Kelley Doris

Brought on to head up the writing discipline at Critical Mass Toronto, I lead a staff of seven writers, as well as directing creative for two of the agency’s main clients. Recent work includes:

• Leading all creative for European Wax Center’s brand and social media, including their upcoming integrated Summer 2021 campaign
• Scripts, storyboards, art direction and production for a new series of educational videos for Citi Mortgage
• Strategy, concept and direction for several digital campaigns for Rogers Communications

My partner and I directed all work on two of the agency’s biggest clients, Astellas Pharma Inc. and AbbVie Inc. We also led the creative for several other accounts, and delivered strategy and conceptual thinking on new business pitches. Some of our work includes:

• Strategy, concept, identity, scripts, storyboards, art direction and all post-production for a new series of panel-style Key Opinion Leader videos for AbbVie, called The Examining Room
• Brand positioning and key messages for Otsuka’s new MyCite technology (an innovative pill-tracking system for those suffering from serious mental illness)
• Strategy, creative and content for Astellas Pharma’s new clinical trials website

clients: AbbVie Inc., Astellas Pharma Inc., Otsuka Pharmaceutical; Biohaven Pharma

I led a team of writers and art directors in the creation of award-winning content and campaigns for a variety of clients, largely in the digital and social spheres. Notable achievements include:

• Brand strategy and name generation for CIBC’s new Simplii Financial
• Creation and execution of the Scotties Power of 10 CBCF campaign, which won bronze in the Best Sponsorship Campaign at the 2015 Promo Awards
• Strategy, concept and all content for F-scapes.com, a “destination inspiration” website for Fairmont, which uses UGC in new and innovative ways to entice travellers to visit Fairmont’s North American properties (Gold award-winner at the HSMAI Adrian Awards)
• Ongoing monthly English and French content creation and bilingual community management for Cashmere Bathroom Tissue, Purex Bathroom Tissue, Scotties Facial Tissue, and SpongeTowels

clients: Kruger Products L.P., Fairmont Hotels and Resorts, Ricola, Town Shoes

I joined the team at G&S as strategist and writer on three of the agency’s biggest accounts: RSA Canada, Teva Pharmaceuticals and Fairmont Hotels and Resorts. Some projects of note:

• A moving ad campaign and integrated communications to help Teva communicate the benefits of generic medications to pharmacists and consumers
• An extensive naming exercise for CAMH’s online community and portal (Portico)
• Engaging B2B campaigns and communications that connected RSA with their network of broker partners
• An intensive brand revitalization process for Fairmont Hotels and Resorts

Additionally, I collaborated with design in the conceptualization of a wide range of creative and corporate communications for our varied client roster.

clients: RSA Canada Insurance, Fairmont Hotels and Resorts, Teva Pharmaceuticals, Spec Furniture, CAMH

At Fish, I managed, directed and mentored a team of designers in the conceptualization and development of compelling creative communications and consumer experiences. This included brands, ad campaigns, social media, packaging, retail environments, and more. I led the development of brand positioning and strategies for everything from academic faculties to professional theatre companies. I provided art direction and all copywriting for our projects, from name generations to full editorial content, in all media.

clients: Sobeys, York University, Burnbrae Farms, HBC Financial, Fujifilm

During my contract at Up, I worked with the design team to create and develop creative concepts for a variety of clients, from pharma to alcohol. I composed all formats of copy, from name generations and taglines to graphic standards, brand guidelines and scripts for brand videos. I also created strategic RFP responses and rationale documents for various new business pitches.

clients: LCBO, Fairmont Hotels, Wine Council of Ontario

I began my seven-year stint at PINC as a bilingual proofreader/copywriter. After becoming the sole writer on the President’s Choice Financial account, amongst others, I was promoted to Creative Director, Communications. In this role, I lead and mentored a team of art directors and writers in the conceptualization of creative in- and out-of-store campaigns and communications, with a particular focus on retail and new media. I consulted with and advised clients regarding their overall business, their brands, and their customer experience strategies.

clients: President’s Choice Financial, Joe Fresh Style, La Maison Simons, The Home Depot Canada, Sunoco, Blockbuster, Purolator, Mark McEwan, Royal Bank of Canada