Josh Cobden describes himself as a “career agency guy,” having spent more than 30 years helping clients navigate challenges and opportunities across a wide range of sectors. As Executive Vice President at Proof Strategies, he divides his time among client counsel, business development and agency leadership.
Ironically, communications was never part of the original plan.
“The truth is, I dreamed of managing bars and restaurants, so I joined a major luxury hotel chain despite my political science degree — and it was a disaster,” he says. “I quickly realized how much I missed the creativity and critical thinking I’d learned in university that I thought I’d never use. But I did learn the crucial value of exceptional service.”
After a stint at the University of Toronto’s Advancement & Public Affairs office, Josh found his way into agency life despite having no formal PR training, starting at the bottom and learning the business from the ground up.
“From there, I never looked back,” he says. “I loved the variety, energy and teamwork of agency life from day one, and the opportunity to create positive change by building stronger human relationships.”
Over the course of his career, Josh has advised some of the world’s best-known brands, including Google, Guinness, General Motors, Goodyear and GoFundMe — “and even some that don’t start with G,” he jokes.
Josh also regularly speaks on the topic of trust, drawing on insights from Proof’s CanTrust Index, Canada’s largest annual study on trust.
“Trust is now the defining currency of leadership and organizations, and effective communication is essential to building and sustaining it,” he says. “What better time to be in the business?”
Fun Facts
- Josh has helped two separate clients win a Guinness World Record.
- Josh has media-trained hundreds of executives in sectors ranging from Artificial Intelligence to Water Conservation (he’s still looking for X, Y & Z industries).
- While on the job, Josh once chauffeured PGA legend Fred Couples for 18 holes in a golf cart.
About CPRS Toronto’s Monthly Member Spotlight
Once a month, the Monthly Member Spotlight shines a light on the people behind our CPRS Toronto community, giving them the opportunity to share their stories, highlight their work, and inspire peers across the public relations and communications field. These features showcase the diverse experiences, career journeys, and personal passions that shape our profession and strengthen our community.
If you would like to be featured or nominate a colleague, please contact us at communications@cprstoronto.com.