Driving Awareness, Innovation and Growth Together

In 2022, Zenergy transformed Leav’s vision of revolutionizing retail through smart technology into a rewarding reality. Leav’s innovative app allows in-store shoppers to select and check out products independently, enhancing their shopping experience. It automates low-value tasks for retailers, enabling staff to focus on sales and customer service.


Selected as Leav’s Agency of Record for public relations, Zenergy supported the launch of the start-up’s first commercial installation by providing strategic consulting, media and public relations, and content development to amplify Leav’s market presence and message.


Zenergy’s strategic media outreach led to extensive coverage in both English and French, spanning TV, radio, digital and print platforms. This comprehensive approach resonated with diverse B2B, B2C, and industry audiences, reaching nearly 60 million people and counting. This significantly enhanced Leav’s market presence and was instrumental in securing additional funding.


The success of our collaboration with Leav demonstrates Zenergy’s commitment to impactful storytelling and strategic communication. By effectively conveying Leav’s innovative approach, we highlighted the company’s role as a frontrunner in retail technology. This partnership boosted Leav’s position in the retail technology space while highlighting Zenergy’s capability to deliver impactful PR campaigns that drive business success.



  • Strategic Consulting
  • Media + Public Relations
  • Content Development


Project Impact Summary:

Target Markets: B2B, B2C, Technology, Retail, Media

Services Provided: Strategic Consulting, Media/Public Relations, Content Development

Results: Extensive coverage in English and French reaching nearly 60 million people


FG276: Finding the Formula for Fun

Fun in Design

The power of eye-catching creative design in marketing campaigns is undeniable. When designs are fun, they captivate and engage their target audience, leaving lasting impressions. By incorporating playful graphics, vibrant colors, and interactive elements, the audience is invited to participate with the brand on a deeper, more emotional level.


Here are top tips from our Art Director, Shehla Shahid, on how to integrate fun into your design strategies, transforming a standard campaign into a memorable experience:


  1. Think Outside the Box: Start with brainstorming sessions that encourage imaginative ideas. Don’t be shy—you can always refine them later.
  2. User Interaction: Create accessible designs that invite users to interact rather than just observe. Think experiential marketing like polls, quizzes, and games.
  3. Color and Typography: Utilize bold colors and playful typography to inject a sense of excitement and appeal.
  4. Storytelling: Use narratives that resonate with your audience, adding elements of humor or surprise to enhance engagement.


“People rarely succeed unless they have fun in what they are doing.”

Dale Carnegie

#Poll: What is your go-to lead generation resource to boost sales efforts?

Take the poll 

Social Media Bootcamp: Strategies for Success

Did you know that leads developed from employee social media efforts are 7 TIMES more likely to convert to clients?

Over the past few decades, social media has entirely transformed the way in which we buy, sell and communicate. When properly integrated, it becomes a powerful tool for business growth and target audience connection. Our Social Bootcamp program is designed to equip your employees with the knowledge required to effectively harness the power of social media, amplify your company’s message, and optimize their professional channels. The course is completely customizable to the needs and aptitude level of participants, from basic how-to training to advanced networking and selling techniques broken down by platform.

Help employees stay up to date on emerging trends and learn how to leverage social channels to their full potential.

Contact us to learn more.

Share your insights with 20,000+ readers!
Showcase your ideas and discuss what’s on your mind by being a guest columnist in our weekly newsletter! With a reach of more than 20,000 monthly readers and an average open rate of over 35%, our platform ensures you capture the attention of industry leaders directly. 
Contact us

Look North: We’re all about YOU
Why are Canadians always adding a ‘u’? Because we’re all about YOU!

At Zenergy, we constantly prioritize our clients by anticipating their needs and providing the expertise of a global firm with the personalized attention of a boutique agency. From social media to public relations and website optimization, you can count on us to deliver exceptional services at a favoUrable exchange rate.

Visit this link to learn more about our multilingual full-service solutions, from ‘Eh’ to Z!

Experiential Marketing: Game-Changing Engagement


In today’s marketing landscape, one strategy consistently stands out for its ability to revolutionize how brands connect with their audience: experiential marketing. This dynamic approach immerses customers in a brand’s narrative through interactive campaigns, transforming the customer experience and creating meaningful connections. But what exactly is experiential marketing? Consider pop-up stores, interactive live events and trade shows, product demos, and incorporating virtual reality experiences. The strategy’s effectiveness is emphasized in recent statistics: 74% of consumers agree that engaging with branded event marketing experiences makes them more likely to buy the promoted products.

To start capitalizing on this potential for major sales growth, here’s our top tips on how to implement effective experiential marketing strategies:

  • Foster Authentic Engagement: Design experiences that align with your brand values and story. Authenticity not only resonates with your audience but also leaves a lasting impression.
  • Enable Tangible Interactions: Highlight the unique features and benefits of your products through direct interaction. Let customers touch, feel, and use your products to understand what sets them apart.
  • Boost Word-of-Mouth: Encourage customers to share their experiences on social media. Exceptional interactions make for great stories that people love to tell, boosting your brand’s visibility and credibility.
  • Generate Insightful Data: Utilize in-store demos and interactive setups to gather data on customer preferences and behaviors. This information is crucial for refining your marketing strategies and ensuring they resonate more effectively with your target audience.
  • Enhance Retention: Keep the conversation going post-experience. Engage customers with follow-up communications, exclusive offers, and loyalty programs to turn them into long-term brand advocates.

What We’re Reading

Please share what you’re reading by tweeting #FGFreads or DM us.

#FGStory: 5-Year-Old Boy Receives an ‘Iron-Man’ Bionic Arm

In an awe-inspiring moment of childhood joy, five-year-old Jordan Marotta received a life-changing gift—an Iron Man-themed ‘Hero Arm’. This remarkable technology has made Jordan the youngest ever recipient of a bionic arm, transforming his life overnight. Fitted by Open Bionics, his new arm allowed him to experience riding a scooter with both hands for the first time. Captured in heartwarming footage, Jordan’s new ability to grip and play with his bionic hand showcases how far we’ve reached technologically and a monumental leap in his confidence and independence. As Jordan himself advises, “Don’t give up. Just don’t give up.”

Check out the article here.


“As we strive for excellence and chase ambitious goals, it’s important to remember that work should not only be a place where we excel professionally but also find a little fun along the way. Fun reduces stress and increases morale. it also fosters creativity, boosts productivity, and strengthens team dynamics. When we enjoy what we do with those we collaborate with, we’re more motivated to give our best and achieve optimal results together.”
Linda Farha
President and Founder, Zenergy Communications

Social Bootcamp: Strategies for Success

In the ever-evolving landscape of digital communications, social media has become one of the most valuable tools to help businesses grow and connect with their target audience. However, many have yet to even scrape the surface of its potential.

That’s where we come in.

Social Bootcamp isn’t just another training program; it’s a tailored solution crafted to empower your employees with the knowledge and skills needed to leverage social media effectively. Whether they’re novices navigating the basics or seasoned professionals seeking advanced sales strategies, our program helps to build confidence among participants and amplify your company’s messaging.

Customizable Training for Lasting Impact

One size doesn’t fit all when it comes to social media training. That’s why our program is fully customizable based on participant aptitude and company objectives, ensuring that each participant receives relevant and practical guidance. From platform-specific techniques to overarching strategies, we equip your team with the tools they need to succeed.

A Solution for Employee Engagement

Employee disengagement is an increasingly costly reality for businesses worldwide. In an era where remote work is the new reality, fostering a sense of community and connection is paramount. By empowering employees to become brand ambassadors through their online presence, companies can enhance both internal morale and external perception, fostering a community that transcends physical boundaries.

Harnessing the Power of Unified Messaging

In the realm of social media, consistency is key. Our program focuses on more than just the individual profiles; it instills a cohesive approach to messaging across the entire organization. By aligning employee interactions with corporate values and guidelines, we ensure that every post and comment reflects positively on your brand.

Amplifying Your Reach

Did you know that employee reach on social media can surpass corporate reach by as much as 561%? It’s a staggering statistic that underscores the potential impact of a well-trained team. Our program empowers employees to become active participants in amplifying your company’s message, driving engagement, and ultimately, conversions.

Next Steps

In a digital landscape where social media reigns supreme, staying ahead of the curve isn’t just advantageous—it’s essential. Our Social Bootcamp program offers a comprehensive solution for businesses seeking to harness the power of social media to drive growth, engage employees, and amplify their message. Join us in unlocking the full potential of social media and propel your company towards success.

Contact us to get started.


Lavazza IncluCity Unveils 2024 Lineup at The Distillery District

Iconic Festival Couches to Host Tribute to Fellini and Thirty Premieres


TORONTO (May 29, 2024) – Prepare for an extraordinary cinematic journey as the Lavazza IncluCity Festival, organized by ICFF, returns to the Distillery Historic District from June 27th to July 21st, 2024. This year’s festival offers 25 days of multicultural films, concerts, and unique events, promising an unforgettable celebration of global cinema.


The festival honors cinematic icons with a special tribute to Federico Fellini. The “Fellini Forever: A Journey into Fellini’s Studio” will showcase never-before-seen pieces from Fellini’s most famous films, including “The Voice of the Moon,” “La Dolce Vita,” and “Fellini’s Casanova.” The exhibit’s Grand Opening at the Distillery culminates with the Canadian Premiere of “Finally Dawn” by Saverio Costanzo, featuring Lily James, Joe Keery, and Willem Dafoe, on June 27th.


The festival proudly presents the highly anticipated Special Screening of “Space Cadet” by Liz W. Garcia, starring Emma Roberts. From the cobblestone streets of the Distillery District, audiences will be transported to the far reaches of space, and across the globe with epic tales and captivating premieres from over 15 countries, including the International Premiere of “Alles Fifty Fifty” (Germany), the North American Premiere of “Jorge of Capadócia” (Brazil), and the Canadian Premiere of “The War Machine” (Italy).


In memory of the late Norman Jewison, the festival presents a retrospective titled “Jewison’s Compass: Navigating Humanity Through Cinema.” This tribute features classics like “In the Heat of the Night” and “Moonstruck,” celebrating Jewison’s legacy in elevating Canadian storytelling to global prominence.


Inclusivity remains at the heart of the festival with the “Breaking Barriers” section, focusing on diversity and disability. Premieres such as “The Shadow of the Sun” (Venezuela) and “A Little Something Extra” (France) showcase stories that celebrate diverse voices and experiences.


Artistic Director Cristiano de Florentiis announces a unique sustainability initiative, integrating 500-year-old wood from the Distillery District into the festival’s structures. “We’re blending heritage with innovation, creating a sustainable and impact-free environment that enhances both the site and the festival,” says de Florentiis.


The “Dark Side” program returns with a lineup of horror and thriller films, curated by Chris Alexander, author and film journalist. The program kicks off with an “In Conversation” event on June 28th, led by Academy Award-winning producer Miles Dale, followed by the special presentation of Guillermo Del toro’s “The Shape of Water”. Expect spine-tingling premieres like “Home Education” (UK, Italy) and “Breathing In” (South Africa), and “Spirit in the Blood” (Canada).


The 2024 festival edition proudly prepares to award Rocco Papaleo the ICFF Lifetime Achievement Award. Papaleo will present his acclaimed films, including “Basilicata Coast to Coast” and “A Small Southern Enterprise,” celebrating his contributions to Italian and international cinema.


Beyond the screen, the Lavazza IncluCity Festival is ready to transform the Distillery District into a multicultural village. Enjoy culinary delights, drink tastings, and over 30 free concerts featuring artists from the Ivory Coast, Italy, and Indigenous musicians, making every visit a celebration of global cultures.


Thanks to: The Distillery District, CIBC, Delta, Aluminum Pergola, Cityzen, Campari, Barilla, CastlepointNuma, GreatGulf, HamiltonSwatch, Empire, Christie®, RAI, CHIN and BlogTO.


The tickets and full lineup are available at

Follow us: @icffcanada


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For more information:  ICFF: Donatella Zanon, Communications Coordinator,


About ICFF: Inaugurated as a grassroots non-profit film festival in 2012, ICFF has developed into a multidisciplinary and multicultural organization that embraces all facets of the arts. ICFF has grown to celebrate over 20 different local communities through premieres and special events, attracting 57,000+ attendees at its summer initiative.


Understanding the Impact of Investor Perception Audits

Investor perception audits can serve as an invaluable tool for understanding stakeholder perspectives. The results of these audits offer crucial insights for companies looking to navigate the complex world of capital markets while providing a holistic view of how they are perceived. Businesses can then make informed decisions for their Investor Relations (IR) strategies by leveraging knowledge gained from perception audits. A well-designed and executed audit provides an accurate understanding of how a company is viewed by key stakeholders and those learnings can lead to improving IR programs.


To conduct an effective investor perception audit, a company must first identify their target audience, including past, current, and potential investors/shareholders, analysts, market commentators, and other stakeholders whose opinions can influence the market. Then a comprehensive survey covering the company’s core strategy, financial performance, IR effectiveness, and specific trending topics should be developed. In order to ensure transparency and obtain valuable insights from the results, it’s crucial to employ an independent third-party agency.


Here are Five Key Benefits of Conducting a Perception Audit:


Strategic Alignment: This will help to illuminate how well investors understand and align with your company’s core strategy and business model, highlighting areas for improvement and offering validation of your business’ current and future direction.


Valuation Insights: Discover direct feedback on your company’s valuation, providing a roadmap for addressing any misalignments.


IR & ESG Strategy Enhancement: Detailed feedback on your IR efforts can pinpoint what’s working and what isn’t, helping Investor Relation Officers (IROs) tailor communications and engagement strategies with shareholders, address concerns proactively, and improve a company’s environmental, social, and governance (ESG) narrative.


Peer Benchmarking: By comparing your company against peers, perception audits offer valuable context and insights, revealing potential areas for emulation or differentiation.


Facilitate Internal Discussions: The findings serve as a catalyst for meaningful conversations among your IR team, executive team, Board, and agency partners, driving strategic decisions and improvements.


With a clear understanding of investor perceptions, IR strategies can be refined to help IROs communicate more effectively with shareholders including important matters such as ESG.



Talk, listen, learn, and grow – with the power of perception. Stay tuned for more insights, updates, and strategic perspectives from the Zenergy team. Feel free to reach out to us directly for your IR and perception audit needs.


Nearly two decades of creative collaboration

Since 2007, Zenergy has been the powerhouse behind Uniboard‘s marketing and creative endeavors. With a dedicated focus on new product launches and major campaign designs, our team has been creating innovative marketing and creative strategies alongside Uniboard that drive results for nearly two decades.


From the single word ‘Moments’ our creative and content teams developed the entire 2023-2024 colour launch campaign – in two languages! The Zenergy team developed a multifaceted campaign that resonated with audiences on multiple levels.


A full campaign was created including everything from a captivating promotional video to an engaging landing page, from dynamic social media designs to thoughtfully curated brochures, every element of the ‘Moments’ campaign was designed to captivate and inspire. Our eblast template ensured widespread dissemination of key messages, while the trend book provided insight into the inspiration behind each new product. See the campaign components here.


At Zenergy, we don’t just create campaigns; we craft experiences. Our partnership with Uniboard continues to thrive as we push the boundaries of creativity and innovation, driving success with every project we undertake.



  • Strategic Consulting
  • Creative Design
  • Videography
  • Media Buys
  • Digital Design
  • Media Relations
  • Event Management
  • Content Development

How to Get the Greatest ROI

Achieving a high Return on Investment (ROI) remains a paramount goal for marketers. This becomes increasingly difficult when an economic downturn leads to budget cuts. To add to the challenge of hitting your targets and strategizing campaigns, inflation continues to shift customer behavior. However, there is still light at the end of the tunnel. According to the Hubspot marketing reports, marketers who regularly track ROI improve their likelihood to receive budget increases for their marketing initiatives by 160%. At the same time, 72% of companies attribute their success to keeping tabs on their content marketing ROI (Content Marketing Institute).  Understanding and enhancing ROI not only reflects on your campaign’s effectiveness but also on your brand’s overall growth and success.


Honing your focus on the long-term goals of your marketing campaigns is crucial. The majority of CMOs admit pressure to prove short-term increases in ROI. Unfortunately, this need for immediate results only challenges marketers’ ability to strategize for the big picture, hindering marketing initiatives effectiveness. Concentrating on long-term strategies may not have an immediate ROI but will pay off in time.


Zenergy Communications is committed to demystifying the process of maximizing your marketing ROI, providing actionable insights and solutions to exceed your business’ marketing goals for the long haul. Aiming for a 5:1 ROI is great, but why stop there when you can achieve an exceptional 10:1! Here are our five most effective strategies for marketers and CMOs to thrive.


Zenergy’s Top Five Strategies to Boost Marketing ROI


  1. Focus on the Right Metrics. Decide which metrics are important to your marketing campaigns’ goals. Too much emphasis on vanity metrics—like page views or number of followers—can often be a distraction unless your sole aim is to increase your audience. Metrics like Customer Acquisition Cost (CAC), Customer Lifetime Value (CLV), Conversion Rate (CVR), Net Promoter Score (NPS), and Click-Through Rate (CTR) will all provide valuable insights into different aspects of your marketing initiative and can offer more accuracy regarding the effectiveness of your efforts.

  2. Create Content that Converts. Not all content is created equal. High-value content such as informative blog posts, engaging videos, or insightful infographics can attract and retain customers more effectively than overt sales pitches. Tailor your content to answer your audience’s questions and solve their problems to foster trust and loyalty.

  3. Optimize Your Marketing Funnel. Analyzing each stage of your marketing funnel can lead to significant ROI improvements. Determine underperforming metrics and identify bottlenecks where prospects drop off so you can refine your strategies to target specific issues and identify areas of improvement. Whether it’s enhancing landing page design, streamlining the checkout process, or personalizing eblast campaigns, small adjustments can lead to big returns.

  4. Experiment with New Platforms and Channels. Don’t limit your brand to a single platform or marketing channel. Experimenting with new channels can help you reach untapped audiences and engage with your targets in different ways. Research which social media platforms your ideal customer frequents so you can focus or diversify your channels, boosting your brand’s visibility and ROI. Give Experiential marketing a try using branded engaging user experiences like live or virtual events, demos, or webinars.

  5. Implement Marketing Automation Tools. Automation can significantly increase efficiency and reduce costs, leading to a higher ROI. With less time spent on repetitive tasks such as email marketing, social media posting, and ad campaign management, you will free up valuable time and resources to focus on strategy and creative development.


Embracing a Culture of Continuous Improvement


Maximizing your marketing ROI is not a one-time effort but a continuous process of analysis, adaptation, and improvement. It involves staying on top of the latest marketing trends, understanding your audience’s evolving needs, and a willingness to test new approaches. Here’s to achieving greater success and aiming for a 10:1 ROI in all your marketing endeavors!


Stay tuned to the Zenergy blog for more insights, tips, and trends from the marketing world.



Market Leader and Senior Principal, Emanuele (Manny) Campione will Offer Insights into the Intersection of Pay, Performance, and Professional Growth at Premier Industry Event


Toronto, Ontario, May 15, 2024 – Normandin Beaudry, a leader in actuarial and total rewards consulting services, is pleased to announce its Market Leader and Senior Principal, Emanuele (Manny) Campione will be presenting at the WorldatWork’s Total Rewards 2024 conference taking place on May 20-22 in Cincinnati, Ohio.


Campione will be representing Normandin Beaudry and showcasing the company’s expertise in total rewards through an insightful presentation titled, The Golden Thread Approach: Aligning Pay, Performance, and Professional Growth. He will offer valuable insights into strategies that connect these three crucial elements, leading to a skilled talent pool, enriched employee experiences, and desired business outcomes. Attendees can expect to gain actionable steps to enhance their organization’s ability to attract, retain, motivate, and engage employees, while distinguishing themselves as employers of choice.


“We are excited to share our expertise and insights with fellow total rewards professionals at the WorldAtWork conference,” said Campione. “In today’s competitive labour market, it’s essential for organizations to adopt innovative approaches to total rewards that align with their business objectives and values. We look forward to engaging with attendees and contributing to the collective knowledge and success of the industry.”


The conference will offer attendees the opportunity to thoroughly explore and gain new insights into the multifaceted realm of total rewards, contributing to the ongoing evolution of employee engagement strategies and organizational success. This will be Normandin Beaudry’s first speaking event in the US and signifies the company’s growing influence in the industry beyond its Canadian presence.


Learn more about the conference by visiting:


About Normandin Beaudry

Founded in 1992, Normandin Beaudry is a leader in actuarial and total rewards consulting services. From its offices in Montreal, Toronto, and Quebec City, close to 350 employees serve clients across Canada in eight areas of expertise: Pension and Savings, Pension Plan Administration, Investment Consulting, Group Benefits, Compensation, Health, Performance, and Communication. In 2023, Normandin Beaudry expanded its consulting reach with a new global joint venture, joining MBWL International as an equal and independent partner.


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Media contact:

Zenergy Communications


FG276: Unexpected Learning Experiences

Turning Missteps into Stepping Stones for Success

One of the most valuable lessons in business is to embrace mistakes and transform them into learning opportunities. Mistakes are an inevitable step towards growth and the lessons learned can be invaluable.
Navigating the world of marketing can be challenging, with ever-changing strategies and new trends. To help you steer clear of costly pitfalls, here are some examples of common marketing mistakes:
  • Lack of Brand Consistency
  • Undefined Target Audience
  • Poor Unique Selling Proposition (USP) Communication
  • Underutilizing Social Media
  • Failing to Evolve
To address these missteps, ensure consistent brand messaging across all communications platforms, define your target audience for tailored campaigns, and clearly communicate your USP with engaging content. Leverage social media by actively engaging with your audience and sharing valuable content on preferred channels. Lastly, adapt to evolving industry trends to stay ahead.


A commitment to growth is a commitment to risk, courage, faith, strength, hope, and a willingness to make mistakes, get back up and try again.”

Christine Caine

#Poll: In your opinion, what marketing mistake has the biggest consequence for business growth today?

Take the poll 

Tap into ou MARCOM Expertise

As a full-service marketing and PR agency, Zenergy is poised to help you position your company effectively in the Canadian market and get the attention of your target demographic.
From ad buying to public relations and ongoing MARCOM support, we provide businesses with the tools they need to thrive in both Canada and the US.

Share your insights with 20,000+ readers!
Showcase your ideas and discuss what’s on your mind by being a guest columnist in our weekly newsletter! With a reach of more than 20,000 monthly readers and an average open rate of over 35%, you’ll get the attention of industry leaders directly.
Contact us

Mistakes and Business Failure
As we journey through business uncertainty, fear of failure is often a significant barrier. What if we welcomed it along the path to success?
Even Walt Disney, now synonymous with triumph, had its share of struggles. Disney’s first animation studio never took off, and early classics like Pinocchio and Fantasia failed financially. Today Disney stands as a corporate giant, a testament to overcoming failure. History is filled with similar examples of successful entrepreneurs who learned from their mistakes to pick themselves back up again.
By preparing for failure, we can turn missteps into powerful learning opportunities. Here are some of our tips to help you avoid failure in business:
  • Contingency Plans: Develop a backup plan to minimize damage and respond swiftly.
  • Business Analysis: Conduct a SWOT analysis to understand your company’s strengths, weaknesses, opportunities, and threats.
  • SMART Goals: Set Specific, Measurable, Achievable, Relevant, and Timely goals for greater precision of what you look to achieve.
  • Learn from Predecessors: Learn from the stories of other businesses who’ve overcome significant setbacks, whether successes or failures.
  • Hire a Third-Party Agency: Consultants and MARCOM specialists provide expert guidance for market research, business development, marketing strategies, and help you move towards reaching your company’s goals.
  • Support Network: Surround yourself with positive and supportive individuals who want to see your business flourish!
  • Balanced Perspective: Failure isn’t the end. It’s an opportunity to pivot and improve.
#inspIRe: Understanding the Impact of Investor Perception Audits


Leveraging the power of perception audits in investor relations can serve as an invaluable tool for understanding stakeholder perspectives and developing a company’s IR strategy. These audits can provide crucial insights for companies looking to navigate the complex world of capital markets while providing a holistic view of how they are perceived.
If you’re interested in learning more about perception audits and how to leverage them for your IR strategy, check out our latest blog!

What We’re Reading

Please share what you’re reading by tweeting #FGFreads or DM us.

#FGStory: NASA Visualizes What it Would be Like to Plunge Into a Black Hole
NASA has released a new, immersive visualization of what it would be like to plunge into a black hole.
The destination is a supermassive black hole with 4.3 million times the mass of our Sun, equivalent to the monster located at the center of our Milky Way galaxy. To simplify the complex calculations, the black hole is not rotating.
The project generated about 10 terabytes of data — equivalent to roughly half of the estimated text content in the Library of Congress — and took about five days running on just 0.3% of Discover’s 129,000 processors. The same feat would take more than a decade on a typical laptop.


“We often associate making mistakes with failure, and that in itself is a mistake. It’s not the absence of errors that defines success, but our response to them. Mistakes offer powerful lessons and help us build resilience. They allow us to move forward with confidence, recognizing that every error is the groundwork for personal and professional growth.”
Linda Farha
President and Founder, Zenergy Communications


Strategic Appointments of Patrick Leroux, Stephen Atkinson, and Dan Coyle

MONTREAL, MAY 8, 2024 — BFL CANADA, one of the largest employee-owned and operated Risk Management, Insurance Brokerage, and Employee Benefits consulting services firms in North America, is pleased to announce the appointment of Patrick Leroux, Stephen Atkinson, and Dan Coyle as Managing Partners, joining the Montreal office immediately. As leaders and seasoned professionals with proven track records in the industry, they are each poised to enhance the company’s service offerings by providing risk management and insurance solutions, with an emphasis on complex and international risks, along with mid-market and affinity business.


Lisa Giannone, President and COO of BFL CANADA, said: “These three major hires demonstrate BFL CANADA’s commitment towards investing strategically in the acquisition of the best talents. This aligns perfectly with our unique business model and culture, as well as with our company’s vision and objectives, to further enhance BFL CANADA’s position as a leader in the insurance brokerage and risk management industry.”


Patrick Leroux has been in the industry for over 30 years and is recognized as one of the top client relationship officers and business development leaders in his sector. Tasked with overseeing all facets of brokerage, he will focus on steering the company towards accelerated growth through delivering upon strategic initiatives to enhance BFL CANADA’s value proposition for clients.


A seasoned industry professional, Stephen Atkinson has more than 17 years of experience in the insurance industry, including progressive business, industry, product, and people leadership roles. In his new role, he will oversee all aspects of client value creation, engagement, and growth, including broking and people leadership.


Dan Coyle has over 17 years of experience in the insurance sector, with a background in business and extensive underwriting experience. Dan is known for finding innovative solutions for complex and emerging risks for domestic and international corporate clients. In his new role, he will be in charge of all aspects of broking and supporting strategies to position BFL CANADA for accelerated profitable growth, while ensuring an exceptional customer experience and efficient business interactions with BFL CANADA’s insurers and vendors.


“We are pleased to welcome these three well-respected professionals who are recognized for their contribution to the insurance and risk management landscape in Quebec. Their collective expertise will strengthen our ability to provide strategic guidance and unparalleled service to our clients in Montreal and Eastern Canada and to address their evolving needs and complex risk challenges locally and internationally,” said Frédérik Pelaez, Executive Vice-President, Eastern Region and Executive Sponsor — Risk Advisory Services Practice.


These strategic appointments underscore BFL CANADA’s commitment to delivering holistic, innovative, and personalized solutions to its clients, thereby enhancing service across the country.



Founded in 1987 by Barry F. Lorenzetti, BFL CANADA is one of the largest employee-owned and operated Risk Management, Insurance Brokerage, and Employee Benefits consulting services firms in North America. The firm has a team of over 1,350 professionals located in twenty-seven offices across the country. BFL CANADA is a founding Partner of Lockton Global LLP, a partnership of independent insurance brokers who provide Risk Management, Insurance and Benefits Consulting services in over 140 countries around the world. For more information, visit and follow us on LinkedIn, Instagram, X, and Facebook.


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Media contact:

Zenergy Communications