Daughter Launches Strategy Offering Led by Claudia Aguirre

Daughter Creative—a creative agency based in Calgary and Toronto—is proud to announce the launch of its strategy offering. Leading the new division is Claudia Aguirre, partner & chief strategy officer, a prominent industry expert with over 25 years of experience helping global brands navigate complex markets and build meaningful connections with their audiences. 

The strategy arm is grounded in Daughter’s methodology, which emphasizes creating resonance—a profound and meaningful connection—between brands and their audiences. It’s about seeing humans instead of target audiences, and crafting strategies that align with their values, emotions, and aspirations. 

“We’ve always believed in the power of ideas to inspire action. By adding Claudia’s expertise, we’re taking our work a step further—bridging the gap between insight and execution to create work that deeply resonates,” says Stephanie Kochorek, founder and CEO at Daughter. “With Claudia’s leadership and expertise, we’re setting a new standard aligning creative strategy to business strategy.” 

Claudia's career spans almost three decades, including roles in the Latin America and Caribbean Markets at VML and Leo Burnett – where she served as regional VP of strategy. Her impressive brand roster includes Procter & Gamble, Disney, Kellogg's, American Express, Ford Motor Company, Cadbury, Coca-Cola, Visa, and Essity.She has spent the past 17 years in Canada, working with a diverse portfolio of brands. With Daughter she has worked on an extensive client list, including Wello, Radicle, Cinnzeo, Bow Valley College, Benevity, Hopewell, connectFirst Credit Union, Servus Credit Union, and TransAlta. 

"Whether you're selling software to CEOs or smoothies to teenagers, breaking through the noise isn't about shouting louder—it's about striking the right chord," remarks Claudia. "At the core, every brand is a story waiting to be told. What excites me about joining Daughter is our belief that breakthrough moments happen when you throw out the rulebook of 'B2B' versus 'B2C' thinking. The magic lies in finding that intimate connection between a brand's truth and its audience's desires, whether that audience is a procurement officer in Toronto or a parent in Edmonton. That's the future of strategy I want to help write." 

Claudia’s addition to the team aligns with Daughter’s commitment to offering a fulsome approach to brand-building, ensuring that the work is as grounded in strategy as it is in creative excellence.