That Good Inc

What That Good Inc does

That Good Inc (DBA That Good Co) is a Toronto-based experiential marketing agency founded and led by Catriona 'Coco' Smart, operating since at least 2017 from its headquarters at 431 Richmond St E and a wholly-owned event venue, Transmission Studios. The firm delivers full-service experiential marketing, digital and social strategy, brand strategy and creative, and media relations to enterprise clients, producing brand activations, product launches, retail events, and cultural moments for a roster that includes OVO, Lululemon, Four Seasons Hotels & Resorts, Dove, IKEA, BMW, Guinness, Sports Illustrated, and Estée Lauder. The agency has demonstrated cross-border delivery through the Four Seasons Pop Down series across Toronto, Philadelphia, Miami, Hong Kong, and London.

The company also operates proprietary event platforms that function as recurring IP and sponsorship vehicles: Mastering Me, a women's wellness series addressing menopause and perimenopause; That Good Masters, a masterclass-style expert platform launched in 2024; and Guess Who's Coming to Dinner, an intimate dinner activation series. Revenue is generated primarily through professional service fees for campaign planning, event production, media relations, and brand strategy, supplemented by sponsorship facilitation on owned events, with the Met Gala After Hours event generating $50K USD in sponsorship revenue in 2024. Distribution is direct enterprise sales via relationship-driven business development and referrals, with no disclosed public pricing.

That Good's competitive position is built on its cultural-relevance positioning, deep community ties (including founder leadership at The Remix Project and partnerships with CAMH and the Hockey Diversity Alliance), and a small but experienced team of seven carrying 60+ years of combined experience across business development, creative strategy, media relations, and client program management. The agency is privately held, founder-owned, and has not disclosed any institutional funding.

Name

That Good Inc

Legal name

That Good Inc

Website

https://thatgood.co

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

That Good Inc is a Toronto-based experiential marketing agency that designs and produces brand activations, cultural events, and owned event platforms (Mastering Me, That Good Masters) for enterprise clients including OVO, Lululemon, Four Seasons, Dove, IKEA, and BMW across North America, the UK, and Hong Kong.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Convention and Trade Show Organizers (56192), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (71141)

SIC

Services-Advertising Agencies (7311)

akta.pro industry

PRIMARYMPAAAGAA

Brand Activations & Experiential Campaign Design

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Experiential & Event Marketing Agencies

SECONDARYMPAAAAAO

Activation/Experiential Creative Agencies

Media, Entertainment & Sports/Advertising, Marketing & PR Services/Advertising Agencies (Full-Service/Creative)

SECONDARYBPAFAGAB

Event Production & Technical Services (AV, Lighting, Staging)

Business & Public Services/Marketing, Advertising & PR Services/Experiential & Event Marketing

Keywords

• Experiential marketing services
• Event production agency
• Brand activation services
• Media relations services
• Cultural marketing agency

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Experiential Marketing Services: Full-service experiential marketing agency providing brand activations, event production, media relations, digital and social strategy, and brand strategy services to enterprise clients. Revenue generated through professional service fees for campaign planning, execution, and production.
2. Strategic Partnership & Sponsorship Facilitation: The agency facilitates strategic brand partnerships and secures sponsorship revenue for cultural moments and events, as demonstrated by the Met Gala After Hours event generating $50K USD in paid sponsorship revenue.

Go-to-market motion3 records

Distribution channels1 record

Marketing channels8 records

Core offering

That Good Inc is a Toronto-based experiential marketing agency that designs and produces brand activations, live events, and cultural moments for enterprise clients. The firm offers a unified suite covering experiential marketing, digital and social strategy, brand strategy and creative, and media relations, and operates proprietary event platforms (Mastering Me, That Good Masters, Guess Who's Coming To Dinner) along with its own event venue, Transmission Studios.

Product overview

That Good Inc is an experiential marketing agency offering a unified suite of services centered on experiential marketing, digital and social strategy, brand strategy and creative, and media relations. The agency also operates proprietary event platforms including Mastering Me (women's wellness series), That Good Masters (expert-led masterclass events), and the Guess Who's Coming To Dinner dinner activation series. All services are delivered through their Toronto-based team and event space, Transmission Studios.

Differentiator

Problem solved

Functional benefit

Brands

• Mastering Me: A women's wellness series creating education-driven experiences around health topics including menopause and perimenopause.
• That Good Masters

Products and services

• Experiential Marketing Full-service experiential marketing creating memorable guest experiences from intimate dinner parties to large-scale events for 1,000+ invitees, with attention to design, sensory elements, and lasting impressions for enterprise brands.
• Digital & Social Strategy Strategic planning and creative services for impactful online experiences, including social media campaigns, digital advertising, and content creation with measurable impact analysis for enterprise clients.
• Brand Strategy & Creative Crafting compelling brand narratives, visual identity systems, logo design, tone of voice, and messaging frameworks that elevate brand identity and drive business results for enterprise clients.
• Media Relations Full-service approach to elevating brands through earned media and publicity, including relationship cultivation with media outlets and impactful press coverage across traditional and digital media.
• Mastering Me Proprietary women's wellness event series created by women, for women, designed to open space for conversations around health and wellbeing, featuring expert speakers, menopause/perimenopause education, and aligned brand partners; powered by sponsors such as OLLY.
• That Good Masters Proprietary masterclass-style event platform bringing best-in-class experts (e.g., Sir John) directly to the community through educational, inspirational, and engaging experiences with premium brand integrations.
• Guess Who's Coming To Dinner (GWCTD) Exclusive dinner activation series reimagining traditional networking through intimacy, creativity, and genuine connection, designed for prestige brands and cultural leaders with interactive experiences (e.g., Diageo cocktail-making).
• Transmission Studios Toronto-based event space operated by That Good, used for brand activations including Ofuure's 10th anniversary, Mastering Me 2.0, Acne Studios fragrance launch, and IKEA Dreamscapes Gallery.

Quantifiable outcome

• 20M+ online impressions for Met Gala After Hours (ESSENCE, OK! Magazine, KNOCKTURNAL coverage)
• +12 more outcomes

Named customers27 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

22 partnerships are on record, tiered core, minor and major.

• The Remix ProjectcoreStrategic or Co-development Partner · 1 January 2021Strategic non-profit partner providing young creatives from underrepresented communities with industry training, mentorship, and access across PR, marketing, media, and culture. That Good leads the PR Program, delivers hands-on curriculum, and mentors Remix students. Founder Coco serves on the Board of Directors. The agency has helped elevate Remix's graduation ceremony to HISTORY Toronto and supports applicant selection and final project judging.
• Transmission StudioscoreOthersToronto-based event space operated by That Good, used for brand activations including Ofuure's 10th anniversary, Mastering Me 2.0, and Acne Studios fragrance launch. The industrial-inspired space supports diverse creative events.
• JergensminorGTM or Marketing PartnerSponsor for Met Gala After Hours: For The Culture event, contributing to the elevated, culture-forward post-Met Gala celebration honoring fashion creatives.
• Core HydrationminorGTM or Marketing PartnerSponsor for Met Gala After Hours: For The Culture event, providing hydration brand integration during the high-profile fashion industry celebration.
• Bisquit & DubouchéminorGTM or Marketing PartnerPremium spirits sponsor for Met Gala After Hours event, bringing luxury brand integration to the fashion industry celebration.
• DeLeón TequilaminorGTM or Marketing PartnerTequila brand sponsor for Met Gala After Hours, contributing spirits and brand activation elements to the event.
• Indeed LaboratoriesminorGTM or Marketing PartnerSkincare brand sponsor for Met Gala After Hours, providing beauty brand integration during the fashion industry event.
• IBest WinesminorGTM or Marketing PartnerWine sponsor for Met Gala After Hours event, complementing the premium hospitality experience.
• DiageominorStrategic or Co-development PartnerBeverage company partner for Guess Who's Coming to Dinner 2024 edition, featuring interactive cocktail-making experiences as part of the intimate networking dinner series.
• LululemonmajorStrategic or Co-development PartnerMulti-event partnership for Lululemon Summer Series Block Party and ongoing activations. Multiple events across Toronto locations including CIBC Square, Harbourfront Centre, and The Well, featuring fitness, yoga, and cultural programming.
• OVO SoundmajorStrategic or Co-development PartnerEntertainment partner for OVO Charity Golf Classic and ongoing OVO brand activations including retail events, cultural moments, and community experiences.
• Foot LockerminorGTM or Marketing PartnerSponsor for OVO Charity Golf Classic, supporting the charity event benefiting The Remix Project.
• The Remix ProjectcoreStrategic or Co-development PartnerCharity beneficiary of OVO Charity Golf Classic, receiving sponsorship money raised. Long-term strategic partner where That Good founder Coco serves as board co-chair.
• OLLYmajorStrategic or Co-development PartnerPowered-by sponsor for Mastering Me 2.0 women's wellness event, with immersive OLLY brand integration throughout the education-driven menopause experience.
• IS ClinicalmajorStrategic or Co-development PartnerBrand partnership with Sports Illustrated for 60th Anniversary cover shoot, providing products for Maria Cristina's celebrity skin therapy sessions with icons including Mae Musk, Lily Aldridge, and Kate Upton.
• Four Seasons Hotels & ResortsmajorStrategic or Co-development PartnerGlobal partnership developing the Pop Down event series, transforming unexpected venues into immersive Four Seasons experiences across Toronto, Philadelphia, Miami, Hong Kong, and London.
• Hockey Diversity AlliancemajorStrategic or Co-development PartnerCollaborative community partnership for Winter Fest event, uniting community, culture, and inclusivity in hockey. That Good provides event production and cultural expertise.
• CAMH FoundationmajorStrategic or Co-development PartnerMental health advocacy partnership including Sunrise Challenge launch, Mastering Me wellness events, and Black History Month Dinner. Community-first approach to mental health storytelling.
• The Coffee PartyminorStrategic or Co-development PartnerPartnership for CAMH Foundation Sunrise Challenge launch, reimagining mental health advocacy through sober, daytime celebration with visual storytelling.
• BMW CanadamajorStrategic or Co-development PartnerXM Influencer Strategy partnership targeting Canadian tastemakers in Toronto, Montreal, and Vancouver markets with relationship-driven cultural engagement approach.
• DovemajorStrategic or Co-development PartnerMulti-touchpoint partnership for Dove Hair including Repair & Renew self-care café pop-ups and Sweat & Reset fitness-meets-beauty experiences across Toronto and Montreal.
• Chelsea FCmajorGTM or Marketing PartnerOVO x Chelsea retail activation and collection launch in London, generating record-breaking sales with 100% collection sell-out in week one.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• BPCM: BPCM is a Brooklyn-based integrated communications and experiential marketing agency serving lifestyle, fashion, beauty, and hospitality clients. Comparable to That Good due to similar boutique scale, premium brand roster, and blend of PR, events, and cultural positioning.
• MKG: MKG is a NYC-based experiential marketing agency that creates brand experiences for premium consumer clients in fashion, beauty, and lifestyle. Closely comparable in approach, scale, and brand-activation focus to That Good.
• The Community: The Community is a Brooklyn-based PR and experiential agency focused on fashion, beauty, and lifestyle brands, with global cultural positioning. Similar to That Good in boutique scale, fashion/beauty client mix, and integration of PR with events.
• Factory 360: Factory 360 is a NYC/LA-based experiential marketing agency producing brand activations for enterprise clients across retail, hospitality, and lifestyle. Comparable to That Good in service offering, client segment, and activation-led model.
• Pop & Co: Pop & Co is an event production and experiential agency specializing in brand launches and intimate activations for premium and DTC clients. Comparable due to similar boutique event production focus and premium brand positioning.
• Lede Group: Lede Group is a Toronto-based integrated communications and events agency serving consumer, lifestyle, and brand clients. Comparable to That Good as a fellow Toronto boutique with PR, events, and brand activation offerings.

Broad incumbents

• Jack Morton Worldwide: Jack Morton is a large global experience brand agency producing events, activations, and content for major enterprise clients. Competes in the same experiential category as That Good but at significantly larger scale with broader global infrastructure.
• Sparks: Sparks is a large, multi-office experiential marketing agency producing brand experiences and live events for global enterprise clients. Overlaps with That Good's experiential marketing offering but operates at significantly greater scale with broader service breadth.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/that-good-inc
• Instagraminstagram.com/thatgoodco
• TikToktiktok.com/@thatgoodco

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about That Good Inc