Over the course of my career, I have produced effective work in pretty much every category and for everything from one-person operations to some of the world’s largest brands. While much of that work is for consumer products and services, I have also had the chance to work on many B2C projects as well.

STAPLES BUSINESS ADVANTAGE - BUSINESS IS HUMAN

I recently helped relaunch Staples’ US B2B brand, Staples Business Advantage, to help enterprise customers understand the importance of real people in a world increasingly driven by AI and automation

CANADA HEALTH INFOWAY - KNOWING IS BETTER

Often what at first glance seems to be a B2C campaign is actually B2B in disguise. In the case of Canada Health Infoway, because of Ontario’s eHealth scandal, physicians and health organizations were just as skeptical about the benefits of Electronic Health Records as patients were. In distilling the better outcomes EHRs facilitate into a simple, human result with a tagline that is undeniably true, we were able to help the health care community look past the controversy and focus on what was truly important.

THE CANADIAN REAL ESTATE ASSOCIATION - NO REGRETS

Similar to Canada Health Infoway, the multiyear campaign I created for The Canadian Real Estate Association is intended more for the association’s member Realtors as it is for consumers, even though the consumer is being addressed. (Please don’t tell the Realtors.) The campaign is as much about demonstrating to its membership that CREA understands the value they bring to their clients, as well as a good reminder that B2B ads can be just as fun as B2C.

See more of the campaign here.

GLOBAL WORK

My portfolio includes work for many of the world’s largest brands, including Walmart, Unilever (Dove, Axe, Knorr), LG, Kraft (Singles, Kraft Dinner, Philadelphia, Nabob), Best Buy, Audi, Hyundai, and Infiniti. This experience means I understand the need for work to satisfy both the goals for a global brand as well as the need to tailor content for local markets. It can be a tightrope, but it’s one I have walked many times.

INFINITI - QX50 RELAUNCH

Working at a Canadian agency, it is very rare to be asked to lead a global campaign. So it was a genuine thrill to have won a shootout between all of INFINITI’s agencies around the world (including the global creative director’s own agency) to produce the campaign that would reintroduce the QX50 around the world. Working to keep every market satisfied with the direction was an eye-opening experience that required a lot of flexibility, as well as many, many 2 AM conference calls with other markets.

MORE WORK

This selection is just a small sample of the work I have produced. To see my full portfolio, please click here, where you can also see some of the other, non-ad writing I have done as well as the awards and recognition I have received.