Meeting/Event Information

Leveraging photography to create a strategic marketing advantage

February 26, 2019
5:30 PM EST - 8:00 PM EST

87 Elm Street
Toronto, ON M5G 0A8
Venue website

Photography is typically one of the largest expenses in a firm’s annual marketing budget. Unfortunately, many firms are missing key opportunities to maximize this expense and leverage their photography to create a strategic marketing advantage.

SMPS Ontario has gathered a diverse panel of industry leaders for a thought provoking and insightful discussion on how to maximize your photography to its full marketing potential. Whether you’re wondering what it takes to get your work published, how to curate, navigate and maximize photography in social media, how your photography is a reflection of your brand and tells a story, what the future trends are, or what the legal and ethical issues around photography uses are, this is a panel that you won’t want to miss.

Over the course of the evening, our distinguished panelists will dive into the topic and share what it takes to set yourself apart from the competition and maximize your investments. The evening will be sure to broaden your prospective on one of your most strategic assets, and also provide you with some practical advice on how to get the most value from your assets.


Naomi Kriss, Principal  and Founder– Kriss Communications (Moderator)

Naomi Kriss is a passionate authority on public relations for the architecture and design industries. She founded Kriss Communications in 2006 with the aim to broaden awareness of quality contemporary design in Canada and expand recognition of work by Canadian designers abroad. Representing architects, interior designers, design hotels, as well as noteworthy cultural projects and institutions coast to coast, Kriss Communciations helps clients to understand what makes them unique from their often similarly perceived competitors, find ways to present their stories beyond a press release, and become regular participants in a global dialogue about innovative design.

Naomi graduated with a Bachelor's degree in the history of art from the Courtauld Institute of Art, University of London, and a Master's degree in post-war and contemporary art from Sotheby's Institute, University of Manchester. From this experience, as well as being raised in Toronto, Paris, London, Oxford and Jerusalem, Naomi presents a broad vision and an international perspective. For over 20 years she has applied strategic thinking and creativity to help architectural practices transform their communications and drive new business.


Elizabeth Pagliacolo, Executive Editor, Azure

Elizabeth Pagliacolo is the Executive Editor of Azure, the magazine where she started out 15 years ago as an intern and worked her way up to senior editor. In 2017, she was the Director of Programming of EDIT: Expo for Design, Innovation and Technology, a 10-day festival launched by the Design Exchange. Prior to that, Elizabeth freelanced as a design and architecture journalist for many publications in Canada and abroad. She has traveled the world covering design and interviewing some of the world's most brilliant innovators.


Adrian Phiffer, Lecturer at University of Toronto - John H. Daniels Faculty of Architecture, Landscape, and Design; Founder, Office of Adrian Phiffer

Originally from Romania, Adrian Phiffer received his Master of Architecture from the University of Architecture and Urbanism “Ion Mincu” in Bucharest, and went on to complete a Master of Urban Design from University of Toronto. In 2001-2002 he studied at Ecole d’Architecture de Toulouse under a Socrates-Erasmus Scholarship offered by the European Union. He has worked with Office for Metropolitan Architecture in Rotterdam. He now leads the Office of Adrian Phiffer, a Toronto-based architectural firm whose members make time to teach, write, and Instagram as a way of expanding the office's thinking on architecture. In parallel to the Office of Adrian Phiffer, he teaches at the University of Toronto's John H. Daniels Faculty of Architecture, Landscape, and Design.


Younes Bounhar, Doublespace Photography

In a previous life Younes was molecular biologist, turned patent examiner, turned intellectual property policy professional. He doesn't have an artistic bone in his body. In 2010 he met Amanda. She turned his life upside down. Since founding doublespace photography in 2012, you can find them trotting around the country, and sometimes the world, where they strive to create simple, bold and elegant architectural photography. Their images have helped numerous clients win prestigious awards and have been featured in publications both in Canada and abroad.


James Brittain, Photographer

James Brittain is an international photographer working from Montreal and London, UK. He’s spent the past 17 years collaborating with some of the UK and Canada’s most highly acclaimed architects and designers.

Brittain regularly writes and speaks about photography and architecture, advocating for a more thoughtful culture of picture-making. His exhibition Revisited: Habitat 67 was shown in London and at the Toronto Contact Photography Festival in 2018. His photographs have also been exhibited at London’s Architectural Association Gallery. Brittain has recently been commissioned on several new books, including a monograph about Canada’s MacKay-Lyons Sweetapple Architects, and a volume on the art and architecture of London’s Kensington Palace, published by Yale University Press.


Target Audience

Firm Owner/Partner and Marketing and Business Development staff who want to better understand the value of photography and the role marketing plays in capturing a firm's work and getting the work published.

Markendium Domains of Practice

Promotional Activity (Domain 5)

CPSM CPUs: 1.5

Limited tickets are available for this event. First come, first served via RSVP.
One drink ticket provided with registration. Cash bar available. Light appetizers and snacks included.
This is an "in-person" event only. No recording or webcasting will be provided.
Attendees are kindly asked to refrain from recording this event.
For event cancellation and ticket refund policy, please see:



$45.00 Member Ticket

$65.00 Non-Member Ticket