Hell's Basement
Media Group
A Canadian media strategy firm built for organizations that operate in high-stakes environments and refuse to accept second place.
Built in the
Trenches.
HBMG was founded in 2020 in Western Canada by a former Oil & Gas executive who was tired of watching organizations lose — not because they lacked resources or talent, but because they lacked the strategic discipline and media sophistication to compete effectively.
The name isn't accidental. Hell's Basement is where the real work happens — away from the polished boardrooms and comfortable consensus, in the unglamorous space where strategy gets stress-tested and execution gets done. It's a philosophy as much as a name.
Over six years, we've built one of Canada's most experienced multi-disciplinary media strategy practices. We've managed provincial and municipal campaigns, launched digital news publications that shaped national conversations, built e-commerce operations from the ground up, and advised some of Canada's most prominent organizations through their most challenging communications moments.
We don't take every client. We take the ones where we can make a genuine difference — and where the stakes are high enough to demand our best work.
What We Stand For
Relentless Execution
Strategy without execution is fiction. Every engagement at HBMG is built around a bias for action — we move fast, we adapt, and we deliver.
Radical Candour
We tell clients what they need to hear, not what they want to hear. Our value is in honest counsel, not comfortable agreement.
Integrated Thinking
The best media strategies don't live in silos. We bring together political, commercial, and editorial expertise to build solutions that work across every dimension.
Long-Term Partnership
We measure success in years, not campaigns. Our highest-value client relationships are the ones that last.
The People Behind
the Work
Executive Leadership
HBMG's executive team brings together veterans of federal, provincial and municipal campaigns, national media organizations, and high-growth digital business.
Political Strategy Desk
Our political team has worked at every level of Canadian politics - federal, provincial and municipal and is experienced across the Country and political spectrum.
Digital & Commerce Practice
Our digital practice combines platform specialists, paid media experts and e-commerce strategists who have collectively managed millions in digital ad spend.
Editorial Operations
Our editorial team has launched and operated digital news publications across Canada, with experience spanning investigative journalism, political commentary, business media, and niche vertical publications.
We don't build campaigns. We build the infrastructure for winning — and then we win.HBMG Founding Principle
Ready to Work
With the Best?
We take on a limited number of new clients each year. If you're serious about results, let's have a conversation.