Founder Interview with Josh MacKinnon, do good, a content company
Photo by: Josh MacKinnon
Josh MacKinnon is a seasoned advertising and communications professional with a career spanning over two decades across Canada, Australia, and the U.S. Growing up in a small town in Ontario, he worked hard to earn a place at the University of Toronto, where he majored in Architecture & Design. However, unable to pursue the additional years of study required to become a practicing architect, Josh pivoted into advertising—first as a receptionist at JWT before quickly making his mark in the industry. Over the years, he has worked at some of the world’s top agencies, including WPP, leading major accounts like Unilever, Uber, DQ, and Mars. His passion for problem-solving, strategic thinking, and brand growth led to significant career milestones, including leading a turnaround strategy that revitalized a declining global food brand. Through these experiences, he developed a deep appreciation for resilience, competition, and the power of strategic communications.
In 2023, Josh founded do good, a content company, a purpose-driven firm specializing in business growth consulting, content strategy, and content production. With a results-driven approach, do good helps brands clarify their goals, develop impactful messaging, and create strategies that drive meaningful business outcomes. Rooted in Josh’s passion for storytelling and brand development, the company is committed to helping people, businesses, and brands grow with intention. As a queer entrepreneur, Josh is particularly inspired by the resilience of LGBTQ+ professionals in the workforce and is dedicated to creating opportunities for others to thrive. In addition to his work with do good, he has authored his first business book—set to be published in 2025—which will serve as a resource to help LGBTQ+ professionals and allies achieve their career goals.
Check out the interview below!
Can you walk us through your professional journey and how you got to where you are today?
I grew up in a small town in Ontario, Canada. I worked hard in high school to make the honor roll and was accepted into the University of Toronto, the top university in Canada. I came out of the closet at 19 and am fortunate to have family and friends who love and accept me for who I am. I completed an Honours BA, majoring in Architecture & Design.
To practice as an architect, I would have needed to complete a three-and-a-half-year master’s program; I just couldn’t afford the additional years of education. So, I started looking for a job, but finding anything within Architecture and Design was incredibly difficult. Architecture firms tend to be small, and designers are certified in programs like AutoCAD. A friend of a friend got me a job as a receptionist in advertising at JWT, and that’s how I transitioned into the industry. Even though it wasn’t what I had specifically planned coming out of university, I enjoyed agency life—the different disciplines, working with strategists, creative folks, and production teams. My first account was Tim Hortons, Canada’s largest coffee brand, and I had the opportunity to go on commercial shoots and assist the Production team. I’ve always had a passion for food, so working on a large food brand was especially enticing. Since then, I’ve done a lot of food photography and recipe development with global food brands.
After completing my undergrad degree, I continued my career in Advertising & Communications. Over the last twenty years, I have worked at several organizations, including WPP, the world's largest communications holding company, and smaller independent agencies. I’ve worked in Canada, Australia, and the U.S., experiencing both high highs—like winning major new business accounts and industry awards—and incredible lows, like losing business. I’ve learned to celebrate the wins and be resilient through the losses.
In 2023, I decided to follow my dream of being an entrepreneur and incorporated my own company, called do good, a content company. We are a purpose-driven company focused on business growth consulting & coaching, content strategy, and content production. I have authored my first business book, which will be published under my company in 2025. The book will help the LGBTQ+ community and its allies excel in their careers.
What inspired you to offer the services you provide?
My background includes advertising, communications, media, digital, and content. I have a passion and talent for growing people, brands, and businesses. I deeply desire to utilize my skillset to help others succeed. I am very excited about this next chapter of my career, where I will focus on helping individuals achieve their career goals and businesses achieve their business goals!
One of the moments that solidified my passion for this work was when I was leading the strategy for Unilever’s largest food brand, Knorr, in Canada. I worked at Unilever, one of the world’s largest CPG companies for almost a decade. When I returned from working in Australia, the Knorr brand was declining significantly. I was assigned as the lead agency to drive the strategic planning and turnaround effort. It was a ton of work, but within 12 months, we stopped the decline and reversed it entirely. This was a huge success—not just in Canada but globally. The program was replicated and exported to other markets, and I started leading global calls to share our assets and strategic communications plan. We won many awards and received accolades from Unilever’s Global CEO. It was one of those career moments where I thought, This is why I do what I do!
What is one of the biggest challenges you have faced in your journey as a service provider, and what did you do to overcome this?
Ageism. Throughout my career, I have often been the youngest person in the room. People assumed I wouldn't know the answer to something. However, I am incredibly curious and solution-driven. I have solved complex business problems in challenging work environments, and I am proud of that!
My takeaway is to believe in yourself. You are capable of more than you think!
If you could give one piece of advice to future LGBTQ+ service providers within your field, what would it be?
Keep going! You will be met with uncertainty, resistance, and even hate. Push through. The rewards are great! And breaking a glass ceiling is so fun!
Resilience is key to pushing through; it is a talent. Not everyone has it naturally, but the good news is it can be developed! Over the years, I have learned that business is business. Of course, we all take things personally because we are human. It's important to let yourself feel your emotions when you’re met with resistance, hate, or unfair treatment. I’ve cried plenty of times in my career—just not in the boardroom. I let it out at home, in front of my partner, and then I move forward.
Moving forward might mean staying in the same environment, recognizing that sometimes people have bad days and act poorly. It could also mean acknowledging that an environment is not serving you and deciding to leave.
Sometimes, things are genuinely unfair or unjust, and in those moments, you have to determine if it’s the time to fight back or whether it’s time to walk away—not as a sign of defeat but as an act of self-preservation.
None of us want to stay in unhealthy environments. It’s not worth your time. Whoever you are, you have incredible talent, and I believe everyone has untapped potential. But that potential is underutilized if you’re not in the right environment, with the right manager and team surrounding you. As one of my previous CEOs said, “You have to be in a place where you can truly thrive!” So keep going—but also know when to move toward something better.
How does being openly queer inspire or impact your business?
I am fortunate to have been out throughout my career. Fashion and Advertising are industries dominated by women and LGBTQ+ people. So, I have always been able to show up at work and in life as my authentic self. I do not hold back my unique perspective, which is critically important to me.
The resilience of women and LGBTQ+ people in the workforce profoundly inspires me. The stories of success inspire me to keep going!
Photo by: Josh MacKinnon
What brands or services by LGBTQ+ founders are your go-to's and why?
The Inclusion Imperative by Geff Parsons. He's one of the best in the DEI Consulting space!
HARC Creative by Jarren and Parker. They run a story-driven creative consultancy. They are hugely talented!
My Most Authentic Life by Fede Vargas. He is a Podcast Producer helping individuals and brands grow their podcast businesses.
Who is your favorite LGBTQ+ celebrity or figure, and why?
Ellen. I greatly admire her resilience. And she's hilarious!
Can you share one fun fact about yourself?
I have a pet parrotlet bird named Chartreuse. He speaks English words like "Step up!," "Good boy!" and "Tickles!" He makes me laugh every day!
Visit Josh MacKinnon’s profile on Famm here.
