Andrea Lekushoff has always had a passion for communications. She started her career at the Canadian Embassy in Washington, D.C., where she worked as a press assistant.
She eventually returned to her native Toronto, where she worked for a leading communications and PR agency, got her MBA, then joined Deloitte Consulting as a strategy consultant. In 2004, she decided it was time to turn her passion for communications into a business and founded Broad Reach Communications
Her award-winning firm now has almost twenty associates who work remotely but collaboratively.
Why did you decide to start Broad Reach?
In 2004, I was in my early thirties. I didn't have a mortgage, I had paid off my student debts, and I thought it's now or never. So I left Deloitte to become a freelancer. Very quickly, I was working many more hours than I had been working with Deloitte, and I was turning down work. I thought, why should I do that? So I started building a practice. Broad Reach now has 17 associates, and they're all senior practitioners. These are people who are very experienced in their field. They've either worked in agencies or in the corporate world, but now want to have more work-life balance. Broad Reach is very different than a traditional agency, where the senior people go out and impress the clients and sell the business, then hand the files over to junior people who actually do the work. All of our work is done by senior practitioners. And we've heard time and again from our clients that the work we do stands head-and-shoulders above other work they've seen because of the senior talent that works on each project.