In this exclusive interview with CanadianSME Small Business Magazine, Andrew Wagar, Owner, President, and CEO of Swerve Strategic Marketing, shares how his agency is helping brands connect with audiences through fully integrated communications. With over 30 years of expertise in PR, marketing, and strategic storytelling, Andrew discusses Swerve’s rebrand, expanded leadership team, and its vision for driving meaningful engagement and growth for Canadian businesses.
Andrew Wagar is the Owner, President and CEO of Swerve Strategic marketing, an integrated marketing communications agency that specializes in helping brands reach the audiences they want through digital marketing, PR, Influencer Marketing, and Events
Swerve Strategic Marketing recently expanded its executive team and rebranded to highlight fully integrated communications. What factors drove these changes, and how have they influenced the agency’s vision for future growth?
The decision to expand our executive team—adding Cynthia Yan as VP, Client Service; Ania Gilbert as VP, New Business Development; and Adi Khanna as Director, Digital Marketing—and to rebrand as Swerve Strategic Marketing was driven by evolving market needs and client demand. Brands increasingly want seamless, integrated communications where PR, influencer marketing, digital, and events work together to deliver measurable results.
Our rebrand reflects that shift, positioning us as a full-service partner capable of leading across every channel. The new leadership team adds strategic depth and expertise while preserving the high-touch service clients value. These changes also position us for larger, multi-market campaigns and long-term partnerships across North America—ensuring Swerve continues shaping industry trends rather than following them.
As a leader in omni-channel marketing and strategic storytelling, how does Swerve tailor campaigns to ensure meaningful engagement for brands across diverse sectors like tech, lifestyle, and consumer products?
Every campaign starts with a deep understanding of the audience—who they are, what drives them, and where they spend their time. We avoid a one-size-fits-all approach and instead develop insights-driven strategies supported by the right mix of PR, influencer marketing, digital, and events.
Our strength lies in crafting stories that resonate at the right moments. For tech brands, that might mean thought leadership and targeted digital engagement; for lifestyle and consumer products, it often means aspirational yet relatable content through trusted voices. This tailored, omni-channel approach ensures every touchpoint reinforces the brand story and drives measurable impact.
With AI playing an increasing role in communication strategies, how is Swerve leveraging smart technology and data-driven insights to deliver high-impact, results-driven work while maintaining a creative, client-first approach?
AI is a valuable tool in how we plan, execute, and measure campaigns—but it’s an enabler, not a replacement for creativity or human connection. We use AI to uncover deeper audience insights, track performance in real time, and refine targeting so every dollar works harder.
This allows our teams to focus on what moves the needle: big ideas and compelling storytelling. We never let technology dictate the work—our clients’ goals and audiences do. This balance of innovation and creativity ensures campaigns not only perform on paper but also resonate in the real world.
What key attributes do you look for when building your leadership team, and how do the recent arrivals of Ania Gilbert and Cynthia Yan strengthen Swerve’s value proposition to small and mid-sized businesses?
We look for leaders with strategic vision, hands-on expertise, and a collaborative mindset. They must see the big picture—how brands grow in today’s complex landscape—while also executing with precision and inspiring teams to build lasting client relationships.
Cynthia Yan, our VP of Client Service, strengthens our strategic and client service capabilities, ensuring campaigns align across channels. Ania Gilbert, VP of New Business Development, drives growth by creating tailored solutions and forging strong partnerships with small and mid-sized businesses. Adi Khanna leads our digital team, ensuring our clients benefit from data-driven, digital-first strategies. Together, they help SMBs access enterprise-level expertise without unnecessary layers—delivering measurable ROI, flexible engagement, and a true partnership approach.
As you celebrate 15 years in the industry, what final advice or lessons would you share with Canadian small and medium-sized enterprises aiming to adapt, innovate, and thrive in today’s rapidly evolving marketing landscape?
After 15 years running a marketing agency, one of the biggest lessons I’ve learned is that sustainable growth comes from understanding your customer, adapting to changing market needs, and delivering exceptional client service.
For Canadian SMEs, this starts with listening—investing time to uncover customer pain points, behaviours, and expectations. Those insights help you refine offerings and messaging to stay relevant as the market shifts. Equally important is going beyond transactions: building trust, showing up consistently, and being proactive in creating value.
The businesses that thrive are those that combine deep audience understanding with agility and a relentless focus on service—experimenting, measuring, refining, and always moving forward.
