When Sarah Crabbe co-founded Agnostic six years ago, she didn’t set out to build a traditional PR shop. Her goal was to create an agency that thought differently about how brands earn attention. “Everything we do is rooted in strategy,” says Crabbe, Agnostic’s president. “It’s insight-led, earned-first, with real business impact.”

That ethos of “better thinking, better results” has guided the agency’s growth from a one-person consultancy into a 28-person team working across PR, social, experiential and paid. As PR has changed, so has Agnostic, expanding its focus to prioritize cultural relevance, spark conversations and ensure earned attention delivers measurable results.

Agnostic’s approach was on display in “Finish It” for the Terry Fox Foundation, which helped Canadians understand the organization’s role in accelerating cancer research 45 years after Fox’s historic run. The agency orchestrated a national moment on World Cancer Day by premiering a short film with his siblings. Set to a never-before-heard version of Gord Downie’s “Courage,” the film became a cultural flashpoint that dominated headlines, with 15M organic views and a 900% lift in web traffic.