FABIAN MCGILL
COPYWRITER/CREATIVE DIRECTOR
CV
CAREER SKILLS
· Skilled Copywriter and Creative Director able to develop concepts, write copy and oversee execution of creative for all media, traditional print and digital.
· Strong strategic and creative thinker.
· Branding expert with a deep appreciation for and understanding of the importance of brand and brand aesthetics.
· Proven project manager with expert knowledge of production and the ability to maximize budgets through effective negotiations, media planning, and budget management.
· Experienced manager and proven mentor.
“An idea can turn to dust or magic, depending on the talent that rubs against it.”
- Bill Bernbach
CAREER HISTORY
1998-Present
Copywriter/Creative Director/Strategic Brand Consultant
Select client list includes: Atlas Cafe; Avenue Bistro; B2B Trust; Baker Lovick Advertising; Bell Lab Technologies; Benino Gelato; Canada Post Corporation; Canadian Opera Company; Chapters; Daisychain Maternity; Dark City Coffeehouse & Roastery; EDS; Gallop & Gallop Advertising; Guidelines Advertising; Lucent Technologies; Old House Restaurant; MGI Software Corp; McDonnell Douglas; Municipality of Metropolitan Toronto; Popvid Studio; Preferred One; Publicis Hawkeye; RBC; Recruit Ad Advertising; Rogers Communications; SAP Canada; Schawing!Golf; TOMĀTO TOMÄTO; Wasabi Rocks.
Copywriter/Creative Director/Strategic Brand Consultant on a variety of projects for agencies, arts organizations, governments and private businesses. Successfully conceive, develop and supervise advertising efforts for clients. Direct, co-ordinate and manage all creative and production activities. Write and/or edit all types of marketing communications, including advertisements, both print and broadcast, direct mail, press releases, P.O.P., outdoor, catalogues, advertorials, websites, blogs, social media strategies, e-mail campaigns, strategic marketing plans, etc.
2000-Present
Longterm Contracts/Projects
Daisychain Maternity · Hired to develop the brand for this start-up manufacturer of designer maternity support belts. Named the company, built the brand – logo, stationery identity system, etc. – and wrote the company slogan: “Love your Daisychain. It loves you.” Acted as business consultant to the partners, advising them on all aspects of the business – e.g. new business development, product development, administrative systems. Developed the broad business and marketing strategies and wrote the company’s business plan which was used to acquire the investment capital needed to finance start-up.
Preferred One Inc. · Hired to fill the role of CMO for this retailer of gift cards. Oversaw all B2B and B2C marketing and advertising efforts. Developed concepts, wrote copy and acted as creative director. Supervised the work of the department’s staff of graphic designers. Participated in all decision-making and strategic planning at a managerial level.
TOMĀTO TOMÄTO · Created the brand and planned and executed the launch campaign for this 150 seat restaurant on Vancouver Island. Developed the marketing/positioning strategies and acted as creative director, copywriter and project manager in the execution of all advertising and communications materials. As brand manager, was involved in all aspects of operations leading to launch. Established and managed the start-up marketing budget. Wrote the company’s mission statement. The TOMĀTO TOMÄTO logo was included in Logo Lounge 4, a prestigious publication showcasing outstanding logo designs from around the world. The launch campaign for TOMĀTO TOMÄTO, along with the Benino Gelato branding, swept the Vancouver Island 2006 Marketing Awards.
Halcyon Transportation · In collaboration with the founding partners, wrote the business plan for this company seeking venture capital for the launch of a foot passenger, fast ferry service. This involved the development of business/marketing strategies and extensive research of the industry and marketplace to determine feasibility. Performed an advisory/consultative role which involved liaison with business partners, prospect investors, government officials and media.
onemosquito.com · Oversaw all pre start-up operations for this start-up dotcom specializing in immersive imaging. Named the company and built the onemosquito brand, acting as creative director in the development of the corporate identity, company logo and web site.
MGI Software · Acted as Creative Director for this developer of photo editing software. Oversaw development of all packaging, sales collateral and sales support materials for the launch of the PhotoSuite III and PhotoSuite III, Platinum editions. Involved in product development, the development of affiliate marketing opportunities, and the marketing of other MGI Software products.
Recruit Ad Advertising · Hired as Co-Creative Director with a mandate to revitalize the creative department of this agency specializing in recruitment advertising. Co-managed a department of six. Was solely responsible for the presentation of all creative to prospect clients and for support of Account Managers in their efforts to develop new business.
Dark City Coffeehouse & Roastery · Wrote the business plan for this start-up gourmet coffee shop. With owner/partner, sought and secured financing through private investors and lending institutions. Formulated critical marketing strategies, named the company and was integrally involved in all aspects of start-up leading to the company’s launch.
1990-present
Author/Playwright/Director
Author of original works in a variety of genres – drama, fiction, film – both produced and published. As Producer, controlled and directed all "non-creative" aspects of theatrical "pre" through "post" production, including budget, production schedules, choice and acquisition of venues and contracting of production personnel. As Director, coordinated the development of all creative elements of production – i.e. performance, set and costume design, lighting and musical score. Author of Felicitations, a chapbook of microfictions printed at Coach House Books and distributed by Underwhich Editions Press. Throughout the ‘80s, gave public readings along with such renowned authors as Michael Ondaatje, Gwendolyn MacEwan, bp Nichol and George Elliott Clarke. Received numerous awards from the Canada Council for the Arts, the Ontario Arts Council and local theatre companies, Factory Theatre Lab and Theatre Passe Muraille. During this time, completed a filmscript adaptation of Franz Kafka’s novel, The Castle. George Harrison’s company, HandMade Films, took an interest in the script. HandMade’s eventual financial difficulties forced them to sell the company’s assets. As a result, production never began on The Castle. Since 2010, have completed a number of prose works in a variety of genres, including a collection of microfictions titled The Ovation, a collection of folktales titled A Sack of Tears and Other Tales, a trilogy of Spanish romance tales collectively titled A Spaniard, A Spaniard, Two Frenchmen Make, a chapbook of microfictions titled Walsereien, several film shorts, and the texts for twelve children’s and adult picture books. Currently, working on a collection of microfictions based on retellings of Greek myths and a fictional autobiography tentatively titled A Fool’s Life: After Akutagawa Ryūonsuke. Most recently, selections from Walsereien have been published in Fiddlehead Magazine and were included in an anthology of Swiss transcultural writing titled Globaleheimat.ch:Transnational Encounters in Contemporary Literature. A microfiction, titled Visit with Gustav will be published in the Fall 2015 edition of the literary magazine, Existere and The Ovation is to be published by UK Publisher, Sylph Editions in the spring of 2016.