Andrew Heins

Andrew Heins

President & Strategist

Toronto, ON, CA

Andrew Heins is President of Cantilever, a digital agency. He's been doing digital strategy for over twenty years;  long enough to remember what the internet was supposed to be, and to have a considered opinion about where it went wrong. He helps businesses communicate clearly with their markets, keep the promises they make to customers, and build digital operations that last. His particular interest is in how emerging technologies fit into real business goals and where they don't.

More Articles by Andrew

Thinking Outside the Box: How Offline Marketing Can Drive Measurable Website Traffic

Cantilever tested whether offline marketing could drive measurable website traffic by handing out 20 custom dice-shaped conference collaterals at DigiMarCon Toronto. Each piece connected to a campaign landing page through a unique QR code, allowing us to track print-to-web engagement, consent-aware website activity, and CRM opt-ins. The campaign generated a 50% print-to-web activation rate and created a reusable cross-media campaign framework for future business development efforts.

The Unglamorous Mission-Critical Qualities of Long-term Client Engagements

When you partner with an agency, work that delivers great results should be a baseline expectation. This is table stakes in our business. But on a long enough timeline, unglamorous moments happen. Bugs surface, dependencies go stale, something breaks. It’s easy to assume that the agency / client relationship goes sideways in these moments. It definitely can, but they can surface an unexpected paradox about trust, as well.

Navigating the WordPress Conflict–Risks & Alternatives for Business Websites

The spat between WordPress.org (the non-profit behind WordPress) and WP Engine (the dominant WordPress hosting platform) demonstrates how platforms we trust most can have profound effects on our own businesses. This post provides details about the conflict, why Cantilever no longer build on WordPress anyway, and the excellent alternatives that we deploy for our clients.