HELLO

I’m a freelance Copywriter here in Toronto City. I love the challenge of solving advertising problems in creative and fun ways. It’s been a rewarding career thus far. Helping brands explain their unique message from a fresh perspective. I’ve been in the ad game for twenty-two years. If you want some really fresh creative work, hit me up. Thanks, Ken

APPROACH

What happens when you put two different pieces of Lego together? You’re starting to create something. There’s no wrong or right way of doing it. I feel the same when approaching a new brief.

SWING FOR THE FENCE

Anybody can get on base. Sometimes all you have to do is stand there. Ball four. Forget that. If I get a good brief, I’m going to take as many at-bats until it feels like a home run contest. Make it memorable.

FAVOURITE STUFF TO WRITE?

Headlines are concise and simple ads. I love how concentrated the idea is within a great line. That’s why I put many of them in my book. If you can write lots of great lines, you’re a thinker, a builder, and an ideas guy. Oh, and love the funny stuff as much as the insightful stuff.

LONG COPY

Even if it’s amazing and you paid for it like a book, you’ll still skim through it. Fair? Now think about digital media. You scroll past it, you skim it, you race to the next thing you like. TikTok is exploding. The Library of Alexandria burned down years ago. Short format content wins. So stop asking me where all the long copy content stuff is. Yes, I can write it. No, it’s not in my book. You’ll just glance at it anyway and say. Okay, he can write.

FIRST BIG AWARD

It was a London International Awards LIA Gold. The statue looks like a lady with wings. One wing is raised to the heavens in celebration, and the other wing is humbly pointed towards the ground. It’s a reminder that life is full of ups and downs. One moment you're winning, the next moment you're digging for the next great idea. It certainly keeps life interesting.
 
WHAT WAS THE WINNING AD? 

The brief was for Freedent Gum. It was to promote the gum in a golf magazine for the Bell Canadian Open. The insight was how nervous it would be to play in that tournament, so players would need something to chew on. So we created new golf pencils where the ends looked chewed on with the line “Chew Freedent Instead,” Official gum of the Bell Canadian Open. Gum samples were also handed out.