We Used To Tell Stories; Now We Hunt Them.
Everyone has a story worth telling. Stories that reveal who you are, why you exist, and what you believe. Our job is to discover them, shape them, and find the audiences waiting to hear them.
TORONTO, June 2026 — As the journalism industry struggled with wave after wave of layoffs, two editorial leaders decided to bid farewell to the newsroom – and hire themselves.
Ingrid Bakewell and Andrea Cardillo created That Tracks Content, a storytelling agency based in Toronto, in November 2024.
“We had just been laid off from Global News, where I was the Executive Producer of Branded Content and Ingrid was the Director of National News. The industry looked grim. We didn’t want to end up in the same situation in six months. So we decided to hire ourselves,” Andrea explains.
Veteran Journalists Bet On Storytelling
WHO WE ARE
That Tracks is one of the first storytelling and PR agencies run exclusively by former journalists.
“Our secret weapon is our instincts,” Ingrid adds. “We spent many years turning global events into stories, from newsrooms and in the field. We approved pitches – but rejected many more. We know what journalists want – and how to connect those stories to audiences.”
Since launching, That Tracks has worked across a range of sectors, with Walmart Canada, Goodwill, Quadbridge, ANTI-CHEF, and Conundrum Capital Corporation among its clients. (read more)
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Guidance Led To National Earned Media
“Working with Ingrid and Andrea was transformative for our young organization. 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”
RANSA MANTHA
Founder, Universal Limbs -
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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 that our clients and partners are still talking about."
LORNE STEPHENSON
SVP & Partner, Conundrum Capital Corporation -
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It not only tells our story; it Honours it
"Their thoughtful process resulted in a video that feels authentic, professional, and deeply moving. It not only tells our story; it honours it."
THANAH SRISKANTHA
Community Development Manager, Armagh House -
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A true extension of our Team
"They knew how to shape the story, get it in front of the right media, and manage everything end-to-end. Their relationships and deep understanding of the media landscape drove not just immediate visibility, but sustained attention well beyond the event."
MELANIE MAGIER
Senior Marketing Manager, Quadbridge
WALMART CANADA
✦
GOODWILL
✦
ARCH
✦
EH!
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MAV BEAUTY
✦
ANTI-CHEF
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WALMART CANADA ✦ GOODWILL ✦ ARCH ✦ EH! ✦ MAV BEAUTY ✦ ANTI-CHEF ✦
Who else trusts us?
WHAT WE DO
"When you start telling me what you do and why, the red light starts going off in my brain. Stories."
— INGRID BAKEWELL
WHY IT WORKS
Helping an IT company become a thought leader in AI.
Quadbridge had strong ideas about AI and IT leadership, but no clearly defined position in the market. They were too close to the story.
We immersed ourselves in their research, identified the most compelling narratives, and transformed them into media-ready storylines that resonated with business audiences.
Five weeks later, Quadbridge had landed coverage in BNN Bloomberg, the National Post, trade media, podcasts, and industry channels — establishing a clear point of view in one of the most competitive conversations in business.
15M+
earned
Reach
14
New journalist relationships
8M+
Paid
Reach
Differentiated
Market
Position
WHEN tO cHAT
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.
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