Michael A. Fyshe is a Canadian management consultant, advertising executive and former President and CEO for BBDO Canada.[1][2]

Michael A. Fyshe
Born1947 (age 75–76)
Alma materTrinity College School
OccupationManagement consultant
Known forAdvertising Executive, Vickers & Benson, EVP, President, CEO, BBDO Canada, Partner, Reynolds & Fyshe

Early life and careerEdit

Independent marketing management consulting company founded by Mike Fyshe and Dan Reynolds in Toronto, Canada. The company works with leading Canadian brands to improve the value delivery of marketing communications. Reynolds & Fyshe is best known for its agency search and selection, performance evaluation and contract compliance services.

Fyshe was born in Montreal, Quebec in 1947, and attended Trinity College School[3] in Port Hope, Ontario. He gained his first experience in advertising when he worked as a Production Manager at Montreal luxury department store, Ogilvy’s. After senior positions at Toronto advertising agencies, MacLaren McCann, Vickers & Benson and Young & Rubicam, he joined BBDO Canada in 1990 as Executive Vice President leading the Chrysler account.[4] In 1996 he became President and COO of the agency's successful retail division, BBDO Retail, which served clients such as Dairy Queen, Talbots, TSN and Molson.[5] When he stepped down in 2001, Fyshe had been serving as President and CEO of BBDO Canada since 1997.[4][6][7]

Fyshe is well known for his work with two of his major clients, automotive giants Ford of Canada and Chrysler Canada. At Vickers & Benson, Fyshe was responsible for forming a team recognized by Ford of Canada as the strongest that they had worked with in the 30 years that Vickers & Benson had managed the Lincoln and Mercury brand business. During his tenure at BBDO Retail, his team developed a number of popular Chrysler commercials that included "Snowball", part of a campaign that was picked up around the world and won several awards including the 1997 'Canadian Advertising Success Stories' (Cassies) Grand Prix.[8] The work helped Chrysler solidify their position as the leading manufacturer of Minivans in Canada with unprecedented sales volume.[9] While President and CEO at BBDO Canada, he built and led a team that went on to win numerous new business pitches and creative awards, and saw the agency recognized as the creative power house in Canada at the time.[10]

In 2000 Fyshe and Neale Halliday, then the BBDO Canada's EVP, Head of Account Planning, initiated the first BBDO Brand Camp, an observational research concept developed to measure consumer behavior.[11]

After stepping down at BBDO Canada in 2001,[12] he formed Reynolds & Fyshe, a niche marketing management consulting practice with Dan Reynolds, focused on improving the value of agency services delivery and agency search & selection.[13][14][15] In addition, under his own private consulting firm, Fyshe leads a specialized client-agency relationship evaluation and performance measurement advisory serving some of Canada's leading brands.[16]

Fyshe lives in Toronto with his wife, Susan Fyshe MHSc RD, a nutritionist and registered dietitian.


  1. ^ "Top 200 CEOs". The Financial Post Magazine, CEO Annual 1998. November 1998. p. 64.
  2. ^ "Canada's Corporate Elite 1999". National Post Business, Special Issue. November 1999. p. 76. ProQuest 205862578.
  3. ^ Trinity College School Record, Vol 66. No 1 (December 1963- August 1964). 1965.
  4. ^ a b "Movers & Shakers". strategyonline.ca. Brunico. February 26, 2001.
  5. ^ "BBDO's Tolpin heads south: Creet, McLaughlin named co-creative directors". strategyonline.ca. Brunico. November 11, 1996.
  6. ^ Lara, Mills (December 8, 1997). "Fyshe takes the spotlight as BBDO CEO". Marketing Magazine. Rogers Publishing Ltd. p. 2. ProQuest 227208069.
  7. ^ "Fyshe leaves BBDO Canada". adage.com. Crain Communications Inc. February 16, 2001.
  8. ^ "Chrysler Minivans: The New Originals. The Launch of the 1996 NS Series" (PDF). cassies.ca. 1997.
  9. ^ "BBDO cops three Golds at Cassies". strategyonline.ca. Brunico Communications. November 10, 1997.
  10. ^ John, Heinzl (November 23, 1998). "BBDO Back In the saddle again". Globe and Mail, Report on Business: B15. ProQuest 1147250468.
  11. ^ Heinzl, John (October 12, 2000). "Welcome to brand camp, kids: part Survivor, part focus group". The Globe and Mail.
  12. ^ Lara, Mills (May 7, 2001). "A Fyshe out of water". Marketing Magazine. Rogers Publishing Ltd. p. 7. ProQuest 227172756.
  13. ^ "Reynolds & Fyshe". Reynolds & Fyshe. Jan 28, 2015.
  14. ^ Josh, Stone (August 14, 2014). "Ask An Agency Search Consultant: How to form enduring client-agency relationships". The List Online, Daily Vista. List Partners, Inc.[permanent dead link]
  15. ^ Ben, Myers (January 28, 2015). "Stay Together For The Work: Creating Lasting Brand – Agency Relationships In 2015". dx3 digest. Dx3.
  16. ^ "Fyshe & Associates". Fyshe and Associates. January 27, 2015.