When Audiences Care, Business Grows
Archetypes & Effects helps companies identify, understand, and connect with the audiences that matter most for their business.
Through launch strategy for new products and content, on-demand fractional marketing and business development support, talent development for emerging technologies, and strategic foresight, we turn audience insight and industry context into practical plans that grow business results.
Founded by Laura Mingail in 2019, our work draws on decades of leadership in marketing, communications, and business development. We are trusted by leading entertainment studios, location-based entertainment operators, technology companies, globally recognized festivals, and organizations that support and shape the creative industries.
About Laura Mingail
Laura Mingail is the founder of Archetypes & Effects, where she supports entertainment and technology companies with insights-led marketing and business development strategy and execution. Her advisory work also helps organizations and storytellers understand shifts in technology, audience behaviour, and business models, and what those changes may mean for future strategy and market opportunities.
Her work has been recognized with awards such as an AdWeek Arc Award, Canadian Marketing Award, Media Innovation Award, Best New Product Award, Strategy Award, Promo! Award, and multiple Webby Awards. She has also played a strategic role in acclaimed interactive and immersive content recognized by Cannes XR, GDC, Venice Film Festival, SXSW, The Poly Awards, XRMust XR Awards, the Canadian Screen Awards, and others.
Laura serves on the Advisory Board for SXSW and is a member of the Television Academy. Her work and perspectives have been featured in leading media and industry outlets, including NBC, Forbes, Business Insider, Adweek, Ad Age, Strategy, AR Insider, and UploadVR. She is also a frequent speaker and jury member for leading festivals and institutions such as SXSW, TIFF, Tribeca Festival, CES, SXSW, Series Mania, Augmented World Expo, Guanajuato International Film Festival, University of Toronto, and Mensa Canada.
A long-time member of the International Brotherhood of Magicians and the creator of the first live VR magic show and event in history, Laura often applies insights into how magicians capture attention and create awe to produce results.