I have a long history of agency work in North America and Australia, most recently as the creative and editorial director of the Toronto agency Totem (now operated by the Yellow Pages Group). I help big organizations, including some of North America’s largest brands, with new approaches to brand building and content strategy that make sense in today’s messed up marketing world.

What do I like? Meaningful long-term strategy that moves beyond disposable campaigns and junk, meaningless-metric driven “content marketing”. What don’t I like? Those things. Good work will take a company to their target markets in the places where they live, and it will make sure they are welcome there when they show up (and also make sure that it’s a good thing when they keep coming back, not a creepy stalker thing).

Engagements can take many forms, from preliminary research and concept development through to building a team to design and run ongoing large scale content programs. Whatever it takes really. Sometimes you just want me in the room to ask difficult questions – that’s fun too!


This is Apex magazine. I developed Apex at Totem for Acura USA in collaboration with Michèle Champagne and a marvellous band of world-class editorial, design and photographic misfits.

Though Apex took its first steps as an adventure in next-generation magazine making and brand storytelling, it is now growing into an ongoing cross-platform editorial identity for the luxury carmaker. Apex won the Ozzie for best new custom content magazine design in the 2016 Folio Awards, and was a finalist in other categories there as well as at the 2016 Content Marketing Awards.