Michael Edwards founded Adrenaline Digital, an award-winning digital engagement agency, in early 2014. He realized the need in the Canadian marketplace for a dedicated digital agency that understood the unique objectives of corporations, industry organizations and not-for-profits facing public affairs issues.
In 2016, Adrenaline Digital was acquired by Sussex Strategy Group, Canada's premier government relations and strategic communications firm. The acquisition strengthened a longstanding partnership between the two companies, and offers clients a holistic and integrated suite of GR, communications and marketing services.
Prior to founding Adrenaline, Michael led digital and creative strategy for a major political campaign, led the digital practice at a communications firm, and gained direct marketing experience as an account strategist at boutique advertising agency, serving the financial services and automotive sectors.
Michael's teams expertly leverage data in campaigns to increase targeting efficiency to find ideal audiences. He has led winning campaigns in a variety of sectors, and mobilized millions of Canadians to take action.
Michael also developed the curriculum for Canada's first post-secondary course on Digital Government Relations, and lectures as a part-time professor in Seneca College's Government Relations Graduate Programme.