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Summary

Andrew is a Toronto-based senior writer/ACD and content designer. He has worked on brands like Audi, Bell, Canon, Deloitte, Harley-Davidson, Kraft Heinz, Mars, MS Society Canada, Plan International, ParticipACTION, and RBC Royal Bank.

Experience

November 2012Present

Freelance Senior Copywriter/ACD

Andrew-Rennie.com

Notable contracts:

Jackman Reinvents | Senior Copywriter  | January 2020 - Present

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- January 2020

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

Traffik | Senior Copywriter  | July 2019 - August 2019

Integrated ad agency. Part of  the SGS network. Clients: Microsoft, Canada Bread.

  • Helped out with two pitches for an entertainment brand and bakery
  • Lead internal and client presentations
  • Mentored junior creatives

Sago Mini | Creative Director/Copywriter  | June 2019 - July 2019

Global children's entertainment brand. Part of the Spin Master network.

  • Helped develop an unannounced project

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

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]."
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
January 2008 September 2016

Contract Editorial Strategist and Writer

Andrew-Rennie.com

WE | Content Marketing Manager | January 2016 - September 2016

  • Created 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
  • Conducted gap analyses and audits on site cluster;  produced and presented future-state content recommendations, including content matrices, modelling and sitemaps 
  • Developed editorial and web design best practices documentation
  • Lead discussions on information architecture and customer journey mapping; contribute to discussions surrounding content migration strategy
  • Offered page-level recommendations on content, design and metadata
  • Set up analytics across key conversion funnels and optimize lead generation
  • Managed and mentored team of copywriters, developed content calendar and oversaw asset creation for ongoing brand activation on Wattpad blogging platform
  • Work with digital team to ensure web content integrates with social strategy

FreshBooks | Content Marketing Manager (Contract) | November 2014 - March 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 blog by 100% 

Bell | Content Manager, Digital Brand (Contract) | Nov 2013- Nov 2014

  • 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 

Outpost Magazine | Associate Editor (Contract)  | April 2010 - March 2011

  • 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:

  • Spearheaded the Champions of Change program
  • Wrote a 33-page cover story 

Now Magazine | Contributing Writer (Freelance)  | April 2009 - January 2012

  • 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

Format Magazine | Web Editor (Contract)  | January 2008 - March 2009

  • 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

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