Our company works with brands that want to grow and hire more people for quality jobs here in Atlantic Canada. We use branding, content creation, and conventional marketing to achieve these goals with our clients.
Tell us about yourself?
I’m a lifelong communicator with instincts that preceded my education and eventual work experience. I am able to find simplicity in the complex and communicate an emotionally resonant story that brings an audience along toward meaningful understanding. I got into this line of work because I believe most of the world’s problems can be tied to communication failures and breakdowns. I want to contribute to a better, more equitable world.
If you could go back in time a year or two, what piece of advice would you give yourself?
A year or two? I’d probably decline some work that turned out to be a lot less fun than planned. I’d also be more aggressive in supporting our team financially as they navigated exploding inflation early in 2022. If I could go back much further, like when I was young, I’d tell myself that listening to understand is what delivers the very best insights.
What problem does your business solve?
We give brands clarity about what should be said, when, why, and in what formats. Then we help them say it.
What is the inspiration behind your business?
I was inspired to start the business in 2015 after reading the Now or Never report in Nova Scotia by Ray Ivan. Understanding the demographic doomsday scenario that is ahead for Atlantic Canada drove me to put my skills to work, helping reverse course and chart a new path. Eight years into the business, and we’re still trying to do that – a more sustainable Atlantic Canadian economy one client at a time.
What is your magic sauce?
Honestly, listening and giving a care. Apparently, sorry to say, that is rare in our field. We care deeply about our clients and believe they often have the answers already, and our job is to pull them out. We often give advice to clients that hurts our own bottom line because it’s the right thing to do. I always say that it’s important we’re in business five years from now, not five months from now. That sort of thinking makes it an easy call. We’re not really driven by money.
What is the plan for the next 5 years? What do you want to achieve?
We work with clients across Canada, but our primary goal is to create 1,000 quality, sustainable jobs in Atlantic Canada by helping our clients grow. After eight years, we’re over 100 jobs created. Fingers crossed, the curve is exponential!
What is the biggest challenge you’ve faced so far?
I think running into the realities of what it costs to be in a position to deliver quality advice, strategy, and creative together. The number of people it takes, the complexities of managing that many people, and how it slows things down. We used to be micro-small and very nimble, and we’re less so now. Navigating that growth and changing with intention is what we’re focused on doing now.