Our Story
Archetypes & Effects is your partner for forward-thinking marketing, business development and content solutions that keep pace with rapidly evolving audiences and market opportunities.
Our innovative approach combines audience insights, storytelling, and technology to create meaningful connections that drive business performance.
This is how touch-points with audiences become magic moments.
Founded by Laura Mingail, Archetypes & Effects architects go-to-market strategies that connect products and experiences with new audiences.
We operate as an extension to client teams. Our tailored client support ranges from large-scale marketing and communications leadership to project specific assistance.
About Laura Mingail
Laura Mingail is the Founder of Archetypes & Effects, known for developing and executing solutions that grow audience engagement and drive sales for experiences and products across established and emerging industries.
With a track record of success across film, TV, XR and consumer products, Laura has led marketing, communications, and new business initiatives for prominent brands such as Disney Junior, CTV, Cineplex Entertainment, Entertainment One and PepsiCo.
THOUGHT LEADERSHIP
In addition to her work with Archetypes & Effects, Laura contributes to the evolution of the marketing and entertainment industries as an Advisory Board Member for SXSW, media contributor and speaker. She is an invited speaker and jury member at leading events and festivals such as AI World Forum, Augmented World Expo, Guanajuato International Film Festival, Series Mania, NAB Show, SXSW and Tribeca Festival, as well as for intellectual organizations ranging from University of Toronto to Mensa Canada.
CREATING MAGIC
Laura grew up fascinated by magic and its ability to captivate audiences. A magician’s toolkit harnesses psychological insight, scientific knowledge, technological innovation, and storytelling for all senses.
These insights into how to create engaging illusions are leveraged by Archetypes & Effects to build real results. Laura is a long standing member of the International Brotherhood of Magicians, and in 2020 she made history creating the first live magic show and event in VR, attended by a global audience of technologists, storytellers and magicians.