STAPLES Canada/US

One of the largest full agency projects I was a part of at Jackman. From positioning, to retail strategy, to new brand architecture, logo and stores it was on this foundation we built the "Connected Communications" practice. As VP Creative, I would work on and off of many of the strategic projects but it was this, with the commitment of Deric Moore, Claire DeMarco, Sean Butler and Mark Rozeluk that we established a new and highly profitable division. Both back to school ads, very different approaches for the US and Canada, tested off the charts and delivered significant ROI to the bottom line at a time where both country Head Offices were striving to differntiate.