October 23, 2025
In digital marketing, adaptability is everything, and for Michelle McCann, it has been the key to success. Her Truro-based marketing company, Bold and Italic will celebrate its thirteenth year in business in March 2026. Michelle helps clients navigate constant change with strategy, creativity, and what she calls “a healthy dose of small-town practicality.”
“Bold and Italic” represents Michelle’s balanced approach to marketing: bold enough to take creative risks, but still grounded in data and trust. Michelle’s career didn’t begin in marketing. Before launching her business, she worked in nonprofit fundraising and event planning, a background that was the perfect foundation for running a lean, client-focused business. “When you’re in a small nonprofit, everyone pitches in,” she says. “You learn to wear every hat and stretch every dollar. That mindset has shaped everything I do.”
In 2013, Michelle decided to strike out on her own after a friend launched a social media management business. At the time, digital marketing was still in its early stages.
“I remember running my first Facebook ad, it felt like a huge deal to spend $25,” she recalls. “The reach was incredible back then. You’d post something and everyone saw it. It really was the wild west of digital marketing.”
That early sense of experimentation became part of Bold and Italic’s DNA. What started with a focus on social media has evolved into versatile marketing offerings that support a wide range of clients and projects. “When you’re in a smaller market like Truro, you do what needs to be done,” Michelle explains. “One client needed an email newsletter, another wanted a newspaper ad, then a website refresh. I always joke that I should have called my business Scope Creep because I just kept saying yes.”
That flexibility became her secret weapon. Rather than separating services, Bold and Italic offers clients one consistent voice across every platform. “Controlling the brand voice across channels is huge,” she says. “It keeps everything aligned, and it means we’re not losing sight of what actually matters, reaching real people.”
As the digital world matured, so did her business. What used to be as simple as posting on Facebook now requires balancing strategy, analytics, and tight budgets. “The biggest challenge isn’t even the tech anymore,” Michelle says. “It’s the economy. You’re not just competing for clicks, you’re competing with groceries and gas. We’re all vying for the same small pool of disposable income.”
Her practical, transparent approach has earned her long-term clients such as Halifax ComedyFest, her first-ever client, who remains with her today. “I bring a lot of myself to what I do,” she says.
“My clients trust me because I’m honest about what’s possible. It’s about managing expectations and working as a team.”
Michelle’s perspective as an outsider often gives her clients a fresh lens. “When you’re too close to your own business, you get tunnel vision,” she explains. “Sometimes I’ll look at messaging and think, ‘If I don’t understand this, your customer probably doesn’t either.’ That objectivity can make all the difference.”
That commitment to connection defines Bold and Italic. Whether she’s running festival campaigns, mentoring small business owners, or speaking on rural marketing, Michelle leads with the same combination of practicality and creativity.
Now in what she calls a “rebuilding year,” Michelle is focused on growth and balance, continuing to evolve alongside her clients while staying true to her values. “It’s hard to plan five years ahead in this industry,” she admits. “Things change too fast. So, I focus on how I can bring more value to the people I work with.”
In a trend-driven industry, Bold and Italic shows that lasting results come from personal connections. Michelle blends her nonprofit experience with strategic marketing, focusing on clients’ real-world goals. Over more than a decade, that personal touch has turned projects into long-term partnerships.
Connect with Michelle on LinkedIn to learn more about Bold and Italic.