Profile

Thanks for visiting my personal portfolio site. For my team’s most recent work, please visit MXTP.ca.

I am an integrated creative director, teacher and entrepreneur with a vision for building a better agency of today by making work that people like, in a place that people like to work.

As Partner and Executive Creative Director, I led the creative transformation of Mixtape to a full-service offering and in the first year of joining the company with a team of fewer than 10 people, placed in the Top 5 in Canada at Strategy Magazine’s first-ever Small Agency of the Year Awards in 2019.

A passionate driver of not only impactful work but also growth, I was instrumental in securing new business with blue-chip clients including Casper, Boston Pizza, Activision and RE/MAX, making Mixtape the fastest-growing business in our sector in Canada according to the Business Development Bank of Canada.

As professor at Centennial College’s Advertising Creative & Digital Strategy Graduate Program, I bring a hands-on, real-world approach to Digital Writing and Collaboration for the next generation of creative thinkers.

With 20 years experience in the digital space at top agencies including Leo Burnett, Ogilvy and Cossette, my work has been recognized at award shows in Canada (and on CBC’s Age of Persuasion), internationally at the Webbys (where I’m also a judge) as well as at Cannes and the One Show Interactive Awards.


Professional Experience

June 2018 – Present MXTP
Executive Creative Director

September 2018 – Present
Digital Writing, Collaboration Instructor at Centennial Story Arts Center

Jan 2017 – June 2018 KBS
Creative Director

Clients: Chuch & Dwight, PC Mobile, Steamwhistle and McCain
• Instrumental in guiding creative from strategy to concept to execution across all disciplines
• Cultivate strong client relationships through insightful, innovative work
• A driven leader inspired to motivate and mentor others to produce the best work of their careers

2015 – 2017 TAXI and HUGE
Freelance Writer / Creative Director

Clients: Nike, TELUS, Pfizer, Astro
• Hands-on player-coach at HUGE for the launch of Nike’s upcoming team-running mobile app and TELUS B2B website, as well as leading TV-centered campaigns at TAXI

2014 – 2015 Cossette
Associate Creative Director

Clients: P&G, General Mills, McDonald’s, TELUS, Bayer
• Managed multi-disciplinary teams to deliver innovative digital, mass and CRM campaigns for multiple brands, including Cheerios Effect, Dietainment, and P&G Indoorsmen
• Responsible for the growth and development of 6 direct reports
• Launched my first mobile app ‘O’ through Cossette Labs
• Member of a small senior team on numerous successful business pitches, including Bayer and BMW

2011 – 2014 OgilvyOne
Associate Creative Director

Clients: Unilever, American Express, Cogeco
• Responsible for creative oversight of agency’s biggest brands delivering breakthrough work across digital, TV, radio and DM
• Member of leadership team that helped propel the agency to runner-up at Strategy’s Agency of the Year for the first time ever

2008 – 2011 Mighty Digital / Bensimon Byrne
Sr. Digital Copywriter

Clients: Scotiabank, Hyundai, Microsoft, Wind Mobile
• Digital lead on Scotiabank, winning numerous accolades nationally for breakthrough financial work
• Featured on CBC’s Age of Persuasion for ‘Worst Parking Job Ever’ viral video

2006 – 2008 Arc Worldwide / Leo Burnett
Sr. Digital Copywriter

• Working directly with the global CCO Mark Tutssel, lead writer on the new global LeoBurnett.com website
• Shortlisted for Cannes Cyber Lion in first year in the industry

2004 – 2006 Yahoo! Inc.
Front Page Editor

• Produced and managed editorial and marketing content for premium portal for 1.5 million unique users.
• Cover breaking news with up-to-the-minute content 24/7/365.
• Achieved 11% average click-through rate – highest on worldwide Yahoo! network.

2002 – 2004 Rogers Communications
Content Producer/Flash Designer for Rogers Hi-Speed Internet
Flash designer and columnist for the Geek Report and Game Guru, covering the latest in the tech and gaming industries.

1999 – 2001 Teaching Overseas
English teacher in Kumagaya, Japan & Istanbul, Turkey.


Education

Agile Practices in Project Management 2018-
University of Toronto

Humber College 2001-2002
Interactive Multimedia Post-Graduate Diploma

Wilfrid Laurier University 1995-1999
BA Communication Studies


LinkedIn
Twitter
Instagram
Email: gregshortall@gmail.com
Mobile: 416 720 0067

World Vision – Tags with Impact

World Vision – Tags with Impact

World Vision believes the awareness that comes from digital engagement can be the first step to solving actual problems. Our idea was to recognize…

P&G – The Indoorsmen

P&G – The Indoorsmen

Surviving Canada’s great outdoors in winter requires the right tools and know-how. For those who hibernate inside during those long winter…

The Cheerios Effect

The Cheerios Effect

Take two Os, drop them in a bowl of milk and they come together. It’s called the Cheerios Effect – it’s a real thing – the way they…

Rashers – Run the Pig

Rashers – Run the Pig

‘Rashers’ is North America’s first bacon-only sandwich shop. You can get anything you want at Rashers, as long as it’s bacon,…

O app

O app

“O” is your connection to what’s near you, right now. This simple iOS app was concevied, developed and launched by my partner and I…

Nike – Find Your Run

Nike – Find Your Run

The ask: Name and create the multi-city launch campaign for Nike’s new online running experience, focused on inviting non- and lapsed runners to…

Multi-Grain Cheerios: Dietainment

Multi-Grain Cheerios: Dietainment

Lose weight fast. Celebrity hot body secrets. Are you ready for bikini season? Young girls are being exposed to unhealthy diet messages disguised as…

Scotiabank – Let the Saving Begin

Scotiabank – Let the Saving Begin

In the midst of a recession and with household debt at an all-time high, we created an integrated campaign designed to inspire and inform people how…