RelationshipOps of the Week #25.

Johanna Hoffmann.

This week, we’re thrilled to spotlight Johanna Hoffmann, CEO of OOMPH Group, a brand strategy consultancy helping Architecture, Engineering, and Construction (AEC) firms turn complexity into clarity.

Based in Toronto, Johanna’s career arc isn’t what you’d call typical. Before her current work, she ran an exceptional PR agency… launching Martha Stewart into Canada, helping Coca-Cola and M&M Mars grow their footprint, and turning her firm into the go-to for high-profile consumer work.

But what’s stayed consistent through every chapter is… 

How she keeps relationship-building top of mind.

Whether it’s Friday patio lunches, AEC board work, or the occasional Zoom coffee, she puts in the time. Because she knows firsthand how the right relationship (like one she shared below) can change the trajectory of your entire firm.

Today, OOMPH Group is known for bringing that same clarity and presence into industries that often lack both. And in this piece, Johanna opens up about how she’s built trust over decades… and why staying visible is never optional.

Volunteer Connection Leading to National Launch.

Leonard Chin: What’s an instance when a relationship led to a big win or a really great opportunity for your business?

Johanna Hoffmann:

“One of the most pivotal moments in my career came from a volunteer connection — someone I got to know through nonprofit committee work. That same person later became the VP of Marketing at Zellers, just as the company acquired Kmart Canada and inherited a major brand partnership with Martha Stewart.

He reached out to me directly. Not with a brief or a bid — but with a favor: Could I help launch Martha Stewart into the Canadian market? At that point, my agency had never done mass-market consumer work. We weren’t even on the radar. But he’d seen how I worked. He knew I was resourceful, strategic, and relentless — and that I would deliver.

We aced the launch. We exceeded expectations. And because of the quality of our work — not the relationship alone — we were named Zellers’ public relations agency of record across Canada.

That opportunity changed everything. It put our small Toronto agency on the map, leading to contracts with Coca-Cola Canada, M&M Mars USA, Absolute Vodka, Hard Rock Café, and more. We went from boutique to major player almost overnight.

It also gave me a front-row seat to how world-class advertising and brand strategy firms operate — and that experience laid the foundation for the brand positioning and marketing strategy work I do today for architecture, engineering, and design firms.

The big lesson?

Relationships can change your career — and your business — in an instant.

They open doors and create opportunities that might never come your way otherwise.”

Old-school Works.

Leonard Chin: What's your daily/weekly routine for maintaining relationships that help your business?

Johanna Hoffmann:

“I’m old-school — I believe in connecting in person. I book Friday lunches or drinks all summer long, and I rarely miss an industry event. I stay active in AEC organizations where I can reconnect with colleagues and meet new people — and I show up regularly.

These aren’t just social outings. They’ve led directly to work. I’ve landed major contracts through conversations with people I might never have met otherwise. In an industry where trust and reputation are everything, face-to-face connection is still one of the most effective form of business development I know.

That said, not everyone can do lunch on a patio every Friday. One of the most useful habits I’ve carried over from the pandemic is the Zoom coffee — a quick, casual way to catch up when in-person meetings aren’t possible. It’s not about checking a box. It’s about making space for real conversations, even if they happen virtually.

Here’s the thing about relationships: they take effort. They require presence. And they deserve more than a 20-minute calendar slot squeezed between meetings. A relationship isn’t built through one-off exchanges. It’s built over time — through genuine interest, shared values, and repeated interactions.

That’s also what makes relationships so powerful. When someone knows how you work — not just what you do, but how you communicate, how you follow through, how you show up — they’re far more likely to refer you, recommend you, or bring you into a conversation. They’re putting their own name behind yours. And that only happens when trust is firmly in place.

Carving out time for people — real time — is how trust gets built. And trust is what keeps the business moving forward.”

Stay Visible.

Leonard Chin: What tips would you give to your younger self around relationships and how they impact business?

Johanna Hoffmann:

“First: relationships are everything. People want to work with people they know and trust — no matter what industry you’re in.

Second: one of the best ways to expand your network is through volunteer work. That Zellers connection? I met him while volunteering. My advice: be strategic. Get involved in organizations where your ideal clients, collaborators, or employers are already active. Sit on committees, join working groups, do meaningful work — and let people experience firsthand how you think, communicate, and follow through. That kind of trust-building can’t happen at a cocktail party.

Third: never stop showing up. For a while, I got so busy growing my firm that I stepped away from industry events. When I came back, I realized how much had shifted — and how many newer voices I didn’t know. That was a mistake I wouldn’t make again. You don’t need to be everywhere, but you do need to stay visible.

Because over time, relationships compound. And when the moment comes, they’ll make all the difference.”

Key Takeaways.

We’re glad to have Johanna Hoffmann with us on this week’s series, but if anything, here are the few key takeaways:

• Relationships open doors that pitches can’t. A volunteer connection led Johanna to a national brand launch… and transformed her firm’s trajectory.

• Presence builds trust. From patio lunches to Zoom coffees, Johanna prioritizes real-time, face-to-face connection as her core business development strategy.

• Visibility compounds. Volunteer strategically, stay active in your industry, and never disappear… because trust can’t grow in the dark.

That’s all for this week.

If you're open to sharing your experiences in one of our future articles… or know of someone who is, feel free to drop me an email here.

Author.

Leonard Chin
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