About
You can’t be original all the time...
...said someone basic. The world doesn’t need more content. But it will forever need New. New is a bonfire of possibility. And when you find it, New sticks to you like a summer pant leg.
New has never mattered more.
Once you discover, nurture, and wield the power of New, you can inspire people to do almost anything. New has a power that can’t be measured. “And so,” is an expression you hear a thousand times a day: a verbal transition to what’s New. To what’s next.
Growth starts with the courage to break what’s not working. Innovation isn’t a department here. It’s THE department. We’re an unconventional mix of thinkers, doers, artists, and entrepreneurs united under one belief: we didn’t come here to repeat ourselves.
Meet our team
JAKE BOGOCH
- Co-founder
- Creative Director
Jake is a writer and creative director who has lived in Canada and the United States, working at ad agencies large and small. He won some fancy advertising trophies from European award shows and feels compelled to say so in this bio. A former journalist and award-winning magazine editor, Jake moved into advertising when he realized he didn’t need to travel to Chechnya for it. He has worked with organizations such as Telus, P&G, Guinness, Purolator, Scotts, McDonald’s, Samsung, Toronto Public Health, Boston Pizza, and others.
SHAWN TOPP
- co-Founder
- Strategy Director
Shawn is a writer and strategist with experience that zigs through tech start-ups, advertising and ping pong. The common thread? Throughout his career he has helped organizations articulate big ideas with elegance and simplicity. His strategic thinking led him to product design. His first product is Digraphs, a set of laser-cut wooden tiles that reinvigorates one of the world’s most iconic board games: Scrabble. Shawn is a part-time advisor with Ryerson's Social Ventures Zone helping purpose-driven businesses and start-ups articulate their ethos while offering mentorship and support.
MIKE MILLS
- President
Mike is an entrepreneur at heart, having launched several successful businesses in the advertising, production and CPG spaces. A lateral thinker with a nose for operations, Mike brings structure and business chops to his role as President. Ask Mike about his days in the semi-lucrative world of Canadian comedic episodic television. Mike also really loves water slides.
CASEY TANAKA
- Director of Project Management
Casey is a Producer and Project Manager with over a decade of know-how in bringing large-scale events and branded experiences to life. Beyond XM, Casey’s work extends to the content production space too, producing video and stills shoots for brands in the CPG, financial & insurance, and sports industries. When she’s not leading her team or building workback schedules, Casey is cooking delicious meals in her kitchen or beating up a heavy bag with her strong right hook.
ELAINE DICKSON
- Senior Content Strategist
Elaine is a multifaceted strategist and content designer whose work is focused on creating meaningful connections between brands and users. Leveraging her diverse experience in brand, editorial, communications, content, and product strategy, she has collaborated with industry leaders like Kruger, Harley-Davidson, Kraft, Google, RBC, and TELUS. When she's not behind her desk, Elaine is likely in the kitchen, playing tennis, or hiking with Rigatoni (her dog, not a noodle).
DARIO LJUTIC
- Associate Design Director
Dario has been immersed in all things design for as long as he can remember. With over a decade in the creative services industry, he’s worked on a diverse range of clients including Spotify, Nike, Red Bull, and TELUS. His unique style and tenacious approach sets out to push boundaries, up the freshness, and leave a lasting mark, one pixel at a time. Outside of work, you’ll likely find him exploring Toronto’s vibrant music scene, no matter the genre (he’s also our unofficial mosh pit aficionado).
ANDY
- Writer
- Administrative Leave
A senior writer with a flair for the average, Andy has been fired from all three major holding companies. For over 10 years, Andy has dominated international award show cashbars. Andy’s work has been killed by world-renowned creative directors in New York, Chicago, Toronto, and Amsterdam. He thinks a high-five can be fatal.