What We Offer
We are a full service media agency handling media strategy from inception, negotiations, optimizations, reporting, and tight financial control. We excel at developing media agnostic creative solutions because we are skilled at planning and buying all media.
Digital
Guru offers expertise in all forms of digital media – Display, Video, Social, and Search. We are constantly on the lookout for what’s next. We use our internal trade desk, Sage Digital, to access the best online inventory and cutting edge digital ad targeting for our clients. We closely track our digital buys to see what is working and optimize campaigns for success. We provide our clients live dashboards as well as scheduled campaign updates for full campaign transparency. Sage Digital is a Google Partner.
Video
Whether on YouTube, Social Video, OTT, Connected TV, or Linear Television, we can advise the best strategy for disseminating video content based on a campaign’s objectives and budget. We apply our vast experience and learning from traditional TV buying to choosing the right environment and maximizing value no matter the video source.
Audio
Strategies could include Podcasts, Music Streaming, Broadcast Radio, or even Audio Out-of-Home. The rise of digital audio and podcasts has allowed us to use first- and third-party data to effectively target audio ads to distinct audiences and deliver ads in media’s most intimate environments.
Out-of-Home
In addition to mass out-of-home media like Billboards and Transit Shelters, Guru uses tactical out-of-home vehicles like Cinema, Mall, Airport, and Digital Out-of-Home (DOOH) to reach our clients’ targets where they live, work, and play. We especially like the opportunities DOOH has opened up like using dynamic and personalized ad options including live weather and time targeting and mobile device proximity targeting.
Newspapers and Magazines can still play a role in plans when used strategically. Sometimes it takes going beyond the mass publications to community newspapers, targeted vertical publications, or direct mail.
Our Approach
Competitive Difference
We pride ourselves on our relationships – with our clients, our creative agencies, and our suppliers. We work together as a team to build the best campaigns to meet our clients’ objectives.
Owner Laurissa Stebeleski is surrounded by a dynamic team of industry and business veterans, many with 20+ years’ experience in their fields of media strategy, negotiation, and finance. They are supported by media experts who research consumer behaviour, investigate new media opportunities, and monitor and optimize campaigns. Guru’s close-knit team is highly maneuverable and responsive to our clients’ needs. Agility is key in such an ever changing and fast-moving industry.
Research & Membership
Guru subscribes to Vividata, the industry’s largest syndicated consumer study. Vividata allows Guru to cross-reference demographics, lifestyle indicators, and media habits to ensure our strategy is rooted in insights. We also subscribe to CARD (Canadian Advertising Rates & Data) which we find especially useful for identifying media opportunities in smaller markets. Our President is a member of SMAC, a group of Canadian Media Directors from small and mid-sized media agencies, that meets regularly to share information and learning.
Maximizing Value
We challenge ourselves to maximize every media budget, no matter the size, to make it as effective as a much larger campaign. We have proven that we can achieve rates as good ore better than the largest media agencies. There are many factors that have more influence on rates than agency size (e.g., experience and relationships of negotiator, timing of approval, and market conditions).
We create further value by planning and buying media strategically. Value for us can take many forms, depending on campaign objectives. It can be straight price reduction, bonus media space, special considerations, and first looks at new opportunities.
We treat a client’s budget like it’s our own money we are spending, carefully accounting for every dollar.
Our Culture
Guru’s head office is located in picturesque Whistler, BC where the team is inspired daily by our surroundings. We are avid skiers, bikers, hikers, and travellers. We bring that same passion to the work. We leverage our environment and lifestyle to get into our targets’ mindsets, to influence and inspire them to action, and to constantly ask ‘what if?’
We also have feet on the ground in Toronto, ON. We feel it’s important to nurture relationships we have established there with clients, creative agencies, and experienced sales reps at the media companies’ head offices. This is a critical part of staying linked in and ahead of the curve with the constantly evolving media industry.
Born and raised in Manitoba, Laurissa spent 15 years gaining experience and building relationships in Canada’s advertising capital of Toronto. She headed up media for some of the largest brands in the country at OMD Canada before going on to run the media department for several full service ad agencies.
In 2010 Laurissa created Guru Communications as a solution for advertisers and advertising agencies that weren’t getting the senior expertise they required at the big box agencies. When staring at a concrete wall outside her Toronto office window, Laurissa came to the conclusion that since 90% of her time was spent on her computer or her phone, she could work from anywhere. She chose Whistler as Guru’s head office.
Whether for business or pleasure, Laurissa makes it a point to escape the Whistler bubble and fly somewhere every month. When she’s at home in Whistler you can find her out enjoying nature whether its riding her mountain bike, paddling her SUP, or downhill skiing.
Danny joined Guru Communications in January 2018 after migrating to Canada from the United Kingdom in early 2017. Before moving to Canada, Danny spent much of his professional career working abroad in Belgium, Switzerland, and Japan.
Since joining Guru, Danny has gained varied and valuable experience devising media strategies for clients across multiple categories. His expertise extends to both offline and online media. Danny works closely with Guru’s clients and agencies to develop innovative ways to reach our clients’ target audiences. He is particularly passionate about analyzing results to optimize campaign performance.
Outside of work you’ll find Danny skiing and exploring the backcountry, throwing darts at the local bar, or taking long walks in the beautiful surroundings of Whistler.
David has over 20 years of advertising experience. Prior to working with Guru, he spent 13 years at Zulu Alpha Kilo as their CFO and Chief Operating Officer. David also spent over 7 years in senior finance roles at Omnicom Media Group, including a global role in New York, before transitioning home to OMD Canada. He started his career with accounting firms KPMG in New York and Deloitte in Toronto.
At Guru, David is focussed on ensuring its operating infrastructure is set up for growth. He’s helping Guru navigate the complexities of expanding an entrepreneurial and independent agency, while staying true to its roots and core values. Guru has already proven it can thrive in an unconventional and beautiful environment outside of an urban metropolis. David’s role is to help Guru maintain this trajectory.
Outside of agency life, David can be found outdoors limping home after an exhausting long run, enjoying a frustrating round of golf, or negotiating down one of Whistler’s black diamonds in one piece.
Cathy has been passionate about broadcast throughout a long and respected career in media. A strong negotiator, she also has the ability to understand unique client needs and the breadth of experience and strategic know-how to customize creative and meaningful solutions for Guru’s clients.
She is involved in testing and participating in broadcast innovations to ensure clients can benefit in the future. Her stellar reputation in the business, along with her calm efficiency and unbridled initiative make her a valuable part of the Guru team.
Cathy is based in Ontario in close proximity to many of our media suppliers. When she’s not immersed in negotiations or buying, she’s at the stable for horse-back riding, and occasionally you’ll find a foster dog from an exotic location cuddled up next to her desk.
Lily spent the first 7 years of her career in London, England working at network agency Havas Media Group before making the switch to independent agency life. Before moving to Canada, she was a Digital Account Director at a full-service independent media, creative and production agency based in London. There she led and built out the digital team and worked across all the agency clients. This has given her a breadth of experience across sectors such as food and drink, charity, travel, retail, and e-commerce.
Lily’s role at Guru is to support digital planning and buying. She has extensive experience working across Brand and Performance objectives and she loves delving into the data, setting up A/B tests, and optimizing to hit client goals.
Lily has a Bachelor of Arts degree in Hispanic Studies from King’s College London. Lily moved from the UK to BC in search of the mountains. Outside of work, she can be found running, hiking, skiing, or enjoying the beach.
Ale brings a Latin background to the Guru Team. She comes from Colombia, a beautiful country located in South America, where she learned to be empathetic, a nature lover and a coffee enthusiast.
After taking a Bachelor’s degree in International Business Administration, Ale spent 5 years in the digital marketing industry working as a Campaign Manager and Senior Account Manager at Publicis Groupe and Samsung Ads.
At Guru, Ale supports the team as a Digital Media Buyer developing and executing strategic digital media campaigns.
Ale moved from Colombia to Canada in 2021 in search of an outdoor lifestyle. Outside the office, you will find her hiking, mountain biking or practicing any kind of sport (soccer, basketball, tennis, ping pong, etc).
Rebecca moved from New Zealand to Canada to join the Guru team. Prior to this move, her four-year media planning career within the Omnicom Group network spanned from Auckland, New Zealand to Dublin, Ireland. Media clients have included Volkswagen, Diageo, and government sectors.
At Guru, Rebecca develops strategies and innovative approaches across offline and online channels through collaborations with the media team, clients, creative agencies, and suppliers. She analyzes market trends and performance insights to help Guru surpass client goals.
Rebecca has a Bachelor of Arts degree and a post-graduate Diploma in Publishing. Her move to British Columbia has signaled a much-needed lifestyle change, where the mountains, rivers, and trails continue to reward, astound, and humble her.
Katie grew up on the small island of Jersey, UK where she dedicated much of her professional life to the finance industry, before moving to Whistler in 2018. Over the past five years, she directed her energies toward community support by collaborating with various non-profit organizations before joining Guru.
Katie leverages her exceptional relationship-building skills to engage with our diverse clientele, displaying a fervent enthusiasm for engaging with a wide array of industries and clients.
Outside the office, you’ll always find Katie immersed in nature, whether she’s skiing, mountain biking, or camping in the backcountry.
Sophie hails from a small village in the UK near Portsmouth. She has a Psychology BSc from the University of Exeter which helps her dive into target audience motivations for her Guru clients.
After graduating university in 2021, Sophie moved to London, UK where she worked for Compton Fundraising Consultants running fundraising campaigns for leading UK charities. At this position, Sophie was the primary contact for challenge and community events supporters and managed key events including London Marathon.
Last year, Sophie made the move to Canada, initially working in Banff before joining Guru and settling in Whistler. Outside of work, Sophie likes to play field hockey and spends most of her time at the pitch. She also enjoys hiking, cycling, surfing, and exploring Whistler and the west coast.
Gianna moved to Canada 5 years ago from Honduras. Before migrating, Gianna completed her MBA in Marketing and worked in quality control manufacturing processes. During that time, she gained valuable experience in fast-paced environments, relationship building, high attention to detail, and career path planning for her team of quality auditors.
At Guru, Gianna supports the team developing and monitoring media campaigns. She is excited and ready to take on new challenges putting into practice all the experience acquired through her previous roles in both start-ups and fortune 500 companies.
When Gianna is not working, she can be found dancing salsa and bachata with her friends, hiking, drawing, SUP, or lifting some heavy weights at CrossFit, her favorite sport.
Michelle grew up in Ontario and spent most of her career on Bay Street working for several of the Big 5 Canadian banks before migrating to the West Coast. Transitioning to Media in 2017, she has been able to apply the skills honed in the boardrooms of Toronto to Guru’s financial sector clients.
When she’s not fulfilling her responsibilities as a Media Strategist, Michelle can be found on the slopes of Whistler Blackcomb or enjoying one of the many other outdoor pursuits the Sea to Sky corridor has to offer.
Kaila received her Bookkeeping certification from the University of the Fraser Valley and manages Guru’s accounts payable and receivable. She ensures that clients are billed to the agreed upon terms and that suppliers are paid in a timely manner.
Kaila was born and raised in Whistler and while growing up she experienced the many sports available – skiing, biking, skating, and dance to name a few. Living in a small town made her realize she has always been a city girl at heart and in 2014 Kaila moved to Vancouver. While she enjoys the fast pace of Vancouver, Kaila always takes time to walk the sea wall and reflect on the beauty of the west coast.
Travelling is a must-have in her life, and in 2021 she moved abroad to Turkey and spent a year and a half there. Her goal is to continue to explore the world by travelling somewhere she’s never been at least once a year.
Our Clients
Interested in working with Guru Communications?
We want to help you grow your business! Contact us today to get expert media strategy and negotiation by experienced media professionals.
