I started my career in Toronto with a boutique agency that believed heavily in engagement and community-based marketing. Our founder and creative leader, Andrew Crighton, believed in starting meetings with a song or quote that would inspire more than just an ad campaign but a feeling- a story. He believed that marketing campaigns and projects needed to speak to the audience in more than just a visual sense but in a collective way that would encourage engagement and participation. Many years later, I find myself telling that same story around Award Pool because it still rings true – to succussfully reach an audience, you must be willing to engage with that audience in their spaces, speaking to their interests and asking them to participate.
See what Award Pool is up to in the business of engagement: https://awardpool.com/2021/05/10/the-business-of-engagement/