Diverse skills, in-depth experience, consistent results

Beginning with the uncommon expertise of our founder, Derrick Coupland, every team member brings a unique skillset and perspective. Together, we deliver end-to-end brand solutions. We draw on experience gained working in a wide range of industries and on diverse business challenges to generate truly divergent ideas. We frequently incorporate the expertise of our specialized partners to complement our core services.

Derrick Coupland
Derrick CouplandStrategy Lead, Founder

Derrick brings uncommon expertise in corporate branding, marketing and communications to his clients. He has been a trusted advisor to business leaders on brand and positioning matters for 30 years. He has designed go-to-market strategy for B2B companies across Canada and into the US, from small start-ups to category leading enterprise firms.

Self-employed his entire career, Derrick began in design and advertising. He quickly sought to improve the ways clients thought about their customers and their own brands. This led to a decades-long immersion in designing brand strategy and the research methods that inform it.

Prior to launching Coupland & Co., Derrick co-founded advertising agencies, consultancies and a market research firm, two of which he sold. His work has garnered numerous regional, national and international awards for marketing excellence. Derrick studied graphic design and anthropology at University of Manitoba, he has spoken on brand management at conferences across Canada.

Derrick is a past board member of the Royal Manitoba Theatre Centre and United Way Winnipeg. He currently sits on the board of the Seven Oaks General Hospital. Away from the office, Derrick enjoys cottage life and exploring the outdoors with his wife and their dog.

Matt Coupland
Matt CouplandCreative Lead

Matt brings strategy to life with creative ideation and concept development that make a real impact with your customers. From company and product naming, to campaign themes and content development, Matt crafts brand stories that resonate with your employees, customers, and partners. Matt’s holistic approach ensures design and copy are always harmonized to best effect.

A natural wordsmith and perpetual student of the written word, Matt cut his teeth working across a range of sectors, including for one of Canada’s most successful tech startups and one of the country’s largest heavy equipment companies. He studied marketing at the University of Winnipeg and got his start in sales and campaign management before becoming a copywriter.

Prior to joining Coupland & Co., Matt was a creative writer with the Brandt Group of Companies and SkipTheDishes. He also served for five years as a combat engineer in the Canadian Army Reserves. Outside the office, Matt is a voracious reader and long-distance runner, where he works to raise money for sick or injured Canadian veterans and their families.

James Coupland
James CouplandResearch Lead

Driven by scientific method and a natural curiosity, James leads deep-dives into understanding our client’s business, category, and especially their customers. Whether conducting secondary research or overseeing custom research, James brings analytical thinking to the agency creative process to translate technical features into clear benefits that align with your customer needs.

James’ science education and work experience contribute to his unique marketing qualifications, making him a quick study — even in the most technically sophisticated sectors. His familiarity with manufacturing and industrial processes is an asset to us and our clients on a daily basis. James studied science at both the University of Winnipeg and Red River College.

Before Coupland & Co., James led quality assurance for Manitoba’s largest brewery, where he first worked as a senior brewer. He has also worked as a technician for several commercial laboratories. In his personal time, James makes scholarly pursuit of political systems and frequently attends music festivals in a less scientific capacity.