brand storytelling & earned media
Have you ever had an insider give you the straight answer? That’s us. Former newsroom leaders turned brand storytellers and PR experts. We find your strongest storylines and shape them into standout video, content, and narrative-led pitches that journalists can’t resist.
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![Conundrum Capital Corporation logo]()
"truly unique experience"
“That Tracks Content delivered an original, fresh concept that completely redefined how we approached our 25th anniversary.
They created an original short film and a fully integrated live show. It was a defining moment and truly unique experience that our clients and partners are still talking about.
They assembled an exceptionally skilled team and managed a complex, multi-format production with confidence, creativity, and precision.
The process was highly collaborative from start to finish, and the project was delivered on time and on budget.”
~Lorne Stephenson, SVP & Partner, Conundrum Capital Corporation
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![Universal Limbs Foundation]()
"guidance led to national earned media"
“Working with Ingrid and Andrea from was transformative for our young organization. Their integrity and commitment reminded me that there is real good in the world.
They shaped our narrative with care, empathy, accuracy, and journalistic rigour, and their guidance directly led to national earned media that changed the trajectory of our visibility. We’re a stronger, more confident organization because of them.
That Tracks Content is built on empathy and a genuine desire to do good — rare qualities. Ingrid and Andrea are authentic, straightforward — and at the same time bold — making a meaningful difference to you and your organization.“
~Rasna Mantha, Founder, Universal Limbs
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![Goodwill Canada logo]()
"Highly impactful storytelling workshop"
“That Tracks delivered a highly impactful storytelling workshop for our team at Goodwill, led by Andrea and Ingrid. Grounded in their deep, insider knowledge of the media landscape, the session provided valuable, real-world insight into how stories are evaluated and what it takes to earn meaningful coverage today.
The session was engaging, candid, and immediately applicable, equipping our team with both the mindset and tools to approach storytelling with greater clarity and impact.
Overall, it was a thoughtful and energizing experience that has strengthened how we think about storytelling and media engagement across our organization.”
~ Elyse Sheare, VP of Strategic Communications & Marketing
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![Walmart Canada logo, client of The Pitch is Dead]()
"The Pitch is Dead was fantastic!"
“Ingrid and Andrea use their insights and expertise developed over many years working in Canada’s largest newsrooms to create a session that is highly engaging, fun and very useful.
They pull back the curtain on the kind of stories media are looking for (and how to target your pitch accordingly), the current realities of working in a newsroom and how Comms and PR teams can build stronger relationships with journalists.”
- Sarah Kennedy, Director of Communications, Walmart Canada
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"it not only tells our story; it honours it"
"That Tracks has done an incredible job capturing the heart of our mission and future direction in a powerful video.
Their thoughtful process, from listening to our team to engaging with our residents, resulted in a video that feels authentic, professional and deeply moving. It not only tells our story; it honours it. We’re so grateful for their creativity, care and commitment to helping us amplify our voice."
- Thanah Sriskantha, Community Development Manager, Armagh House
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"Put our brand on the map"
“As a new company building a community-first Canadian social platform, finding the right voice was essential, and That Tracks Content helped us find it.
From the start, they took the time to deeply understand our goals, audience, and values.
Their work helped shape the tone of EH! in a way that felt authentic, thoughtful and uniquely us, and led to meaningful earned media coverage that helped put our brand on the map.“
~ Jessica Glowacki, Founder, EH!
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![That Tracks client MYBOO, a Canadian apparel company]()
"High-quality work"
“We reached out to Ingrid and Andrea to help with our website images, and bring out ‘our story.’
While the timelines were challenging, they thoroughly understood our requirements and delivered high-quality work along with valuable insights.
We highly recommend working with ‘That Tracks Content’ and look forward to future collaborations.”
~Micha and Ganesh, Co-Founders, MYBOO
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![Canadian AI company RabbitholeAI, a That Tracks Content partner]()
"Unique and fresh"
“I was contacted by Ingrid and Andrea regarding a client looking to market their new line of pajamas. 'That Tracks Content' couldn't be a more fitting name for their company.
They pivoted to AI from traditional photography with a campaign concept that was unique and fresh.
They were responsive and made sure I had what I needed to accomplish my deliverables. Looking forward to more projects with them!"
~Blair Vermette, Founder, RabbitholeAI
Do few things, but do them well
earned media
We shape the work.
We become experts on your brand and goals, develop and shape your strongest storylines, and then pitch those narratives to our wide network of media connections. The result? Meaningful earned and paid coverage.
brand storytelling
We do the work.
Corporate videos often look like…corporate videos. We don’t do that. We view your brand through the lens of journalists and storytellers, embedding with your team, interviewing key players, and producing original videos and content that make you stand out.
consulting & coaching
We teach the work.
We spent careers green-lighting pitches and coaching top on-air talent. Now we teach corporate teams and executives how to grab journalists’ attention, win earned media coverage, and perform like the pros.
Our edge is our experience.
We’re award-winning journalists, editorial leaders, and storytellers.
For decades, we’ve been in the rooms where stories are shaped, challenged, and decided — defining what gets attention, what builds trust, and what gets ignored. That experience shows up in how we work.
We see opportunities others don’t. We speak the same language as the people we pitch. And we’ve built a network of earned trust — people who answer because we only bring them stories we stand behind.
our experience, your advantage
The Inside Track
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![Producer Melanie Aberle joins That Tracks]()
Producer Melanie Aberle joins That Tracks
Description goes hereAs Senior Story Producer and Creative Partner at That Tracks Content, Melanie will work directly with clients to bring their stories to life. Brands will gain access to an incredible depth of experience and walk away with content that feels human, accessible, and built to create momentum.
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Edition 001
Being a news chase producer is no joke. So we’re launching Chase-Worthy: a monthly curation of experts ready and willing to talk on the stories that are in the news – and not going away.
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![Adidas Spec ad created by RabbitholeA!]()
AI and Content? It’s Complicated
Ask anyone about AI, and you’re bound to get a strong reaction. Some people outright hate it, fearing it's destroying jobs—or even humanity. Others have fully embraced it in their personal and professional lives.
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![ChatGPT has changed a lot of people write - but not in a good way,]()
ChatGPT: Words that sound good and say nothing?
Yes, using AI for writing can be great. It can help you organize your thoughts, identify missing themes or arguments, edit for clarity, and make your writing more concise. But when brands lean on it too heavily to do branding, PR or comms work, I can see it from a mile away. And trust me, so can your audience.
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![Province of Canada special Canada sweatshirt created in response of tariffs]()
Navigating a Tariff War
The on-again, off-again tariffs are causing chaos for consumers and brands alike—everyone is figuring it out in real-time. Here’s our take on how Province of Canada is staying true to its values and navigating this moment with authenticity.
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![CTV's W5 used AI-generated images of sexual-abuse survivors in a story.]()
Should Journalism Ever Use AI-Altered Video? CTV Did and it's complicated
There’s a reason “deepfake” has become a dirty word. It’s synonymous with deception, with digitally altered images used to mislead or manipulate. So when CTV’s W5 used AI-generated visuals to help tell a story of sexual violence, I didn’t know how to feel.
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![That Tracks Co-Founders Andrea Cardillo and Ingrid Bakewell]()
Journalists: the swiss army knives of content strategy
We may be new to content strategy game — at least by title. In reality, we’re former journalists and editorial leaders who’ve spent years getting very good at doing whatever was asked of us — often on impossible deadlines, with no bathroom breaks, eating a sandwich with one hand and typing with the other.
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![Box of American strawberries on sale at Canadian grocery store]()
Buy Canada: Why Motive Matters
For Canadian brands, the trade war isn’t just a story to watch — it’s a story to navigate. There are important decisions to be made about budgets and jobs — but also about messaging. About where you stand and whether you make that clear to your customers and clients.
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![That Tracks Co-Founder Andrea Cardillo shares her newsroom tips on how to ditch filler words]()
3 Tips to 'kind of' ditch filler words
We use filler words all the time, often without knowing it. Like. You know. Umm. Right? We share our top three tips taken straight from the newsroom to help you ditch your filler words for good.
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![AI generated model from Mango's new collection]()
Fashion’s Newest Trend: AI Images
AI content creation is far more than just a trend. It is all about giving new and emerging brands the ability to imagine and create stunning content for product launches–without the exorbitant cost of admission.
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![Hot and Bothered Tshirt from Mount Sinai Hot and Bothered menopause campaign]()
Why Menopause is Hot Right Now
From billboards at bus stops—thanks to Mount Sinai's brilliant “Hot and Bothered” campaign—to The Toronto’s Star Talking Out Loud series and Naomi Watts's upcoming book, menopause seems to be everywhere.
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![Opposing street signs with Paid and Earned Media]()
Paid Media Gets a Bad Rap. Here’s Why That Needs to Change
We get it. Why pay for something when you could get it for free? Doesn’t a PR pitch feel more authentic if a newsroom chooses to run with it–rather than being forced to? Not so fast. Here’s why.
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![That Tracks Co-Founder Ingrid Bakewell on finding your niche as a new business]()
How these brands (really) found their niche
Building a business is part intention, part opportunity, part luck, and a whole lot of serendipity. Where you start is rarely where you end up.
We reached out to founders we admire to talk about their own start-up stories—how they found their niche, how they navigated the messiness, and what they’ve learned along the way.
How can we help? We’d love to learn more about where you want to take your brand and answer any questions you have. Chances are you’ll walk away with a few great ideas—for free. Book a 30-minute call with Ingrid and Andrea, and let’s start making content That Tracks.