info@entrinsic.com
+1 (647) 776-4100
Entrinsic is a communications agency founded on the belief that new and emerging media are reshaping the way consumers —
and by extension businesses — think, behave, and interact.
We understand that your brand's success in the social sphere relies on artfully weaving together technology and culture to create engagement. At Entrinsic, we develop and foster that engagement strategically, integrating social media touchpoints with your overall communications to help you forge a powerful and lasting connection with your customers.
We take you from research and design through execution and analytics, providing a full suite of services and dedicated account management at every step. The result? A robust, customized social media strategy that is tailor made for your brand and your needs.
CBMO approached us looking to build the SmartSteps initiative to help differentiate itself in the marketplace and aid Canadian consumers. We led BMO through the strategic thinking, design, and implementation phases of the initiative. Using our expertise in understanding and building online communities, we helped build SmartSteps online communities that provide a singular customer experience, creating usable spaces where customers could easily engage in one-on-one dialogue with BMO staff. We designed a functional blog with an authentic, straightforward look and feel. Blog contributors identify themselves with real photos, and posts from BMO mortgage specialists are written from a personal point of view. We created a community that provides a unique customer experience, enhancing BMO’s reputation for innovation in customer service and advice.
CBCF commissioned us to design a social media strategy that would drive awareness of and participation in the CIBC Run for the Cure, as well as encourage donations, add value for sponsors, and garner media attention. We created two sister sites—a blog called Finding Hope, and a Twitter-inspired Wall of Hope—which not only were successful in growing community engagement with the CIBC Run for the Cure, but have now become fully integrated into the CBCF's year-round communications activities.
See the work:
As a new product, Kobo asked us to develop an online contest for customer acquisition. In order to make an energetic push for new users and an expanded brand profile, we created a dynamic viral contesting application for Facebook, which rewards participants for becoming Kobo users and allows them to easily introduce Kobo to their networks and friends.
MoMA was aiming to use social media to boost its international presence, and make substantive contributions to the many existing, ongoing conversations about art that were happening online. To do so, we worked with the MoMA to develop an overarching social media strategy, and provided editorial development of their blog, Inside/Out. This blog has become the branded hub of a 425,000+ strong digital community, and has quickly been recognized as an exciting and insightful new voice in the global conversation about modern and contemporary art.
See the work:
Rogers' cable services make it easy for customers to access a plethora of compelling content. Rogers wanted to enhance its relationship with customers by highlighting premium paid subscription content, such as The Movie Network and HBO Canada. Our assignment was to find a way to use social media to help realize this goal.
Developing a content strategy that enhanced viewer experience was vital to this project. Working with the client, we created a daily content schedule that makes connections between viewers' favourite series and new shows by highlighting what they might be missing. We designed a site that highlights the excellent visuals from Rogers premium content, while remaining functional as a daily blog. Beyond the Guide's vibrant online presence provides entertaining, informative and unique articles that cater to the interest of fans of existing shows while building excitement for new shows and films.
RTHMH asked us to develop a comprehensive blogging strategy, designed to raise its profile among younger demographics while respecting the company's long and storied history. We provided RTHMH with full-service blog development and six months of ongoing editorial support services; we also developed a robust marketing strategy to integrate the blog with RTHMH's existing marketing and communications activity, online and off.
See the work:
Staples was seeking to use social media to position itself as an "active listener" and partner with businesses. We developed a blog and provides tips and advice for those who want to start and grow their own business, thereby retaining existing Staples customers while also building relationships of trust with new community members and expanding the brand's reach.
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Waste Management asked us to conduct an information audit, to allow them to better understand how they were perceived via an assessment of references to the company found online, with the ultimate goal of developing a strategy for more direct online engagement with the public. In addition to conducting this audit, we provided Waste Management with recommendations regarding opportunities available to them on the social web, laying the foundation for the strategic development of their online voice.
CPSAP is a largely government-sponsored program, and it recently reached the end of its initial term of funding; they asked us to develop a social media strategy that would assist them in making their case for support from the government. We rapidly developed a blog identity, editorial strategy, and initial set of blog posts, which fully capitalized on CPSAP's existing body of research and put a human face on its very vital work.
See the work:
Informed planning
Inspired thinking
Deft execution
Measurement and analytics
Eli Singer
Founder and President
Eli Singer’s involvement in blogging at the cusp of this new medium landed him in Marketing Magazine’s Ones to Watch 2006. Today, Eli offers distinctive thought leadership in the world of social media.
His membership in the iMedia25 Class of 2011 Internet Marketing Leaders and Innovators recognizes Eli as a key influencer in interactive marketing who not only excels in his own business role but executes on innovative ideas, shares them with peers and consumers, and pushes this vital field to new levels of success and significance.
The Webby Awards, the leading international honour for websites, interactive advertising, online film & video and mobile, has appointed Eli as its Canadian Ambassador.
Before launching Entrinsic, Eli worked at Segal Communications, the exclusive Canadian representatives for Facebook, with the specific mandate of developing sustainable brand communities for TD Bank and Playstation inside the social network. Prior to that Eli was at Cundari, where in 2006 he pioneered Social POV — one of Canada’s first social media practice areas in a fully integrated advertising agency.
In 2008 Eli was published in the Harvard Business Review, writing about how social media can create a culture of collaboration, transforming civic institutions and reinvigorating their relationships with stakeholders. He created Casecamp, Canada's social media unconference.
Eli holds an honours degree from The Richard Ivey School of Business.
Kyle Carpenter
Community Management Coordinator
If you’ve got a problem, Kyle has a creative solution. He’s a wizard with words and has the ability to take big ideas and make bring them to life on digital paper.
Born into a music industry family, Kyle cut his teeth as a music journalist for CHARTattack and DailyXY after earning a Bachelor of Arts degree in English Literature from McGill University.
During his collegiate years, he served as the McGill Tribune’s Arts & Entertainment editor for two years and later became the paper’s copy editor. He also completed editorial internships at Exclaim! and DRIVEN Magazine in Toronto, learning the art of transforming concept into copy along the way.
He has stacks of published work ranging from ad copy to short fiction, and spends his spare time as a freelance writer for several online publications.
Kyle brings his writing chops and sharp sense of editorial strategy to Entrinsic, where he makes sure the social world is friendly for brands, too.
Femma De Jager
Account Manager
Femma is the woman you talk to when you want to get things done. In addition to providing quick, responsive account management, Femma brings a powerful strategic voice to the table, and has conceived and executed complete customer engagement projects since joining Entrinsic.
Femma earned a BA in psychology from the University of Ottawa, and brings to Entrinsic her experience with a truly eclectic roster of brands, ranging from the CSI franchise, Fox Home Entertainment Group and NBC Universal Canada to international beverage purveyors such as Carlsberg and Pilsner Urquell, to Hasbro and WalMart. This diversity of experience allows Femma to adapt to any situation, and help clients get the most out of their social media programs.
Hamutal Dotan
Editorial Strategist and Writer-in-Residence
Hamutal is the philosophically-minded academic of Entrinsic, having started out doing post-graduate studies in ethics. She departed after a few years, in the hopes of applying her finely honed analytical and writing skills to a wider array of subjects, and for a wider array of audiences, than the ivory tower could offer. After leaving the safety of ivy-covered walls, Hamutal soon discovered the wonderful world of blogging, and eventually became the senior editor of Torontoist, Canada's premiere city blog (and the only online-only publication to have ever won a National Magazine Award).
Hamutal specializes in translating a client's voice to an online environment. She begins with a deep understanding of a client's existing brand and communications style, and develops strategies for bringing that unique identity into the world of social media. From positioning and planning documents to nuanced writing and editing, Hamutal empowers clients to express themselves comfortably online.
Steven Harris
Research & Analytics, CWA, ISP
Steven is chief statistician, taking and translating our metrics and data into insights we use to enhance what we build. Currently completing his Master of Science in Information System, Steve specializes in multi-channel analytics and data integration, and strives to incorporate digital metrics into the greater corporate intelligence systems of our clients to provide true, actionable, insights and measurements.
With over 10 years experience working in the web analytics and the digital strategy space, Steve has provided technical guidance, reporting and measurement tactics for a number of enterprise clients including 3M, CNN, Spafax Interactive and Air Canada.
Maintaining a balance between business savvy, technology, development and statistics, Steve was one of the first Web Analysts certified by the Web Analytics Association (CWA). He holds a Certificate of Web Intelligence from the University of California, Irvine, and the Information Systems Professional (ISP) designation from the Canadian Information Processing Society.
Amanda Lynne
Amanda Lynne is a self-proclaimed arts n’ tech nerd. Ex-contract worker, her inability to decide between industries led her to work as in large scale events / festivals at the same time as she was leading digital marketing initiatives in the arts and corporate industries. Finally working for both under one umbrella, she is excited to take on one of Canada’s top digital culture festivals and improve Canada’s spotlight on social media. Amanda Lynne was selected to be Harbourfront’s first social media instructor and is a member of Theatre Ontario’s new media advisory board. In her spare time (of which she still has a few precious moments), she’ll be doing yoga at the Y or cooking at home — she makes a raw chocolate mousse that has changed lives. True story.
Select past projects include: Edmonton Fringe Festival, Toronto Fringe Festival/#FringeTO, WriteNOW! Festival of New Works, Toronto Port Authority’s Sail-In Cinema, Pride Toronto, City of Toronto, Special Events – Nuit Blanche, Cavalcade of Lights, Olympic Torch Relay Ceremony, Family Day.
Ashley Martin
Account Manager
A graduate of Seneca@York's creative advertising program, Ashley's love for the digital space came about when she saw her very first cat video on YouTube back in 2007. After that, she was hooked and hungry for more. Since then, she has become immersed in the social media realm, working strategically with a number of brands and clients to help them excel within the space and achieve social media greatness.
At Entrinsic, Ashley constantly strives to ensure that programs are running smoothly and client expectations are being met. In Ashley’s world, there is no email that goes unread, no blog post that goes unedited, no meeting that goes unattended and no phone call that goes unanswered.
A strong believer in work-life balance, Ashley likes to unwind after a long day with her cat Jack, a tall glass of chocolate milk and the front page of Reddit.
Chris Mejaski
Building on a background in journalism, Chris is an advanced writer, editor and digital content creator who has applied his skills across the public, private, non-profit and media sectors. His engrossing online content portfolio varies in subject matter from fashion and pop culture to technology, business and international development.
As a community manager at Entrinsic, Chris develops creative, thought-provoking messages and identifies the most effective ways to start lively conversations around them online.
Chris has a natural affinity for arts and entertainment writing, developed through years of arts and entertainment consumption. He holds a Bachelor of Journalism from Carleton University and a Master's degree in communication and culture from Ryerson and York universities.
Chris Morales
Group Account Director
Chris is the invisible hand of Entrinsic — the gentle force who makes sure projects are on track without even seeming to move a muscle. He brings more than twenty-five years of experience to Entrinsic, gained both in major corporations and advertising agencies.
Chris is a whiz at connecting brands with consumers through integrated communication and marketing strategies. Among his many accomplishments in this sphere, Chris was particularly active in the automotive and quick-serve restaurant sectors. Chris was instrumental in bringing Walt Disney World and General Motors of Canada together in a cross-promotional campaign which was highly successful for both parties.
Immersed in the social media ecosystem for the past two years, Chris’s personal fundraising campaigns are a case study in how to leverage social media for a cause.
Chris studied computer science at the University of Waterloo and has a certificate in marketing from the Wharton School.
Jeff Novak
Group Account Director
Jeff Novak is the calm hand who guides our projects. He is currently Group Account Director for Coca-Cola here at Entrinsic. With over a decade of experience in digital project management and client services, Jeff has extensive expertise in program design and delivery. While Director of Client Strategy & Innovation at Social Media Group, Jeff lead the social media strategy development of numerous programs for clients like 3M, SAP and The Princess Margaret Hospital Foundation. Jeff also brings expertise in pharma, healthcare and consumer packaged goods, having managed social media programs and accounts for Johnson & Johnson, Research in Motion and The Heart and Stroke Foundation.
Jeff holds a Bachelor of Arts degree in Political Science with a minor in business from the University of Western Ontario, along with a project management diploma from the University of Toronto.
Lauren O’Neil
Community Manager
Lauren is our resident storyteller, weaving together prose and visual content for our online communities. Lauren is vitaminwater canada’s online community manager and video host, Lauren spends her days blogging, Tweeting, producing videos, interviewing celebrities and hunting for cool. Lauren is deeply passionate about all things web and is rarely, if ever, spotted without a smartphone in her hand.
A traditionally trained multimedia journalist, her work has appeared in The Toronto Star, Canadian Living Magazine, MuchMusic, CosmoTV, Yahoo! Canada, The London Free Press, Rabble.ca, TheTyee.ca, Rafih Style Magazine and CHRW, among others. Lauren holds a Master of Arts degree in Journalism from the University of Western Ontario, as well as an honours degree in communication studies with a minor in computer science from the University of Windsor.
Rob Walker
Account Manager
Rob is the Swiss army knife at Entrinsic. Whether you need solid account management, an event coordinated or a project handled delicately, Rob is the guy to see. He’s got a knack for creative strategy that uses cutting edge technology without overcomplicating things.
Rob believes in the power of people — he follows the ebb and flow of online culture and helps clients understand the real people that make up any community. He grew up in Charlottetown, PEI and is a journalist from the old school — he attended college and university in PEI, studying newspaper reporting.
While he’s got an old school foundation, his experience is pure digital — over a million people have read his work online. In the last 10 years he’s written thousands of articles for the web and managed large-scale communities and content sites. He’s worked in large newsrooms, virtual environments, and social media and marketing agencies. A nerd’s nerd, Rob is always up for a round of gaming or an in-depth discussion on the merits of superhero movies.
Anthony Wolch
Executive Creative Director
Anthony has a strong focus on social media and a deep passion for storytelling and story building, ensuring contagious conversation.
His entry into all things digital happened in Scandinavia, which continues to lead the creative charge and set the tone for globally awarded digital advertising. Anthony spent almost three years as executive creative director for Publicis in Helsinki.
From Northern Europe he returned to Toronto to work as executive creative director at the world’s first digital agency Organic. Today, Anthony has more than 18 years of creative and leadership experience. He has worked on many high-profile brands, including Coca- Cola, Audi, Discovery Channel, Proctor & Gamble, Nike, Wal-Mart, Bank of America and Nestle. His agency experience involves creative strategy and strategic creative, design and typography, and short and long-form writing.
Anthony studied Fine and Performing Arts at Simon Fraser University and Life Drawing at the Central Saint Martins College of Art and Design in London. He holds a diploma in Advertising Design from George Brown College.
Established by Eli in 2006, Casecamp was born of the need for a community-oriented space in which creative professionals could connect with one another socially, and exchange stories from their fields of practice. The case study-based, peer-to-peer learning model found many fans, and Casecamp is now an annual fixture on Toronto's communications event calendar.
Social Media Week
Social Media Week is a global affair, taking place in multiple cities around
the world simultaneously. Toronto participated for the first time in 2010, with a multi-day conference organized and produced by Entrinsic.
Our goal in facilitating SMW Toronto is to advance conversations across Toronto’s creative communities about the impact of social media on business, culture, and society. With panels discussing everything from the implications of social media for journalism to DJs newfound abilities to reach global audiences, SMW Toronto proves a crash-course in social media's truly astonishing penetration into just about every aspect of business and culture imaginable.