PERSONAL ESSAY: IF ANYONE COULD DO IT

Written by Matthew Celestial


There are some people who don’t just listen to your wildest ideas. They hand you the matches and tell you to light the entire thing.

That was Jeffrey.

I’d say something outrageous, half-serious, half-impossible, like launching a pharmaceutical company with no capital and nothing but a shared Google Doc. And he’d pause, smirk, tilt his head and say:

“If anyone could do it, it’d be you, Matthew.”

Then he’d laugh—not out of disbelief, but because he could already picture the absurdity of it working. He never once told me to play small. Never once made me feel like dreaming big was naive. In a world that often demands realism, Jeffrey offered the rarest thing: permission.

He believed in me with this quiet, steady conviction I never had to earn. It wasn’t loud or performative. It was just there. In the way he’d entertain my ideas without flinching. In the way he look ed at me like I might actually pull it off. And maybe that’s what I miss the most.

That kind of belief. The kind you don’t have to ask for. The kind that makes you believ e in yourself, just a little more.

We met at a summer job in our early twenties, both of us barely adults, wearing dress shirts a little too big for our frames, pretending we had it all figured out. 

It was a pharmaceutical company. The kind of place where you were meant to stay in your lane, clock your hours and not ask too many questions. But Jeffrey was incapable of small thinking. He didn’t just show up for the job. He showed up with ambition, ideas and a knack for making people lean in. Th ere was something magnetic about him. Sharp, endlessly curious and never content with the obvious an swer.

I was envious of how easily brilliance sat on his shoulders. How he could convince an yone of anything, not with arrogance, but with precision. You’d be mid-debate, thinking you had him an d then he’d flash that knowing smirk that told you: you didn’t actually understand the topic well enough. And he wasn’t wrong.

We started using our Outlook calendars to schedule “meetings” that had nothing to do with work. We’d take over an empty boardroom and talk for hours, about science, about business, about lif e. We dreamt out loud. We imagined futures where we’d co-found companies, disrupt industries, do things n o one in that office ever expected of two young students with entry-level badges and oversized dreams.

Looking back, those were the first boardrooms I ever felt at home in.

Not because of the setting but because someone else saw what I saw. Not just in the world, but in me.

But like many great stories between friends, ours didn’t stay golden forever.

We had a falling out—loud at first, then quiet in its absence. Not the kind of rupture th at comes from betrayal or some dramatic goodbye, but from slow drift, misunderstandings, pride and time. But also a deep-rooted heartbreak that he’d maturely say, “it’s no one’s fault. Just the way things are.”  

Just the way things are. It’s strange how distance can grow even when both nothing and something specific is said. And how sometimes, the very people who once made you feel most seen can also become mirrors you’re afraid to look into. Just another stranger. One day became two days, and soon enough, I’d imagine the day, I’d see him be successful and I was just a fly on the wall. 

We stopped talking. Years went by.

At first, I convinced myself I was fine with that. Life was busy. I had businesses to build, fires to put out, people to prove wrong. But there was always something unsettled. A missing piece I didn’t allow myself to name.

When he passed away last year, I didn’t cry right away. I told myself that I did enough of that five years ago. That people grow apart. That it was complicated. That I had already done the mourning.

But the grief didn’t ask for permission. It came anyway: in waves, in silence, in those strange moments of stillness when you finally let your guard down. And underneath it all was this aching question: What did we lose by not finding our way back to each other?

I think what hurt most wasn’t just losing Jeffrey. It was realizing that someone who had once believed in every outrageous dream I had—who had sat in empty rooms with me, building castles in the sky—was suddenly…gone. No closure. No clean ending. Just the haunting truth that belief alone isn’t always enough to keep people close.

And yet—his belief in me never left. Even when he did.

In the months after Jeffrey’s passing, I found myself thinking not just about who he was—but about who I was when he was in my life. 

He challenged me. Not always gently. But always sincerely. He made me sharper. Bolder. He had this gift of laughing at my wildest ideas while still pushing me to make them real. That kind of faith in someone, it marks you.

There’s something disorienting about realizing that a person you drifted from still shaped you in ways you hadn’t fully grasped. After all, he was part of my origin story. The spark in the early days of believing I could actually build something. The first person to tell me, without irony or hesitation, “If anyone could do it, it’s you.”

And maybe that’s what stays with me most. Not just the memories. But the permission he gave me to be audacious.

These days, when I find myself at a crossroads, when the fear kicks in, when I wonder if the dream is too big or the world too cold, I hear his voice. Smirking, probably. Half-joking. “You’re really gonna try that?” And then, without missing a beat: “Good. You should.”

I think Jeffrey gave me a compass. Not one that points north, but one that points forward. That reminds me to keep going. To stay curious. To stay ridiculous in my hope.

Some people leave behind a legacy. Some, lineage.

Jeffrey left behind direction. And I’m still following it.

There are people you lose, and then there are people you carry.

Jeffrey is someone I carry.

Not with the heaviness of regret, but with the warmth of memory. The kind that doesn’t fade, it just changes shape. Becomes quieter. Becomes part of your voice when you speak to yourself kindly. Part of the fire when you dare to begin again.

We never got the chance to patch things up. That will always hurt. But I’ve come to believe that healing can happen even in the absence of resolution. That love doesn’t have to be loud or linear. Sometimes, it’s just a throughline—a whisper that never leaves you.

And this… this essay, this moment, this breath, is part of my thank you.

Thank you for every inside joke, every long walk, every sharp debate that left me smarter than before. Thank you for treating my wild ideas like they were worth something. Thank you for pushing me when I doubted myself. And even more for laughing when I took myself too seriously.

You taught me that belief doesn’t have to be extravagant. It just has to be real. And you believed in me before I even knew how to believe in myself. I hope, wherever you are, you know I never stopped being grateful. And I hope I make you proud, not with the wins or the titles or the noise, but with how I keep going. How I keep building. How I still dream audaciously.

Because if anyone could do it?

Maybe it is me.

And maybe—somewhere—you’re still saying that, too.

From Idea to Icon: How to Turn a Concept Into a Category-Defining Brand

Written by Matthew Celestial

There is a particular kind of ambition that pulses through the heart of a founder. No, we’re not talking about the drive to build a business, or to escape a 9-to-5, or even to make money. It is the desire to create something that matters: a name that echoes. We’re talking about brands that live beyond the marketplace, the ones that define categories. =

Category-defining brands do not happen by accident. They are not the product of overnight virality or lucky breaks. They are crafted with intention, grit and obsessive clarity. Think of Patagonia. Glossier. Oatly. These brands didn’t enter existing lanes. They built new roads entirely.

We don’t just help founders build businesses. We help them build legacies. Here’s how we think about transforming a fragile idea into something iconic.

START WITH A CULTURAL TRUTH, NOT A TREND.

Category-defining brands begin with a deep insight into human behaviour. They’re not just your average marketing gimmick. And no, not a product hack. They must be your universal truth. Something that resonates across time.

Nike’s "Just Do It" wasn’t a tagline. It was a cultural permission slip. When Ben & Jerry's started, they weren’t just selling ice cream. They were inviting people into a vision of ethical business, joyful rebellion and community. If you're chasing a trend, you're already behind. Instead, ask: What do people ache for that no brand is yet delivering? Build from there.

OBSESS OVER LANGUAGE.

Words shape reality. The language you use to describe your brand will shape how others see it and how they see themselves through it.

We often ask our clients: If your brand were a book, what section of the bookstore would it live in? If it were a song, what genre would it be? If it were to live in the supermarket, what aisle would it dominate? The answers reveal tone, values and identity. Category-defining brands invent their own vocabulary. Think "Boy Brow," "Athleisure" or "Plant Milk."

When you give people new language, you give them a new way to see themselves.

DESIGN FOR MEANING, NOT JUST AESTHETICS.

Design must be immaculate, radiating beauty beyond aesthetics but elevating the experience with meaning. This encodes the essence of the brand.

Oatly’s packaging isn’t minimalist; it’s maximalist with purpose. It talks to you. It makes you laugh. It makes you think. Its design isn't decoration. It's the voice that barks at you to enter its world. Design should answer: What am I inviting the world to believe in?

The best brands don’t speak louder. They speak deeper.

BE RUTHLESSLY CONSISTENT AND QUIETLY AUDACIOUS.

Consistency builds trust. Audacity builds attention. Category-defining brands do both.

Whether it’s the founder's voice, the photography style or the way your packaging opens, every touchpoint should hum the same note. It should feel like it’s on brand. At the same time, be bold enough to do what no one else is doing. It could be your pricing model, your customer service policy, your product experience.

The goal is not to stand out once. It is to never blend in.

OWN A PROBLEM, NOT A PRODUCT.

Too many founders fall in love with their solution. But icons fall in love with the problem. Peloton didn’t sell bikes. They sold a reimagined workout culture. Dyson didn’t sell vacuums. They sold performance design that made cleaning feel intelligent.

When you anchor your brand in a problem, you’re free to evolve your products. But if you only sell the thing in your hand? The moment the market shifts, you disappear.

BUILD WITH AND FOR COMMUNITY.

The best brands don’t have customers. They have believers.

Category-defining brands are not built in boardrooms. They are built in conversation, collaboration and response. Community is not an afterthought or a loyalty strategy. It is the soil that grows everlasting brands.

Invite your community in early. Let them shape the journey. Listen more than you launch.

BE WILLING TO BE MISUNDERSTOOD (AT FIRST).

When you’re building something new, people won’t always get it.

In fact, if everyone understands your brand from day one, you might not be innovating hard enough. Airbnb sounded ludicrous. So did Tesla. So did Spanx. As Jeff Bezos once said, "You have to be willing to be misunderstood for long periods of time."

Icons embrace that.

THINK IN DECADES, NOT QUARTERS.

Finally, the most powerful thing you can do is hold a long view.

We live in an era of instant gratification, but brands that last are rarely those that grew the fastest. They are the ones that grew with purpose.

Your idea can be beautiful. Your execution can be smart. But your brand will only become iconic if you build with patience, values and the understanding that impact compounds over time.

BUILD A LEGACY.

Brands are more than businesses. Allow them to be acts of imagination. Cultural engines. Legacy builders.

If you're building something brave, unusual or emotionally resonant, you're in the right arena. And if you want your idea to become an icon? Don’t just chase what worked for others. Build what only you can.

The world doesn't need more noise. It needs more meaning. Let's build it.



Start a project with us and let’s begin building the future together, here.

CEO Update: Building a Stronger Future in 2025

Written by Matthew Celestial

As we move further into 2025, Statement Worldwide continues to stand at the intersection of innovation, resilience and strategic growth. The economic climate presents undeniable challenges—sociopolitical shifts, trade complexities and the evolving state of the Canadian economy require businesses to adapt, pivot and push forward with intention.

Yet, despite these external pressures, Statement Worldwide is experiencing a period of evolution and significant expansion. While our initial intention was to respond to these shifts, we have proactively sought opportunities, investing in new ways to engage with consumers and strengthening the foundation of our ecosystem to ensure long-term success.

CREATING IMMERSIVE WORLDS IN CONSUMER PRODUCTS

One of the most exciting developments within our ecosystem is the continued success of Matte Equation. We are advancing our three-product portfolio—the Quantum Mud Mask, Function Flow Cleanser, and Infinite Dimensions Moisturizer—as we refine our identity as a performance-driven wellness skincare brand specializing in fitness recovery, stress relief and better sleep.

This year, we have deepened our commitment to immersive brand storytelling, pushing the boundaries of how a skincare brand can connect with its audience. This began with this month’s campaign, The Ache of Almost, an immersive audio skincare journey designed to transform skincare from a routine into a deeply personal ritual. These experiences shift skincare from being a habit to an intentional, emotional and communal practice, reinforcing our mission to create products that feel deeply personal.

As we continue to expand, Matte Equation is exploring new partnerships, refining product innovation and expanding our retail footprint to better serve our growing audience. Expect to see thoughtfully curated experiences, expanded distribution channels and a stronger local retail presence in the months ahead.

EXPANDING MEDIA VENTURES TO CONNECT CONSUMERS

With digital spaces becoming increasingly saturated, authentic connection is more valuable than ever. Statement Worldwide is doubling down on its commitment to building media properties that engage, inform and inspire. We have a deep commitment to launching outlets that connect with audiences worldwide. As well, we will continue to experiment with new ways of storytelling and engagement.

This means launching a series of media brands, each catering to different aspects of our audiences' lives while ensuring that every brand aligns with enhancing daily living and fostering meaningful conversations.

Recently, we launched POP! Canada, an entertainment and cultural media brand amplifying the voices of Canadian artists, filmmakers, musicians and storytellers. Moving into March, we will be launching:

  • The Wellness Edit – Our in-house health and well-being media publication.

  • Next Vote – A platform dedicated to youth political engagement in Canada.

  • The Good Balance – A personal finance publication focused on health and wellness.

  • Yonge Times – A Toronto-based lifestyle and events media brand.

Looking ahead, our focus remains on strategic content development, audience engagement and media partnerships, ensuring these properties drive meaningful impact while reinforcing the broader Statement Worldwide ecosystem.

A CONNECTED ECOSYSTEM FOR GROWTH

We’re in a unique position. We go beyond building brands. We’re interested in building an interconnected ecosystem. The future of business is collaborative, cross-functional and intentionally structured, and that is precisely the framework we are developing.

Each of our business units—Matte Equation, Statement Strategies, Statement Animation, Statement Media Network and more—play a role in strengthening the entire organization. We are building a model where:

  • Consumer brands and wellness intersect with media and culture.

  • Consumer brands leverage immersive storytelling and strategic positioning to build a lasting impact.

  • Consumer brands are driven by innovation, fueled by cross-functional collaboration across industries.

This interconnected approach ensures that as one division grows, the entire ecosystem benefits, reinforcing our vision for sustainable, long-term expansion.

This also means adopting an agile leadership approach to our work. Over the past few months, I’ve worked on the frontlines with clients and partners, taking on projects across app development, product design, creative strategy and operational management, all to ensure lean operations and agile decision-making.

A BETTER CANADA: ADVOCATING FOR BUSINESS GROWTH & GOVERNMENT SUPPORT

While Statement Worldwide is committed to driving its own success, we recognize that systemic change requires strategic partnerships and advocacy.

This year, I am prioritizing direct engagement with all levels of government to advocate for policies and initiatives that support Canadian businesses, foster innovation, and create opportunities for Canadians to thrive.

OUR KEY AREAS OF FOCUS INCLUDE:

  • Expanding government-backed initiatives for independent businesses, particularly those navigating supply chain and trade challenges, and increasing productivity within Canada.

  • Strengthening Canada’s reputation as a hub for innovation and brand incubation.

  • Strategically growing our talent base by working with our federal government to develop on-the-ground solutions that attract and retain top-tier talent in Canada.

  • Advocating for robust education systems at the provincial level, ensuring we develop a strong, future-ready workforce.

  • Strengthening relations with Quebec, driving French-language learning initiatives and creating interconnected opportunities across all provinces.

  • Meeting with local governments, including the Region of Durham and the Town of Whitby, to push for greater support for businesses at the community level. As more people work remotely and freelance, it is critical that local economies adapt and provide resources for modern business structures.

  • Engaging directly with CBC's President & CEO to advocate for a renewed push for Canadian-content creation, reinforcing the need for strong domestic media representation in an increasingly globalized world.

  • Encouraging investment in creative industries that drive economic and cultural value for Canadians and our growing talent base.

  • Designing an ecosystem within Statement Worldwide that creates jobs, grows talent and positions Canadians as global leaders.

I believe that private sector innovation and government collaboration must work hand in hand to create a thriving economic landscape. As we push for rapid growth in 2025, we are also pushing for the infrastructure that enables businesses like ours to continue making an impact.

THE ROAD AHEAD

The road ahead is ambitious. However, Statement Worldwide has never been about playing it safe. This year, we are embracing growth, evolution and strategic risk-taking to expand our reach, strengthen our brands and solidify our position as a leading Canadian brand incubator.

To our partners, supporters, and communities who continue to believe in our vision—thank you. Your engagement fuels our drive to build, create and lead with purpose.

Matthew Celestial

President & CEO

Insights: The Canadian Media Crisis

Written by Matthew Celestial

Canada’s media is in a precarious state. Shrinking newsrooms, the closure of local broadcasters and the struggles of online media platforms have created a perfect storm, threatening the way Canadians consume and connect through news. As the lifeline of information in a democracy, media is essential to maintaining transparency, accountability and the stories that unite us. However, these challenges have reached a breaking point, leaving PR agency with an urgent question: What can we do to help?

Over the years, we’ve watched the media landscape shift dramatically, especially in Canada. While discussions in the PR industry increasingly centre around integrating AI, influencer marketing and data-driven campaigns, we just can’t simply ignore the elephant in the room. Canadian media is struggling, and as communicators who rely on the press to amplify messages, we have a shared responsibility to help stabilize and strengthen the media ecosystem.

Understanding the Crisis

The decline of Canadian media is multi-faceted. Here are some of the most pressing issues:

  • Shrinking Newsrooms: Over the past decade, newsroom staff across Canada have been cut to the bone. Journalists are now expected to cover multiple beats, churn out stories at breakneck speed, and do so with limited resources.

  • Closure of Local Outlets: Small towns and rural communities have lost their local news outlets, leaving residents without a reliable source of information about their own communities.

  • Unsustainable Digital Models: Online media, while innovative and promising, often struggles with funding and monetization. Advertising revenue has largely been siphoned away by tech giants, leaving digital-first outlets scrambling to stay afloat.

  • Challenges in Reaching Canadians: Canada’s vast geography and diverse population make it uniquely challenging to distribute news equitably. Many communities—particularly Indigenous and rural ones—are underrepresented or excluded entirely.

These issues aren’t just “media problems”—they’re societal problems. A weakened press means fewer watchdogs, fewer stories that reflect the lived experiences of Canadians and a population that grows more disconnected by the day.

Why PR Professionals Must Take Action

PR professionals are uniquely positioned to help address these challenges. Our work often intersects with that of journalists, editors and publishers, and we rely on their platforms to share our clients’ stories. But now, it’s time for us to do more than simply pitch stories. We need to take an active role in supporting and advocating for the media industry.

Here are four ways we can lead the charge:

1. Support Journalists as Partners

Journalists are overworked and overwhelmed. By providing them with thoughtful, well-researched pitches, PR professionals can ease some of their burdens. Respect their deadlines, understand their beats, and focus on providing value, not just visibility for your clients. Remember, behind every story is a journalist trying to do their best with limited resources.

2. Think and Work Like Journalists

Gone are the days when PR could focus solely on promoting products or corporate initiatives. Today, we must approach storytelling with the same rigor as journalists. This means pitching stories that matter—ones that inform, inspire and resonate with audiences. Prioritize narratives that reflect public interest, highlight diverse voices, and align with the values of the publications you’re pitching to.

3. Innovate on New Platforms

While traditional media is shrinking, new platforms are emerging. Podcasts, independent newsletters and niche digital communities offer opportunities to share stories in fresh and engaging ways. PR professionals must learn to navigate these spaces, experimenting with formats and platforms that bridge the gap between brands and audiences.

4. Advocate for Canadian Media

Finally, we need to champion the media industry itself. Support initiatives that fund local journalism, advocate for policies that promote media diversity and collaborate with stakeholders to find sustainable solutions. This will help us preserve jobs. But most importantly, we can safeguard the stories that define us as Canadians.

Reconnecting with Canadians

Canada’s media landscape is not beyond saving. But it will take collaboration, innovation and advocacy to rebuild it into something more resilient and representative of our country’s stories. Public relations professionals have the skills, networks and creativity to lead this effort, but we must be willing to step outside our comfort zones and take bold action.

The next time you pitch a story, think beyond your client’s needs. Consider how you can support the journalist, contribute to the media ecosystem, and ensure the story serves the public good. Together, we can help Canadian media not only survive but thrive in this era of change.

A Call to Action

Let’s shift the conversation. Instead of focusing solely on AI and influencer marketing, let’s talk about how we can better support our media counterparts. Let’s advocate for policies that sustain journalism, explore new ways to connect with audiences, and collaborate to tell stories that matter.

Canada needs a strong, vibrant media—and it’s up to all of us to make it happen.

What are your thoughts? How can PR professionals step up to support Canadian media? Let’s start the conversation.

Matthew Celestial

President & CEO

THE POWER OF ADAPTABILITY: HOW TO THRIVE IN A CHANGING ECONOMY

Written by: Matthew Celestial

In 2024, the global workforce is experiencing unprecedented shifts. A recent PwC survey revealed that 28% of workers are "very or extremely likely" to change jobs within the next year, up from 19% in 2022.This trend, coupled with rapid technological advancements and economic uncertainties, underscores the critical need for adaptability and continuous skill development.

Major corporations are increasingly integrating artificial intelligence and automation to enhance efficiency. While these technologies drive progress, some suggest that they might also render certain job roles obsolete, pushing workers to pivot. This will result in the need to acquire new skillsets. 

The demand now centres on uniquely human skills—creativity, emotional intelligence, and adaptability—that machines cannot replicate. With major corporations enacting sweeping layoffs, artificial intelligence transforming entire industries and the concept of “less is more” permeating business strategies, the question arises: 

How will the rest of the world navigate these shifts and continue to thrive? 

The answer lies in embracing adaptability, continuous skill development and creating opportunities that empower everyone to “eat at the table.”  

THE CALL FOR LIFELONG LEARNING

Our current workforce requires a mindset shift. We can’t rely solely on our formal education or traditional career trajectories. Instead, a commitment to lifelong learning and skill diversification is essential. 

Consider this: major businesses are investing in automation and artificial intelligence to streamline operations. While this undeniably creates efficiency, it also highlights the need for individuals to pivot, upskill and discover roles that technology cannot replace. Creativity, emotional intelligence and adaptability are now some of the most valuable professional assets.

This calls for a consistent review of our personal and professional toolkits. What skills do we have that remain relevant? What knowledge do we lack that could position us for future opportunities? Being proactive in answering these questions ensures we remain employable, innovative and a valued partner in the workplace.

BEYOND THE WORKPLACE: PROJECTS THAT FUEL GROWTH

Traditionally, we have defined our worth in the workplace through our contributions. However, today’s economic climate requires us to step beyond the confines of the office and seek projects that challenge our minds, expand our creativity and sharpen our resilience. 

These could include launching a side project, volunteering or exploring hobbies that push boundaries. Think: learning a new language or mastering a new technology. These activities do more than enhance our skill sets. They train our minds to adapt to change, solve problems creatively and find joy and purpose in uncertainty. 

PHYSICAL TRAINING FOR MENTAL RESILIENCE

Adaptability isn’t just a mental exercise. We have to also look at it from a physical lens. Regular physical activity, whether it’s through structured fitness routines or outdoor adventures, strengthens our ability to handle stress, boosts mental clarity and builds the stamina required to weather difficult times. Trainingxfes of tomorrow. 

THE ROLE OF THE BUSINESS LEADER

As a business leader, adaptability must be practiced as a collective effort. One individual should never have to carry the weight of creating an ambitious environment. In order for businesses to survive, they must prioritize the well-being of their workforce and create environments where employees feel empowered to learn and grow. Companies must also act as stewards of opportunity, ensuring that resources, training and support are accessible to everyone. 

This philosophy guides every decision. We believe in creating solutions that account for not just immediate needs but also bring long-term resilience. Our mission is to foster innovation, inclusion and sustainability in all our ventures.                                                                                                                                                                                             

A FUTURE WHERE EVERYONE EATS AT THE TABLE 

The current economic and workforce landscape presents undeniable challenges. However, it also offers incredible opportunities to reimagine how we work, learn and grow. By embracing adaptability, staying committed to continuous improvement and working on ourselves inside and outside the workplace, we can create a future where everyone thrives. 

Matthew Celestial

President & CEO 

Q3 2024 Round-Up: Navigating Change, Embracing Growth, and Innovating for the Future

Written by: Matthew Celestial

As we move through the final quarter of 2024, it's a perfect moment to reflect on the ever-evolving landscape of the media, entertainment and consumer industries. This past quarter has brought both challenges and opportunities as we’ve seen a shift in how consumers engage with brands and make purchases.

Media and Entertainment Challenges 

The media and entertainment industries continue to face hurdles, from adapting to new technologies to overcoming changes in consumer behavior, resulting in a decline in advertising. Audiences are demanding more personalized, meaningful content, while traditional media outlets grapple with a shrinking share of attention. We are committed to closely follow these developments, keeping a finger on the pulse of how we can adapt and thrive amidst the disruption. 

Consumer Shifts to Health, Wellness, and Social Commerce 

Consumers are increasingly prioritizing health and wellness, investing more in products and services that help them lead healthier, more balanced lives. We've seen a remarkable shift toward this lifestyle, not just in the products they buy but in how they make purchasing decisions. Moreover, we've witnessed how social media platforms have become the new marketplace, where consumers turn for product recommendations, reviews and direct purchases.

As we prepare for Q4, it's clear that our focus must evolve to meet these shifting demands. The importance of creating a seamless, social-commerce-ready experience for consumers is now more pressing than ever.

Our Q3 Successes 

Despite the challenges, this quarter has brought exciting progress for Statement Worldwide and its divisions. Our PR, Advertising, and Branding initiatives continue to thrive under the Statement Strategies banner. We are proud to represent high-profile and international clients, reinforcing our reputation in the global market.

As we enter the final stretch of 2024, we’re excited to announce an expansion of our services. In addition to our work with established brands, we’re building resources for both current and new clients to build robust communications platforms. While Statement Strategies originally folded its PR activities under Statement Worldwide, the firm will continue to function as its own PR entity, as part of the Statement Worldwide network, allowing for a clearer focus on serving a diverse range of clients, from emerging innovators to industry leaders. The company will expand its offerings in media planning, media buying, experiential marketing and events. 

Consumer Products: Matte Equation’s Growth 

On the consumer brand side, 2024 marked the launch of Matte Equation, our lifestyle-driven skincare brand, which debuted with the release of its first product, the Quantum Mud Mask. The mask has been a hit, blending detoxifying ingredients with a luxurious feel, helping users feel both refreshed and renewed.

We followed up with two new launches last month: the Function Flow Cleanser, a gentle but effective daily cleanser, and the Infinite Dimensions Moisturizer, a deeply hydrating cream designed to lock in moisture and promote radiant skin. These two products completed the Beyond Limits collection, a line that embodies our mission of providing health-conscious, high-performance skincare solutions. Our focus remains on delivering products that not only serve Canadians but resonate with a global audience.

Media Content Development 

On the media side, we’re excited to share that we’re developing a major new product under the Statement Animation banner—more details on this will be shared in the coming months. Additionally, we’ve soft-launched The Matte Report, a health and well-being magazine aimed at professionals on the go. It's an extension of the Matte Equation brand, providing accessible, expert-backed content to help readers live healthier lives.

New Ventures: Beyond 29 and Pop Canada 

As we move into this quarter, we will be introducing two new media outlets. Beyond 29 is an online platform designed for the busy professional, specifically targeting those entering their 30s and beyond. It will serve as a hub for lifestyle, wellness, career, and relationship advice tailored to this audience.

Meanwhile, Pop Canada will serve as our independent entertainment news outlet, offering a fresh take on the Canadian entertainment industry. This platform will elevate the stories, creators and personalities shaping our cultural landscape, with a focus on supporting homegrown talent.

Looking Ahead 

At Statement Worldwide, our commitment remains steadfast: to push boundaries, innovate and find meaningful ways to connect with our communities, both locally and globally. As President & CEO of this independent yet growing brand, my vision remains the same as it was on day one: to amplify the voices that want to move the world.

But that’s all for now—exciting things are on the horizon, and I can't wait to share what comes next.

The Wellbeing Mission: A CEO’s Honest Look at the Journey So Far

Written by: Matthew Celestial

Starting your own venture can be incredibly exciting and rewarding. I’ve always encouraged others to take that leap, believing there’s plenty of room at the table for new ideas and solutions. When I entered the world of entrepreneurship at a young age, I saw it as a stepping stone to something greater. Over time, I’ve learned invaluable lessons and realized that it’s become more than just a stepping stone—it’s an integral part of who I am. This journey instills a sense of fearlessness, a belief that you can achieve more—if you’re willing to push yourself and, most importantly, if you truly believe in yourself.

Not everyone shares your vision, and not everyone will believe in you. Some may even try to bring you down, and the hardest part is that sometimes it’s the people closest to you—or even yourself, the inner critic in your head.

I’ve spent countless restless nights staring at the ceiling, trying to solve problems that, more often than not, are rooted in human nature and driven by ego. There have been many days when I’ve questioned whether I should have chosen a different path. And there have been moments when I’ve tried and failed. I could fill a book with all the business ideas I’ve had that never saw the light of day because maybe they weren’t as great as I thought.

There are a couple of things that have always worked out for me though. Sticking with my authenticity, being comfortable in my own skin and leading fearlessly with good intentions. Doing this job requires a lot of self-drive. While it hasn't always been the case, I believe in myself and my ability to seek things through. I also believe in my team, my family, my friends and the people I surround myself with.

Starting Statement was a leap into the unknown. However, the reality is that starting a venture will always be a constant loop of jumping in and out of the unknown. One moment you feel like you've got it figured out and the next, it feels like the ground beneath you is crumbling apart. When I started this business, I had a greater vision for creating a space that embodied health and well-being. Somewhere along the lines, I lost that vision and even lost what health and well-being meant to me, personally. Moreover, the reality of running a business, especially in an industry that demands authenticity and connection, has tested me in ways I never anticipated.

Physically, the demands of entrepreneurship have been relentless. The late nights, the early mornings, the constant hustle and bustle—it all takes a toll. There have been times when I've pushed my body to its limits, trying to balance the growth of my business with my own well-being. I gained weight, my skin was breaking out, I couldn't sleep as well as I used to. And let me tell you, it's not always been pretty. The stress, the lack of sleep, the never-ending to-do lists—sometimes it feels like an uphill battle just to keep myself in one piece.

Mentally, the journey has been equally, if not more, challenging. The self-doubt, the imposter syndrome, the pressure to always be "on", these are the unseen struggles that many founders face but rarely talk about. I've questioned my path more times than I can count. I've wondered if I'm cut out for this, if I have what it takes to build something meaningful in a space that demands so much. But each time, I've found a way to push through, to remind myself why I started in the first place.

And yet, despite the challenges, there have been incredible moments of triumph. The strides we’ve made as a company—expanding our reach, innovating in ways I never imagined, connecting with brands that share our vision—these are the successes that make it all worthwhile. Seeing the impact of our work, hearing the stories of how we’ve helped brands grow and knowing that we’re contributing to a healthier, more vibrant world—it’s these moments that keep me going.

So, why am I sharing all of this? Because I believe in being real, in showing that the path to success, however you want to define that, is rarely a straight line. It’s messy, it’s hard and it’s full of unexpected twists and turns. But it’s also incredibly rewarding. That said, I don’t want my passion for building brands to be mistaken for glamorizing entrepreneurship. I want to use this space to not only celebrate our successes but also to talk openly about the struggles that come with building something from the ground up.

Welcome to The Statement Journal, a space where I hope to share not just the successes of the journey, but also the challenges, the doubts and the moments that have shaped me as a founder in the lifestyle and wellness space. It's time we be candid. I'm happy to be another founder who is willing to take you on this journey with me—to share the highs, the lows, and everything in between. Because these challenges make us more resilient and remind us why we started. And for me that means being committed to living well, being well and making a lasting impact.