Driving Impact through Influence
MSL turns attention into action and relevance into results.
We don’t follow culture. We move it.
That’s what real influence looks like.
OUR STORY
We are a full-service, award-winning communications agency.
MSL drives impact through influence—where reputation, culture, media, and creativity converge.
As the influence and earned media engine of Publicis Groupe, we are embedded in a global network of 100,000 specialists across creative, media, data, and digital transformation, giving our clients access to truly integrated strength.
MANIFESTO
Built to Outperform
01
Our strategists, storytellers, and cultural operators work as one national team from Montreal, Ottawa, Toronto, Calgary, and Vancouver.
02
We are built for a world shaped by AI, driven by consensus, and accelerated by culture.
03
We help brands succeed not by being louder, but by being more relevant, credible, and connected.
Services
What We Do
In an AI-saturated world, earned media is what signals credibility. Our earned media strategy helps brands build credibility through national and regional media relations, journalist-led storytelling, and data-informed narrative development across traditional and digital news ecosystems. Our team, which includes former reporters from CP, CTV and the National Post, builds trust, protects access, and moves stories where influence actually lives.
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Our influencer marketing programs support product launches, awareness-building, and conversion-driven campaigns by activating creators across platforms with precision and cultural relevance. We deliver global reach through seamless, multi-market execution, full-spectrum influence from micro to celebrity creators, and integrated paid and organic strategies guided by proprietary standards and intelligence to drive measurable ROI.
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Our experiences and event strategy help brands generate earned attention, media coverage, and cultural relevance for product launches, major brand announcements, and category-defining moments. From live to virtual to hybrid, our events are built to create conversation, content, and cultural relevance, a combination that extends impact well beyond the moment.
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Every idea starts with a talkable truth – an insight worth repeating. We build it into platform-agnostic ideas designed to sustain attention and travel across earned, paid, shared, and owned channels. The result is work that doesn’t just show up—it scales, sticks, and drives growth.
We help leaders lead. With deep expertise and tailored services that strengthen corporate reputation and elevate individual leadership profiles, we’ve helped some of the world’s most recognized companies and their executives stand out and lead with impact. From narrative development to thought leadership strategy, our clients show up with clarity, credibility, and influence during periods of transformation.
We help brands act before issues escalate during moments of reputational risk. Through real-time monitoring across news, social, Reddit, and dark social, scenario planning, and embedded intelligence, we guide swift, accurate responses. When stakes are high, our crisis teams bring calm leadership, disciplined war rooms, and decisive action to protect reputation.
As part of Publicis Groupe, we have access to best-in-class tools that measure reputation, performance, and share of voice to demonstrate impact. We also build custom dashboards that integrate qualitative and quantitative data, turning complexity into clear insight and smarter decision-making.
MSL Studios is a multidisciplinary team of producers driven by imagination, intention, and a shared sense of craft. From concept to completion, the MSL Studios team brings a focused energy, rigorous attention to detail, and a steady, confident touch to every project – whether in production, post-production, print production, or creative consultancy. As a full-service content production partner, MSL Studios helps brand elevate stories across digital, social, and traditional channels, supporting clients seeking high-quality content solutions, from broadcast advertising production and social media content creation to out-of-home print productions.
Our new proprietary service that analyzes how a brand is cited and characterized across AI systems, providing a holistic view of a brand’s digital footprint and the knowledge to shape perceptions. DBI audits, analyzes, and solves the brand influence dilemma, ensuring brands connect with key audiences in AI search results.
The Impact Hub
At MSL, we turn attention into action and ideas into impact. In The Impact Hub, we share the latest in cultural trends, earned media insights, and agency news.
CLIENTS
Shaped by the Company We Keep.
Our diverse client roster across beauty, health, finance, technology, and more keeps us sharp, culturally fluent, and grounded in how influence actually works.
Meet the Leadership Team
We’re a hybrid team of strategists, storytellers, and cultural operators—nimble by design, fluent across earned and paid, and focused on outcomes that matter.
VALUES
What powers the engine?
Be Curious. Stay Relevant.
We stay plugged into culture, business, and news: asking better questions and spotting opportunities others miss. Built on insight, our ideas earn their place at the table and in the feed, creating real-world traction that makes people care.
Be Client First. Drive Results.
We know our clients’ business as if it were our own, anticipating needs and bringing solutions that move them forward. Acting as true consultants, we focus on outcomes that build trust, deliver value, and drive measurable impact.
Be Agile. Act With Purpose.
We work fast and stay one step ahead, always adapting with clarity and focus. We move with purpose, channeling our energy into the work that truly advances our clients and shapes culture.
Be Supportive. Grow Together.
We lead with generosity, show up with empathy, and succeed through collective strength. We celebrate the win, lift each other in the loss, and make room for everyone to rise.
Join our team
Do your best work with us
At MSL, People remain at the centre of how we work. With collaboration as an operating principle, we foster a flexible, inclusive environment that supports career growth at every stage, from early talent to senior leadership.