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Anstice Welcomes Director of Operations

Anstice Communications (Anstice), is ecstatic to announce the recent hire of its new Director of Operations, Allanah Mooney.

Allanah has over 20 years of experience in strategy, storytelling and social impact. She started her career as a marketing coordinator for the Calgary Flames, where she worked on marketing strategy and sponsor relations. Allanah’s last corporate role was as acting community relations director for the Vancouver Canucks. She was responsible for the off-ice image of the team, including player appearances, special events, fundraising and community partnerships. Allanah later left the Canucks to start her own communications agency, Lionheart Productions. Her work has been translated into seven languages and changed agriculture policy in China to promote a zinc-enriched diet. Allanah is excited to return to Calgary and start her new chapter at Anstice.

As Director of Operation, Allanah will be responsible for organizational and operational effectiveness. She will direct the development and implementation of processes, tools, metrics, initiatives, infrastructure and technology that will support and improve the operations of the agency. Welcome, Allanah!


Q&A with Allanah:

With over 20 years of experience in PR, what advice would you give to young women starting out in the field?

  1. Do more than you are asked. I moved up from junior positions because I was willing to do everything that was needed and expanded my skill set that way.
  2. Be enthusiastic and committed to making an impact. This will attract great mentors and new opportunities. I received an invaluable marketing-communications education from George Jarvis, co-founder of Palmer Jarvis (now DDB), when he became my mentor. He was referred to me from a Canucks charity partner because they saw how hard I worked on their behalf and thought we had shared values.


We heard you about your current project called, “Making a Comeback.” What inspired you to create a web-series featuring people whose lives were transformed through a personal crisis and highlighting the lessons they learned?

The tragic death of my friend’s 16-year-old daughter by suicide led me to develop this campaign. While there were system failures that contributed to Hayden’s death, I also saw a massive communications failure. Upon auditing the branding and communications approach of traditional mental health models, I saw room for improvement in how we position mental health. Specifically, using good short films and marketing psychology, I intend to reduce stigma and promote treatment innovation by “rebranding mental health”. The films will serve as a conversation starter to help engage people in a traditionally sensitive topic.


What is your favourite social media platform?

I found my tribe on Instagram— artists, photographers, storytellers and change agents.


Welcome back to Calgary, by the way! What is your favourite thing about being back in Calgary so far?

I’m returning to Calgary after a 15-year hiatus. What I love is how friendly everyone is. The men always open doors for me here—I really appreciate that.


Now, the most important question you will ever be asked:  Ryan Gosling or Ryan Reynolds?

Ryan Reynolds, but he has to be dressed up as Wade Wilson, aka Deadpool. I like a man in uniform. Carrying weapons makes him even sexier.

Allanah Mooney, Director of Operations

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