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We move our clients Upstream.
Full-Service Public Relations since 1994
We are campaigners and storytellers who simply love to win.
Upstream Strategy Group is a boutique full service government relations and public affairs consultancy. We work with clients to help them navigate against the currents of government decision making, community concerns, and media coverage to take you upstream.
At Upstream we pride ourselves on personalized service for all clients, no matter how big or small. We offer unparalleled service, insight, and results because of our team’s deep experience in politics, our pan-Canadian election campaign experience, and our work within government including legislative experience. We understand how political staff and campaign managers think and speak because we have been political staff and campaign managers, just like we understand how to gain media coverage because we have worked in the media and are still regularly called upon to provide insight and commentary with media outlets across the country. We are the right team to help you.
Upstream specializes in government relations and direct lobbying, but we also have extensive experience in public relations, grassroots activations, stakeholder management, digital advertising, research and advisory services and media training.
Tyler Willox
Principal, Western Canada, Public Sector Procurement Lead
Tyler Willox is a prairie political campaigner and organizer. He has led campaigns for municipal, provincial, federal politicians and third parties in Manitoba, Saskatchewan, and Alberta. He has also served in many corporate capacities advising c-suite executives and boards of directors how to navigate complex environments.
He has led business development, sales, and account management for one of the largest IT companies in the Prairies, played an integral role in the privatization and public offering of a former Crown Corporation, and worked in mergers and acquisitions at an agriculture giant.
He is active in the community, including being one of the youngest Chairs of the Regina & District Chamber of Commerce, previously sat on the board of Saskatchewan Polytechnic, CNIB Saskatchewan, and the University of Regina Senate. He is currently the Vice-Chair of the Regina Airport Authority and serves on the Board of Directors of the Saskatchewan Chamber of Commerce, SGI, and SGI Canada.
Tyler has received several awards, including the Queen Elizabeth II Platinum Jubilee Medal, the 2019 University of Regina Alumni Crowning Achievement Award for Outstanding Young Alumni, and the 2017 CBC Saskatchewan Future 40 Award, recognizing him as one of the province’s top leaders, builders, and change-makers under 40.
Michael Diamond
Founding Principal
Michael Diamond is a campaign strategist and political commentator who has served as a senior advisor to politicians and political parties across Canada.
Having worked on over twenty political campaigns in five provinces, Michael is a specialist in grassroots engagement who has helped leverage the power of stakeholders for well-known clients in Canada, the US, and Australia.
Among his more noteworthy accomplishments, Michael served as the Director of Operations to Toronto Mayor Rob Ford in 2010, when he co-chaired the “get out the vote” effort, Campaign Manager for Doug Ford's successful 2018 Progressive Conservative Party leadership bid (the highest membership participation race in the party's history), Campaign Director for the Progressive Conservative Party of Ontario’s 2018 general election campaign, and as a senior official in the 2022 PC re-election campaign.
Michael was a senior advisor to Heather Stefanson’s leadership campaign for the Progressive Conservative Party of Manitoba and served on Premier Stefanson’s transition team following her victory in 2021.
In addition to his government relations work, Michael is a regular contributor to Canadian media, where he offers his insights on politics and culture. From 2019-2021 Michael served as Chairman of the Ontario Trillium Foundation, Canada’s largest granting organization.
Chris Chapin
Managing Principal
Chris Chapin is a political strategist, communications professional and digital expert. He knows the constantly changing media landscape, and what it takes to drive coverage and reach. Chris specializes in breaking down complex messages into simple, shareable content that goes viral online.
Chris has over a decade of political experience having worked in senior roles provincially at Queen’s Park, and has managed campaigns at all three levels of government. He has served as the Digital Director to Political Parties and Leadership Candidates.
Chris is a familiar voice in Canadian media, as a regular panelist on NEWSTALK 1010 in Toronto.
In his spare time, if Chris isn’t trying to win a campaign, he’s likely trying to beat his best score on the golf course, or outdo Michael in the kitchen.
