Marketing communications can be as dull as the term – a starched shirt that constrains and itches.
Words with colour and oomph, with snap and flourish, cut through the grey tide to hook attention.
They are the bridge that connects company to consumers. The beating drum that drives action.
While print becomes a smaller piece of the larger media pie, the importance of creating a rapport with the reader or target remains – whether it's for a brochure, annual report, ad, RFP, live-event agenda, magazine or newsletter.
As the editor of Applied Arts, I handled all the editorial content for the magazine, blog, newsletter and website. Over the years, I guided the editorial properties through a number of transitions, to reflect changes in the industries we covered.
For two decades I've been writing marketing materials for LaCure, North America's largest renter of luxury villa properties. They are the company that pioneered the all-inclusive concept for private residence rentals.
While the lavish budgets of old have been slashed, and many companies have migrated their reports online, annual reports continue to serve an important purpose.
I helped to launch Canada’s first mass-market guide to the Internet and served as its editor for more than six years.
Ontario's giant electrical utility needed a rush job: A 20-page booklet, covering letter and other collateral that would be sent to new and returning users of the service.
The Paris headquarters of Danone, the international manufacturer of dairy products and bottled waters, wanted to communicate corporate values to its employees and involve them in its expanded mission.
I helped to launch and edited this general-interest lifestyle and technology magazine, published by Transcontinental, with a circulation of more than 500,000.
Over the years, a lot of my work has come through designers. I did the copy for this Royal LePage Advisors ad for Gary Beelik and Jim Ryce of Soapbox Communications.
Over the years, I have written and edited financial articles for different corporate clients, including a magazine-style publication, Financial Strategies for Women, a ghost-written magazine feature for a consultant who coached financial planners, and a number of pieces for BMO's in-house publication, @Work.
The Manufacturing and Technology Committee of Magazines Canada wanted to find a way to relieve some of the production nightmares plaguing prepress departments and printers.