Terry was an award-winning copywriter for Toronto advertising agencies Campbell-Ewald, Doyle Dane Bernbach and Chiat/Day. He created campaigns for many of the top brands in the country, including Labatt, Molson, Pepsi USA, Goodyear Tires, Tim Hortons, Volkswagen, Nissan and the Hudson’s Bay Company.
Terry has worked with such notable actors as Alec Baldwin, Ellen DeGeneres, Kiefer Sutherland, Bob Newhart, Martin Short and Drew Carey.
Terry talks about key marketing issues all companies and organizations face – from the critical need to embed emotion in marketing, to why customer service = profit, to how to change a negative perception, to why smart marketers don’t outspend their competitors – they outsmart them. A very passionate (and humorous) presenter, he has a unique and insightful viewpoint on what it takes to truly connect with customers in this day and age. He talks about the power of big ideas, and how those ideas can change perceptions and behaviour. His themes are applicable to any sector, as he focusses on the thinking behind effective campaigns, out-of-the-box strategic insights, how to create a powerful identity, why brands matter (big or small), and how to cut through the data smog with ideas that are impossible to ignore.
Terry is a firm believer in the use of emotion in advertising, and that you don’t need a big budget to be successful. He deconstructs the marketing business, and carefully explains the craft and nuances of advertising. His presentations are media rich, showing examples from around the world that delight, entertain and teach valuable lessons that audience members can apply to their business as soon as they leave the room.
He has co-written a best-selling book called The Age of Persuasion: How Marketing Ate Our Culture, published in Canada by Knopf, and in the U.S. by Counterpoint Press in Berkeley. He is writing a new book tentatively titled Lessons From Under The Influence which will be published in 2016.