The Substance

The Substance Group (SG) is a fully integrated marketing solutions agency headquartered in Toronto specializing in the production and promotion of live-events in addition to brand activations for corporate Canada. Formed in 2003 by entrepreneur Neil Forester, The Substance Group has developed unrivalled relationships within various complex entertainment industries and was a spin-off of his nightlife promotional company Mass Appeal Entertainment founded in 1996. For the past decade, the booking and events agency has procured talent, ranging from musicians, top celebrities, professional athletes and other stars, for buyers, venues and corporations. SG has produced nation-wide high-profile events with some of today’s most popular celebrities like Justin Bieber, Lady Gaga, Kanye West, Black Eyed Peas and Rhianna to name a few. SG continues to expand it’s footprint and develop experiential brand engagement programs that deliver a return on investment with tangible results. With clients like E. &J. Gallo Winery, Sony Mobile, Warner Brothers Films and other top-tier brands already on their roster, SG is known for it’s impressive network, intuition and creative programs that build brands. SG’s approach to brand engagement builds sustainable relationships with consumers.