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Toronto, Canada Area Canada

SVP Executive Managing Director at BBDO

Advertising / Marketing / PR

Marketing is more complex now. Of course it is. That's a great thing. Yes new communications channels provide so many possibilities that brands sometimes lose their way and spend needlessly. My goal and that of the people I work with it to double-down on strategic rigour to choose the things that should be done versus what can be done. The programs we create for our clients are systems. Each component is included for its unique contribution to the goal. The system would be incomplete without it. When we achieve that we know we are avoiding that tired old maxim about half the advertising being wasted. I love working with teams of people who become, with guidance, systems themselves. ...