Who we are

Collective Motion is a network of marketing pros with complementary skill sets that are united in thinking that big clients and big agencies are not necessarily the place to do (and get) the best work. The name of the marketing game has changed, where purpose-built teams come together to solve problems efficiently and effectively.  Collective Motion is focused on delivering amazing value.

Patrick Gladney

Patrick is a 25+ year marketing communications agency veteran working at some of the country’s best agencies on tier one clients. His extensive multidisciplinary experience encompasses market research, brand strategy, digital marketing and PR communications. This means that he knows how to develop and deliver a compelling story  so consumers pay attention, think and ultimately act.

Paul Wales
Creative director

Paul is a thirty year ad veteran working in a variety of Canada's top shops, from Leo Burnett to J. Walter Thompson. He has been behind several memorable campaigns for a host of global and domestic brands, with his work being recognized by the most revered local and international advertising award shows. Paul is most well-known for being the Executive Creative Director on Tim Hortons for +16 years. Under his creative leadership, Tim’s was named brand of the Decade by Strategy magazine.

Jennifer Hale
loyalty & customer relationship management

Jennifer is an award-winning, innovative data-driven marketer with experience since 1995 across both start-ups and Fortune 100 companies in Canada and the US.  She has deep expertise in Financial Services, Retail, and Marketing Services.  Her strengths are in developing results-oriented marketing strategies including loyalty programs and customer journeys supported by meaningful analytics.

Sonya Willsher

Sonya is an award-winning digital marketer with 20+ years of international experience. Sonya's clients have ranged from start-ups to multi-national companies, with a focus on acquisition through the use of inbound marketing channels. She understands how people consume media and content, how to measure results and optimize experiences to enhance performance.

James Dunlop

Soon after failing to monetize his undergraduate degree in Philosophy, James turned to advertising. He is a national and international award-winning copywriter and creative director, who has honed his craft with agencies of all descriptions and sizes. Over the years, he has created success stories for many brands, including McDonald’s, Wal-Mart, Rogers, General Motors and Microsoft. He brings that breadth of experience to Collective Motion, as one half of its creative output. But after more than 20 years as a creative thinker, he still doesn’t understand most of  Schopenhauer.

Mark Spalding

Mark is an accomplished and award winning art director/creative director. His involvement in strategy and concept development, brand design, art direction and creative direction has benefited brands such as The Home Depot Canada, Air Miles, Rogers, Fido, Telus, P&G, Nescafé, Nestle, Molson/Coors, AB InBev, Ford, Volvo, and countless others including the creation of the brand Stupid.ca for The Ontario Government.

Steve Coppola
USER EXPERIENCE & product design

Steve is an enthusiastic, seasoned UX professional with nearly 30 years of digital agency, UX, and product design experience at an enterprise level. He has worked with some of the world's most respected brands, including Microsoft, SurveyMonkey, Philips, FedEx, Eli Lily, 3M, General Motors, Virgin Mobile, Magna International, Anheuser-Busch InBev, ADP, Hallmark, Novartis, GSK, RBC Royal Bank, Sun Life Financial, Hudson's Bay Company, and Toronto Dominion Bank.