Schulich ExecEd Launches Bold Campaign Urging Canadian Leaders to Embrace Disruption

Event summary

  • Schulich ExecEd launched the 'Take Your Seat' campaign on March 16, 2026, urging Canadian leaders to break old habits and embrace bold decision-making.
  • The campaign represents Schulich ExecEd's largest media investment in recent years, developed in partnership with NP Digital and REBL House.
  • The creative rollout includes a 30-second hero film, three 15-second spots, and nine 7.5-second animations tailored for digital and social platforms.
  • The campaign focuses on the internal shift leaders experience before taking action, symbolized by a branded Schulich ExecEd chair.

The big picture

Canadian leadership has historically valued stability and collaboration, but the rapidly shifting global trade, technological disruption, and evolving market pressures demand a new approach. Schulich ExecEd's 'Take Your Seat' campaign signals a strategic shift towards developing leaders who are agile, bold, and ready for change. The campaign's focus on the internal shift before action reflects a broader industry trend towards human-centric leadership development.

What we're watching

Campaign Effectiveness
Whether the 'Take Your Seat' campaign can successfully shift Canadian leaders' mindset from stability to bold decision-making in a disrupted economy.
Market Response
How Canadian professionals and organizations respond to the campaign's call for courage and conviction in leadership.
Strategic Shift
The pace at which Schulich ExecEd can transition from traditional program-led marketing to a more human, insight-led approach to brand storytelling.