The Canadian Brand Abroad
Case studies of Canadian companies that broke into US, EU, or APAC audiences — what the media mix actually was, what worked, what we'd do differently today.
Insights
Field notes from the practice.
Three running series. One new piece a week, alternating. Subscribe for the weekly digest at the bottom of the page.
Publisher Spotlight
A premium global publication's editorial posture, audience economics, and Canadian relevance.
The Room Before the Room
Field notes from a convening — what was discussed at the level of theme, never of attribution.
Latest
Recent pieces
The Room Before the Room May 17, 2026 · 12 min read
UNGA Week side events: a 2026 playbook for embassies and trade missions
How to plan, produce, and host a side event during the UN General Assembly window in New York — venue strategy, guest list architecture, comms posture, and the small operational details that make or break the room.
Read → The Room Before the Room May 17, 2026 · 4 min read
Welcome to Adsquad Insights
Three running series. One question: how does premium media actually move audiences in 2026?
Read → Canadian Brand Abroad May 17, 2026 · 8 min read
Why Canadian brands chronically underspend on premium business media
There is a structural reason Canadian B2B brands appear in trade press but rarely in HBR, the Economist, or the FT. It isn't budget. It's that nobody in the room is making the case.
Read →