Brands everywhere are chasing authenticity. In Atlantic Canada, we’re often surrounded by it. While organizations invest heavily in creating content, many overlook the stories already unfolding in their communities, workplaces, campuses, destinations, and customer experiences. Our region has a unique advantage: real people, real places, and genuine moments that audiences increasingly connect with. This session explores why human-centered storytelling consistently outperforms polished corporate messaging and how organizations can uncover compelling stories hiding in plain sight. Through examples from tourism, economic development, higher education, community organizations, and local brands, attendees will learn how to identify the people, tensions, traditions, and moments that make content worth watching and sharing. Rather than focusing on trends, platforms, or algorithms, this presentation offers a practical approach to finding and telling stories that feel authentic, relevant, and uniquely Atlantic Canadian.
François Poirier is a Partner at Peach Marketing, where he leads operations, client services, and strategic growth initiatives across the agency. Since joining Peach as its first Project Coordinator, François has played a key role in the agency’s evolution and growth. Over the years, he progressed into account management and helped support the expansion of Peach’s video production services while contributing to the growth of the agency from a team of six to eighteen employees. Today, as Partner and Operations Manager, he focuses on building sustainable systems, strengthening client relationships, and helping organizations turn strategy into practical action. François also brings firsthand tourism and event marketing experience as a former tourism business owner and current President of the Shediac Lobster Festival, now celebrating its 77th edition as the oldest festival in New Brunswick. His approach combines operational thinking, audience engagement, and practical marketing solutions that work in real-world environments.