Terry began his career as Copy Chief for FM108 Radio in Burlington, Ontario, where he discovered that with meticulous planning and attention to detail, you can still fall flat on your face. With that learning, he went on to become 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.
In 1990, Terry co-founded Pirate Radio & Television. A creative audio production company producing scripts, sound and music for radio and television commercials, Pirate grew to a staff of 50 with 8 recording studios in Toronto and New York City.
Terry has won a few hundred national and international awards for his writing and directing, and has worked with such notable actors as Alec Baldwin, Ellen DeGeneres, Kiefer Sutherland, Bob Newhart, Martin Short and Drew Carey. He even managed to create an advertising campaign for a group of nuns. (Good story there).
In demand as a keynote speaker, Terry talks about key marketing issues all companies and organizations face – from the critical need to embed emotion in marketing, to why customer service equals profit, to how to change a negative perception, to why smart marketers don’t outspend their competitors – they outsmart them.
He served on the inaugural Radio Jury at the Cannes International Advertising Festival in 2005, and was named chairman of the following award show juries:
- The Marketing Awards (Co-Chair) Canada
- The International Clio Awards in Miami
- The London International Advertising Awards
When he’s not creating advertising, he’s talking about it as the host of the award-winning CBC Radio One/Sirius Satellite/WBEZ Chicago radio show, Under The Influence, which is the follow-up to the hit series, The Age of Persuasion. The New York Radio Festivals awarded his show the Grand Prize as Best Radio Program in 2011 and again in 2012, and iTunes chose it as “Best New Podcast of 2011” and one of the Best Podcasts of 2015.
He has written a new book titled This I Know: Marketing Lessons From Under The Influence, published in Canada, the U.S. and China.