03.23.26
What judging Cannes Young Lions taught me about creativity in Canadian PR agencies
By Nadia Beale, President --- When I think back to my early days in PR, what stands out most is the freedom. The freedom to explore ideas with my peers. The freedom to try, fail, and try again. And the freedom to believe that a good idea could come from anywhere in the room, regardless of titl...
Continue reading03.16.26
In an AI-First World, Earned Media is Essential. The New Rules of Reputation in Canada.
The way organizations build trust and reputation in Canada is being fundamentally rewritten. AI is no longer just a tool behind the scenes. It’s becoming the primary interface through which people discover, evaluate, and form opinions about brands. Increasingly, Canadians aren’t searching; they’r...
Continue reading03.06.26
Employee appreciation extends beyond a single day
By Stephanie Silver, Vice President, Human Resources --- Employee Appreciation Day is a meaningful moment to pause, reflect, and say “thank you.” This year, our teams shared lunch, created an appreciation wall for teammates to publicly thank one another, and – leaning into the “back to ana...
Continue reading12.10.25
MSL launches new AI service to drive impact through influence
At MSL, we have always been ahead of what’s next. We helped shape the influencer economy before it had a name. We’ve launched campaigns that moved culture and shifted business. And we built the earned-first model others are only now trying to adopt. That legacy isn't history. It's ...
Continue reading12.01.25
Authority Is the New Authenticity: Influencer Marketing in the Age of LLMs
The Influencer Evolution Influencers are more important than ever, keeping brands visible, trusted, and relevant in a world ruled by AI. That power has also shifted the rules of influencer marketing. Authenticity used to be everything, but today, auth...
Continue reading11.06.25
Becoming the Target Consumer Changed My Approach to Brand Strategy
For years, I’ve read brand briefs outlining familiar personas: the millennial parent juggling young kids, the time-strapped shopper seeking convenience without compromise, the household decision-maker balancing health and budget. They were helpful snapshots of the people we were trying to reach. ...
Continue readingDo your best work with us
We are committed to building an agency that reflects the world and nurtures the next generation of talent.