Marketing Architecture in Canada: Exploring the Architecture Profession’s Understanding and Use of Marketing: 1955 – 1985 to Present

April 5, 2023

1:30 pm EDT

Date: Wednesday, April 5, 1:30 p.m. to 2:30 p.m.

Location: The Pit, Architecture Building

Speaker: Brynne Campbell, PhD




Marketing, which includes communicating and delivering value to its target audience, has struggled to find its footing within the architecture profession.


Brynne Campbell will present her doctoral dissertation, Marketing Architecture in Canada: Exploring the Architecture Profession’s Understanding and Use of Marketing: 1955 – 1985 to Present. It focuses on the Canadian architecture profession’s historical use and understanding of marketing, as discussed through professional journals and resources. 


Campbell’s research takes a multi-method approach to explore the issues of marketing architecture in Canada from multiple angles. Her dissertation aims to help the profession reflect on how far they have come and clarify where they are going. 


Read more about the dissertation here.

Cover of The Canadian Architect’s first issue, photo by Panda Associates, November-December 1955. Photo Credit: Canadian Architect Magazine, “The cover of The Canadian Architect’s first issue, showing the editorial offices of parent company Hugh C. MacLean Publications, designed by Weir & Cripps. Permission granted by Canadian Architect magazine. Photo by Panda Associates,” Photo Credit:
The Ad-Man’s Architect, published in The Canadian Architect, Vol. 3, September 1958. Permission granted by Canadian Architect magazine. Photo Credit: Brynne Campbell
Panel discussion during POP // CAN // CRIT 2017. Photo Credit: KTCHN Productions
Specimen Advertisements, O.A.A. Publicity Campaign from Construction magazine, August 1920. Vol. 13, no. 8, page 262. Permission granted by the Ontario Association of Architects. Photo Credit: Ontario Association of Architects.


Brynne Campbell, of Ottawa, graduated with a PhD in Architecture from the Azrieli School of Architecture & Urbanism in November 2022. 


She is the marketing director of a medium-sized architecture firm. Passionate about architectural storytelling through text and images, she strives to find innovative ways to help architects showcase their work and communicate their unique value. 


Campbell has presented papers on marketing in architecture and the architect’s image. In addition, she was the co-organizer of POP // CAN // CRIT (Popular Topics, Canadian Context, Critical Questions). The national architecture symposium, which took place between 2016 and 2019, served as a resource, educational tool, and opportunity to share experiences and ideas related to architecture. POP // CAN // CRIT focused on contemporary topics for the profession within a Canadian context.