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GBTA Canada Conference 2024


Justin Kingsley

Justin Kingsley

Global Business Strategist + Performance Expert

Justin Kingsley’s vocation is to invent the best way of telling the right stories—as an author, strategist, creative director, and photographer.

Named one of Canada’s most creative people by Marketing Magazine, Justin has served as Creative Director for NHL superbrand the Montreal Canadiens, turned Star Wars and Indiana Jones into global museum exhibitions, put a McDonald’s Restaurant into the side of a mountain at a snowboarding competition, and branded the 2010 Vancouver Olympics with the very first bilingual Games slogan: With Glowing Hearts / Des plus brillants exploits. He also developed the award-winning branding and communications strategies for UFC World Champion Georges St-Pierre, world champion sommelier François Chartier, and comedian Sugar Sammy. The strategy and campaign idea he developed for Adidas at the 2012 London Olympics, titled Take the Stage, won international acclaim and was named best global campaign of the Games.

A former Press Secretary in the Prime Minister’s Office, Justin was spokesman for the Right Honourable Paul Martin and was responsible for economic portfolios in the communications directorate of the PMO in 2003-4.

He has written two bestselling books: The Way of the Fight, a New York Times bestselling look at Georges St-Pierre’s life philosophy, and Weology: How Everybody Wins When We Comes Before Me, a book of ideas on leadership in the new millennium.