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Summary


Andrew is an insights-first copywriter and content strategist. He has worked on brands like Audi, Bell, Canon, eBay/Kijiji, Harley-Davidson, Interac, Plan International, ParticipACTION, RBC, and Sony Pictures. 

Work Experience

October 2017Present

Senior Copywriter

Bleublancrouge Toronto

Strategy Magazine 2018 Agency A-List. Clients: Plan International Canada, Freedom Mobile, MS Society Canada

  • Creative co-lead; reporting to president and managing director
  • Concept and present creative to client, alongside senior art director
  • Represent BBRT creative at new business pitches with sr. AD
  • Liase with strategy and accounts teams to ensure client business objectives are met in a salient and unexpected way
  • Act as editorial and brand filter for freelance writers

Key wins:

  • Helped win new business of Plan International Canada
    • Created organizing idea that will define brand for next 5-10 years
    • Created spring campaign that resulted in national coverage from CTV News
    • Created national fall campaign to introduce Plan's new organizing idea; filmed in South Africa and Malawi
Apr 2011Present

Freelance Copywriter and Content Strategist

Andrew Rennie

Virtue Worldwide | Senior Copywriter  | Sept 2017-October 2017

VICE Media's creative agency.  Clients: Canon, Sony, Herschel

  • Ideated and executed integrated campaigns alongside art director
  • Lead creative presentations
  • Helped pitch and win new business for the agency
  • Mentored junior writer

Key win: Participated in pitch that won business from a large tech company 

RBC | Senior Content Strategist | May 2017-Sept 2017

  • Planned and executed content experiences for RBC Rewards and RBC Offers desktop and mobile app platforms
  • Championed content best practices, including semantic structure, page-level content modelling, optimization and accessibility
  • Worked in lockstep with interaction design lead to create fluid and prescriptive user journeys
  • Improved user experience through qualitative (user testing) and quantitative (analytics) research 
  • Managed and mentored a junior content strategist

Zulu Alpha Kilo | Digital Copywriter | Sept 2016-March 2017

Ad Age's 2016 Small Agency of the Year.  Clients: Audi, Harley-Davidson, Bell, Interac, ParticipACTION

  • Concepted and executed creative across digital channels,  alongside art director
  • Developed future-state site maps, user flows and page-level content modelling with UX designer and creative director
  • Created functional documents with digital production team 
  • Lead creative presentations

Key win: Launched NPO site that had 500k Canadians vote on their favourite activities

eBay/Kijiji | Digital Copywriter | Aug 2015-Nov 2015

  • Worked closely with the Kijiji B2B marketing manager to develop customer journey experiences (first-touch and follow-up email, landing page and user flow copy)
  • Wrote and revised ad-hoc sell sheets, infographics, newsletters, eDMs 
  • Provided consultation on strategic messaging and demographic targeting

FreshBooks | Content Marketing Manager | Nov 2014-Feb 2015

  • Conducted segment marketing research, content audits and migration; competitive analysis 
  • Spearheaded strategic implementation of a content marketing hub on the FreshBooks website
  • Acted as editorial director to the FreshBooks blog: created editorial calendar, oversaw editorial budget, managed blog content lifecycle and team workback schedule, posted regularly and wrangled over a dozen contributing writers
  • Wrote and revised email and landing page copy; provided metadata recommendations

Key win: improved number of unique daily visits to FreshBooks blog by 100% 

Jan 2016Sept 2016

Content Marketing Manager

WE (Formerly Free The Children)
  • Create end-to-end content strategy: concept development, stakeholder interviews, segment research and personas, user stories, strategic messaging,  IA, channel strategy, content mix, reporting, testing and maintenance
  • Conduct gap analyses and audits on site cluster;  produce and present future-state content recommendations, including content matrices, modelling and sitemaps 
  • Develop editorial and web design best practices documentation
  • Lead discussions on information architecture and customer journey mapping; contribute to discussions surrounding content migration strategy
  • Offer page-level recommendations on content, design and metadata
  • Set up analytics across key conversion funnels and optimize lead generation
  • Manage and mentor team of copywriters, develop content calendar and oversee asset creation for ongoing brand activation on Wattpad blogging platform
  • Work with digital team to ensure web content integrates with social strategy

Nov 2013Nov 2014

Editorial and E-Communications Manager, Digital Brand (Contract)

Bell
  • Created multi-channel digital content for Bell.ca (landing page, email, microsite,  programmatic ad copy) and ensured on-page optimization where applicable 
  • Managed and revised digital content produced by partnering ad agencies and Bell’s marketing communications team; provided feedback during brand reviews
  • Managed workback schedule for deliverables 
Nov 2011Nov 2012

Copywriter

Carswell, a Thomson Reuters Company
  • Developed and revised print and digital content, including emails, DMs, banners, programmatic and landing page copy
  • Participated in concept meetings with internal clients
Apr 2009Jan 2012

Contributing Writer (Freelance)

NOW Magazine
  • Wrote pitches, live reviews, features and online content for both the music and news departments
  • Conducted first-hand research and fact-checking
  • Conducted a small amount of audio and copy editing

Key win: wrote a critically acclaimed cover story on Tony Rebel, who is responsible for several amnesty initiatives in Jamaica and beyond

Aug 2010Mar 2011

Associate and Web Editor (Contract)

Outpost Magazine
  • Conducted interviews, wrote features and maintained the voice of the print magazine and Outpost website,  as well as Outpost’s social media outlets 
  • Managed 10 freelancers and 2 interns: offered feedback, conducted substantive editing, prioritized deadlines and mentored writers on magazine best practices and reader engagement
  • Managed workback schedule for Champions of Change program with CBC News and Manulife Financial

Key wins:

  • Spearheading the Champions of Change program
  • Writing a 33-page cover story 
Jan 2008Mar 2009

Web Editor  (Volunteer)

Format Magazine
  • Assigned and followed through with story ideas, as well as managed the assignments of about 12 freelance writers
  • Wrote and edited features on music, fashion and art
  • Performed web maintenance, including the uploading of features and ad banners, as well as basic HTML work


Certifications

AdWords Online Marketing 101, 201 and 301

Google