BRMG is doubling down on its operator-led agency model by bringing in a seasoned marketer who’s spent decades bridging strategy with execution.

The Hover Group–backed firm announced that Kensel Tracy, a veteran marketing strategist and widely known “Marketing Coach,” has joined as an Operating Partner. The move expands BRMG’s capabilities in strategic marketing, sponsorship and partnership development, and AI-enabled business transformation—areas increasingly critical as agencies rethink how they deliver value beyond campaign execution.

A Strategic Hire for an Operator-Led Agency Model

Based in Ottawa, Tracy brings more than 30 years of experience spanning marketing strategy, advertising, communications, and partnership marketing across private-sector brands, government, tourism, associations, and non-profits. His résumé includes leadership roles at Byward Marketing Group, Octagon Communications, and Acart Communications, along with a long-running independent coaching and advisory practice.

That blend of agency leadership and hands-on advisory work aligns closely with BRMG’s thesis: experienced operators, not layers of management, drive better outcomes for clients.

“Kensel has spent his career helping organizations navigate real-world marketing challenges,” said Alex Verdurmen, President of BRMG. “His ability to think strategically while staying close to execution is exactly what our model is designed to support.”

Bringing AI Advisory Into the BRMG Ecosystem

A key part of Tracy’s role will be integrating his Centre for Business Transformation, an AI advisory and training platform, into BRMG’s operator network. The platform’s tools, frameworks, and programs will be embedded into BRMG’s playbooks, training, and client engagements.

That matters as agencies increasingly face client pressure to move beyond AI experimentation and into practical adoption—especially in areas like go-to-market strategy, partnerships, and operational efficiency.

Within BRMG, Tracy will advise clients on growth strategy, communications, sponsorship programs, and partnership ecosystems. He’ll also support BRMG’s work with non-profits, public sector organizations, and tourism and event clients, sectors where sponsorship and partnership models are often mission-critical.

Scaling a Model, Not Just a Roster

From Hover Group’s perspective, Tracy’s appointment signals a shift from validating BRMG’s model to scaling it.

“In many ways, 2025 was about proving the model,” said Matthew Hollingshead, Partner at Hover Group. “Bringing Kensel and the Centre for Business Transformation into BRMG is a launching point for 2026—growing the model, adding operators, and expanding disciplines.”

The hire also reflects a broader agency trend: assembling modular networks of senior specialists who can collaborate across shopper marketing, experiential, digital, and promotional disciplines without the overhead of traditional agency structures.

Strategy, Partnerships, and Execution—Together

As an Operating Partner, Tracy will work alongside BRMG’s existing specialists to build integrated programs that connect planning with execution, including brand partnerships, sponsorship sales, events, activations, and promotional campaigns.

“I’ve always believed the best marketing happens at the intersection of strategy, partnerships, and execution,” Tracy said. “BRMG is building a platform where experienced operators can focus on delivering their best work—and that’s exactly the environment I want to be part of.”

For BRMG, the addition strengthens its positioning as an agency platform designed not around services, but around people who know how to turn strategy into results—an approach gaining traction as brands demand more accountability, flexibility, and impact from their marketing partners.

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