The Myth of Advertising: How Organic Content Fuels Business Growth

Montreal Communications Expert Challenges Traditional Advertising Myths MONTREAL, CANADA – May 29, 2025 – A communications professional from Montreal, Élisabeth Abbatiello, is challenging long-held assumptions about business growth and advertising. Abbatiello, in a recent video, argues that massive advertising budgets aren't necessary for success. Instead, she emphasizes the power of organic content and genuine customer relationships. Abbatiello cites GymShark, a fitness apparel company founded by a 19-year-old, as a prime example. "GymShark built its brand using influencers and authentic content," she explains in her video, "achieving over $1 billion in valuation without traditional marketing." She also points to Spanx, a shapewear brand, which reached tens of millions in revenue with a similar approach. Abbatiello's message resonates with many small businesses struggling with limited marketing budgets. She states, "It's not magic; it's about authenticity and relationship-building, not transactions." Her video has already garnered significant views and engagement, suggesting a widespread interest in her alternative marketing perspective. Abbatiello's insights provide a refreshing counterpoint to traditional marketing wisdom, suggesting a path to success for businesses of all sizes.