February 11, 2019

Republic Recalibrates Around Empathy Marketing

L-R: Edyta McKindsey, Cassie Chan, Fiona Scott, Jacob Barnes, Michelle Nguyen, Julie Wierzbicki

Agency redefines account management model, hires five and promotes one.

Republic President, Kathy Murphy, today unveiled the growing, indie agency’s move to recalibrate its structure and offerings to align with a shift to Empathy Marketing, introducing a new account management model, adding five new team members and promoting one.

The new Client Success Team, led by Vice President Joline Matika, has adopted an approach to account management akin to a consulting firm – establishing business partner teams for Republic’s growing list of B2C and B2B clients. To lead these business teams, Republic has hired two Directors of Client Success: Jacob Barnes and Julie Wierzbicki.

Jacob Barnes

Jake comes from Sid Lee where he helped brands find their authentic voices across categories, leading both the award-winning Toronto Raptors ‘We The North’ fan-focused campaign as well as the cutting-edge live sports streaming platform, DAZN. Jake also brings hands-on experience in a growing business from his time at Top Hat and CO-OP Advertising.

Julie Wierzbicki

Julie was formerly Account Director at Giants & Gentlemen. Her unique background in both creative advertising and psychology has earned her a reputation for campaigns founded in understanding human nature that deeply resonate like Dr. Oetker and Fisherman’s Friend. She is also known for her work on Bud Light at Anomaly and Mazda during her time at JWT.

“It isn’t good enough to just have ‘account management.’ Our clients want real business partners – a team that immerses itself in their audience, their business and their industry to truly understand what matters and moves the needle. Not just a team waiting for the brief,” said Kathy. “Client Success takes capabilities that go beyond managing media, workplans and budgets. It takes empathy, knowledge and commitment.”

Kathy adds, “Empathy is more than a ‘soft skill’. It’s a powerful tool to understand audience motivation and get better results, so our team plays two roles for our clients – one is to be their business partner, of course, but the other is to be the advocate for their customers so they can make connections that really help them grow. That’s how we define Client Success.”

Republic is also increasing its digital strategy strength with the addition of Fiona Scott, joining the team as Senior Manager, Digital Marketing and Growth.

Fiona Scott

Fiona comes to Republic from Loblaw Digital, where she specialized in listening and understanding digital behaviours, delivering personalized content and 1:1 digital experiences to Canadians in her role as Marketing Manager for the Joe Fresh and Online Grocery email programs. Fiona will lead the agency’s digital and social capabilities, as well as lend digital marketing expertise to the Client Success team.

Michelle Nguyen has been promoted to Community Manager and will report to Fiona. Republic’s creative team is also growing with the addition of Cassie Chan as Junior Designer. Chan first started at Republic in November as an intern.

Last but certainly not least, Edyta McKindsey joins the agency in the role of Director of First Impressions, managing Republic’s People & Culture initiatives, office operations and executive support.

“As we make the deliberate shift to Empathy Marketing, we’re focusing on finding, freeing and being the extraordinary stories of the brands and businesses making a difference in their industries, in their communities and in our world,” Kathy said. “Whether for our clients or for ourselves, empathy is at the center of everything we do, and we have recalibrated our team so that everyone is an agent of empathy in their own area of expertise. That’s what today’s announcement is all about.”

Our exciting news even made it to Strategy Online! Check it out here.

A Republic Primer

Republic is a new-model Empathy Marketing agency based in Toronto. Republic has partnered with a roster of catalysts, change-makers and community builders like BILD GTA, Canadian Tire, Canadian Centre for Gender & Sexual Diversity, Everest Funeral Concierge, Muskoka Brewery, Neal Brothers Foods, SOTI, Starbucks, Summer Fresh, Sun Life Financial, The Town of Bracebridge, and Weston Foods among many others. Our approach is grounded in audience empathy, so we work across all channels (paid, earned, shared and owned) without bias to any one marketing discipline. Because we aren’t stuck in silos like traditional agencies, we are free to develop breakthrough creative and compelling narratives that connect with your consumer. It’s pure strategy and storytelling.






To learn more, please contact:
Kathy Murphy

President and Partner


(416) 537-4444, ext. 1001