647 861 4048
michael@michaelgreco.ca
EXPERIENCE.
Freelance Senior Copywriter Toronto CAN (Feb. 2016 - present)
Agencies: Rethink / Diamond Integrated Marketing / By The Booth / Havas Worldwide / Send + Receive / Engagement Labs / Purpose / more...
Clients: Molson / Coors / TD Bank / Google Play / Discount Car Rentals / more...
Publicis Groupe Toronto CAN (Mar. 2017 - Sept. 2018)
Senior Copywriter
Brands: Rogers
My art director partner Jon Lane were able to generate some of the most creative work our primary client has produced in recent memory. It was challenging, and frequently exciting, but we definitely welcomed the opportunity to do awesome work on such a massive national account.
KBS+ Toronto CAN (Apr. 2015 - Apr. 2016)
Senior Copywriter
Brands: BMO / Skull Candy / Mt. Sinai Hospital / Bissell / The Keg
I did some interesting and solid work on some tough brands here (including one of the big 5 banks). And I had the opportunity to work with some awesome people in a very relaxed, super positive environment.
Innocean Worldwide Toronto CAN (Sept. 2014 - Apr. 2015)
Writer
Brands: Hyundai
I loved working on Hyundai. Honestly. In fact, I love working on car accounts, and I don't even own a car. Plus, I love the challenge of working on big brands that are crying out for great work (which Hyundai is - they're making some excellent vehicles at the moment). And I even managed to sneak some pretty nice ideas past the corporate approval hydra in the short time I spent at Innocean before I pulled my Shawshank-style escape.
TAXI Calgary CAN (May 2013 - Sept. 2014)
Writer
Brands: The Alberta Motor Association / ConocoPhillips (Canada & Global) / Canadian Badlands Tourism / Rocky Mountain Equipment / Canadian Tire
I moved to Calgary specifically to take this position. And it was an incredible experience. With the Creative Director located in Vancouver, an exceptionally large amount of responsibility fell to me by default. And my partner and I worked on literally every single project that came through our office. Because we were the only team. I grew tremendously here, not only as a creative but as someone able to examine and refine the processes that enable (or hinder) creativity for the purposes of executing effective advertising.
Unfortunately, when Taxi lost the Telus account, part of their downsizing efforts included closing the Calgary office. This was particularly disheartening because the Calgary office didn't work on Telus at all. Daaaamned accountants. For best effect, you should definitely reread the previous sentence while visualizing me shaking a rueful fist at the sky.
Freelance Copywriter Toronto CAN (Feb. 2013 - Apr. 2013
Agencies: The Heart & Stroke Foundation / Totem
Clients: The Heart & Stroke Foundation / Home Depot / Milk Bone
Lowe Roche Toronto CAN (Jan. 2011 - Jan. 2013)
Copywriter
Brands: Audi / TFO / Warner / Purina / The Heart & Stroke Foundation / Miele
This was my first experience working at a shop that really felt alive with a creative spirit. And I was fortunate to work for some incredible Creative Directors while there, and with some awesome creatives. Most importantly though, I learned about the importance of not only delivering on the brief, but of constantly working to deliver extra ideas for clients that might push their thinking. Oh, and, you know, win awards. Because those are nice, too.
I spent this time managing a band. Toronto CAN (Nov. 2008 - Jan. 2011)
Yeah, pretty damn cool, I know. The band was called The Mark Inside. I got them signed to a deal with Sony Music and had them record their second album in the UK with producer Jim Abbiss (who had produced albums for The Arctic Monkeys, Kasabian and others, and would later produce a handful of the songs on Adele's Grammy-winning album 21). We also got to do some touring around North America and the UK. Good times.
Gee Jeffery & Partners Toronto CAN (Jan. 2008 - Oct. 2008)
Copywriter
Brands: National Bank Financial / Canadian Tire Financial / Sagicor Insurance / tradefreedom.ca / Fallsview Casino / Foodland Ontario
Freelance Copywriter Toronto CAN (Feb. 2006 - Dec. 2007)
Agencies: Fjord / Colour
Clients: Saab / Alexander Keith's
Dentsu Toronto CAN (May. 2004 - Jan. 2006)
Junior Copywriter
Brands: Toyota / Lexus / Canon Business Solutions
My very first advertising gig! This is where I fell in love with car advertising. It is not, however, where I fell in love with advertising - that would come a bit later. Instead, this was where my eyes were opened to the chaos of the industry as I worked for five (yes, five!) different Creative Directors over the course of my time here.
Wired For Sound Artist Management Toronto CAN (1999 - 2003)
El Jefe
Wired For Sound was a booking agency I created that brought DJs from Europe to tour North America during the club / rave heydays around the millennium. I was the exclusive North American agent for some pretty massive names, too, like Judge Jules (BBC Radio One / Ministry of Sound) and Sister Bliss (producer / keyboardist for the band Faithless). To this day, if I call you from my cell, it will still show up as an incoming call from Wired For Sound.
System Soundbar Toronto CAN (1998 - 2003)
Music Buyer / Head of Promotion
I created and ran a weekly event called Breathe at System Soundbar and basically did everything from selecting which musical acts to book and handling their contracts, payments, work visas and travel to designing the brand from the ground up (I taught myself Photoshop and created the logo, the brand guidelines - before I even knew what brand guidelines where! - and did all the copywriting) and choosing how to advertise / promote it all.
At its peak, Breathe was one of the top two clubnights of it's kind in North America (the other big one being Twilo in NYC). We were being written up in the big, glossy dance music magazines in Europe and name-dropped on the the radio all over the place.
EDUCATION
Humber College, Toronto, 2004
Media Copywriting Certificate
University of Western Ontario, 1998
B.A. History / Political Science
REFERENCES
Aaron Starkman (Partner / Chief Creative Officer – Rethink)
Brian Murray (Chief Creative Officer - Ogilvy & Mather)
Brian Allen (Associate Creative Director – Havas Worldwide)
Reference contact info available upon request.