Geoff Lee

Creative Direction - Digital/Traditional, Idea Generation, Digital Strategy and Experience Design.

Toronto, Ontario, Canada
I am a true, modern-day hybrid with a proven track record for delivering multi-award winning integrated and 360° campaigns, brand development and content, omni-channel experiences and Innovative product work. I know what it takes to connect in the current landscape, with experience at both traditional advertising agencies and integrated, full-service consultancies. I thrive in an environment where the traditional 'agency' model of big-idea thinking fuses seamlessly with emerging technologies and an entrepreneurial 'start-up' spirit.

At the core, I'm a skilled storyteller, conceptualizer and maker, fusing visual design fundamentals with strategy and insight for today's world of increasingly data-driven solutions. I'm always mindful of how it looks, how it feels, what it says and how it works. I know that engaging an audience these days takes more than just a big idea, and in fact, it's often an opportunity for consumers and brands to co-create memorable and meaningful experiences together.

As a Creative Director and creative leader, I've trained, mentored and lead large teams of CDs, ACDs, art directors, designers, copywriters and content creators, bringing the most powerful creative ideas to life and providing that consistent thread across multiple agency's groundbreaking work through artistry, craftsmanship and narrative. Delivering distinctive, effective and truly remarkable concepts and campaigns time and again, delighting consumers and driving results.

I have been a member of the jury for New York Festivals and the Canadian Marketing Awards, a panelist at the Shopper Marketing Forum and RGD Creative Directions, and speaker at La Fleur's and the CMA. I've volunteered to the advisory board for the Miami Ad School and am a regular guest lecturer at OCAD (Ontario College of Art and Design).

The work has been recognized at Cannes, D&AD, One Show, London International, Art Directors Club, John Caples, New York Festivals, W3’s, Webby’s and IAB MIXX, among others.

Work Experience

IBM Interactive Experience

Experience Design Director (Creative Director)

March 2016 - Toronto, Ontario, Canada

ICF Olson

Group Creative Director

ICF Olson is a marketing services agency purpose built for the new realities facing clients. With 900 employees in 12 cities across Canada, the United States and beyond, ICF Olson is one of the world’s top 50 agency companies by revenue. We boast uniquely broad and deep expertise across the entire spectrum of marketing services, having been recognized as a finalist for Canada’s Digital Agency of the Year by Strategy Magazine, a top 8 loyalty program service provider by Forrester, Public Relations Agency of the Year by PR Week and Adobe Marketing Cloud’s North American Partner of the Year in 2015. From our offices in Toronto and Ottawa our Canadian team of more than 100 people provides enterprise technology, marketing and lifecycle communications services to commercial and government clients including Boston Pizza, Ontario Lottery & Gaming, The Home Depot, Nestle, Aldo, California Lottery, Interac, and the Ontario Energy Board.
November 2014 - March 2016 Ontario, Canada

Olson

Group Creative Director

Clients: Boston Pizza, BroadwayHD, Combe, Delta Hotels & Resorts®, Home Depot, MillerCoors, Nestle, Ontario Lottery & Gaming, Second Cup, Scene and Sharp.

Promoted to Group Creative Director 7 months into my tenure at Olson Canada, having strategically doubled the size of the creative team and contributing to huge client-side growth on Delta Hotels and Resorts®, Boston Pizza and Second Cup, among others. Now fully managing the entire creative operation as a more senior member of the management team and reporting directly to President Mike Brown.

Olson is an integrated, next-generation agency with digital at its core, dedicated to "Revolutionizing Engagement" for many of the world's leading brands by combining insights, creativity and technology.

Olson’s Canadian headquarters in Toronto provides Digital & Technology, CRM & Loyalty, PR & Social Media, Advertising & Creative services – with a particular focus on innovation and emerging platforms that builds on our heritage as Canada’s first mobile agency. Our 60+ member team serves clients including Ontario Lottery & Gaming, Boston Pizza, Delta Hotels & Resorts, Home Depot, Nestle, Cineplex Entertainment and the National Hockey League.

As part of ICF International, Olson Canada offers thought leadership and professional services from more than 5,000 colleagues around the world and Canadian operations in Toronto, Montreal, Vancouver, Calgary, Ottawa and Regina.

Learn more at olson.com
November 2013 - March 2016 Ontario, Canada

Olson

Creative Director

Clients: Boston Pizza, Delta Hotels & Resorts®, Home Depot, Ontario Lottery & Gaming and Second Cup

Joined the Olson Canada team as their first-ever in-house Creative Director, reporting to VP Technology & Creative, Gordon Tam. Read more about the appointment here:

http://www.marketingmag.ca/advertising/brown-named-president-of-olson-92590

And here:

http://www.olsoncanada.com/?p=410

Olson Canada is a next-generation agency at the intersection of marketing and technology, serving clients including Home Depot, Ontario Lottery & Gaming, Second Cup, Delta Hotels & Resorts, Boston Pizza and Cineplex Entertainment.

Based in Toronto, our 50+ member team includes experts in technology & innovation, creative & branding, strategy & channel planning, multiscreen digital & mobile, multichannel messaging, CRM & loyalty, analytics & insights, social media & content marketing and shopper marketing.

As part of the Olson network, we belong to one of the top 5 independent digital agencies in North America, with more than 500 marketing and communication experts in Toronto, Minneapolis, Chicago, New York, Los Angeles, San Francisco and Austin.

Find out more at olsoncanada.com
November 2013 - May 2014 Ontario, Canada

Sapient Nitro

Creative Lead/Senior Art Director

Clients: Abercrombie & Fitch, BMO, Canadian Tire, Chrysler, Chrysler International, Dodge, Fiat, Harley-Davidson, Jeep, Kellogg, Medtronic, Ram and Target

Creative lead on all facets of Jeep® multi-screen digital work related to websites, mobile, tablet, social media and OLA. This included the 2014 Jeep® Vehicle Launch, featuring a large online and event-related digital campaign with retail activation for the all-new 2014 Jeep® Grand Cherokee, plus related digital site, mobile and experiential updates for the 2014 Jeep® Compass, Patriot and Cherokee lineup as well. Key involvement in the revamped, modular 2014 ‘Vehicle Landing Pages’ and ‘Features & Specs’ web and mobile sections that function seamlessly on desktop and tablet, a first for Jeep® in the digital space. Creative oversight on award-winning ’30 Moments of Freedom/30 Miles of Freedom’ 2014 Jeep® Compass and Patriot campaign.

Additional achievements also included the Jeep®/USAB partnership with an integrated campaign that included national broadcast, site design, online display ads and a sweepstakes partnership between Jeep® and USA Basketball, creative lead/ideation/art direction on Chrysler International ‘300 Reasons‘ and ‘The Sum Of Its Parts‘ multi-screen digital campaigns, plus site redesign and rebranding for Harley-Davidson and Harley-Davidson’s 'Parts & Apparel' vertical. Additionally, I actively trained, mentored and managed a dedicated team of junior- and mid-level creatives.
March 2011 - October 2013 Ontario, Canada

BBDO/Proximity

Art Director, Interactive

Clients: Altoids, Campbell's, Doritos, FedEx, Frito-Lay, Gatorade, Gillette, Hewlett-Packard, iTravel2000, M&M's Candies, Mercedes-Benz, Mitsubishi Motors, PepsiCo, Proctor & Gamble, Quaker Oats, RBC, Russian Standard Vodka, Sirius Satellite Radio, Smart Cars, Tropicana and Wrigley

Ideation and art direction on 2 multi-award winning campaigns each for M&M's and RBC in addition to award-winning work for Frito-Lay and Wrigley's. Played an integral role in elevating the interactive and creative offering for a wide range of Canadian and U.S. clients in the CPG, financial and automotive spaces. Also deeply involved in several new business wins on both sides of the border and a dedicated creative team lead on work done by unseasoned and junior-level creatives.
January 2007 - November 2010 Ontario, Canada

MacLaren McCann (MMDI)

Art Director/Interactive

Clients: Buick, Cadillac, Chevrolet, Coca-Cola, Durex, General Motors Company, Microsoft, Pontiac, Rogers Telecommunications and Xbox

Ideation, art direction and interactive design on award-winning work for Coca-Cola and Durex. Lead creative on digital work related to site, social and OLA for Microsoft and XBox, plus site, social and OLA for all the General Motors brands (Buick, Cadillac, Chevrolet and Pontiac). Also deeply involved in several new business wins and a dedicated creative team lead on work done by unseasoned and junior-level creatives.
August 2004 - January 2007 Ontario, Canada

Freelance

Creative Direction/Art Direction/Ideation/Design

In between gigs and during the occasional downtime I would find myself digging into new challenges and passion projects. This helped me keep my skills sharp and grow in new directions, most notably for Paper Bag Records/Universal, handling a number of their digital, print and related creative needs in the early years.
January 2000 - August 2004 Ontario, Canada

Visualized - Design, Print, Production, Culture

Co-Owner/Creative Director

Clients: Cineplex Odeon Corporation, Kropserkel, Revpunky, IFC, IAM, and Life Productions.

Creative Director/Co-Owner of a small digital shop where I first learned new skills and worked under tight timelines. This included web and related traditional and digital design for the film and music industry, most notably Cineplex Odeon Corporation.
February 2001 - March 2003 Ontario, Canada

Education

George Brown College

Graphic and Advertising Design

September 1994 - May 1997 Toronto, Canada

George Brown College

Web page Design and Site Foundation

September 2000 - May 2001 Toronto, Ontario, Canada

Languages

English (Native),

Awards

Strategy

Top Award - CRM & Loyalty - Shopper Innovation Awards for Boston Pizza "MyBP"

2016

CMA

Gold (M&M's "Find Red")

2011

CMA

Gold (M&M's "Find Red")

2011

CMA

Gold (M&M's "Find Red")

2011

CMA

Bronze (M&M's "Find Red")

2011

IAB MIXX Awards

Silver - Lead Generation (RBC "Student Stimulus Package")

2010

IAB MIXX Awards

Finalist - Direct Response (RBC "Student Stimulus Package")

2010

CMA

Digital, Online Advertising, Medal (RBC "Student Stimulus Package")

2010

CMA

Consumer Promotions, Medal (RBC "Student Stimulus Package")

2010

CMA

Financial Products and Services, Integrated , Medal (RBC "Student Stimulus Package")

2010

John Caples International Awards

Bronze – Ambient/Guerilla Campaign (RBC "Crime Doesn't Pay")

2009

John Caples International Awards

Finalist – Integrated Campaign (RBC "Crime Doesn't Pay")

2009

New York Festivals Awards

Finalist – Street Teams (RBC "Crime Doesn't Pay")

2009

W3 Awards

Silver - Food & Beverage-Interactive (M&M's "Join The Hunt")

2009

Cannes Lions

FINALIST - Direct Integrated – Financial (RBC "Crime Doesn't Pay")

2008

Cannes Lions

FINALIST - Direct Integrated Campaign ("Crime Doesn't Pay")

2008

OMMA

Best in Show (RBC "Crime Doesn't Pay")

2008

Echo Awards

Bronze - Financial Products and Services - Consumer (RBC "Crime Doesn't Pay")

2008

CMA

Gold - Financial Products and Services (RBC "Crime Doesn't Pay")

2008

CMA

Silver - Consumer Promotions (RBC "Crime Doesn't Pay")

2008

CMA

Silver - Digital, Online Advertising (Wrigley's "Thumbs Up")

2008

W3 Awards

Silver - Banking/Bill Paying, Interactive (RBC "Crime Doesn't Pay")

2008

W3 Awards

Silver - Social/Networking, Interactive (RBC "Crime Doesn't Pay")

2008

W3 Awards

Silver - Teen, Interactive (RBC "Crime Doesn't Pay")

2008

W3 Awards

Silver - Food & Beverage, Interactive (Wrigley's "Thumbs Up")

2008

CMA

Merit - New Media - Interactive (Durex "Hump Day")

2007

CMA

Merit - New Media - Online Advertising (iCoke "Dorm Room" and "Special Delivery")

2006

Skills

Advertising Design, Art Direction, Concept Design, Creative Direction, Creative Strategy , Digital Art, Interaction Design , Marketing, Marketing Design, Mentorship, Online Marketing, Social Media, Social Media Marketing, Team Leadership, Adobe Photoshop, Conceptualization, Customer Experience, Digital Advertising, Digital Marketing, Entertainment, Experiential Design, Ideation, Infotainment, Interactive, Interactive Design, Mobile, Mobile Design, Online Advertising, Online Marketing, Public Relations, Shopper Marketing, Supervision,