EMMA JANE, founder

I know you might simply be here as a formality, but I also know that you're secretly curious and hungry to know whether I can get your brand noticed for the right reasons, by the right people... right?

Before we go any further, let's take a moment to connect (think of it as a coffee before committing to dinner). You deserve to know who's behind The Common Thread and why I started this in the first place.

I've always been a words person. As a kid, I'd fill notebooks with stories and stay up late reading with a flashlight under my covers. When other kids dreamed of being astronauts or veterinarians, I was busy crafting weird and wacky stories (normally involving a big adventure with a talking animal… or two) and imagining how they'd make people feel, and 20-something years later, that obsession never really went away.

My journey took me from winning writing competitions to studying communications and political science across Montreal and Milan, before landing me a stint interning at the prestigious United Nations offices. While they were different places with different contexts, I noticed one consistent truth: the right words create real connection. They build trust and arguably of all, they move people to take action — whether that’s to buy, connect, follow or learn from you.

It wasn’t long after that point that I entered the marketing world and saw something that honestly broke my heart. Brilliant businesses, creative brands and seasoned experts who'd dedicated years to perfecting their craft – all sounding exactly the same online.

All that expertise, all that personality... just buried under generic marketing terminology and industry jargon that felt like a disservice to their entire mission.

That's when The Common Thread was born.