Recent Freelance Agencies
A special story.
In the heart of the pandemic, this agency was looking to rebrand and reposition itself. They hired me to do that work.
We liked each other so much that I became a PARTNER.
I continue to work freelance while being a partner in this different-kind of agency. It is a new world now, how we work, how we collaborate has evolved and our collective work is much better for it
Check out our site here. www.wearemidfield.com
Creative Partnership
Further to this new way of working - I often tag team with this talented creative phenom. For those jobs that require design and conceptual development; I work with this guy. Check out his work here. Joel Tellier.
CATEGORIES
(worked the most often so far)
FINANCIAL - Banks, Insurance, Investment Companies, Credit Cards & Tech starts
SPIRITS - Beverage Alcohol - Diageo, Campari - spirits, beer & wine. (Cannabis too)
AUTOMOTIVE - MINI, BMW, AUDI, VW most recently - some GM work
TECH & COMMUNICATION - Wireless, Internet, Cable & Entertainment Media Brands
QSR & RETAIL - Quality Service Restaurants - Franchisee & Chains, Retail brands Grocery & Convenience
FMCG - Beverage & Food; Pepsi, Doritos, Gatorade, Jack Link’s
Sports - Betting, NBA, NHL - Bet99, Raptors, Maple Leaf Sports & Entertainment, Sport Marketing
Recent Project Highlights:
Rebranding of the Qatar National Team
Top to Bottom, inside-out rebranding and repositioning of the QFA brand. Founded on fundamental brand attributes and cultural truths as the brand began to seek recognition on a tension-filled world stage.
Included a logo redesign - a new kit from Nike, a revolutionized communications plan - a reimagined and robust social content engine & a completely overhauled sponsorship marketing practice. All led and guided by ‘Brand’ and the team I was working with at SDI Sports.
A NEW KIND OF INSURANCE COMPANY
A NEW KIND OF INSURANCE COMPANY
Imagine: An insurance company wanting to make Canada so safe that it would need less insurance.
A new brand led entirely by purpose and behavior.
Caring more about making Canada’s roads, homes and communities safer than the desire to sell more insurance. An amazing story of brand-driven success in a category that typically generates low interest and even less trust. A true Challenger.
Rebranding with Action
Formerly called the Canadian Diabetes Association - a complete brand overhaul driven by strategic insight and a major positioning study - resulted in a new name, new identity, and a whole new set of behaviors and attitudes.
DIABETES CANADA. Instead of a passive entity trying to help people live with the second-most deadly disease in Canada, it became a bolder new brand determined to END DIABETES - and even incorporated this defiant belief in its new brand identity.
Fractional Head of Insights - Campari Group NA
For 6 months during the Pandemic, Mike was contracted as the fractional head of insights for Campari Group North America.
Remit
Orchestrate and oversee all major research studies to guide 2021 Product & Marketing Plans.
Highlights
Kantar Segmentation & Occasions Study for all brands. Rebrand of Prince Igor vodka.
Fractional CMO - GREAT GULF North America
A one year contract as fractional Chief Marketing Officer - Great Gulf North America.
Remit
Reposition the Great Gulf brand for greater differentiation in a parity landscape. Research, brand positioning & communication strategy.
Highlights
Launched the last Frank Gehry building ever made! Forma - a powerful partnership between Great Gulf, Westdale Properties & Dream.
More Highlights
A long and involved mission to rebrand CIBC - I was involved in the very start, working with TBWA. I know the category extremely well now.
Working with this brand to launch a series of campaigns. the most recent, a shoot with the Number 1 hockey player in the world - Auston Matthews. Working with Midfield.
Working with this iconic brand in the early stages of repositioning and launching a new master brand image campaign - working with John St.
All things associated with the Canadian launch of this fun-filled brand. Usage & Segmentation research all the way through to brand positioning and a 360 campaign and celebrity spokespeople. Working with my friends at Midnight Circus (whom I also helped rebrand lol).
Working with this exciting Crypto-Currency Casino in Sweden. A unique offering for ‘we all win’ culturally relevant gaming option among a sea of sameness from the regular casino giants online.
Custom-built Emotion Analytics Lab.
in an age of brand building through experience & touchpoint design - it became increasingly important to understand the Emotional connections we can make with consumers.
So on top of traditional insights techniques - I built out this lab with my agency partners - It literally measures Feelings! And occasionally reads minds - well it actually reads minds too.