We are an international branding and strategy company that is making major waves in the industry because of our blunt approach to marketing and branding. We are thought leaders in the industry because we call out ineffective marketing that most businesses fall victim to. Our mission is to help brands go back to basics in marketing, but simple is the most effective strategy.
Tell us about yourself?
I started my career in marketing while cannabis was becoming federally legal in Canada. I got a great job at University as the director of marketing for Canadian operations. A U.S. conglomerate purchased the company I worked for, and my role became quite demanding early. I was able to learn the ropes of marketing in a highly regulated industry with a team beneath me. At the time, I had Third Eye Insights as a side hustle that was managing local law firms and real estate brokerages. My partner, Phillip Millar, owned the law firm, and we started the agency. As the agency grew slowly on the side, federal regulation was taking shape, and my job became one of the most interesting marketing roles in the world. The whole world was looking at Canada for cannabis marketing – the first illegal substance to make a big change since the prohibition.
I worked in cannabis for a few years and came to a crossroad with the agency. There was a hostile board takeover, and Phillip got kicked out of his own company. I decided to take a chance and go all in on my business. Six months later, the pandemic hit; the panic was overwhelming. There was no way I was going to fail in my early 20s. So, instead, I got to work and read three books a week with a focus on becoming the best marketer in the world. I started creating content, and finally, the hard work paid off. I am now one of the most followed experts in marketing with a thriving international agency. My home base is in Toronto, but our clients are all over the world.
If you could go back in time a year or two, what piece of advice would you give yourself?
That the journey is to struggle. The millennial mindset is to be successful without doing the work. That thinking is flawed. The obstacle is the way. I wish I allowed myself to fail harder and realize sooner that you learn the most from the difficult clients and the tough projects. I still have so much to learn, but looking back on what I’ve learned in the last five years, I wish I listened to my mentor earlier and didn’t resist the struggle as much. The sweat built my character, and the stuff you go through is the best part of the ride. The easy clients, the huge brands, and the slam dunks are only enjoyable by knowing what the alternative looks like.
What problem does your business solve?
We fix brands and improve messaging. We are a branding and strategic consulting agency. We help brands stand out from the competition by leveraging out-of-the-box thinking that wins.
What is the inspiration behind your business?
My business was born from a true love for branding and critical thinking. I didn’t know a career this great existed. Branding and strategic consulting are my true passion. We help dynamic CEOs win by providing out of the box strategies that help them separate their brands from the competition.
What is your magic sauce?
My partner, Phillip Millar, is a combat veteran and nationally recognized trial lawyer with a masters in negotiation, culture, and conflict. I am a branding expert specializing in navigating and understanding the digital landscape. Together, our experience, age, and pedigree are unmatched in the marketplace. We are special forces thinkers.
What is the plan for the next 5 years? What do you want to achieve?
I plan to release my book on Branding in 2024. My aim is to become the number one branding expert in the world. I want to be seen as the top expert committed to helping brands and businesses create strategic marketing campaigns that win.
What is the biggest challenge you’ve faced so far?
The boom and bust of COVID-19. Being young to business, I found the ebb and flow of the race to go digital, all the money businesses poured into digital, and the inevitable pull-out the hardest to navigate. Scaling in business is difficult – no matter the economic climate, but especially at the rate we were growing. When the first murmurs of the recession hit, advertising was the first to feel it. In order to stay profitable, I had to loan out the team which was a big growth point for me.
How can people get involved?
Please follow me on TikTok or YouTube for weekly updates on how you can improve your approach to marketing and branding. If you would like to learn more about our services, please head to www.thirdeyeinsights.ca. We are always looking for top interns.