A 10-week, fully virtual program built on executive-MBA principles, designed for both the current and future leaders in Canada’s advertising, marketing, media, and PR industries.

Key Program Takeaways:

Master Team Management

Refine Your Leadership

Grow Your
Bottom Line

 See All Pricing Options   
April 15
2027 PROGRAM KICK-OFF
Member Pricing

$1,395

solo Learner

$1,195

for teams 5+
Lifetime Access
after the 10-week program

The Transformation

The Business of Creativity Masterclass is a 10-week fully virtual program for both the current & future leaders of Canadian advertising, marketing, media, and public relations agencies to master the skills of organizational leadership, people management, & business finance.
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An interactive, virtual, peer-based learning program.

At Your Own Pace eLearning

Asynchronous eLearning allows you to work at your own pace, around your schedule, with an interactive eLearning portal accessible on both web & mobile.

Live Interactive Conversations

Join bi-weekly live facilitations with our the experts to discuss the learning and work in breakout rooms to implement & gain feedback from your peers.

Your New Professional Credentials

By the end of the program you will have new knowledge, resources, and skills -- so share that with the world with your new digital badge and certificate!
⭐️⭐️⭐️⭐️⭐️ Loved by Learners!

ICA Member Pricing

Solo Price

$1,395 CAD

Teams of 2-4

$1,295 CAD

per learner

Teams of 5+

$1,195 CAD

Teams of 5 save $1,000!

  Secure Checkout Process | Payments Processed In USD

Non-Member Solo Price

$1,695

If you're interested in membership or teams pricing contact Madison Papple ICA's Head of Communications & Operations at Madison@TheICA.ca

Save These Dates!

Within the program, there will be live sessions to network and learn in real time with your cohort.
All live sessions will be held on Thursdays from 11:30 AM to 1:00 PM ET

PROGRAM
KICK-OFF AND
ONBOARDING

April
15

VISION, GOALS & PLANNING PROCESS

April
29

THE RIGHT TEAM & CUSTOMER

May
13

AN EMPOWERED SYSTEM OF MANAGEMENT

May
27

DEMYSTIFYING THE FINANCIALS

June
10

APPLYING THE FINANCIALS

June
24

Can't make one of the live sessions? No worries, all are recorded for you to review later!
W h a t ' s   I n c l u d e d

Explore the The Business of Creativity Masterclass.

With over 20 hours of video, a private learning community, and an arsenal of templates, resources, and knowledge, it's one of the most comprehensive programs for Canadian advertising, marketing, media, and public relations agencies

When you join, you'll receive lifetime access to
  • 6+ hours of live facilitated expert coaching
  • 350+ learning modules within the self-paced online learning
  • A cohort of your fellow business leaders to connect & network
  • Downloadable companion worksheets & materials
  • 20 interactive tools to implement the learning 
  • Knowledge checks to build competency
  • A printable learner handbook to organize it all
  • Lifetime access to the eLearning portal and resources
  • and a LinkedIn badge and certificate to share with the world!
Share your certificate with the world!

Meet Your Guest Experts

Sacha Lai-Svirk

Organizational Leadership & Team Management

Sacha Lai-Svirk is Vice-President and Partner at Outpost379, Ontario’s health & wellness marketing pioneer. Based in Peterborough and majority women-owned, Outpost is known for “Making Health—Human”—breaking through the noise in an oversaturated space by making health topics simpler, more accessible, and more empathetic.


Sacha leads Outpost’s people and culture strategy, sustainability efforts, and agency operations, helping shape an environment where creative work and human connection go hand in hand. Under her leadership, the agency has earned an EcoVadis Gold Medal, ranked in the 95th percentile for ESG, and continues to invest meaningfully in employee growth and learning.

Outpost isn’t just a marketing agency—it’s a trusted partner to some of Canada’s most respected health, pharma, and non-profit brands, including AstraZeneca, Insulet Canada, Johnson & Johnson, Novo Nordisk, YMCA of Greater Toronto, just to name a few.
 
Sacha brings real-world insight into what it takes to run an agency with purpose—balancing high-performance culture with deep care for people, community, and the planet.

David Perugini

Financial Management
David is the Chief Financial Officer at WPP Media and has 25 years of experience in advertising, holding various senior management positions with Havas, WPP and IPG. He holds a Bachelor of Commerce with a minor in Business
Communications. As well, he is a licensed CPA in Canada and Australia. He loves this industry for 2 main reasons: (1) it is always changing, and because of that, it keeps you sharp as you need to change and adapt with it, and (2) it is about dealing with people, which, if you are a people person, is a good thing. As a Finance lead, his role is to balance the financial discipline required by the job title with the innovative spirit of the advertising industry without compromising the creative integrity of the business.

A blend of self-paced eLearning with interactive live sessions!

Self-Paced eLearning

The content is engaging and approachable built to suit all different learning styles helping to simplify concepts into practical application within your business.

Printable Workbook

Along with the digital learning, engage with the physical workbook which can be printed out as your physical companion to guide your time in the program.

Bi-Weekly Zoom Calls

Participate in our live bi-weekly facilitations, as well as  the community forum, to share thoughts and ideas, increase connection, get help implementing the learning.

Don't just take our word for it

Hear what learners have to say . . .

Jennifer Blenkhorn
Cairns Oneil

"I gained so much valuable information that I’ve brought forward to leadership at the agency I work at.

I really liked the balance between the self-paced online content and live virtual sessions. It helped to break up on the content."

Jesse Cringan
The Show and Tell Agency

"Despite having an MBA, I learned something in each section. Tips on interviewing, wide blvds and high curbs, financial ratios, and b/e analysis – all of it was insightful and applicable."

Martin Carrièr
Pigeon Brands

"Overall, I was impressed by the depth and quality of the materials and content. 

I particularly appreciated that it complements the other management program I am participating in by providing practical tools, frameworks, and approaches that were not previously in my toolbox.

I greatly appreciate the flexibility to revisit and complete the modules at my own pace. I also value having access to the materials, being able to review the videos and the meeting recaps (with guest speakers), and receiving copies of my completed work by email."

Steve Bamburak
6P Marketing

"Whether a reminder of something forgotten, a deeper dive into a specific skill set, or an introduction to new concepts, the Business of Creativity Masterclass was an experience that had me musing about coursework throughout my workday and randomly applying new context to old challenges without hesitation. An absolute must for any leader."

What makes this program different?

The real key is a blended learning experience -- pairing self-paced, online learning with live facilitated session to learn with your peers and from the experts themselves in real-time. 
Live Sessions
Self-Paced eLearning
Professional Networking
facilitations

Expert-Led Live Coaching Sessions

Beyond the online learning we come together with a cohort of your peers for bi-weekly facilitations allowing you to be coached in real-time by masters of the craft.

Save the Date for Our Live Program Kick-Off

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Grab Your Seat
Learning

Interactive Self-
Paced Online Learning

The program is designed to provide you with impactful knowledge & resources that will guide you, step-by-step to put into practice immediately.

Want to test-drive the self-paced learning yourself? 

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Networking

A Cohort of Fellow Business Leaders

Connect with both the current and future leaders of industry to learn & share together in a peer-to-peer learning experience, building your support system!
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What is The Business of Creativity Masterclass Curriculum?

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Set Goals All the Time

We begin by crafting a vision for the company, our long-term goal 3-5-years from now. This will be the North Star for our entire team. Then we learn what makes a 'good goal' and create company-wide, department-level, & individual goals that align with our vision. 

Learning Outcomes of this Section

  • Set a company-wide vision.
  • Learn how to create good goals.
  • Create goals for the company, departments & each employee.
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Focus On The Process Not a Plan

We’ll get a baseline of our company's current status by collecting valuable information. Using that as a baseline we will adopt a planning process so our company can adapt to today’s ever-changing conditions.

Learning Outcomes of this Section

  • Measure current company state.
  • Replace the business plan.
  • Create strategies for a constant planning process.
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Coach the Right People

We’ll clearly define positions at our business, and create position descriptions for ourselves and key roles within the organization. Then we identify the right natural abilities needed for these roles, and if we have our people in the best place for success currently.

Learning Outcomes of this Section

  • How to build the right team.
  • Learn to identify natural abilities.
  • Create position descriptions for yourself and every employee.
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Serve the Right Customer

We begin by identifying our right customers, then determine how we find more of these right customers, building a sales process to serve them, streamlining our operations processes around them, and finally fostering a culture & strategies necessary to serve the right customer.

Learning Outcomes of this Section

  • Identify your good customers.
  • Define your generic strategy.
  • Create a sales process & refine your operations processes.
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Empower Your Entire Team

Learn how managers empower their team members by establishing clear goals and allowing people to achieve those goals in their own way, through our system of “wide boulevards, high curbs”. We determine if our team members meet the criteria required to work in an environment of empowerment and how to coach them in they can.

Learning Outcomes of this Section

  • Learn the life-cycle of a manager.
  • Build an empowerment culture.
  • Create an organization of 'Wide Boulevards, High Curbs'.
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Do the Right Things Right

We will use six tools to monitor and manage our company’s performance and build our own System of Managing—a clear and effective means of providing clarity and purpose to team members while steering everyone to accomplish their individual goals, as well as the company’s goals. 

Learning Outcomes of this Section

  • Learn the six tools to measure & manage goal achievement.
  • Create a system of management for your team.
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Demystifying the Financials

Using a case study, we will understand how to read and use financial statements. With the case study as real-world context, we will also learn about projections, inventory, accounts receivable, and cash flow and how to use this information to build stronger businesses.

Learning Outcomes of this Section

  • Using a real-life case study we will:
  • Learn how to properly read the financial documents.
  • Further understand the benefits of accurate projections. 
  • Build out your own financial models of success.
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Applying the Financials

With a new understanding of the basics, we will focus on specific elements that grow the bottom line. We start by calculating our own financial ratios, and how to set realistic goals for your business with them. From there we learn how to easily use break-even analysis to inform everyday decisions. 

Learning Outcomes of this Section

  • Dive deep into how to calculate the important financial ratios and set realistic goals for each of these ratios.
  • Understand the cash flows (in and out) of your business.
  • Calculate your break-even to inform every decision. 

Meet The Facilitators

Jeremy Wall

Program Guide

Jeremy has a passion for simplifying the complex. As you will see in both the self-paced learning, he will help support your learning journey to bring these learning concepts from theory to practical implementation within your business. Jeremy has founded, grown, and exited businesses before and will work with you and your team as you look to create a lasting impact on building a better culture, healthier balance sheets, and a stronger bottom line.

John Cioffi

Program Creator

John Cioffi, the Chief Content Officer at GoalMakers, has spent the last 30-years, coaching hundreds of clients to success. He previously ran a subsidiary of Amoco Oil, a Fortune 100 company, and held executive positions at several other companies in a wide variety of industries. John received his MBA from The Wharton School and holds a Master’s from Dartmouth.

Want to learn more?

Use the calendar link below to find a time to book a time for a 15-minute discovery call where you can ask any questions you have before signing up.

The Business of Creativity Masterclass 
Kicks Off April 15!

THE GOALMAKERS GUARANTEE

We believe in our material so much that we offer a money-back guarantee if you don't find value after the first two weeks.

Frequently Asked Questions

Don't see the answer to your question below?
Click here to book a time to chat with the GoalMakers team

Who is the program for?

This information is beneficial for everyone, from the CEO to the sweeper, essentially the more of your team that understands these fundamentals, the better off your business will be. However, if you want to start slow, we suggest that owners, managers, future leaders, supervisors, and high-potential employees go through this program together as a unit for the most impactful outcomes.

How long will it take me to complete? Per section & in total?

Expect two to four hours per week, but self-paced learning is up to your availability! 

Then, every two weeks, we have 90-minute live sessions with your peers and guest experts. 

Overall, you should expect anywhere from 20-40 hours over the 10 weeks. Some learners spend much longer than this and some a little less, but it depends on where you are at in your professional journey!

How many people from my team should participate? 

Beyond being a great learning program this is an organizational alignment tool meaning that the more people who participate together, the better the impact you'll see when looking to implement these learnings.

What if I miss the live sessions?

While you will get the most out of joining them and participating in the conversation with both your peers and industry experts, if you can't make one do not worry! All sessions are recorded and uploaded into the eLearning to review later.

How long will I have access to the program?

Great question, while the program runs in a synchronous timing with your peers after the 10-weeks you will retain access as it does not expire!

Are there assignments & testing?

You won't get a certificate just for signing up, no participation trophies here! 

Throughout the program there are 6 end-of-section knowledge checks at the end of each of the management sections, and then a cumulative exam at the end. All must be completed and passed in order to receive your certificate.

Not ready to register, but want to stay connected?

Add your email address below and we'll stay in touch (no spam) about any special offers for the program both for this cohort and future! 
Thank you!
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