Elizabeth Bunney is a third-generation Cree-Métis communications strategist with Polish and Irish roots, based in Vancouver on the unceded territory of the səl̓ilwətaɁɬ (Tsleil-Waututh), Skwxwú7mesh (Squamish), and xʷməθkʷəy̓əm (Musqueam) Nations. With family roots in The Pas, Northern Manitoba, and a childhood spent in both community and rural life and the opportunities of city life in Edmonton, she learned early how to bridge those worlds, a skill that now drives her work.
In an exclusive interview with IndigenousSME Business Magazine, Elizabeth Bunney, Co-Founder and CEO of Spark Agency Group, shares her unique perspective on driving authentic Indigenous representation in business communications. A third-generation Cree-Métis with over 20 years of experience, Elizabeth combines cultural intelligence with creative excellence to ensure Indigenous voices lead at every strategic level. In this insightful conversation, she discusses the importance of building trust, fostering inclusivity, and creating meaningful partnerships with Indigenous communities. Elizabeth’s work, rooted in respect and powerful storytelling, continues to transform the way organizations engage with Indigenous Peoples, amplifying their voices in a way that is both impactful and sustainable.
How does Spark Agency Group blend cultural intelligence and creative excellence to ensure authentic Indigenous representation in large-scale campaigns?
At Spark Agency Group, our creativity is deeply rooted in who we are as Indigenous Peoples. Every member of our team brings their own stories and lived experiences to the work. As storytellers first, our work is guided by the unique perspectives from all three of Canada’s distinct Indigenous groups: Inuit, Métis, and First Nations. This is not only rare, it’s groundbreaking. Too often, Indigenous focused projects include one perspective; at Spark, every campaign benefits from the combined voices, experiences, and worldviews of all three distinct groups of Indigenous Peoples working together.
As a 100% Indigenous-owned and led agency, each member of our team is celebrated for their unique ancestry, and lived experiences. We see ourselves as storytellers first, approaching campaigns with deep respect for the people we are trying to reach and the stories being shared. This grounding allows us to ask the right questions, understand multiple contexts, and reject one-size-fits-all solutions in favour of approaches that truly resonate with our communities.
In marketing and communications, we build strategies that are community-led and precise; rooted in Indigenous perspectives whether we’re speaking to our own communities or inviting broader audiences to listen and act meaningfully. In our media relations work, we bring a trauma-informed lens, ensuring spokespeople are informed and supported through the entire process.
We are not outsiders. We are the communities we represent, carrying these stories, connections, and histories with us in everything we do. This is why our work resonates: because it is created by Inuit, Métis, and First Nations professionals together with authenticity, care, and cultural integrity.
Can you share the story behind Spark’s collaborative business model and how choosing partnership over competition strengthened your impact?
Spark Agency Group was born from the recognition that we are stronger together. Ben, Darian, and I often found ourselves working on or competing for the same contracts. Individually, we didn’t always have the capacity or expertise to take on bigger contracts with the full spectrum of perspectives needed so we worked together. The idea to turn it into a company quickly grew into something much bigger than we could have imagined. By working with Josh Nilson, a Métis investor committed to making an impact through Maskwa Investments, and Danielle Mager, a talented PR professional and Inuit advisor, we ensured Spark was not only collaborative in structure but also enriched by a diversity of lived experiences and knowledge from the very beginning. This choice to partner has strengthened our impact. Together, we bring scale and expertise while staying grounded and aligned to our values. Our model reflects an Indigenous way of working together as a collective: inclusive, and guided by relationships rather than competition. Spark is proof that when we combine our strengths, we not only expand our capacity, but also our ability to create lasting change.
In your experience, what gaps remain in Canada’s marketing and communications landscape when it comes to Indigenous voices leading at the strategic level?
One of the biggest gaps in Canada’s marketing and communications landscape is the lack of Indigenous voices leading at the strategic level. Too often, Indigenous Peoples are invited into campaigns as consultants, or cultural “checkpoints,” or often to provide visual representation, but not as the ones shaping the overall vision and narrative. This leads to work that can feel surface-level and extractive, completely disconnected from the realities of Indigenous communities.
There is also a gap in understanding the trauma-informed, relational approach required to do this work well. Strategy in Indigenous contexts cannot be transactional. It must be intentional and grounded in respect and kinship. Many larger agencies excel at creativity and scale, but without the lived experience, they often miss how messages truly land with Indigenous audiences, or how to prepare spokespeople in ways that help them feel safe and supported.
At Spark, we know these audiences intimately because we are these audiences. We bring not only technical expertise in marketing and PR but also the cultural grounding to ensure strategies are authentic and responsible to our communities. Closing this gap means moving beyond representation to genuine leadership where Indigenous voices are trusted to set the course, not only contribute on the margins.
How does Spark Agency Group support organizations in meeting Canada’s mandatory 5% Indigenous procurement target, and what practical advice do you have for those seeking to build meaningful partnerships?
Canada’s mandatory 5% Indigenous procurement target is an important step toward economic reconciliation, but for many organizations it might feel like a check box exercise rather than an opportunity to create real change. At Spark Agency Group, we support organizations by reframing procurement opportunities as partnership opportunities. We are not merely a box to check. We are a 100% Indigenous-owned and led agency with the expertise, and lived experience to deliver both creative and strategically sound campaigns at a national level. By collaborating with us, organizations will not only meet the 5% target but they will also strengthen their ability to engage authentically with diverse audiences.
Our advice: approach Indigenous procurement with respect, openness, and always with intentionality. Begin by building those relationships early, rather than waiting until you have a contract in hand. Listen to Indigenous partners about what success looks like from their perspective, and be prepared to co-create solutions with them, not for them. Recognize that capacity and timelines may need to be handled differently, but that the quality and impact will be stronger when trust is at the center of those conversations.
Meaningful partnerships are relational, not transactional. When approached in this spirit, the 5% target becomes so much more than a policy requirement; it becomes a tangible example of reconciliation and shared prosperity.
What final message or actionable advice would you offer small and medium-sized businesses on fostering inclusivity, building trust, and amplifying diverse voices in today’s business landscape?
Inclusivity and trust aren’t only for the big corporations. These practices can guide your everyday decisions. My advice is to start by building relationships with intention, not only transactional ones. Take the time to get to know the communities you want to engage with: visit with them, listen to their unique stories, and approach these connections with humility and respect. Trust is earned by consistently showing up and being who you say you are. Follow through is everything in our communities.
Amplifying diverse voices doesn’t always mean launching new initiatives. Sometimes it’s as simple as offering your platform to Indigenous creators, or highlighting your partners, and amplifying their impact. At a strategic level, it looks like pulling up a few more chairs at the table for others to lead and share perspectives. Inclusion is a mindset that should guide everything you do: hiring, procurement, partnerships, storytelling, and ultimately, your measure of success.
For Indigenous communities, inclusivity also means being trauma-informed and aware of the histories that shape our present realities. Businesses that acknowledge this context and commit to co-creating a different future will build partnerships and relationships that last. I guarantee you’ll gain more empathy and understanding than you ever could have imagined.
At the end of the day, inclusivity and diversity aren’t “programs” or trends. It’s good business. When you build trust and create space for our voices, you create lasting change and a legacy of impact that will be felt for generations.
Disclaimer:
Indigenous-SME Business Magazine is committed to providing insightful interviews that highlight the successes and challenges faced by small and medium-sized businesses. The views expressed in this interview are those of the guest and may not reflect the opinions of the magazine or its affiliates.
