When Michael Brechtel was born, his father was working on his thesis and the family was living in an orange Volkswagen van on the prairies. Michael and his siblings were taught to challenge societal norms and ask, “Why?” Michael is still all about pushing buttons.

After studying business at the University of Alberta, he joined a communications firm and loved it. He admits, “I didn’t even know this job existed!” It wasn’t long before he struck out on his own: “It was diving in headfirst and seeing if I could swim… and it seems to have worked.”

Firebrand Media consults on marketing for a variety of clients, from small businesses to government agencies and political campaigns. Michael and his staff currently work from their homes and he engages a pool of subcontractors as required. He’s determined that a planned move into a structured space won’t change the way he operates. “As long as things are getting done, my clients are happy, and the quality
of work is top-notch, I don’t care what time people come in and I don’t care what time they leave.”

Firebrand’s forté is its ability to build campaigns that get people talking. Michael believes that, in a world where advertising messages are fired at us a mile a minute, he has to create something that stands out. “If you haven’t pissed somebody off, then you probably aren’t making a strong enough statement.” This ethos is a throwback to Michael’s teen years, which he spent hanging out in the punk rock community—mohawk and all.

Much of his energy and enthusiasm is directed at involving young people in community development
activities. Michael is founding chair of interVivos, dedicated to creating dialogue, leadership and
mentorship. His political interests have involved him as a board member of the VOTE! Society of Alberta,
a non-partisan group that engages a younger audience in the democratic process. He’s co-chair of ArtScene
Edmonton which connects artists and young professionals, and he serves on the board of the Old Strathcona
Foundation.

At 29, Michael is in the middle of the “next generation” demographic that he has targeted. He wants to see his peers step up, be heard, get involved and make a difference. He’s definitely doing his part to meet the leadership challenge.