel, FrontFundr, Zensurance, Ownr, Growclass, Wealthsimple, Neo Financial, and TMX Group.
The work required range: one day we'd be making corporate expense management sound exciting, the next we'd be finding a fresh angle on life insurance for young families. Whether the topic was crypto or small business incorporation, every placement had to be benefit-led, punchy, and true to The Peak's voice.
Beyond writing, we helped streamline their internal ad production processes, building systems that made it easier for their in-house team to scale.
The Results
Wordplay delivered hundreds of high-converting sponsored placements on tight timelines, supporting The Peak's growth from 70,000 to 100,000+ daily subscribers in under a year.
Our work helped streamline ad operations and build capacity for scale, contributing to operational maturity ahead of The Peak's successful acquisition by ZoomerMedia (2023).
What The Client Said
"Wordplay Creative was an integral part of our advertising operations. With the trust and confidence of quality subcontractors supporting us, we were able to scale our operations and increase our daily newsletter subscribers from 70,000 to over 100,000 in under a year. Wordplay in particular provided nimble, responsive copywriting support; they were easy to work with, reliably met deadlines, and identified opportunities to streamline our internal processes."
Alex Blumenstein, Co-Founder, The Peak
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