Mentors & Mentees

Agency Savant
Penelope Fridman

Penelope Fridman

Founder & Principal, L'Institut Idée

Penelope has over two decades of senior-level business and marketing experience
across a myriad of categories. As co-founder and President of L’Institut, a consultancy
specializing in insight and strategy, Penelope has developed an industry-leading skill
set for developing and leading unique proprietary models for “co-creation” with clients.
This body of work has formed the backbone of the Master Planning model at L’Institut. 
She has applied these tools and her expertise to major visioning, branding and business
strategy assignments for North American and global clients such as Live Nation,
Cadillac Fairview, Majid Al Futtaim, Abbott Labs, RBC, Marriott International, Rogers,
Bausch + Lomb, Magna International, Humana, and Audi. Her specialty lies in multi-
stakeholder environments, where insight and strategy must be achieved in a
participatory manner and at high speed. 
 
Penelope is actively involved with the Rotman School of Management, and is an
alumna of The University of Western Ontario and The Rotman School of Management.

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