Location: Laurentian Main campus, room C-112
1.5 ConEd Learning Hours
1.5 AIA LU
10:15 a.m. – 11:45 a.m.
How we talk about and present ourselves matters. Value can only be understood if it is clearly defined and seen by its intended audience. While those in the architecture profession bring great value to society, that value has not always been well understood by the public.
Marketing, which includes communicating and delivering value to its target audience, has struggled to find its footing within architecture and continues to be misunderstood. Research has shown the architecture profession’s relationship with marketing is more complex than initially thought.
This presentation examines key moments in Canadian architectural history that may have contributed to the profession’s current understanding of marketing. It explores how the profession’s historical relationship with marketing has evolved and how it can embrace marketing in contemporary practice. By doing so, the profession can elevate the architect’s status and the future value of architecture.
Learning Objectives
- Describe the role of marketing.
- Identify how those in the architecture profession can engage with it.
- Discuss historical influences on Canadian architects’ understanding of marketing.
- List the marketing resources available.
Brynne Campbell, PhD, earned her doctorate in architecture from the Azrieli School of Architecture & Urbanism, Carleton University, in Ottawa. Her dissertation, Marketing Architecture in Canada: Exploring the Architecture Profession’s Understanding and Use of Marketing: 1955–1985 to Present, focuses on the Canadian architecture profession’s historical use and understanding of marketing, as discussed through professional journals and resources. She has presented papers on marketing in architecture and the architect’s image. Brynne was the co-organizer of POP // CAN // CRIT, a national architecture symposium that served as a resource, educational tool, and opportunity to share experiences and ideas related to architecture within a Canadian context. She is the marketing director of a medium-sized architecture firm. Passionate about architectural storytelling through text and images, she strives to find innovative ways to help architects showcase their work and communicate their unique value.