Joel Holtby is the founder and Co-Chief Creative Officer of Courage, one of Canada’s most recognized independent creative agencies. Joel has been named Creative director of the year by AdAge, Creative leader of the year by Campaign and recently Top 40 under 40 globally by Adage. Joel has spent his career shaping work – and cultures – that punch above their weight. Under his leadership, Courage has become known for bold, culturally-fluent ideas that earn both attention and trust, delivering impact for brands across food, finance, retail, and sports.

 Joel’s creative philosophy is grounded in honesty, momentum, and bravery: say the thing others won’t, and say it with purpose. His work has been recognized at major international award shows, but his focus remains firmly on effectiveness: creating ideas that drive real business results while pushing brands forward in real life.

 As a leader, Joel is deeply invested in growing talent, fostering collaboration, and building an agency model that prioritizes human-to-human connection as much as creativity. He is a sought-after speaker on creativity, leadership, and the power of collaboration.