For over 25 years, Forde & Semple Mediaworks has been an independent Canadian owned and operated media auditing company designed to help Marketers and Advertisers maximize the value received from their advertising media investment and provide a greater accountability platform to measure media investment.

Forde & Semple Mediaworks was formed through a merger of Semple Media Inc. founded in 1990 with a benchmarking product known as the SMART Report, and Forde Media Works a media auditing and consulting service formed in 2003. Forde & Semple Mediaworks serves Canadian and international advertisers three ways: Benchmarking, Auditing and Consulting.


To deliver to Advertisers and their Agencies the best independent and low cost assessment of Canadian media advertising buying and planning performance.


• Good media planning is measurable through buying performance analysis..
• Media buying is not a commodity, (performance is measurable in both quantitative and qualitative values). .
• Knowledge is power.


• Advertiser satisfaction.
• Thoroughness.
• Clarity in Reporting.
• Client value.


• We are independent.
• We strive to be the best at what we do.
• We will not compromise.
• We will deliver the most accurate assessment of performance available.


imageSherland Forde

Sherland Forde, Managing Partner, has a 30+ year agency media background and is a past president of the former MediaVest Canada media agency, now a part of The Starcom MediaVest Group. Sherland is our leader and our conscience. At Forde & Semple Mediaworks the buck stops here.

imageBruce Baumann

Bruce joined Forde & Semple Mediaworks in 2016 as Managing Partner, Digital. Prior to that he had a 30+ year career as Media Director at Saatchi & Saatchi, Ammirati & Puris, Research Director at Universal McCann, and most recently Managing Director at OMD, where he oversaw roughly 30% of the agency’s business for over 13 years, and played a key business development role for much of his time with the agency.

imageIan Kidnew

Ian is our Director, Client Services. He is a 25+ year media veteran. He has been on both the planning and the buying side of the media agency world on a wide array of accounts from Automotive to Retail. While he is a director, like all of us, he can get in the trenches and do some serious digging.

imageDoug Newell

Doug is a former partner and ran the buying unit of HYPN (now PHD) which in the 80’s and 90’s was Canada’s largest independent media management company. Doug has acted in a strategic consultative manner to the management of the company since 2005.

imageJosie Bumbaca

Josie is an accomplished veteran of the Canadian media world. Having led buying groups at no less than five major agencies, she knows media so well that she has also taught it to the students of Centennial College in Toronto. There is no buying scenario that Josie has not seen.

imageKristie Nikiforow

Kristie is a buyer extraordinaire with 13 years experience at PHD Canada. With experience across a broad number of client categories, in both television and radio, Kristie has now brought her enthusiasm and eye for detail to Forde & Semple.

imageChristopher Serrao

Chris has been with Forde & Semple Mediaworks for 5 years. He is a business admin grad from Mumbai and a grad of media management at Centennial College. He has excellent computer skills in both graphic and programmable software. Although he is the youngest member of our team he adds energy and expertise beyond his years.

image Linda D’Sa

Linda is the newest addition to the Forde & Semple Mediaworks family, having joined us in summer 2017. With over 10 years of increasingly responsible office experience, she is our got-to-get-it-done-right office manager.