MEET
THE TEAM.

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KATIE WATERMAN

FOUNDING PARTNER

Katie has over a decade of experience working in global agencies leading integrated media strategies for top-tier clients across multiple industries and highly regulated categories. In her former role as a Director of Planning, Katie oversaw channel planning and execution of award-winning programs for clients like McDonald's, Canadian Tire and Samsung.

Katie earned her MBA from Memorial University where she wrote her thesis on the impact social media on the music industry in Canada. Her research led her to start her career at an indie music label before transitioning to advertising.

At Sister Merci, Katie manages the day-to-day operations of the agency while overseeing integrated media strategy, measurement and analytics as she holds an Advanced Certificate in Effectiveness from the Institute of Practitioners in Advertising (IPA).

AMANDA WOOD

FOUNDING PARTNER

Amanda is an artist at heart who began her career as an art director in 2008 working on top tier automotive brands. In 2012 she pivoted and joined Just For Laughs to launch the world’s first social media-based comedy festival in Toronto. After returning to the agency world in 2013, Amanda led the planning and execution of fully integrated, award-winning campaigns as Associate Creative Director on clients like Canadian Tire, SportChek, McDonald’s, and Air Canada.

She holds a BFA from Queen’s University and a diploma in advertising and graphic design from Humber College.

Amanda leads Sister Merci's creative team in developing data and strategy-driven brand identities and campaigns.

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PAUL LAWTON

FOUNDING PARTNER

Paul is a sociologist, brand strategist and cannabis marketing expert with a knack for making brands famous.

Paul is a cultural ethnographer and former adjunct professor of sociology at the University of Lethbridge. After transitioning to the agency world in 2013, Paul has led multiple planning teams including his role as VP Strategy at Cossette, where he led brand strategy on the Canopy Growth portfolio during the legalization of cannabis in Canada. Paul has owned two independent record labels that have released 100+ albums by emerging Canadian musicians. He has gained a deep understanding of Canadian culture from years of touring coast to coast.

Paul oversees strategy at Sister Merci and teaches Brand Marketing at McMaster University School of Continuing Education.   

ANDREA DART

FOUNDING PARTNER

Andrea has more than a decade of experience partnering with national and global brands to deliver award-winning campaigns and grow market share. Andrea has managed large integrated agency teams and led a nation-wide Social Impact practice. She specializes in Purpose and Impact work and has lived all over the world developing integrated campaigns for brands and NGOs, and has led campaigns to multiple award wins, including a CLIO for her work with The Gates Foundation.

At Sister Merci, Andrea leads our client service team and oversees the day-to-day operations of the agency.