Substance Group

Substance Group A fully-integrated marketing solutions agency specializing in the production and promotion of live-events and brand activations in Canada.

The Substance Group is a fully integrated brand engagement agency, offering digital and traditional marketing, communications and accessibility consulting. We go beyond traditional campaigns to create immersive brand experiences, specializing in forging emotional connections and meaningful relationships that elevate brands. From strategic development to flawless ex*****on, our team is dedicated to

making your vision a reality. Whether launching a product, hosting an event, or seeking greater exposure, we are the partners you need to enhance your brand. Our Journey: Founded in 2003 by entrepreneur Neil Forester, Substance Group began as an entertainment agency producing events with world-renowned celebrities and professional athletes including Justin Bieber, Lady Gaga, and Rihanna. At its peak, Substance Group produced over 300 events annually, with thousands of attendees. Soon, Canada’s top brands came calling and, given Neil’s extensive network and marketing expertise, it was an easy pivot the integrated marketing and communications work that Substance Group excels at today. Our Impact: We have built unparalleled relationships with Canada's top companies, influencers, and policymakers. Our client roster includes industry giants like Google, Interac, Molson, and Redbull, showcasing our ability to deliver exceptional results and return on investment. Our innovative approach to brand engagement cultivates enduring relationships that enhance and grow brands. Visit our website at www.thesubstancegroup.com to learn more about our services and see how we can collaborate.

You'd be hard pressed to find many Canadians who aren't concerned about the growing issue of housing affordability and i...
03/10/2026

You'd be hard pressed to find many Canadians who aren't concerned about the growing issue of housing affordability and its impact on their well-being, livelihoods, and economic security.

That's why we were thrilled last fall when our client Peoples Group decided to lean into this issue by forging a partnership with Partners for Affordable Housing (PFAH), a leading voice for collaborative cross-sector solutions to our housing crisis.

At Voices for Change in November, Peoples Group stood alongside other business, civic, and community leaders to advocate for change, and committed critical funding to help launch PFAH's Tenant Stability Fund, designed to improve housing stability for vulnerable households in existing rental housing.

Peoples Group also lent its voice to a special Globe & Mail insert on National Housing Day to increase awareness and drive action on this urgent national issue.

As we look ahead to the coming year, we're excited to continue partnering with Peoples Group to identify additional avenues for them to positively address affordability concerns for Canadians through their business, and their ongoing investments in the community.

If you've got designs on making a greater impact with your community investment strategy, we'd love to talk.

03/06/2026

TSG took ‘team bonding’ to a whole new level—starting with a delicious lunch at General Public and ending with us discovering our hidden (and very questionable) talents in glass blowing. Turns out we’re naturally good at eating… and surprisingly enthusiastic about making ornaments that may or may not be perfectly round. 🥂🔥✨

03/05/2026

Our team was proud to produce this high‑impact client experience for our client IBM , designed to spark conversation, deepen relationships, and move opportunities further down the pipeline.

We transformed the newly renovated Escape 21 at the Fairmont into an elevated, Olympic‑inspired setting with 360° glass views, custom florals, and gold details that set the tone for the morning.

To drive attendance and deliver a memorable draw, we tapped into Olympic momentum by bringing in local icon Charles Hamelin for an energizing talk + Q&A. Guests enjoyed personal photo ops, signed Olympic hats, and a premium take‑home moment.

From environment design to programming, talent coordination, and full event production, our team delivered an experience that looked beautiful and supported IBM’s relationship‑building goals seamlessly.

On to the next. 🚀

An unforgettable evening at .baraperitivo with David Rocco.The Substance Group was proud to design and produce this int...
02/19/2026

An unforgettable evening at .baraperitivo with David Rocco.

The Substance Group was proud to design and produce this intimate, invitation-only experience for IBM and their Technology and Consulting clients. The evening blended thoughtful conversation, Italian hospitality, and cultural storytelling to create genuine connection.

Thank you to David Rocco, Connie Donohue, Vice President, Canadian East Technology at IBM, and everyone who joined us for a memorable night focused on relationships and shared experience.

In December, the IBM Defence and Intelligence Centre officially opened in Ottawa.The Substance Group was proud to lead f...
01/28/2026

In December, the IBM Defence and Intelligence Centre officially opened in Ottawa.

The Substance Group was proud to lead full event production for this milestone moment, bringing together government, industry, and IBM leadership in a secure, collaborative space focused on defence and security innovation.

Thank you to The Honourable David J. McGuinty, Minister of National Defence, and to IBM Canada’s leadership and partners for trusting us to deliver an event that marked an important next chapter.

Day 7 of 7 Days of Giving✨For our final day of the 7 Days of Giving, we are supporting a cause that truly matters. A fri...
12/24/2025

Day 7 of 7 Days of Giving✨

For our final day of the 7 Days of Giving, we are supporting a cause that truly matters. A friend’s family member recently experienced a devastating fire and lost everything. A verified GoFundMe has been created to help them recover, and we've chosen to contribute.

If you’d like to join in making a difference, here’s the link:
👉 GoFundMe: Help Francine and Isaiah Recover
https://www.gofundme.com/f/please-help-francine-and-isaiah-recover-a-devasting-fire?attribution_id=sl:47cea6f4-a9bc-481c-bada-2669f2e2f3d5&lang=en_US&ts=1765291285&utm_campaign=fp_sharesheet&utm_medium=customer&utm_source=copy_link

✨ Day 5: A Gift of Friendship and Support ✨ For Day 5 of our 7 Days of Giving, Neil chose to give something that costs n...
12/22/2025

✨ Day 5: A Gift of Friendship and Support ✨

For Day 5 of our 7 Days of Giving, Neil chose to give something that costs nothing but means everything—kindness. After learning about Bethany Magee, a young woman who survived a tragic attack in Chicago and is now spending her first Christmas in the burn unit of a hospital, Neil wrote and mailed her a letter of support and encouragement.

This act wasn’t about money or donations, but about reminding someone facing unimaginable challenges that they are not alone. While many of us will be home in our pajamas, opening gifts with family, Bethany will be navigating her new reality. A simple gesture of friendship can bring light into that darkness.

Neil hopes this inspires others to reach out, write a letter, or extend kindness to someone in need. Sometimes, the greatest gift we can give is showing up with compassion. 💙

This is the mailing address to mail a letter:

Attention: Bethany Magee (In - patient)
John H. Stroger Hospital of Cook County
1969 W. Ogden Avenue
Chicago, Illinois
60612

✨ Day 4: Supporting Canadian Veterans Services Society ✨For Day 4 of our 7 Days of Giving, we supported the Canadian Vet...
12/22/2025

✨ Day 4: Supporting Canadian Veterans Services Society ✨

For Day 4 of our 7 Days of Giving, we supported the Canadian Veterans Services Society, an organization dedicated to food security and essential resources for veterans across Canada. Through the Veterans Food Bank, they assist those who served in all branches of the Canadian Armed Forces and Reserves, as well as first responders—ensuring donations directly support the people who sacrificed so much for our country.

Angela chose this initiative because of her family’s deep history of service. Her grandmother was an RCAF morse code operator and her grandfather a pilot during the Second World War, where they met. Growing up, she watched her grandmother dedicate countless hours to supporting veterans and their families, shaping her view of service and the responsibility we all share to give back.

Angela contributed by purchasing items from the organization’s Amazon Wishlist, and The Substance Group made a generous donation to further support their programs. Seeing our team and Angela’s own circle join in reinforced how powerful it can be when we come together to support our veterans. 💙

✨ Day 3: Care Kits with United Way & PARC ✨ For Day 3 of our 7 Days of Giving, we supported the Parkdale Activity-Recrea...
12/20/2025

✨ Day 3: Care Kits with United Way & PARC ✨

For Day 3 of our 7 Days of Giving, we supported the Parkdale Activity-Recreation Centre (PARC) through United Way Greater Toronto, an organization that provides meals, safe spaces, and essential resources for individuals experiencing poverty, homelessness, and mental health challenges.

Kadia chose this initiative with a focus on everyday essentials—things many of us may take for granted. United Way’s inclusive, community-centered approach stood out, and creating care kits felt like a meaningful way to provide direct comfort while also contributing to their broader mission of long-term social change.

Together, we assembled 10 DIY Care Packages: six Winter Warmth Kits filled with cold-weather essentials like socks, gloves, toques, lip balm, hand warmers, and food/beverage gift cards, and four Hygiene Kits including body wash, deodorant, toothpaste, toothbrushes, socks, lip balm, sanitizer, bandages, granola bars, and gift cards.

Each item was a small gesture of care, but collectively, these kits can make a big difference for someone navigating hardship. 💙

✨ Day 2: Gifts of Light at CAMH ✨ This holiday season, our team came together to support CAMH – Gifts of Light, bringing...
12/19/2025

✨ Day 2: Gifts of Light at CAMH ✨ This holiday season, our team came together to support CAMH – Gifts of Light, bringing comfort and joy to residents spending the holidays on campus. Each staff member chose a gift or experience that resonated with them, and Substance Group made sure those wishes came true.

For Neil, this initiative holds a special place in his heart. What began as a great idea two years ago became deeply personal when a family member staying at CAMH received one of these gifts. Knowing the joy it brought them reminds us why giving matters so much. 💙

Because sometimes, the smallest gift can shine the brightest. 🌟

12/19/2025

Day 1: Giving Back at TEAD therapeutic riding program. 🐴

Christina and some of our team members joined TEAD for their Santa Claus Breakfast to support their incredible mission of providing equine-assisted therapy for individuals with disabilities. We also contributed to the Helping the Herd program, ensuring TEAD’s horses receive the care they need.

Christina has been riding since she was three years old, so this cause is especially close to her heart. Thank you, TEAD, for welcoming us and letting us be part of such a meaningful day!

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Toronto, ON

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+14164670839

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