About

My name is Andrew Lane.  I’ve made my career creating, financing and delivering award-winning creative multi-platform stories to niche audiences. In my day job, I’m the Director of Digital Engagement at Weber Shandwick Canada.  I help to bring digital and social media strategy and content to our world-class brand clients and thought leadership through our four Canadian offices, while growing the Canadian digital team.

On evenings and weekends, nitch* works with content and games producers, agencies, publishers, media buyers, broadcasters, brand managers, distributors, entrepreneurs, technology companies and government agencies to help bring brands and content to life and reach their audience.

In both roles, my key focuses include branded content, strategic partnerships and digital content / social media strategy.

why ‘nitch*’?

Today’s consumers judge brands by their ability to leverage the ever-changing world of media to communicate and deliver a customized experience, targeted to them.  nitch* was created to discuss (and occasionally rant) about how brands use technology to find new ways to begin a conversation with, and then engage that niche – or ‘nitch’, as some of you may say….

what’s with the asterisk?

We’re all familiar with the asterisk. It lets us know we need to look deeper; to find additional information, to find the details. And while sometimes we may not want to look deeper to read this ‘fine print’, let’s face it, when it comes to truly engaging with your audience – it’s all about the details.