11 Years of Wunder: Navigating Toward Brighter Horizons

We recently celebrated Third Wunder’s 11th anniversary. On that very day, we received an email notifying us of our nomination for the Canadian Choice Award as a top digital marketing agency.

On the surface, this looks like a victory lap. Internally, it feels more like a deep, grounding breath after a long uphill climb.

Running an agency for over a decade teaches you that business is rarely a straight line. But the last few years have tested that theory. We have steered through a global pandemic, soaring inflation, the disruptions of AI adoption, and a geopolitical map that seems to change weekly.

Reaching this milestone isn't just about longevity. It is about resilience.

Navigating the uncertainty

Business hates uncertainty. It freezes budgets, delays launches, and forces leaders to hold their breath. Frankly, we have had to learn to breathe underwater.

Since the pandemic, the economic fluctuations have been relentless. Inflation didn't just make goods expensive; it made planning a complex puzzle. We saw clients struggle to forecast their next quarter, let alone their next year, with some going through mass layoffs and closures.

Then came the political shifts. The re-election of Donald Trump brought a renewed level of unpredictability to our southern border. As Canada’s closest trading partner, the US dictates much of our economic rhythm. The new sense of animosity and protectionist policies have forced Canadian businesses to rethink their supply chains and their market reach.

This pressure from the south has catalyzed a shift closer to home. With the election of Mark Carney and his Liberal government in 2026, we are seeing a fundamental alteration in our worldview on trade and business. Faced with hostility from our traditional partner, Canadians are now looking to diversify into global markets like never before, finding new footing on a broader stage.

These have been challenging years. There were months where we worked diligently without a clear map of what was coming next. We planned for a hopeful future, only to have an "unprecedented event" throw a monkey wrench into the gears. But through it all, we kept moving.

We chose to adapt, not wait

I remember my first boss telling me early in my career:

Business is like sailing. You gotta always watch the clouds, feel the wind, and watch the water and listen to your crew. And getting to your destination is never a straight line. It's a matter of navigating all these things to tack around the challenges to get where you need to go.

That advice has never felt more relevant. We realized early on that waiting for "normal" to return was a losing strategy. Instead, we chose to tack into the wind.

1. Embracing the Disruption of AI. While the industry buzzed with panic about Artificial Intelligence replacing agencies, we saw an opportunity. We integrated it. We used LLMs to sharpen our strategy and automate the mundane, allowing our team to focus on high-value creative work and human connection.
2. Doubling Down on Strategy. In uncertain times, tactics fail but strategy survives. We helped our clients pivot their messaging to address the anxieties of their customers. We moved from selling products to selling stability and value.
3. Serving with Heart. When the market gets cold, relationships matter more. We aimed to persevere by serving our clients as best as we could, acting not just as vendors, but as partners facing the same storm.

Why this nomination hits home

This is why the Canadian Choice Award nomination hits different this year.

It is not just a badge for the website. It is validation. It confirms that despite the noise, the economic rollercoasters, and the political friction, good work still rises to the top.

This nomination is a wind in my sails. It has shifted my perspective from weathering the storm to looking toward the horizon. It makes me hopeful for what's to come.

Final Thoughts: The road ahead

We are no longer just reacting to the changes in our industry; we are shaping them.

The outlook for 2026 and beyond is still complex. The trade wars aren't over, and the economy is still finding its balance. But we are better equipped now than we were at year one, or even year five.

To our clients who stuck with us through the uncertainty: thank you.

To the team that adapted to every new reality: you built this.

Here is to the unwritten chapters that lie ahead, and the resilience to face whatever comes next.