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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
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Email: gregshortall@gmail.com
Mobile: 416 720 0067
