Pro to Pro

XLIST Council Spotlight: Jordan Fogle

In his mid-twenties, Jordan Fogle created a five-day/night pop-up lounge during the Toronto International Film Festival (TIFF). While the city he calls home hosted screenings all day, Fogle negotiated deals with Hollywood studios to host their after-parties at night and worked with brands to underwrite the event costs. In return, the studios got buzz, the brand got great outreach and PR, and the VIP guests got a kick-ass party. It had all the building blocks of experiential — content, access, experience and amplification. While it may sound like Fogle was already an experiential industry vet making deals and connecting partners, he describes it as “building the plane as I was flying it, with little around me to use as a point of reference.” While he had never worked in the agency world and didn’t even have a marketing background, Fogle did have his finger on the pulse of Toronto’s social scene. Four weeks after TIFF, he attended a symposium hosted by one of Canada’s leading experiential marketing agencies. As the presentation took place, he kept thinking, Wait, that's what I'm doing. The show ended, and Fogle walked back to his car and had one of those conversations we all have...