Adster Creative promotes Lisa Michetti to president as agency leans into AI

Edmonton digital marketing agency Adster Creative has named longtime team member Lisa Michetti president after nearly 13 years with the company. The move formalizes a leadership split as the agency adapts its SEO, paid media and analytics work to an AI-driven shift in search and marketing.

Why it matters: - Adster Creative is changing leadership at a time when digital marketing is shifting toward artificial intelligence, automation and new search behavior. - The promotion puts a longtime internal leader in charge of day-to-day operations while the owners focus on long-term strategy. - The move signals how agencies are trying to preserve strategy and client service while adding AI tools into core workflows.

What happened: - Adster Creative named Lisa Michetti president after nearly 13 years with the Edmonton agency. - Michetti joined Adster in late 2014. - Michetti moved through roles in SEO, strategy, project management, team leadership and operations before becoming president in early 2026. - The appointment gives Michetti responsibility for daily operations. - Owner David Forster and Partner Andrew Forster are focusing on Adster Creative’s long-term direction and related ventures.

The details: - Michetti previously served as digital marketing strategist, project manager, operations manager and director of operations. - Andrew Forster said Michetti has been with Adster for more than a decade and has taken on more responsibility as the business evolved. - Andrew Forster said her promotion reflects the role she had already been growing into. - Lisa Michetti said AI is changing how digital marketing gets done, but it does not replace strategy, judgment or client relationships. - Michetti said she wants the team to use AI for repetitive work so it has more time for creative thinking. - Adster Creative is integrating AI-assisted tools, AI Search and automation into SEO, paid media, analytics and internal workflows. - The agency says it will keep the strategy and client service that built its reputation.

Between the lines: - The leadership transition suggests Adster Creative is formalizing a structure built around specialization: operational execution on one side, strategic direction on the other. - The company is using AI as an efficiency tool, not a replacement for human decision-making. - Adster Creative is drawing on experience from Energy Job Shop, its North American skilled-trades employment platform, as it adapts to AI-enabled workflows. - The owners say Energy Job Shop now has more than 500,000 registered users. - That platform gave the team experience with automation, first-party data and audience growth at scale.

What's next: - Adster Creative is expected to keep expanding its use of AI-assisted tools across marketing and internal operations. - Michetti will lead the agency’s day-to-day execution as the owners continue shaping the company’s broader direction. - The agency will continue serving businesses across Alberta and North America.

The bottom line: - Adster Creative is betting that a seasoned internal leader and a practical approach to AI will help the agency stay competitive as digital marketing changes.