Prior to his role at Critical Mass, Russ held senior strategic planning roles at SMART Technologies, LPI Communications Group and VANTIS International (now part of TravelClick). He has also taught marketing and strategic communications at Mount Royal University and provided brand strategy consultation for a variety of entrepreneurs, start-ups and small businesses, always with a digital-first innovation focus.
In his new role as VP of Strategy, Russwill lead strategic planning for some of our clients out west, including Bayer CropScience, Western Canada Lottery Corporation (WCLC), the Winner’s Edge loyalty program for Alberta Gaming, Liquor and Cannabis (AGLC), and Alberta New Home Warranty Program. He will also sit on our pan-Canadian strategic planning council and contribute to Truth Central, McCann Worldgroup’s global intelligence unit.
Asked about Russ’s hire, Karen Pearce, President of McCann West said, “Woooo-hooooo!” Okay, that’s not what she really said, but that was clearly what she was feeling. What Karen really said was, “Russ’s strategic vision, his value on cross-disciplinary teams including media, and his robust digital skill set will help us future-proof our client strategies, which is critical in this era of rapid change. He’s going to be a game changer for McCann Canada.”
Welcome to the team, Russ!