EQ Inc. (TSXV: EQ), known as EQ Works, and Pattison Media Ltd. have announced a one-year partnership in which Pattison Media will embed EQ's ClearLake data and analytics platform into its media and advertiser offerings, beginning with its radio and digital network across Western Canada.

Under the agreement, Pattison Media will provide a multi-million-dollar package of promotional radio advertising inventory across its network of radio stations and digital news portals in exchange for access to EQ's ClearLake platform, proprietary data, and technology.

The arrangement is structured differently from a typical agency relationship. Rather than using ClearLake to support client campaign planning, Pattison Media will integrate the platform into its core operations, using it to offer advertisers audience segmentation, regional consumer insight, and purchase behavior attribution tied to Canadian transaction data.

"Partnering with EQ Works gives us access to a level of consumer intelligence that fundamentally changes what we can offer advertisers," said Rod Schween, President of Pattison Media.

Mark Ditkofsky, Chief Operating Officer at EQ Works, said the partnership "creates a new model for EQ, where our platform becomes part of how media companies differentiate their offering and demonstrate greater value to advertisers."

The partnership will also support Paymi, EQ's consumer cashback rewards platform, through promotional exposure across Pattison's Western Canada network.

Pattison Media is a division of the Jim Pattison Group and operates radio stations, television stations, and online news properties across British Columbia, Alberta, Saskatchewan, and Manitoba.