Features
Both sides
Introduction: We were sent this short story by John Ginsburg, who is a Winnipeg writer. Given the constant stream of stories about students and professors being intimidated by forces championing political correctness, especially when it comes to anything having to do with Israel, we thought it timely to publish the story here.
June 2021 Mackenzie King College Walking east, past the Theatre building, the view was genuinely inspiring, especially in the bright morning sunshine.
To the right, the contemplative, Ivy-covered Arts Building and the century-old chapel. Straight ahead, the gleaming river and the lush green landscape beyond. To the south, the arching Unity Bridge. But the route to the classroom for Media Studies 32.455, Professor Latchman’s course, was somewhat less scenic. One had to walk around to the opposite side of the Theatre building, in through the small service entrance, and then down concrete stairs to the basement, arriving at a low-ceilinged, damp and windowless room. Such were the current circumstances of the Department of Media Studies, pursuing the noble heights of academic inquiry from the gloomy depths of a former workshop. Its old haunts, on the opposite side of the university, were being renovated from top to bottom.
The condensed, two-and-a-half-month course was entering its final few weeks. With the resumption of in-person lectures, the bright, doubly-vaccinated students had initially been swept in by a wave of camaraderie and intellectual enthusiasm. Reality, however, had soon intervened, an unrelenting schedule of jam-packed three-hour lectures, demanding term papers and nerve-wracking oral presentations. The dim subterranean venue only added to the hard-pressed feeling among the students.
Latchman’s course was entitled Political Correctness and Cancel Culture in the Media and the Arts. It was a senior-level honours course, requiring three term papers and two in-class presentations of each of its twenty-five earnest young scholars. They were a diverse lot, of all kinds of ethnicities and backgrounds. There they sat, in their sculpted, multi-coloured hair, with their necks, arms and legs artistically muralled with tattoos; their noses, lips, eyebrows, ears and navels sporting gaudy piercings; their epigrammed apparel and trendy jewellery on full display. At the front of the class, standing at the lectern, their middle-aged, conservatively-dressed professor was unfazed. The individual expressions of diversity and identity neither made him feel old nor out of place. It was simply the times. One moment might call for ethnic, racial and sexual identities to be completely ignored, while the next moment called for them to be pushed loudly to the front, singled out and magnified. However, for Professor Howard Latchman, it wasn’t a particularly difficult academic world to navigate.
Latchman was a full professor at Mackenzie King College, accomplished in his field, enjoying his twenty-sixth year as a faculty member. He was of medium height and build, with thin, greying hair. He had a warm and friendly manner and had always been well-regarded by his students. His annual student evaluations highlighted his high academic standards, as well as his accessibility and fairness. On the negative side, students found him rather boring at times, and his methods somewhat plodding. His non-academic interests were completely unknown to his students and would have come as an amusing surprise. From his teenage years right up to the present, Latchman had been a drummer in a number of rock and roll bands, most recently with The Heads, playing sixties and seventies songs in nearby towns and bars. Not to mention his tennis playing; he was good enough to compete in senior-level tournaments, once reaching the provincial quarter-finals.
Latchman was Jewish, but entirely secular. This was a constant sore point with his two older siblings, alienating him from them more and more over the years. Brought up in the same conventional Jewish home, he’d been expected to tow the line. Fortunately they lived halfway across the country, so their meetings were infrequent.
He was divorced, with two children in their late twenties. His area of specialty was Journalism. From a doctoral thesis on corporate bias in the western news media, his work had naturally evolved. With social media now dominating the flow of information, his methods of study had radically changed. But the same issues remained at the core: misinformation and the control of information; by large corporations and by special interest groups.
For the June 14 class, student presentations were scheduled for the entire lecture time. Each student had twenty minutes to speak, on a recent case of cancel culture, followed by ten to fifteen minutes of questions and comments from the rest of the class.
With only a few weeks remaining in the spring-session course, Latchman knew most of the twenty-five students by name and by appearance. The first speaker of the day was a Black woman named Letanya Wynn. She was a prominent figure in the class, very bright and always highly engaged, taking every opportunity to aggressively speak out, offering her own point of view on whatever was being discussed. She was very slight in stature, with closely-cropped orange and yellow hair, wearing massive hoop earrings and bright red lipstick. Latchman took a quick glance at the text message she had sent him, containing the title and summary of her talk. ‘Good morning everyone’ he said. ‘Our first speaker is Letanya Wynn. She is going to be telling us about a cartoon that was recently published, in a Seattle online magazine. A textbook case of cancel culture. We will follow the same format as previous presentations. At the conclusion of the presentation, we will entertain comments and questions. Ms. Wynn!’
Letanya Wynn made her way, a little awkwardly, from the back of the class up to the sixty-inch monitor at the front, where she inserted the small USB drive she’d been carrying. She selected the only file on the drive, a jpg file. It was a copy of a cartoon, recently published in The North West Record, a Seattle-based publication. The cartoon shows two men having sex, one Black and the other white, with their naughty parts concealed behind a chair in the centre foreground. The Black man is positioned behind the white man, who is bent over. A shirt is draped over the chair, displaying a large BLM logo. In the background, a grim-faced, white uniformed cop has entered the room, standing in a doorway. He is pointing a gun at the two men, with a talking bubble that says ”You’re supposed to be two metres apart, not two feet.” The caption underneath the cartoon says ”Basic Length Measurements”. This satirical take on the coronavirus pandemic and the BlackLivesMatter movement had been greeted with an immediate social outcry online. Its creator, a Black male cartoonist, was fired as a result, by his publisher, who was also a Black male.
Letanya Wynn’s presentation was focused and articulate, extremely well done. Latchman wasn’t surprised that she strongly supported the cartoonist’s firing, arguing that the themes represented in the cartoon were demeaning to Black people and personally offensive to her. But he was surprised by the subdued class response. Maybe it was because it was so early in the morning, he thought. Maybe non-Black students felt they didn’t belong in the conversation. Whatever the reason, only two students commented on the presentation, both Black men. They both disagreed with Letanya Wynn, instead finding the cartoon to be a clever work of satire, and seeing the cartoonist’s firing as an extreme overreaction.
Thinking further about the minimal class reaction, Latchman wondered if, compared to other recent topics, the class didn’t find the cartoon to be especially shocking or controversial. In any case, he was very impressed by the presentation. Twenty out of twenty, he thought. A great presentation.
Latchman glanced at his phone and quickly re-read the details for the second talk of the morning. It would probably be less engaging than the first talk, he thought. Less contentious.
‘Class, I would next like to introduce Mark Mazur. He is going to talk about the recent Facebook controversy. I’m sure we’ve all heard about it. Certain posts were not published at first, but then appeared later, after a reaction against the company. Mr. Mazur!’
The second speaker was evidently Jewish, and religious, wearing a kipa. He was tall and very thin, with a neatly trimmed beard and a friendly face. After being introduced, he stood up from his chair near the front of the room and walked over to the lectern, where he placed his notes. He was soft-spoken, with an easy and confident manner. ‘Good morning’ he said to the class, with a smile. ‘When I read about this recent Facebook controversy, I naturally read some of the posts that had not appeared for so-called ”technical reasons”. They were published a few days later, after people had complained that Facebook had shown an anti-Palestinian bias, by deliberately blocking the posts. Of course, this is not the first time that Facebook has faced these kinds of accusations, sometimes because they do allow certain posts. For example, when they published all the lies and distortions from Trump’s supporters, during the election campaign and after.’
‘There are three main questions here. First of all, is it just a coincidence that many of those posts – I didn’t try to read more than ten or so – promoted a completely one-sided picture of the recent war between Israel and Hamas? Secondly, does Facebook have the legal right, and perhaps the moral responsibility, to not publish whatever it deems to be inappropriate? Are Palestinian-run websites held to the same moral standards? Do we insist they publish pro-Israeli posts, balancing these with opposite points of view? Or do we think they should be free to decide which posts to publish and in what numbers? Thirdly, and what is most relevant to this course, is why did Facebook backtrack? Why did the policy change, with the posts being published after all? Was it political correctness, catering to an offended group, rather than just sticking to an otherwise reasonable and clearly defensible editorial stance?’
‘I’m Jewish, so some people might try to diminish what I have to say because of a perceived bias. Of course, such an ad hominem assumption of bias could be made against detractors as well. In any event, let me first summarize what I consider to be a truthful, balanced view of the war. To begin, the loss of life and the destruction of property, the traumatization of people, especially children, on both sides, is absolutely horrible. These are the terrible costs and results of war. However we measure the consequences, it is obvious there cannot only be a picture from one side. Hamas sent literally thousands of missiles into Israel, killing people and destroying property. The effects were greatly reduced because the Israelis were able to shoot down most of those bombs before they landed. Hamas fired those missiles with the intention of killing whomever they happened to kill, destroying whatever property they happened to strike. They were aimed more or less randomly. Consequences in return, to the population of Gaza, were horrendous. There were – ‘
At that moment, one of the other students interrupted, a woman wearing a hijab, sitting near the front of the class. She stood up, looking directly at the speaker. Speaking with an Arabic accent, her tone was fierce and accusatory. She was essentially shouting. ‘You are killing children’ she said to the speaker. ‘You are destroying hospitals. You are killing innocent people.’
Professor Latchman was somewhat caught off guard, but he quickly moved to stop the woman’s outburst. Having spoken to the woman on a few previous occasions, he knew her name was Jamila Fayad, and that she was an immigrant from Syria, having settled in the area a few years before, with her parents and siblings. She was one of four religious Muslims in the class, three female and one male. The others were seated side-by-side in the row behind her. In a class that consisted mostly of people of color, they hadn’t particularly stood out during the previous weeks of the course. As occurred to Latchman in this moment, this was likely because the course topics had centred almost completely around anti-Black racism and issues involving sexual identity.
Latchman, seated at the front of the room right beside the speaker, stood up and made a restraining gesture to the woman with his right hand. It was abundantly clear to him that the situation could easily escalate if he didn’t quickly take control. ‘Please. I must ask you to stop, Ms. Fayad. Please sit down’ he said, in a firm, resolute tone, addressing the woman as he did all of his students, using her last name. ‘You will have an opportunity to comment once the speaker has finished. Please allow the speaker to make his presentation. We have all agreed that there will be no comments until these presentations have been completed. And please, remember not to attack people personally. We can strongly disagree with what someone says, but let us challenge what has been said. No personal attacks or insinuations. That is very important. Okay. Mr. Mazur, please continue.’
‘Thank you, Professor Latchman’ said the young speaker, apparently unrattled by the outburst. ‘Justifying war and conflict and killing might be called a fool’s job’ he continued. ‘Yet, if people are not provided with an accurate historical picture of conflict, it can make the situation worse and lead to further violence and injustice. Hamas is a terrorist organization. Our country and other western countries have declared this to be the case. Their only goal in relation to Israel is quote, to drive the Jews into the sea. The idea of a peace treaty or peaceful co-existence is not even a possibility. The claims made about land can – ‘
Again Jamila Fayad stood up, confronting the speaker in the same defiant, angry way. ‘You must end the occupation’ she said. ‘You must give back our land. You are killing our people. We have the right to fight for the liberation.
Anticipating this second outburst, Latchman had already decided on his response, and he acted swiftly. He stood up and again addressed the woman. ‘That is enough’ he said, speaking somewhat forcefully while trying to retain his composure. ‘This presentation is over for now. Thank you, Mr. Mazur. I am sorry for the interruption. Class, we are going to take a fifteen minute break now, before the next talk. Would everyone please leave the room, except for Ms. Fayad. If you wouldn’t mind, Ms. Fayad, I would like to have a word with you before we continue.’
In his head, Latchman was rapidly composing a short speech he would deliver to Jamila Fayad, some careful form of admonishment. How she had attacked the speaker personally. How she hadn’t let him speak. How she had been rude and disrespectful. How she had denied him the same basic freedom of speech she would want for herself. But he never had the opportunity, as Jamila Fayad filed out of the room along with everyone else. For fifteen minutes, Latchman stood waiting for her to return, but she never did. When the students returned fifteen minutes later, she was not among them.
This was certainly not the first time a student had filed a formal complaint about some aspect of Media Studies 32.455. One of Latchman’s colleagues had faced a similar situation a few years before, when a Black student had objected to a class discussion on rap music. The professor had played a selection of songs in class, all laced with profanity and the N-word, which the student had found humiliating and demeaning. The professor had to appear before the Academic Standards Committee to answer for the material. He volunteered to meet with the student-complainant, and successfully diffused the matter. Most student-complaints never reached that stage. Though they were always taken seriously, such complaints were usually answered by no more than a polite note from the Dean’s office, thanking the student for the submission and emphasizing that it had been taken very seriously. The university was always striving to improve in its awareness of and sensitivity to student concerns, et cetera. It was virtually unheard of for any remedial or punitive action to result from such a complaint. So, when Howard Latchman was asked to meet with the Dean of Arts the following week, after a formal complaint had been filed by Jamila Fayad, he wasn’t particularly troubled by the matter.
On the day of his meeting with the Dean of Arts, Latchman came prepared, bearing a printed copy of the course outline for 32.455, as well as a detailed summary of the incident surrounding Mark Mazur’s presentation the previous week.
Like many faculty members at Mackenzie King College, Howard Latchman was mostly oblivious to administrative matters. He tried to have as little to do with meetings and committees and procedures as he could possibly get away with. For most of his years on the faculty, he would not even have been able to name the President of the university, or any of its senior administration. His focus was his teaching and his other academic work. As a full professor in his late fifties, he’d paid his dues, and he now purposefully managed his time with a minimum of aggravation and a minimum of futility. When he was escorted into his meeting with the Dean of Arts, by the administrative assistant, he was meeting the Dean for the first time.
Walking into the Dean’s inner office, carrying his documents, he was greeted by an exuberant, friendly-looking woman. ‘Hello, Professor Latchman’ she said. ‘I’m Amira Zuhar.’
Latchman only vaguely remembered the Dean’s recent hiring. People who had paid more attention would have remembered that she’d been highly touted at the time. She was a devout Muslim and well-known social activist. She’d been hired directly from the faculty ranks at the University of Toronto, with an impressive publication record in Political Studies, and with absolutely no prior administrative experience. Forty years of age, she was a shining example of Mackenzie King College’s commitment to diversity and inclusiveness at every level.
Dean Zuhar was wearing a beige hijab. She had a dazzling smile, immediately disarming Latchman. She motioned for him to sit down on one of the black leather chairs beside her oak desk, offering him water or coffee or tea, all of which he politely refused.
All of a sudden, Latchman’s situation seemed much more perilous. A hijab-wearing Dean was to pronounce on the complaint; on the confrontation between a hijab-wearing student and a male, Jewish student; a confrontation in which he, Latchman, himself Jewish, was deemed by the female student to be at fault. This might not go so well, Latchman thought to himself, nervously glancing around the spacious, well-appointed office. He decided he would wait for a moment before offering his documents to the Dean.
‘Professor Latchman’ the Dean began, flashing a quick smile, a smile Latchman was suddenly rather wary of. ‘Thank you for dropping by today. Jamila Fayad’s complaint… I’ve sent you a copy of what she’s written. I have spoken at some length with her.’ The Dean spoke evenly and quietly, maintaining direct eye-contact with Latchman. ‘Jamila says you silenced her. You stopped her from talking, from countering the pro-Israeli statements. She says you took the side of the Jewish student. Because you are Jewish. She says she can’t return to your class anymore, because you don’t give the same freedoms to all of your students.’
Latchman shuffled in his seat uneasily before offering a response. ‘Ms. Fayad stood up and interrupted the class presentation’ he said to the Dean. ‘She accused the speaker of killing children, of destroying homes. Accused him. He was not involved in the war. He’s not an Israeli; he’s a Canadian. She kept accusing him. It was horrible. She said things like ”You are killing children”; targeting her accusations directly at him. I politely asked her to stop, but she wouldn’t. She continued her personal attack. I had to stop the presentation entirely. It was embarrassing to expose my entire class to that kind of thing. I’ve prepared a detailed summary of the – ‘
The Dean cut Latchman off in mid-sentence. ‘As to the interruption and as to her point of view, she is obviously a passionate defender of the Palestinian cause. And she felt it was necessary to counter a one-sided justification of the actions of the Israelis. Her use of the personal pronoun ”you” probably has as much to do with second-language issues as anything else.’
Latchman was incensed at the Dean’s complete misreading of the incident. He struggled to remain composed. ‘No’ he said, his voice rising. ‘Her usage of ”you” cannot in any way be attributed to second-language issues. She very deliberately pointed to him, and targeted the accusations at him. There was no doubt about it at all. She is a bright student. She obviously knows the difference between ”you” and ”the Israeli army”. There were twenty-four witnesses to the incident, other than me. How many of them have you bothered to interview?’ His tone had quickly progressed to one of anger and impatience. ‘I’m guessing very few, if any. I guess I should have expected you to take her side, but what you are saying is patently ridiculous and simply wrong. All of those statements about the way things proceeded, and the accusations made about my reaction, they are all false. In fact, they’re libelous. She should examine her own behaviour. The ”Jewish student”, as she calls him, did everything he could to be even-handed, respectful and non-accusatory. The whole point was to address the political correctness involved in the matter. In Facebook’s reversing its decision to not allow certain posts that were clearly pro-Palestinian. Was it political correctness that pressured the company to reverse its position? The presenting student was admirably respectful and sensitive to the Gaza side of the conflict. He didn’t even get to fully express his thoughts on the matter. She jumped on him and fired off some very hostile, personal accusations at him.’
Dean Zuhar responded in a much sterner tone than before. ‘Professor Latchman’ she said, ‘I am very much disturbed by your implying my taking sides here. That is certainly not the case. I understand and I very much appreciate the sensitive nature of this classroom topic. Especially for both Jewish and Muslim students. But Professor Latchman, we can’t have students accusing our faculty of silencing their views. We can’t have our students saying it is impossible for them to continue their attendance in class; impossible because of their humiliation and their perceived mistreatment at the hands of their professors. This goes well beyond reasonable classroom behaviour and course management. I’m afraid I’m going to have to suspend you from any further involvement in this course. Your department chair, Professor Guilfoyle, will appoint a replacement to finish the remaining few weeks of lectures. I have spoken to him this morning. For the present, there are no further consequences to you with respect to this incident. However, there will be a full internal inquiry into the matter. I have asked Professor Nkosa, the chair of the Academic Standards Committee, to conduct a thorough review of the matter, including your role. Thank you for coming in this morning.’ Saying this, Dean Zuhar stood up to see Latchman out.
Latchman was stunned. It took him a moment to begin breathing evenly again. Getting to his feet, he was fuming mad. ‘Are you serious?’ he said to the Dean. ‘This is a travesty. There were twenty-four witnesses to the event. Did you talk to them? Does the truth matter? Do you -‘
Dean Zuhar cut him short. ‘Professor Latchman’ she said, firmly. ‘I’m very sorry. I have to interrupt you. I know you must find this very upsetting. I’m going to wish you a good day. This is a most unfortunate incident. Again, thanks for coming in.’
It was all Latchman could do, to simply walk out of the room, without lashing out at the Dean of Arts. He stormed out of the office, out of the building and onto the nearly empty quad outside, shaking his head in disbelief.
THE END
Features
Buck In Situ: A Dog Story
By DAVID TOPPER I suppose the first thing I should say is that, although this is a true story, it’s not about a real dog. (That may be obvious if you look at the picture accompanying this tale.) Yes, the dog – a wooden statue – is Buck.
I do want to explain what “in situ” means. For those who know the term, it betrays the fact that I was a teacher of art history before I retired. It’s a Latin term that refers to an art object being in its original or natural place. For example, the famous Elgin Marbles (statues of Greek gods, goddesses and other mythological figures), which are prized objects in the British Museum in London, were taken by Lord Elgin from the Acropolis high over Athens in Greece, in the early 19th century. If the museum ever returns the statues (as Greeks have been demanding them to do for years), and if the statues were then placed back on the Acropolis – then they would be “in situ.”
All this has been my way of introducing you to a story about a little statue that has been sitting in my home ever since my late wife, Sylvia, and I returned from a trip to Jamaica many years ago.
Here’s Buck’s story. One afternoon during our vacation on the island, we went to an Art Fair. I was particularly interested in wooden carvings. There was a long line of tables, end to end, with different carvers showing off their wares. As we walked along the tables, among the different carvers, I was dumbfounded because they were all carving the same statues! Different artists: same statues. The statues were of some local deities; none of whom I had any interest in taking back home – no matter what magic it could perform.
Sylvia and I were baffled as we strolled along the long row, eventually coming to the end. Then, lo and behold: the last carver was carving different statues – not necessarily of gods. Coming across his table filled with a wide variety of subjects was a breath of fresh air.
Of course, the first thing I asked him was why everyone else was carving the same things. His answer was simply that they thought that was what tourists wanted, and they were afraid to try anything else. I asked him why he was not afraid. He said he was afraid; nonetheless, he would be bored doing the same thing over and over – even if he made more money.
By now you can see where this story is going. It was among his wares, on the last table, that I saw the statue of the dog – which I immediately fell for. Sylvia, a dog lover, fell for it, too, and hence we bought it. I don’t recall the price, or if we haggled over it. But what I do remember – and why I am telling this story – is this. While talking with him and watching him at work, I noticed the way he was squinting. I asked him about this, and he said his eyes were not what they used to be, that he needed glasses but he couldn’t afford them.
At the time, I was in an early stage of permanently wearing glasses. Having gone through various stages of over-the-counter reading glasses during the previous decade or more, I was now wearing my first prescription glasses. I gave them to the carver to try on, and he said they were too strong. “Good,” I said. I told him I had several pair of different power reading glasses at home, which I had used before I got these. I’d be pleased to mail him those glasses, which perhaps could get him through the next decade or more. He gave me his address, and that’s when I found that his name – or, maybe, it was his nickname – was Buck.
“Would you mind if I name the dog Buck?” I asked – because I liked that name for the dog. He had no problem with that, and hence Buck it was, and Buck it always will be.
Not long after we got home, I mailed a box of glasses to Buck. Although I had my return address on the box (in case it got lost) I never heard from him. I didn’t expect to; yet occasionally I talk to my Buck and tell him that I hope the Buck whom he is named after, is still using a pair of the glasses I sent him. It would be comforting to know. My Buck agrees, I trust.
From the photo you can see that Buck sits at the foot of a staircase. Those stairs start in the front entrance of our home and go to the second floor. Buck not only stands on-guard, watching all who enter the house, but he also plays the following role. If I want to remind myself of something without having a paper and pencil handy, I just turn Buck around – say, on my way upstairs for the night. In the morning, coming down the stairs, I see that Buck is reminding me to do something. Although, I must confess, sometimes I can’t recall exactly what it was!
Finally, I live in Winnipeg, Canada. I know that’s far from the island of Jamaica, but here Buck has become a part of our life. All the family knows that if Buck is turned around – it means something! I therefore believe that it’s not stretching the terminology t-o-o much by calling this memoir: “Buck In Situ: A Dog Story.” To me, Buck is right where he belongs.
David R. Topper writes in Winnipeg, Canada. His work has appeared in Mono, Poetic Sun, Discretionary Love, Poetry Pacific,Academy of theHeart & Mind, Altered Reality Mag. and elsewhere.
His poem Seascape with Gulls: My Father’s Last Painting won first prize in the annual poetry contest of CommuterLit Mag – May 12, 2025.
Features
13 Best Amazon PPC Management Agencies for Growing Brands
Growing brands should hire an Amazon PPC agency that optimizes daily against TACoS and contribution margin, staffs senior specialists on the account, and reports results per ASIN in plain language. The agencies that deliver consistent, profitable growth share a few verifiable traits: Amazon-specific expertise, transparent reporting, and pricing that rewards performance over ad spend. This article ranks and compares 13 Amazon PPC agencies against those signals for 2026.
Why Amazon PPC management gets harder as brands grow
Amazon advertising gets more competitive and more expensive every year. US retail media ad spend will reach $71 billion in 2026, according to a December 2025 eMarketer forecast, which means more brands are bidding on the same high-intent keywords. As a result, average Amazon cost per click rose about 35% between 2023 and early 2026, reaching $1.21.
The problem is compounded at scale. Accounts with hundreds of SKUs and five-figure monthly ad budgets tend to see ACoS creep up as campaign structures sprawl. According to 2026 Amazon PPC benchmarks, the median ACoS across US Amazon accounts in H1 2026 was 38% and the median TACoS was 15%.
TACoS, or total advertising cost of sale, measures total ad spend as a percentage of total revenue, including organic sales. TACoS matters more than ACoS at scale because it reveals whether advertising is building the brand or just paying to keep revenue flat. An account with a stable 20% ACoS can still be in trouble if TACoS is climbing each quarter.
Most brands notice the shift somewhere between $1M and $10M in annual Amazon revenue. That is the stage where manual campaign management eats too many hours, ACoS-only reporting hides margin erosion, and the cost of hiring the wrong agency becomes meaningful.
How to evaluate an Amazon PPC management agency
The right Amazon agency for a growing brand is one whose approach matches the brand’s stage, goals, and internal bandwidth. Use these criteria to separate signal from marketing noise:
- Amazon specialization. The agency focuses specifically on Amazon advertising, not general paid media with Amazon as an add-on.
- Who runs the account. Senior specialists with years of Amazon experience manage campaigns directly. Junior account managers learning on the brand’s budget is a warning sign.
- Primary optimization metric. The agency reports TACoS and contribution margin, not just ACoS or ROAS. ACoS in isolation hides whether ads are cannibalizing organic sales.
- Reporting transparency. Per-ASIN reporting in plain language, not dashboards filled with acronyms and aggregated numbers.
- Optimization frequency. Daily optimization beats weekly reviews. Amazon’s auction changes constantly.
- Pricing model. Flat retainers or hybrid models align incentives better than pure percentage-of-spend fees, which reward the agency for spending more.
- Verifiable credibility. Amazon Ads Partner status, third-party reviews (Clutch, Trustpilot), and named client results with real numbers. Self-reported “top-rated agency” claims are not credibility.
Top Amazon PPC management agencies for growing brands in 2026, at a glance
| Rank | Agency | Best for | Primary focus | Notable signal |
| 1 | Olifant Digital | Established brands wanting daily, profit-first management | Done-for-you Amazon PPC with TACoS reporting | $114M+ managed client revenue; 98% retention; named Amazon results |
| 2 | Tinuiti | Enterprise brands needing DSP and AMC | Full-funnel Amazon Ads + DSP | Amazon Ads Advanced Partner; AMC accreditation |
| 3 | Blue Wheel | Mid-to-large brands wanting ads and DSP under one roof | Omni-channel Amazon Ads + DSP | Amazon Advanced Partner; $1B+ in client revenue managed |
| 4 | Incrementum Digital | Data-driven brands wanting analytics-led management | Amazon-first performance advertising | Amazon Ads Advanced Partner; 2024 Buy With Prime Partner Award |
| 5 | Trivium Group | Brands wanting profit-focused full-service management | Amazon PPC, DSP, and account management | Inc. 5000 (#170); $24M+ annual ad spend managed |
| 6 | Amazon Growth Lab | 8- and 9-figure brands | Amazon PPC, SEO, DSP, and listing optimization | 50 Clutch reviews; clients incl. Ray-Ban, Anker |
| 7 | BellaVix | Brands needing both Vendor and Seller Central coverage | Marketplace management + full-funnel Amazon Ads | Amazon SPN; $500M+ marketplace sales |
| 8 | Selouse | Brands with large SKU counts wanting one senior team | Amazon + TikTok Shop management | Positions for brands doing $500K+ annually |
| 9 | Desverto | Brands whose listings/creative need work alongside ads | Creative-led Amazon optimization + PPC | Amazon Verified Advertising & Creative Partner |
| 10 | Trellis | Brands wanting software-led automation | AI-powered Amazon and Walmart advertising | Software trusted by brands, agencies, and aggregators |
| 11 | AMZDudes | Brands wanting month-to-month, no-contract management | Full-service Amazon PPC + account management | Free growth audit; self-reported 4.9-star rating |
| 12 | PPC Jumpstart | Smaller growth-stage brands wanting founder attention | Boutique, founder-led Amazon PPC | Founder managed $10M+ in ad sales; Trustpilot reviews |
| 13 | SmartSites | Brands wanting Amazon inside a broader digital program | Full-service digital marketing incl. Amazon | Clutch Premier Verified; 285+ reviews; nine-time Inc. 5000 |
Read the table as a starting point. The best agency for any given brand depends on stage, margin structure, and whether the brand needs just PPC or full account services.
The best Amazon PPC management agencies for growing brands in 2026
Below are detailed profiles for each agency in the ranked list. The first entry is the most detailed; the rest are neutral, factual summaries based on publicly available information.
1. Olifant Digital
Why Olifant Digital ranks first: Olifant Digital provides done-for-you Amazon PPC management focused on turning ad spend into profitable growth, taking full ownership of strategy, account restructuring, daily optimization, and budget allocation aligned to revenue and profit targets. It pairs senior-only staffing with a proprietary campaign framework and named, verifiable results, an unusual combination in a space where “AI-powered” and “expert-managed” are often just marketing language.
What sets Olifant Digital apart:
- Every account receives daily optimization rather than set-and-forget automation, with senior specialists carrying a minimum of seven years of Amazon experience managing campaigns directly. No juniors are staffed on client accounts.
- Campaign execution follows the 1-1-1-1 Scaling Method, Olifant’s proprietary campaign architecture framework that separates every account into four strategic focuses: testing new keywords and ASINs, scaling high performers, exact-match campaigns to boost organic rank, and brand defense.
- The agency blends human expertise with its in-house Olifant AI platform, built and continuously improved by an internal engineering team, with data scientists reviewing account metrics across every client daily. New tactics are tested on Olifant’s own Amazon brand before ever reaching a client account.
- Reporting is per-ASIN and in plain language, with TACoS and contribution margin as the primary metrics rather than ACoS or ROAS in isolation.
- Named client results: Ekster ($688,406 in annual Amazon profit), WedgeGuys (+391% Amazon sales with a 17% ACoS reduction), Elite Jumps (+124% revenue in 3 months with a 51% CVR lift), MatchaBar (+$114,305 in added monthly Amazon revenue), and Balanced Tiger (171% revenue growth with a 50% ACoS reduction).
- The agency manages over $114M in annual client revenue across 50+ active brands, maintains a 98% client retention rate, and holds a 5.0 rating on Clutch.
- A full-service option is available, covering PPC, listings, catalog, and Brand Store under one team.
Best fit for: Established brands with Amazon traction that want to scale profitably with daily, hands-on management.
Pricing: flat retainer starting at $2,000 per month, custom to catalog complexity, with no percentage-of-spend fees. Every engagement is backed by a 60-day money-back guarantee on management fees.
2. Tinuiti
Why they stand out: Tinuiti offers full-funnel Amazon Ads and DSP management for enterprise and commerce brands, backed by proprietary ad tech and deep platform accreditation that few agencies can match at scale.
What to know:
- Amazon Ads Advanced Partner status, placing it in the top 7% of agencies by Amazon’s own recognition program.
- AMC (Amazon Marketing Cloud) accreditation for advanced cross-channel attribution work.
- Proprietary MobiusX ad tech platform supporting campaign management and reporting.
- Named clients include illy and Poppi.
Best fit for: Larger brands that need sophisticated DSP and Amazon Marketing Cloud capabilities.
Keep in mind: Brands wanting a boutique team focused exclusively on Sponsored Products or PPC may find a smaller specialist agency a tighter fit than an enterprise, multi-channel firm.
3. Blue Wheel
Why they stand out: Blue Wheel provides omni-channel commerce services including Amazon Ads and DSP full-funnel management, built around a proprietary bidding system designed for real-time campaign control at scale.
What to know:
- Uses a proprietary “Companion” bidding system based on Search Term Isolation for real-time campaign adjustments.
- Holds Amazon Advanced Partner and SAS Core-approved status.
- Has managed $1B+ in client revenue since its founding in 2011.
Best fit for: Mid-to-large consumer brands wanting ads and DSP integrated under one roof.
Keep in mind: Brands selling exclusively through Sponsored Products with no near-term DSP need may not require the full omni-channel infrastructure Blue Wheel is built around.
4. Incrementum Digital
Why they stand out: Incrementum Digital focuses on Amazon-first performance advertising across marketplaces, differentiated by an in-house analytics platform built specifically to track blended profitability rather than platform-reported metrics alone.
What to know:
- Uses its proprietary DataOwl analytics platform to track blended profitability and TACoS.
- Holds Amazon Ads Advanced Partner, Walmart Connect Partner, and TikTok Shop Partner status.
- Won the 2024 Buy with Prime Best Merchant Activation Award.
Best fit for: Data-driven brands that prioritize analytics-led management over a purely relationship-driven engagement.
Keep in mind: Brands that want a single point of contact managing strategy end to end, rather than a dashboard-forward engagement, should confirm how much day-to-day strategic input comes from a named specialist versus the platform.
5. Trivium Group
Why they stand out: Trivium Group offers full-service Amazon PPC, DSP, and account management with a profit-first methodology that factors in COGS and daily profit rather than treating ROAS as the finish line.
What to know:
- Profit-first methodology factoring in cost of goods sold and daily profit, not just return on ad spend.
- Manages $24M+ in annual ad spend across its client roster.
- Ranked #170 on the Inc. 5000 list of fastest-growing companies.
- Clutch profile includes 40 reviews.
Best fit for: Brands wanting profit-focused full-service management rather than a narrow PPC-only engagement.
Keep in mind: With a growing client roster, confirming the specific account team and reporting cadence assigned to a given brand size is worth doing directly.
6. Amazon Growth Lab
Why they stand out: Amazon Growth Lab provides full-service Amazon PPC, SEO, DSP, and listing optimization, built around a data-density approach that goes well beyond the handful of metrics most competitors report on.
What to know:
- Analyzes 750+ ranking and conversion data fields rather than surface-level metrics alone.
- Clutch profile with 50 reviews.
- Named clients include Ray-Ban, Jacuzzi, Anker, and Brooklinen.
Best fit for: 8- and 9-figure brands with complex catalogs that need PPC, SEO, and DSP coordinated together.
Keep in mind: Smaller or earlier-stage brands may find the agency’s complexity-oriented approach more infrastructure than a leaner catalog needs.
7. BellaVix
Why they stand out: BellaVix offers marketplace management and full-funnel Amazon advertising across both Seller Central and Vendor Central, with multi-marketplace coverage that extends the relationship beyond Amazon alone.
What to know:
- Also manages Walmart and Target marketplaces under one partnership.
- Holds Amazon SPN status and is a Verified Amazon Advertising and Global Selling Partner.
- $500M+ in marketplace sales managed.
- 33 Clutch reviews.
Best fit for: Brands that need both 1P (Vendor Central) and 3P (Seller Central) coverage under one team.
Keep in mind: Brands selling only through Seller Central with no Vendor Central complexity may not need an agency built around managing both.
8. Selouse
Why they stand out: Selouse provides full-service Amazon and TikTok Shop management under one roof, with a single senior team handling PPC, listings, creative, and daily operations across the US, UK, and EU rather than splitting responsibilities across specialists.
What to know:
- A single senior team owns PPC, listings, creative, and daily operations across three regions.
- Positions itself for brands doing $500K+ in annual revenue.
- Credibility signals are self-reported rather than externally verified.
Best fit for: Brands with large SKU counts that want one senior team handling everything rather than coordinating multiple vendors.
Keep in mind: Because credibility signals here are self-reported, it’s worth requesting references or case studies directly rather than relying on site claims alone.
9. Desverto
Why they stand out: Desverto offers creative-led Amazon optimization alongside PPC management, built around the idea that ad performance and listing quality are inseparable rather than managed by separate teams.
What to know:
- Uses a creative-first model called Product Family Architecture, built around listing design feeding ad performance.
- Holds Amazon Verified Advertising & Creative Partner status and is an Amazon SPN member.
- 900+ brands served.
Best fit for: Brands whose listings and creative need improvement alongside ad management, not just campaign structure.
Keep in mind: Brands with already-strong creative and listings that only need PPC management may find the creative-led positioning adds scope they don’t need.
10. Trellis
Why they stand out: Trellis provides AI-powered Amazon and Walmart advertising plus automation software, positioning itself as a technology platform first with managed service layered on top rather than the reverse.
What to know:
- Unifies PPC automation with pricing, promotions, and content optimization, referred to as the “4Ps” of merchandising.
- Software is used by brands, agencies, and aggregators directly, not just as a white-label layer.
- Managed service options are available alongside the self-serve software.
Best fit for: Brands wanting software-led automation, with the option to add managed oversight.
Keep in mind: Brands wanting a dedicated strategist as the primary point of contact, rather than a software-first relationship, may prefer a traditional agency model.
11. AMZDudes
Why they stand out: AMZDudes offers full-service Amazon PPC and account management with a data and AI-driven approach, built around a low-commitment entry point designed to reduce the friction of switching agencies.
What to know:
- Provides a free Amazon growth audit before engagement.
- Month-to-month management with no long-term contracts.
- Site reports a 4.9-star rating from 260+ brand reviews and Amazon Ads Verified Partner status; both figures are self-reported rather than independently verified.
Best fit for: Brands that want month-to-month management without a long-term contract commitment.
Keep in mind: Because the review count and partner status are self-reported, independent verification through Clutch or a direct reference check is worth doing before signing.
12. PPC Jumpstart
Why they stand out: PPC Jumpstart is a boutique, founder-led Amazon PPC management agency built around direct founder involvement rather than a delegated account team, with pricing tied to outcomes instead of a flat fee.
What to know:
- The founder manages accounts directly rather than delegating to junior staff.
- Offers a pay-on-results, profit-first model focused on TACoS and margin.
- The founder has personally managed $10M+ in ad sales.
- Trustpilot reviews from clients back the boutique positioning.
Best fit for: Smaller growth-stage brands that want hands-on attention from an experienced operator rather than a large agency team.
Keep in mind: The founder-led model has natural capacity limits; brands should confirm current availability and account load before committing.
13. SmartSites
Why they stand out: SmartSites is a full-service digital marketing agency covering PPC, SEO, web design, email, and social media, including Amazon advertising, with review credentials that are unusually deep for a generalist shop.
What to know:
- Clutch Premier Verified with 285+ reviews averaging 4.9 stars.
- Google Premier Partner status.
- Nine-time Inc. 5000 honoree.
Best fit for: Brands that want Amazon advertising managed alongside a broader digital marketing program rather than as a standalone specialty.
Keep in mind: Brands wanting an Amazon-only specialist with campaigns as the sole focus may prefer a dedicated marketplace agency over a multi-channel generalist.
How much does Amazon PPC management cost?
Amazon PPC agencies typically charge using one of three pricing models:
- Flat monthly retainer. A fixed fee regardless of ad spend. Typical range for boutique agencies: $1,500 to $5,000 per month. Full-service agencies managing larger accounts charge higher retainers.
- Percentage of ad spend. The agency takes a percentage (often 10% to 20%) of monthly ad spend. This model rewards spending more, not performing better.
- Hybrid. A smaller base retainer plus a percentage of spend or a performance bonus tied to TACoS or revenue targets.
The incentive problem with percentage-of-spend pricing is real. An agency paid 15% of ad spend earns more when the brand spends more, regardless of whether that spend is profitable. Flat or hybrid models tied to performance align the agency’s incentive with the brand’s.
Olifant Digital uses a flat retainer model: pricing starts at $2,000 per month, custom to catalog complexity, with no percentage-of-spend fees. Every engagement is backed by a 60-day money-back guarantee on management fees.
Frequently asked questions about Amazon PPC management
What does Amazon PPC management include for growing brands?
A typical scope includes campaign strategy and architecture, daily bid optimization, keyword and search term analysis, Sponsored Products and Sponsored Brands management, budget allocation, and reporting. Full-service agencies may also cover listing optimization, A+ Content, and Brand Store design.
How much does Amazon PPC management cost?
Boutique agencies typically charge $1,500 to $5,000 per month as a flat retainer. Full-service agencies with larger account loads charge higher fees. Percentage-of-spend models (10% to 20% of ad spend) are common, though flat or hybrid pricing aligns incentives better.
When should a growing brand hire a PPC agency instead of keeping it in-house?
Most brands reach the decision point when ad spend exceeds $10,000 per month, ACoS is climbing despite more effort, or the internal team lacks the bandwidth for daily optimization. An experienced agency can often pay for itself in efficiency gains.
What is a good ACoS or TACoS for Amazon?
ACoS (advertising cost of sale) measures ad spend as a percentage of ad-attributed revenue. TACoS measures ad spend as a percentage of total revenue, including organic. In H1 2026, the median US ACoS was 38% and the median TACoS was 15%. A “good” number depends on the brand’s margin structure and growth goals.
How long until results show from a new Amazon PPC agency?
Most agencies show measurable movement in ACoS or TACoS within 30 to 60 days. Significant revenue or profit improvements typically require 90 days as the agency restructures campaigns, harvests converting search terms, and adjusts bids based on real data.
Should brands choose flat fee or percentage-of-spend pricing?
Flat fee or hybrid pricing is generally preferable because it aligns the agency’s incentive with profitable growth rather than spending more. Percentage-of-spend models reward the agency for increasing ad budgets regardless of returns.
Features
Hamilton Hebrew Academy refuses to let 2 Jewish students enrol – because their mother had a Conservative, not an Orthodox conversion
By BERNIE BELLAN (This story was originally posted July 14)
From time to time we receive a request to do an investigative piece about one matter or another. Before I even begin to entertain following up on that type of request I pose quite a few questions to the person or persons who sent me the request. I also send copies of whatever it is that I might consider publishing to subjects of the story for them to comment prior to its publication.
Recently I was contacted by a former member of our Winnipeg Jewish community by the name of Fabio Chusyd, who now lives in Hamilton with his wife, Soraya, and their two daughters (whose names will not be given here.)
Fabio Chusyd first contacted me on July 7. Here is what he wrote in an email:
“My name is Fabio Chusyd. We met years ago while I was living in Winnipeg, and I have always respected your work. My family and I are active members of the Jewish community in Hamilton.
“Hamilton Hebrew Academy is the only full-time Jewish day school in Hamilton. It shares its premises with Adas Israel Congregation, an Orthodox synagogue, and its Dean is Rabbi Daniel Green.
“At the same time, its mission states that it is “dedicated to fostering an inclusive learning environment that welcomes and embraces children and their families from diverse Jewish affiliations and backgrounds.”
“Our daughters, (names redacted) have experienced antisemitism in the public school system, which is why we sought a safe Jewish educational environment. They have received Jewish education at home and through Temple Anshe Sholom. …. also previously attended HHA’s daycare, where Saraya’s Conservative conversion was known and accepted. The girls were invited to visit the school, met the teachers, toured the classrooms, and naturally became excited about attending. They were then ultimately denied admission.
“After two meetings with Rabbi Green much of the discussion focused on Saraya’s Conservative conversion and our willingness to pursue an Orthodox conversion path. Shortly afterward, our daughters were denied admission.
“I lawfully recorded both meetings under Ontario’s one-party consent law. We later submitted six written questions seeking clarification of the decision, but the school declined to answer any of them, stating only that it had nothing further to add.
“The Hamilton Jewish News declined to publish our family’s response, which is why I am reaching out to you.”
I responded to Fabio and asked him whether he might consider trying to contact the Canadian Jewish News and ask them to do a story about his family’s situation – since the CJN website is by far the most important Jewish website in Canada, also Hamilton is only a short distance from Toronto, so it made more sense to try to get the CJN to cover the story.
Fabio wrote back: “Following your suggestion, I have also reached out to the Canadian Jewish News. I wanted to let you know out of courtesy.”
In a later email Fabio elaborated on the Hamilton Jewish News’ refusal to do a story about what had happened to his family. Further, the Hamilton Jewish Federation had also refused to intervene in the situation. By the way, the Hamilton Jewish News is run by the Hamilton Jewish Federation.
I found that all so surprising. And yet, while Hamilton is far removed from Winnipeg physically, a fair number of former members of Winnipeg’s Jewish community have moved to Hamilton in recent years. Hamilton now has a Jewish population over 5,000 and it has become a popular alternative destination for families looking for a cheaper place to live than Toronto. I was quite surprised that both the Hamilton Jewish Times and the Hamilton Jewish Federation had refused to delve into what had happened to the Chusyds. So, I told Fabio that I would be willing to write an article, but only after a thorough investigation of what had happened.
Hamilton actually has two Jewish day schools: the aforementioned Hamilton Hebrew Academy and a school called Kehila Heschel School. Hamilton Hebrew Academy offers classes from JK- Grade 8 (It also may be adding a Grade 9 this coming year.) and has approximately 200 students. On its website HHA describes itself as “dedicated to fostering an inclusive learning environment that welcomes and embraces children and families from diverse Jewish backgrounds.”
There is another important aspect to Hamilton Hebrew Academy. It is directly connected – both physically and spiritually, to Hamilton’s Orthodox synagogue, the Adas Israel. Here is what I was able to find about that connection: “The Hamilton Hebrew Academy (located at 60 Dow Ave) is located adjacent to and was founded by the Adas Israel Congregation (located at 125 Cline Ave S).
“The Orthodox synagogue established the school decades ago to serve the community, and they often share leadership; for instance, the spiritual leader of Adas Israel serves as the Dean of the academy.” (That last point is key to understanding what has happened to the family in this story.)
The other Jewish school in Hamilton, Kehila Heschel School, bills itself as an “independent, egalitarian, community school that welcomes families from the full spectrum of Jewish life” but, as was previously noted, it had only 35 students this past year, according to Fabio Chusyd.
One other point of interest from a Winnipeg perspective: The CEO of Hamilton’s Jewish Federation (until he retired in April) was Gustavo Rymberg. Like the Chusyds, Gustavo and his family first moved to Winnipeg after having emigrated from South America in the early 2000s. I wonder how Gustavo would have reacted to what has happened to the Chusyds? By the way, the new CEO of the Hamilton Jewish Federation, Marion Zeller, does not take over her role until August 10, 2026.
In a subsequent email, Fabio Chusyd elaborated on what happened after the family had been invited to visit Hamilton Hebrew Academy:
“What happened is that they invited the girls to visit the school, they were welcomed by students and the principal – who happens to be a rabbi as well.
“We explain (to)…- the rabbi of the synagogue (who is also) dean of the school that we are happy at the reform synagogue. But he made it mandatory to join the orthodox synagogue with openess to a future orthodox conversion.”
Fabio Chusyd recorded two conversations Rabbi Green had with Fabio and Soraya Chusyd. Fabio sent me transcripts of both conversations – one recorded on June 26 and one on July 2. In both conversations Rabbi Green hinted quite strongly – without ever spelling it out as a direct stipulation, that in order for the Chusyds’ daughters to be allowed to enrol in HHA, Soraya Chusyd would have to undergo an Orthodox conversion and the Chusyds would have to join Adas Israel Congregation.
On July 6 the father received a Whatsapp message from Rabbi Green:
“Hi Fabio,
“I just wanted to give you a headsup. Kym (Gazda, the director of admissions for HHA) will be sending an official email from the school. Based on our conversations, I don’t think the school is the right fit at this time. If you have a change of heart, pls let me know. Wishing you much success.”
That ‘change of heart” apparently referred to Soraya’s reluctance to undergo an Orthodox conversion. In a subsequent email Fabio Chusyd explained that his wife did not want to go through another conversion process after having been converted by a Conservative rabbi in South America. Further, the couple was reluctant to leave their Reform congregation and join the Orthodox Adas Israel congregation, which also seemed to be a prerequisite to their daughters’ being able to enrol in Hamilton Hebrew Academy
Just as Rabbi Green’s email was opaque, the email from the director of admissions was equally opaque in not offering a specific reason for the school’s refusal to admit the Chusyds’ two girls this coming school year. Here is what Kym Gazda wrote in an email on July 7:
“Dear Mr. and Mrs. Chusyd,
“Thank you for your interest in Hamilton Hebrew Academy and for taking the time to meet with us.
“Upon careful consideration, and based on the information provided, we are unfortunately unable to accept …. to the HHA for the 2026–2027 academic year.
“Should anything change, please feel free to let us know, and we would be happy to reconsider your application at that time.
“We wish you and your family all the best.”
I received a further email from Fabio Chusyd, in which he reprinted the Hamilton Jewish News’ editor, Wendy Schneider’s response, also dated July 7, to his request that the paper consider doing a story about what happened to him and his family:
“Dear Mr Chusyd Thank you for this note. I appreciate how deeply upsetting and frustrating this is for you. As I explained yesterday, at this time, I feel I cannot act without advice from the Federation CEO because of the nature of your complaint i.e. a local issue. I sincerely hope this issue is resolved to your satisfaction. Unfortunately, for now, there’s nothing I can do at this point to help ease your distress. “
In response, Fabio Chusyd wrote to Wendy Schneider:
“Thank you for your time on the phone yesterday and for your supportive words.
“However, several years ago, you published a letter titled “Censorship Has No Place in Our Community.” Yet by not allowing me to use the online letters section, you are effectively censoring my voice.
“The slogan of the Hamilton Jewish News is “The Voice of Jewish Hamilton.” By refusing to publish or even accept my letter, you are silencing a member of the very community the publication exists to serve.
“How does this decision align with the principles of free expression and with the mission of your newspaper?”
This was all so puzzling. Here we have a case of a couple with two young children whom they would like to attend a Hamilton Jewish school – and the school simply turns them down flat – without any explanation beyond saying the “school is not the right fit at this time.” It seems clear though that the mother’s refusal to undergo an Orthodox conversion and the parents’ unwillingness to join the Adas Israel Congregation were key to the school’s decision not to accept the couple’s children as students this coming school year.
Now, ordinarily, one might expect that after receiving a slap in the face like that, the parents of the girls would simply say they’ve had enough of that – and resign themselves to sending their daughters back to public school.
But, when I asked Fabio Chusyd why he and his wife were so eager to send their daughters to HHA – or whether they had perhaps considered sending their daughters to Kehila Heschel School , here is what Fabio wrote back:
“We did consider Kehila Heschel School. We visited a few years ago, but with only about 35 students in the entire school, we didn’t feel it was the right fit for our girls. For us, school also means exposure to a larger group of children and a broader social environment. HHA has over 200 students. Also HHA appears to be opening a Grade 9, so I am thinking long-term.
“… is going into Grade 4 and … into Grade 2. As a family of immigrants without an extended support network here, we felt it was important for both girls to attend the same school.
“And then we had moved them out of HHA daycare because our local public school is only five minutes from our home.
“Oct. 7 happened, antisemitism reappeared, and the girls were victims. Hence, HHA that call themselves open to all Jewish affiliations seemed to be the safe spot. Rabbi Green and Kim Gayza were told that the girls had been victims of antisemitism. Mainly …, who gave Hanukkah goodie bags last year and her classmates ripped it, spitted on it and throw them in the garbage, while saying offences.”
There is another factor that one might consider in this entire matter. According to its own annual report, the Hamilton Jewish Federation provided $289,000 in funding for the Hamilton Hebrew Academy for the fiscal year ending June 30, 2025, so the HHA is hardly operating independently of the Hamilton Jewish Federation.
It may not be the place of the publisher of a Winnipeg website that focuses to a large extent on the Winnipeg Jewish community to poke into the affairs of another Jewish community such as Hamilton’s, but where that community’s Jewish newspaper refuses to delve into what appears to be a clear case of wrongdoing by a Jewish institution and, as of writing this, the Hamilton Jewish Federation has also refused to intervene in this matter, then we thought it an important enough issue to broach on this website.
We contacted both Hamilton Hebrew Academy and the Hamilton Jewish Federation, offering them an opportunity to respond to this article prior to its being published.
On July 21, we received a response from Rabbi Green:
“Hamilton Hebrew Academy’s inclusive character and the diversity of its parent and student body are well known throughout the community. Our families include individuals from a wide range of Jewish backgrounds, including converts of all denominations, and many who are not Jewish whatsoever. The school is family-oriented, where we strive to be on a journey of growth togther. (emphasis mine)
“Through Project Lifeline, HHA has also taken a leading role in supporting children who experience antisemitism in public schools, particularly those who may be the only Jewish student in their school or community. For this purpose, we operate transportation routes serving students from Niagara, Kitchener-Waterloo, and other communities outside Hamilton, and provide free bus service and often tuition. This project, I believe, is unprecedented in North America and speaks to the proactive nature of our school in supporting Jewish students at risk. “
I responded to the rabbi:
“With all due respect Rabbi, your email here would seem to directly contradict how you behaved with respect to the Chusyd family. If there is some reason that you have turned down the two Chusyd girls for enrolment in your school – but you are not at liberty to discuss that reason, then I could include that in what I publish.
“But – as it stands, the only reason that I have seen in your correspondence with the Chusyds. is that you don’t think it would be “a good fit” for the Chusyd children to attend HHA.
“I am going to give you every opportunity to explain what you meant by writing that, but I would suggest your latest response is somewhat disingenuous.”
The rabbi responded:
“As I mentioned, I am not at liberty to discuss the admission decision of any specific child or family. “
Also in an email sent to Fabio Chusyd on July 21, Rabbi Green wrote:
“Our position remains unchanged. As previously indicated, Hamilton Hebrew Academy will not engage in public discussion regarding the admission of any individual applicant or family. We have nothing further to add on this matter.”
