We are a boutique
strategy & ideas company.
We grow
brands by making
them better agents of culture.

What We Do

Incite Cultural Ideas


We spark change in a world that constantly demands it. We spur organizations into action, helping them break from convention, gain fresh perspective and unlock hidden opportunity. 


Today, culture is everyone’s business. Brands that don’t keep up get left behind. We grow brands by defining their role in culture, developing forward-thinking ideas and identifying continually evolving opportunities.


We sit between a management consultancy and a creative agency. We deliver big-picture brand ideas that shape culture and activate them according to effective, current principles of creative excellence and meaning construction.

Who We Help


Today, understanding and shaping culture is a tremendous competitive advantage. We partner with marketers to bridge commerce and culture, shaping powerful strategies and ideas that out-perform the competition.

Start Ups

We turn innovative products and services into powerful, culturally
resonant brands. We define the vision, provide the playbook for
activation and execute brilliant creative ideas.

Creative Agencies

We provide the insight and strategic direction that empowers creative
agencies to develop impactful, award-winning work and unlock new
opportunities with clients.

Our Clients


Start Ups

Creative Agencies

How We Work

End to End

We don’t stop at strategy. We partner with our network of experts and manage the activation of ideas, so you’re not left hanging.


The world moves fast and so should you. We’ve stripped out unnecessary layers, process and friction to get to great work quickly.


We work out of the East Room, Canada’s foremost creative workspace. Our community is an eclectic group of experts in the fields of research, design, media, digital product development and creativity.

Who We Are

Dino Demopoulos

Dino Demopoulos is one of Canada’s most well respected strategists. He has held executive positions in a number of the world’s top agencies, including BBDO, MacLaren, DDB and Tribal. He has built departments and pioneered new agency models in both traditional and digital agencies, while leading strategy for many top-tier brands including McDonald’s, Volkswagen, Shaw, GO Transit, Quaker and Tropicana. During his tenure as Head Of Strategy at DDB & Tribal, the agencies won multiple Agency Of The Year & Digital Agency Of The Year (2012, 2013, 2015) & Webby Agency Of Year (2015). He is on the board of the APG and teaches at the Miami Ad School, actively mentoring and shaping the next generation of strategists and is a frequent speaker at marketing innovation conferences. He is passionate about technology and culture, and has often been accused of being an insufferable optimist. When he’s not crafting strategy for some of the world’s top brands, he’s DJ’ing at some of the world’s top clubs.

Zach Klein

Zach Klein made his mark on the industry at an early age by combining a strategic mind with a creative eye. Trained as a traditional brand planner, Zach set himself apart by translating the core competencies of brand strategy to communication, digital and experience strategy which he effectively applied to clients such as Doritos, Skittles, McDonald’s, Koodo Mobile, TD Bank and Molson at Canada’s best agencies, including BBDO, Taxi 2 & DDB/Tribal. In 2013, Zach further broadened his client, agency and category experience, by establishing a freelance practice as a strategist. Over the course of a decade in the industry, Zach has won some of the industry’s most prestigious awards including a Gold Cyber Lion for Skittles Touch, Silver Effies MiO Sport and Gold Integrated & Gold Social Media Digital Marketing Award for Doritos. Zach’s many interests, including but not limited to aquascaping, donk, graffiti, skateboarding, carpets, cooking, travelling and most recently being a dad, has provided Zach with unique perspective which he brings to his work.

Past Work

Before launching paper strategy, we provided strategic direction to some of the world’s top brands while working at Canada’s most renowned agencies. Here is a selection of work of which we are most proud.


"We engaged paper strategy earlier this year to help us establish the foundations for our brand. Working in short sprints, we quickly defined our brand, including brand visions, tone, architecture - everything we needed to go to market. The team from paper strategy were great partners, taking the time to listen and understand our business and goals, and provided ample opportunity for collaboration. It was an energizing exercise and we'd highly recommend paper strategy."

Louis Anagnostakos, CEO @ Minus Global

"I have engaged paper strategy on a few projects now. They have been asked to develop brand messaging, articulate our vision and help focus our marketing efforts. Their passion comes through in every interaction and leads to optimal results while fostering a fun and engaging work environment. They have a process and discipline to the marketing function that I had not previously encountered and seems to be an ingredient in what makes them successful. I continue to use them for work and will highly recommend them. "

Shawn Dym, Managing Director @ York Plains Investment Corp

"Dino is the type of strategist creatives and other strategists gravitate towards and seek out. Creatively working with Dino is inspiring. He is able to understand business but also how to make that meaningful to a creative person in order to help with real solutions. Dino makes the whole process feel purposeful and that we can truly create something amazing, smart and powerful."

Denise Rossetto, CCO @ BBDO Toronto

"I can't say enough good things about Zach who can expertly find a balance between meeting a client's objectives and pushing them to ask smart questions, consider alternatives and do what's best. Zach does not shy away from a challenge and has the tenacity and dedication to consistently deliver innovative, forward-thinking solutions."

Nathan Roth, CMO @ GETT

"Dino and I have done a lot of work together to be proud of. None of it would have happened without his ability to find that angle that was so obvious, so simple, and so unique it was impossible not to be think differently and be totally inspired."

Josh Stein, Executive Creative Direction @ McCann

"We love working with the guys at paper strategy because they help my creative teams get to great work quickly and effectively. They have a unique ability to develop strategic frameworks that provides the right amount of direction without smothering the creative process."

Jeff DaSilva Executive Creative Director @ Sid Lee

"Everything that needs to last begins with a good foundation and paper strategy is the best team for your project's starting point. There is always a very strong body of research behind their every step, but nevertheless the outcome is so delightfully simple that it makes everyone's job easier."

Diego Bertagni, CCO @ Flipp


If you’re facing a challenge or looking to unlock new opportunity, we’d love to incite cultural ideas for you. Get in touch with us.

paper strategy, 50 Carroll Street, Suite 116, Toronto Ontario, M4M 3G3

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