Award-winning strategist helping brands navigate today’s world
Brands
Metro + Super C + Tourism Montréal + CNN + Amazon Prime Video + HelloFresh + Hydro-Québec + University of Phoenix + VICE + Destination Canada + Montellier + Montreal Heart Institute Foundation + Intact Insurance + NFL + more
Partner Agencies
Cossette + Compadre + Crown+Conquer
Awards
A few projects
Metro
Brand Strategy, Go-to-market Planning
With consumers flocking to discount aisles and food inflation dominating the political conversation, we helped Metro dare to reframe value by reminding everyone that quality matters.
We turned Metro’s rigour into a competitive advantage by highlighting how they operate behind the scenes, forcing consumers to consider that not all supermarkets play by the same rules.
By allowing Metro to prove their superior standards, we were able to clearly contrast the brand against the competition, all using the same proof points.
Consumer freshness perception increased, as well as meat sales - a crucial product category for the business.
Intact Insurance
New Brand Positioning
Canada’s biggest P&C insurer was ready for a new era of growth, and therefore a new brand platform to help secure a strong space in the category.
For many (if not most), insurance is a necessary evil. How could Intact Insurance build connections, establish trust and demonstrate its commitment to environmental causes in this market reality?
We helped Intact focus their selling proposition by placing the positive impact they have on the lives of Canadians every day. It’s not simply about insuring a car or a house, it’s about protecting the precious moments that happen at home and on the road.
See press here
CNN 5 Things
Brand Strategy, Go-to-market Planning
To cut through a saturated and deeply skeptical media landscape, we set out to build a strategic direction and launch strategy for CNN. We developed a modern, trustworthy news format designed around how audiences actually consume information today.
By anchoring in clarity and conciseness, we created a scalable structural framework to tie in a podcast, a newsletter, social posts, as well as a Spanish-language edition.
This blueprint now serves as the strategic foundation for all future sub-brands across the CNN news and digital ecosystem, ensuring consistent, impactful storytelling across every platform.