Proof Experiences Prepares for 2026 with Executive Vice President Promotion

With 2026 on the horizon, Proof Experiences is gearing up for the new year with the promotion of Lorne Cooperberg to the role of executive vice president, growth and innovation. A move which sees him expand his mandate, according to the former senior vice president, this new position tasks him with facilitating business partnerships, supporting the company’s recent US expansion, and leading all of the agency’s marketing initiatives.

“We’re entering a really exciting stage of growth, and my aim is to ensure we scale with purpose,” he says. “Our size today gives us the opportunity to invest in marketing and business development in a more strategic and coordinated way. The ambition is to shift from growth that happens organically to growth that is designed, grounded in clear positioning, a stronger presence in the market, and a more proactive approach to building relationships.”

Since joining the company in 2017, Lorne’s tenure has been marked with a number of key successes, including boosting the company’s revenue by over 350%, landing it a place amongst Canada’s Top Growing Companies of 2025, and securing new business wins across the likes of RBC, VISA, Dell, Interac, Volvo, and The Home Depot. Feats which have driven this appointment, the EVP asserts that while the recognition is meaningful, now, it’s all about applying the learnings he’s picked up along the way.

“I’m thinking about what this role enables for the agency going forward,” he explains. “I’ve worked across many parts of the business, including new business, client experience, internal culture, and brand. So, the ethos I’m bringing is one rooted in intentional growth. We’re in an important moment as an agency – the kind where the decisions we make will shape who we become next.”

Among Lorne’s priorities, ensuring Proof’s future marketing reflects the agency’s “people-first” values is paramount. Having found success in centring all its work around the human experience – from client programmes and shared thought leadership to optimising sales process and marketing effectiveness – he believes that nothing should come out of the business that doesn’t celebrate the people impacted by the work itself.

This focus applies inward as well. Keenly aware that culture is critical in creating meaningful marketing results, he sees his mandate as not just aligning the company from a growth perspective, but ensuring that everyone involved is protected and nurtured throughout the scaling process.

“I take this responsibility seriously,” he continues. “Culture doesn’t just happen; it’s modelled, reinforced, and lived every day. And that has to come from the top.

“This approach is authentic to who we are as an organisation, and how we build relationships with clients, partners, and each other. It’s not just a positioning statement; it’s how we operate day-to-day. Ensuring our marketing consistently conveys that humanity, warmth, and sense of care is essential to me. It’s how we show our values, rather than just state them.”

Despite the size and significance of his new mandates, Lorne remains undaunted and modest when contemplating the agency’s next chapter. Calling it a “privilege” to not only be part of Proof’s leadership group, but to now lead the agency to a level he “could have only dreamed of” when joining, this moment isn’t just one for future-facing reflection, but celebration of the journey.

“This promotion represents both how far we’ve come, and how much opportunity lies ahead,” he concludes. “I’m grateful to have the responsibility to help guide our next phase. If all goes to plan, I hope to help us grow in a way that feels energising and sustainable – where we continue to win ambitious work, develop our talent, and expand our impact, all while staying true to the collaborative, people-first spirit that makes this place special.”