About Us

Modern Craft helps marketing leaders optimize strategy, operations and technology.

These leaders call on us during periods of of change. We call them “re” moments.

Reassess.
Reexamine.
Reimagine.

We help them work through these moments, one step at a time—dodging pitfalls, uncovering opportunities and emerging stronger and more resilient than ever.

From our base in Vancouver, we’ve been doing this work for organizations across North America since 2014.

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Leadership

John Ounpuu

John is a strategist, writer and speaker with a deep interest in the challenges and opportunities facing marketers today.

Before co-founding Modern Craft in 2014, John was Vice President of Strategy for WPP-owned digital agency Blast Radius, where he spent a decade supporting change-makers at brands like Nike Golf, Nike Jordan, Microsoft and Starbucks. Prior to joining Blast Radius, John worked in software marketing and spent time in the tech startup world. Before that, he was a Juno-nominated musician and songwriter.

John is a frequent AdWeek contributor. His writing has also been published by Forbes, WARC and The Globe and Mail.

Peter Petralia

Peter is a born problem-solver, the ultra-efficient calm in many storms. His work at Modern Craft is focused on people and process.

Peter has a diverse background that includes project management, strategy and brand management. Prior to joining Modern Craft in 2017, he held leadership roles at Huge, Sullivan, Razorfish, PayPal, and Valtech where he established the structures to deliver complex global projects for clients like Credit Suisse, Novartis, State Farm, and Uniqlo. He’s also led major projects with American Express, Bayer, Balenciaga, Hyatt, HP, and McKinsey.

Peter’s PhD research and subsequent academic writing focused on the relationship between technology and experience. He’s also a Certified Scrum Master, Certified Change Management Professional, film and television writer, playwright, amateur boxer and dog-lover.

(We will achieve this)

Our Purpose

Bring more empathy and humanity to business—and therefore to society at large.

(By striving to make this happen)

Our Vision

Make marketing better, together.

(By doing this)

Our Mission

Helping marketing change-makers build momentum and take flight.

Our Values

Above & Beyond

Quality matters. We’ve got high standards and it shows. Every project counts, no matter how small. Whatever problem we’re tackling, we go beyond the brief. Beyond the S.O.W. And beyond the obvious answers.

Genuine

In an industry full of posturing, puffery and hidden agendas, we strive to be sincere, impartial and unbiased. We value honesty and kindness. We show up every day as real people with real points-of-view—flaws and all.

Thoughtful

We believe in taking the time to pause and reflect. We care deeply about our clients—who they are and what they’re trying achieve. We tackle their problems from multiple angles—pulled deeper by empathy and curiosity.

Pragmatic

Our beliefs are idealistic. But as we work to put those beliefs into practice, we’re grounded in a clear-eyed assessment of what’s practically possible. We’re also nimble and flexible—untethered by rigid concepts or processes. Able to adapt on the fly and rise to challenge.

Learn more about how we work.

Ready to tap the power of operational excellence?

We’d love to share our experience with you and see if we can help.