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Randall started his career in advertising working for Dragon’s Den star Arlene Dickinson on a range of brands including Toyota, Subway Sandwiches, Milk and Unilever.

 

His expertise encompasses all advertising mediums; television and radio, digital, print, guerrilla marketing, social media strategy and branded content. Complimenting his creative strengths, Randall understands marketing on a macro scale and holds a bachelors degree in Sociology from the University of Western Ontario with an emphasis on marketing and advertising, supplemented with a minor in both English and Film. As well as a 2-year communications program at Ambassador University in Big Sandy, TX. And is a 2002 graduating member of Tom Monahan’s Ad Hell Camp in Rhode Island.

 

At Razer, (formerly MTV Canada) he led multiple creative teams and developed international award winning design and commercial spots at the Promax/BDA awards in New York. 

 

As Creative Director for MuchMusic, Randall and his team won more Global and North America PromaxBDA Promotion, Marketing and Design Awards than any other department in Canada. In 2012 he was featured in Brief Magazine’s profile of the top 14 Creative Teams in North America. In 2013 played a pivotal role in Bell Media Agency being named the Global Marketing Team of the Year at the PromaxBDA Awards. And in 2014 earned an unprecedented total of 30 PromaxBDA Awards, securing a back-to-back win for Bell Media Agency as Global Marketing Team of the Year winning 70 percent of the awards total. He was also among the first Bell Media employees to win a Bravo award for increased revenue.

 

At Bell Media Randall oversaw the Brand Partnership Creative Department for CTV, CTV NEWS, CTVtwo, Animal Planet, BNN, Bravo, Comedy, CP24, Discovery, E!, M3, MTV, Much, Teletoon, and Space. Developing strong Brands with compelling stories. 

Select Case Studies

Kit Kat + Crave

Our friends at Kit Kat really liked a partnership between Netflix and Ben and Jerry’s Ice Cream called “Netflix and Chill’d” in the US. They asked if we could come up with a true-to-brand integration between Kit Kat and Crave. This spot is currently the longest running partnership in Bell history. Can’t agree what to watch? Grab a Kit-Kat.

Doritos + Much

Circa 2010 this campaign became the gold standard of Much Brand Partnerships. An authentic integration between platinum selling recording artists, Down With Webster and Doritos that launched client relationship for close to a decade. I toured with the band for about a week through California. Falling asleep in my little bunk on the tour bus after each show, and waking up in a completely different city every morning. Wild times.

MMVAs: Save Your Screams

The Much Music Video Awards were a beast. The ultimate team effort. Massive teams of producers, pr, sales, marketing, digital, design, and much more all bringing their collective might together. We usually started preparing 6 months out. For all the years before my tenure as Creative Director at Much the marketing for the show had been one-off themes (I had come up with two or three of them myself). But I wanted to build a campaign that would be impossible to forget. This campaign ran for half a decade, and we created dozens of spots that won dozens of awards. These are a few of my favourites.

That Much Closer

It’s no secret that YouTube demolished the MTV and MuchMusic of my youth. The music video audience evaporated seemingly overnight and we had to make fundamental changes while still retaining the brand essence that made us “cool”. This pivot towards reality and teen drama programming meant we would need to get creative with our brand in commercial and interstitial time. Part interview, music video, and station ID, the That Much Closer series became a staple of the channel for many years.

North Park

When you promote a show, or advertise a product, you usually have said show or product in hand. When you’re promoting a show that’s made the week it airs, not so much. South Park was a massive hit, but when it moved from Comedy to Much we had challenge. We needed something that really stood out, but that didn’t rely heavily on show assets. Welcome to North Park became the highest awarded campaign in Bell history. It was also tremendously fun. 

More Work,

Can be found in my blog The Starfighter Chronicles.

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