David Labistour (MEC)


On this episode of Marketing Jam, Shaheed Devji talks to David Labistour, CEO of MEC, one of Canada’s most recognizable brands.

MEC is a retail co-op that sells outdoor and adventure gear exclusively to members. It is a revered brand that has a strong social following. But that hasn’t always been the case. In fact, as recently as six years ago, MEC was at somewhat of a crossroads. That’s where Shaheed and David begin their conversation.

The two also talk about a recent debate surrounding gun control that resulted in crisis public relations from MEC; the need for authenticity in both P.R. and social media marketing; the importance of providing consumer value in marketing; and testing new marketing technologies before implementation.


This interview is part of a series of interviews recorded at the 2018 Canadian Internet Marketing Conference (CIMC) hosted in Squamish, British Columbia. Marketing Jam thanks CIMC for being a partner of the show.

You can find and subscribe to Marketing Jam on iTunes, and Stitcher.

Follow Jelly Marketing:

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Website – jellymarketing.com

Find Shaheed Devji:

Website – shaheed.ca
Facebook – facebook.com/shaheeddevjimedia
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Twitter – twitter.com/shaheeddevji

Follow MEC:

Website – mec.ca
Twitter – twitter.com/mec
Facebook – facebook.com/mec
Instagram – instagram.com/mec
YouTube – youtube.com/mecvideos
Pinterest – pinterest.ca/mec