I believe everyone is creative. In a mixed media, create anything because it’s all possible world, it’s more true than ever. Nothing should ever be solely left to the ‘creatives’.
That’s what I love about the business I’m in - so many creative people. And it’s been my pleasure to work with many of them. On McDonald’s, we redefined the brand’s voice in Canada. On General Mills’ brands, we led an effort to build a brand that became Marketer of the Year. With Intact Insurance, we launched a brand voice that went against traditional category perceptions. On BMO, we repositioned money – that’s not something you do alone.
And now I'm collaborating with industry experts on social enterprise to make travel a force for good - both creatively and strategically - to not only change the lives of travellers experiencing the world but also the lives of the people in the communities they visit.
Sure, personal recognition is flattering and I have had my share - in every Canadian show, local rankings as well in the global heavy weights - as a creative, and a creative director. However, I’ve never seen an award that only lists one credit. It’s about all the people who apply their creative thinking that makes great creative communications happen.
In the end, whether I’m leading the charge, or one of the charging, my passion is making smart, strategic creative.