About

My name is Andrew Lane and I’ve made my career telling stories. Whether that’s been creating, financing and delivering award-winning creative multi-platform entertainment properties, helping companies to use emerging platform to expand their brand footprint, working with entrepreneurs to share their vision or speaking at conferences or to college and University students, my world revolves around a strong narrative – a concept I’m all too happy to share.

Currently , I’m the Senior Director of Digital Communications at Weber Shandwick Canada.  I lead digital, mobile and social media strategy and content creation for our world-class brand clients across five Canadian offices, while growing our amazing Canadian digital team. In this role, my key focuses include branded content, strategic partnerships, insight-driven online listening and digital content creation and digital/social media strategy. At the same time I serve on the Board of Directors at Interactive Ontario and sit on the Canadian Marketing Association Mobile Council.  In case you’re thinking it – yes, I do try to keep busy…

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 connecting with your audience – it’s all about the details.