We Help You uncover The story in your story

Journalists and That Tracks Co-Founders Ingrid Bakewell and Andrea Cardillo

CREATIVE YOU CAN TRUST

What do a couple of former news leaders know about marketing? Nothing—and that’s the point.

We help purpose-driven brands find their voice and be seen.

We uncover the story in your story and create stand-out content that feels authentic—because it is.

We shape narratives that reflect your identity and land with relevance and resonance.

We guide teams through moments that matter with ideas you haven’t already heard.

Logos of television networks where journalists Ingrid Bakewell and Andrea Cardillo have worked including CBC, CTV, Global News, NBC, Euro News

SERVICES

Content Strategy

We shape the work.

We help you define what to say, how to say it, and where it should show up. Let us by find the story in your story, and shape the strategy to win meaningful earned and paid coverage.

editorial consulting

We guide the work.

We guide teams through moments that matter. Whether you're launching a new initiative, planning a conference or preparing to take the stage, we bring editorial clarity - and a producer's brain.

content creation

We do the work.

We craft original, high-quality content that reflects your brand’s voice and earns attention. Built by journalists, our work is clear and credible - with substance.

Media training

We teach the work.

Learn how to craft pitches that get traction, own your content space, and position yourself as the solution to a journalist’s problem. We’ll show you and your team how to think like a newsroom.

  • Walmart Canada participated in The Pitch is Dead: How to Think Like a Newsroom
  • MSL Agency that participated in The Pitch is Dead: How to Think Like a Newsroom
  • MYBOO apparel company we created AI Imaged for
  • Northern Primrose who That Tracks Content did website writing for
  • EH! Canada's Social Media Platform
That Tracks Co-Founders Andrea Cardillo and Ingrid Bakewell have decades of journalism experience

WHO WE ARE

You could say we know our way around a newsroom. We know how editorial decision-makers think—because that’s exactly who we were.

We’ve covered political power shifts, produced world-leader interviews, planned coverage from war zones, and shaped narratives around major events.

Now, we bring that expertise to brand storytelling and events.

Working with us is like having your own Executive Producers—dedicated to telling your story accurately and authentically, and making sure the world is watching and listening.

The Inside Track

  • Walmart Canada logo, client of The Pitch is Dead

    "The Pitch is Dead was fantastic!"

    “Ingrid and Andrea use their insights and expertise developed over many years working in Canada’s largest newsrooms to create a session that is highly engaging, fun and very useful.

    They pull back the curtain on the kind of stories media are looking for (and how to target your pitch accordingly), the current realities of working in a newsroom and how Comms and PR teams can build stronger relationships with journalists.”

    - Sarah Kennedy, Director of Communications, Walmart Canada

  • That Tracks client MYBOO, a Canadian apparel company

    "High-quality work"

    “We reached out to Ingrid and Andrea to help with our website images, and bring out ‘our story.’

    While the timelines were challenging, they thoroughly understood our requirements and delivered high-quality work along with valuable insights.

    We highly recommend working with ‘That Tracks Content’ and look forward to future collaborations.”

    ~Micha and Ganesh, Co-Founders, MYBOO

  • Happy That Tracks client Northern Primrose a Canadian executive assistant company

    "Exceptional results"

    “Updating our website copy with That Tracks Content was a seamless experience.

    They took the time to understand Northern Primrose and delivered copy that genuinely reflects our brand's personality and values.

    If you need a content partner who listens, understands your vision, and delivers exceptional results, we highly recommend That Tracks Content!"

    ~Aspen Peggs, Founder & CEO, Northern Primrose

  • Canadian AI company RabbitholeAI, a That Tracks Content partner

    "Unique and fresh."

    “I was contacted by Ingrid and Andrea regarding a client looking to market their new line of pajamas. 'That Tracks Content' couldn't be a more fitting name for their company.

    They pivoted to AI from traditional photography with a campaign concept that was unique and fresh.

    They were responsive and made sure I had what I needed to accomplish my deliverables. Looking forward to more projects with them!"

    ~Blair Vermette, Founder, RabbitholeAI

How can we help?

We’d love to learn more about where you want to take your brand, and answer any questions you have.

Chances are you’ll walk away with a few great ideas—for free.  

Book a 30-minute call with Ingrid and Andrea, and let’s start making content That Tracks.

Let’s Talk