Bob is a creative catalyst whose ideas have influenced lives and built brands.
Early in his career he helped shape the tobacco cessation strategy that catapulted Canada to a world-leader in smoking reduction, through a decade long campaign highlighted in Philip Kotler’s landmark book on Social Marketing.
After nearly a decade working for several large advertising agencies, Bob co-founded an agency that grew to become one of Canada’s leading boutique creative agencies. He led the launch of one of North America’s most iconic beverage alcohol brands, Mike’s Hard Lemonade, forever re-shaping the beverage alcohol category. Bob and his agency also helped brands such as Kenneth Cole, Calvin Klein, Alfred Sung and Canon become category leaders. The agency excelled with offices in Toronto, Denver and Dubai, with work featured in Times Square and written about in the New York Times and numerous leading industry publications.
As the advertising industry became increasingly fragmented, Bob recognized an opportunity to reposition the agency, focussing exclusively on thoughtful food and beverage brands. He also renamed the agency to ‘Bob’s Your Uncle’ – after a British expression that means ‘problem simply solved’, as an indication to clients the agency would provide them with understandable solutions to their complex marketing challenges.
Today, Bob and his team serve market-leading brands including Popeyes Louisiana Kitchen, Catelli Foods, All Clad, Bosch, Carmen Wines, Plant Based Foods Association and Second Harvest Food Rescue. The agency also works with disruptive startups that drive innovation and growth in the food & beverage categories.
Recently Bob drove the creation and launch of a unique beer brand in support of Second Harvest Food Rescue. Called Been A Slice, the beer is made from bread that would otherwise go to waste and profits from the beer are donated to Second Harvest. The campaign attracted global media attention bringing much needed awareness to food insecurity.