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Summary

Andrew is a Toronto-based ACD/writer and content designer. He has worked on brands like Canadian Tire, Canada Post, Deloitte, Harley-Davidson, Plan International, RBC Royal Bank, Sapporo and TELUS.

Experience

December 2021April 2022

Associate Creative Director (Contract)

Publicis

Canada's largest digital ad agency.  Client: Canadian Tire

  • Developed, sold through and produced integrated campaigns for Canadian Tire and the Triangle Rewards platform
  • Mentored a junior creative team 
  • Reported directly to CCO
March 2020October 2021

Associate Creative Director

The & Partnership

Global ad agency, part of the WPP network. Clients: Canada Post, TELUS, Sapporo

  • Creative lead, partnering with creative directors; senior art directors
  • Concept and present integrated marketing campaigns, brand platforms, PR ideas
  • Work with strategy and accounts to identify and solve business problems in an unexpected way
  • Oversee brand work quality assurance across multiple lines of business
  • Mentor copywriters and art directors; guide creative development

Key win:

  • Gold (Business Impact and Bronze (Engagement) CMA for Canada Post - Think Small
October 2017July 2019

Senior Copywriter

Bleublancrouge Toronto

Strategy Magazine's Silver Digital Agency of the Year 2018 
Clients: Plan International Canada, Freedom Mobile, MS Society of Canada, Greystar.

  • Creative lead, reporting to partners
  • Ideated and presented creative to client
  • Represented BBRT creative at new business pitches 
  • Liased with greater team to ensure client objectives are met in a salient and unexpected way
  • Acted as editorial and brand filter for freelance and junior writers

Key wins:

  • Helped win new business of Plan International Canada
    • Created "Defy Normal" organizing idea that will define brand for next 5-10 years
  • Created spring campaign that resulted in national coverage from CTV News
  • Created "Acts of Greatness" campaign for MS Society Canada, recognized by the AVP Digital as "the best spots I have seen in so many years of working with [The MS Society of Canada]."
November 2012Present

Freelance Associate Creative Director / Writer

Andrew-Rennie.com

Notable contracts

MLSE | Copywriter/ACD | April 2022

Professional sports and commercial real estate company

  • Helped pitch on Raptors partnership business.

The & Partnership | Senior Copywriter  | January 2020 - March 2020

Part of a global ad network.  Clients: Canada Post, Intercontinental Exchange (NYC)

  • Helped create a platform for a Canada Post line of business
  • Helped create an integrated campaign for the Intercontinental Exchange

Jackman Reinvents | Senior Copywriter  | January 2020 

Brand strategy agency.  Client: Global entertainment company

  • Developing a series of speeches for C-Suite-level executives, in anticipation of the brand's annual GM conference 

Match Marketing Group | Senior Copywriter  | October 2019- December 2019

Integrated ad agency.  Clients: Mars-Wrigley, Kraft Heinz, PepsiCo

  • Helped pitch and win a retail program for a global CPG brand
  • Helped pitch and win an integrated platform for a global confectionary brand
  • Ideated creative for a national confectionary brand product launch
  • Mentored junior creatives

Labatt Brewing Company | Writer | September 2019- November 2019

Canada's largest brewer.

  • Helped developed a 10-week-long internal content program 
  • Wrote features that incorporated Labatt's "Challenge Accepted" masterbrand messaging
  • Interviewed key stakeholders, including president Kyle Norrington

Deloitte | Senior Copywriter | August 2019 - October 2019

Global professional services network.

  • Helped develop a national awareness program
  • Ideated and sold ideas for branded events

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 Designer | 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 designer

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

  • Ideated 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

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
April 2009 Jan 2012

Freelance Writer

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

Education

20032007

HBA - Professional Writing

York University
2021Present

EMBA - Creative Leadership

The Berlin School

2023 candidate

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