Manage risk beyond what not to post.

Leaders in high-risk, high-stakes social media for health and sport-related brands.

Fire up your next event.

Book Fiona to speak and change the way your team approaches risk.

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Request Fiona to speak at your event

Stop Selling. Help Them Buy.

Our approach to content that converts.

Discovery Sessions

Have the fundamentals been blinded by shiny objects? Social media, or anything digital, should be based on why people do stuff. We reground your brand and discover why and where your audience will engage with your brand.

(It’s ok if it’s not Facebook.)

Audience-focused Strategy

Base social media and digital strategy on your audience and their behaviour, rather than a platform and its functions. Our approach (and tools) streamlines your digital and social media efforts to save you time and money – and maximize engagement.

Personalized Programs

Each program is based on YOUR audience and brand (from the Discovery Session) and is executed with as little or as much help as you need. That’s right, YOU choose the level of social media support you need.

Take A Load Off

Relax. We’ve helped execute large-scale, national  social media and digital projects, like McDonald’s Canada’s Your Questions, CIBC’s FIFA World Cup SoccerNation and #PanAmazing PanAm and ParaPanAm Games campaigns.

All without incident.


What we've been up to.

From ground-breaking social media campaigns to total website rethinks, and even small start ups, we use solid strategy and rarely get distracted by shiny objects. (Although funny dog videos are sometimes playing in the background.)

About Fiona Birch

About Fiona Birch

Social Dragonfly. Tonic Global managed and executed CIBC’s FIFA and PanAm/Para PanAm Real-Time Response campaigns. Team Lead on McDonald’s ground-breaking“Your Questions” national social media campaign. Social Media Strategist for rebuild of

Content Strategist and Creator. Content isn’t king, context is. But engagement is the village.

Brand Shepherd. 15 years building and protecting the story of 95+ brands

Crisis Management. McDonald’s “Your Questions” & polarizing pharmaceutical brands. Senior Advisor to Team Lead and crew on CIBC FIFA World Cup Soccernation.

Strategic. Or, in real-world terms: Agenda Developer. – building social, from the ground up.

Global, US and Canada. Messages without Borders – geographical and uncharted sectors.,,

Digital. Considered Kryptonite to printers but thinks beyond a QR code.

Teacher/Mentor. Part-time lecturer at Centennial College, School of Advertising.

Speaker. Social Media Risk. Social Media Marketing World 2016. AirNZ Corporate Executive Meeting 2015. Global Business Travel Association 2015. EyeForPharma 2012. Direct-to-Consumer Advertising. American Medical Writers Association 2009.


What others say.

We promise we didn't pay them to.

Fiona was initially hired as a consultant to help facilitate a project that was not meeting a client’s online creative and branding expectations. She did an excellent job, meeting with the client on multiple occasions, liaising with our creative lead and bringing in her own design resources to refine the look and feel of the project. We have also used her services to help pitch prospective clients on projects relating to building digital and social media strategies.

Darren Lenkorn, General Manager at Mediamix Interactive

Great Results, expert, on time. Fiona is fantastic to work with. She is efficient and timely and her work is high quality, comprehensive, and value-add.


Anita Schneider, Account Director, Bang Albino

I have known Fiona Birch for more than ten years and during that time I have had several opportunities to collaborate with her on projects. She organized a PAAB session involving me for the AMWA. She was clear in her direction and very helpful to critique my presentation to meet the needs of the audience.
I have invited her to be part of the expert committee that is looking at the revision of online marketing requirements in the PAAB code. She has knowledge of the regulatory requirements and the integrity to apply them properly.
I have also done battle with Fiona over specific client review projects. She argues well on behalf of her clients best interest, while respecting the regulatory framework that the PAAB decisions are based on.

Ray Chepesiuk, Commissioner (CEO) of PAAB