Creative Director (Writer) Passport Brand Design

VML Canada; Toronto; On-site; CAD 110,000 - 160,000; Full time

Job summary

Passport Brand Design is seeking a visionary Creative Director, Writer to lead brand storytelling and campaign concepting for a major North American client in the nicotine category. Reporting to the Executive Creative Director of Passport in New York, you will architect the narrative soul of premium brands, translating strategy into sophisticated, engaging work.

Rooted in copywriting, you will bring a sharp visual sensibility and strategic mindset to shape the entire brand experience.

Qualifications

• Extensive professional experience in copywriting and creative direction.
• Strong portfolio demonstrating campaign concepting, brand storytelling, tone and voice, and visual execution.
• Proven ability to lead creative teams from briefing to final production.

Responsibilities

• Lead integrated campaigns with a sophisticated, consistent voice across channels.
• Drive creative excellence and storytelling for a major North American nicotine client within a cross-brand portfolio.
• Architect high-level brand narratives tailored to large clients in regulated categories.
• Collaborate with Art Directors, Strategists, and Account leadership to translate insights into award-winning work.
• Present concepts to senior client stakeholders with clarity and conviction.
• Mentor and elevate the creative team, fostering continuous learning and excellence.
• Refine copy to ensure every word serves the brand goals.

Skills

Copywriting

Creative direction

Brand storytelling

Leadership

Presentation skills

Strategic thinking

Job description

Who We Are

VML, part of WPP, is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and human first, award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave Reports, as a Leader among Marketing Creative and Content Service Providers, Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 26,000 talented people across 55+ markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.

About WPP

WPP is the trusted growth partner for the world’s leading brands. We unite cutting-edge media intelligence and data solutions, world-class creativity, next-generation production, transformative enterprise solutions and expert strategic counsel in a single company – powered by exceptional talent and our agentic marketing platform, WPP Open, to help our clients navigate change, capture opportunity and deliver transformational growth. For more information, visit WPP.com.

Who We Are Looking For

Passport Brand Design, is seeking a visionary Creative Director, Writer to lead brand storytelling and campaign concepting for a major North American client in the nicotine category. Reporting directly to the Executive Creative Director of Passport based in New York City, you will do more than write copy — you will architect the narrative soul of premium brands, translating high-level strategy into sophisticated, engaging, and culturally resonant creative work. While your foundation is rooted in copywriting, you bring a sharp visual sensibility and a deep strategic mindset to the table, allowing you to shape the entire brand experience. We are looking for a creative leader who understands the nuances of regulated categories, thrives in a highly collaborative, cross-office environment, and is driven to create work that leaves a lasting impact on both the brand and its audience.

What You'll Do

• Lead the conceptualization and execution of integrated campaigns, ensuring the brand's voice is sophisticated, consistent, and compelling across all touchpoints
• Drive creative excellence and strategic storytelling for a highly visible North American nicotine client, managing campaigns and adapting brand voice across a diverse portfolio of brands within the category
• Architect high-level brand narratives and storytelling frameworks specifically tailored to a large client in the nicotine category
• Partner closely with Art Directors, Strategists, and Account leadership to transform strategic insights into actionable, award-winning creative solutions
• Present creative concepts to senior client stakeholders with conviction, clarity, and a deep understanding of their business objectives
• Mentor, guide, and elevate the work of creative team members, fostering an environment of continuous learning and creative excellence
• Exercise keen judgment in refining and optimizing copy, ensuring every word serves a distinct purpose in driving the overall brand experience

Who You Are

• A strategic, clear, and curious problem-solver who excels at simplifying complex brand challenges into elegant, compelling narratives — seamlessly bridging the gap between copy, visual design, and overarching strategy
• An empathetic collaborator who builds deep trust with cross-functional teams and clients, always keeping the human experience and audience perspective at the center of your work
• A bold idea-driver who is comfortable navigating ambiguity, challenging the status quo, and championing brave, innovative storytelling that elevates the brand

What You'll Need

• Extensive professional experience in copywriting and creative direction, ideally with experience navigating regulated categories
• A robust portfolio demonstrating exceptional campaign concepting, brand storytelling, mastery of tone and voice, and a highly developed eye for visual execution
• Demonstrated experience leading creative teams and guiding projects from initial briefing through to final production
• Exceptional presentation skills, with the ability to articulate the \"why\" behind creative choices to both internal teams and external clients
• A high degree of adaptability and comfort with digital tools and modern marketing platforms
• French language skills are not mandatory but successful candidates must be comfortable presenting and liaising with clients in English

** Please note:** This role involves dedicated work on an account within the nicotine and tobacco category. Candidates must be comfortable and willing to work on these brands.

We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.

WPP (VML) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.

VML is a WPP Agency. For more information, please visit our website, and follow VML on our social channels via Instagram, LinkedIn, and X.