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nDash Writer Profile for Peter Giffen


Writer, Editor, Content Developer

About Me

I'm a deadline-driven, big-picture writer, content developer and editor who loves to tell brand stories, engaging audiences – whether through content-rich websites, tight ad copy, hard-working blog posts, social media networks, marketing e-blasts or annual reports. I do work for clients directly and partner with a variety of creative, SEO and digital marketing agencies. I started life long ago as editor of  various magazines but was lured by the power of the dark side into marketing communications.

Industries I Write About


Health & Wellness



Law & Politics


My Writing Samples

Tackling Mental Health Stigma

Working with the Zulu Alpha Kilo ad agency, I produced a content strategy for the 4,000-plus-page site for Canada's largest mental health and addictions centre, CAMH. And then I wrote many of the site's key pages., tackling mental health stigma, offering copious help resources and providing new hope to those coping with addiction and mental illness challenges.


Blogging for MSN.com

I currently write consumer lifestyle blog posts for MSN.com (Canadian, U.S. and International editions), working with Montreal communications agency Espresso. Most are stories told in 20 slides, with images I source through stock agencies.


Water, Water Everywhere

As head writer (contract) for Ecologos, an environmental charity, I worked to promote its Water Docs Film Festival. Writing blog posts, website copy, e-blasts, advertising, social media posts, supporter outreach emails and more, I helped the film festival to achieve highest attendance and best reviews yet.


Branded Storytelling

Using editorial storytelling techniques, I write branded content articles for businesses ranging from telecommunications giants (Rogers, Shaw, etc.) to provincial government (Saskatchewan). The link goes to an article that I wrote for Rogers Communications, part of a four-part package appearing in the Globe and Mail newspaper national edition and on its website. I also worked with a videographer to create web videos for the project.


From Link Building to Brand Building

A blog post I did on the evolution of SEO, and the need to go beyond tinkering beneath the hood of a site provide strong content that people want to consume. The article links to a more-expanded post written for an SEO client.


Who Says Print is Dead?

This is a magazine-style publication I helped to create for Bianca, a condominium being developed by Tridel in Toronto’s New Dupont district. The magazine serves as a city guide for prospective buyers, showing them the kind of the lifestyle they would have in this area with a colorful industrial past. For the project, I developed a story line-up, assigned freelance writers, wrote key stories, edited copy and collected artwork for layouts


Make Miami Your Vice

Over the years I have written websites, advertising, blog posts, social media content, property descriptions and many other types of marketing communications. I'm currently writing a series of e-blasts to clients and travel agents, promoting specific properties and locations. A lot of consideration has to be given to the email subject line. For this sample targeting Miami, I evoked the seedy glamor of an old TV crime show, with "Make Miami Your Vice."


Advertising with Intelligence

Royal LePage Advisors prided themselves on offering some of the smartest commercial real estate advice in the business. The best real estate intelligence. . . . Yes, Real Intelligence. The ad wrote itself from there. (Design and art direction: Soapbox Design)



Writer, Editor & Content Developer

• Websites for clients that include CAMH (healthcare), Allstream (telecommunications), Success for All (educational foundation). • Blogging for MSN.com, Yellow Pages and various SEO firms. • Social media posting for LaCure, Roaring Pavilion, Ecologos and Applied Arts Magazine. • Print, online and social media ads for Canadian Museum of Nature, LaCure, Ecologos and Ballentine Construction. • Branded content for the Globe and Mail newspaper and site, Bell Canada, Tridel and Magazines Canada.

Company: Peter Giffen Inc.

I worked there from 10/1996 until now

Freelance Content Developer

• Developed and implemented a content strategy for web and social media properties of LaCure, North America’s largest villa company• Acted as community manager, handling blog and social media posts, incorporating SEO terms and handling engagement with clients and potential clients through Facebook, Google+, LinkedIn and Twitter.• Writes marketing copy for e-blasts, website, ads, press releases, brochures, video scripts and other vehicles.

Company: LaCure Villas

I worked there from 1/1994 until now

Online & Print Editor

• Responsible for all web and magazine content for Canada's premier source for visual communicators. • Wrote daily blog posts. • Assigned, edited and wrote original web copy. • Launched and wrote a biweekly e-newsletter in MailChimp, achieving a click-open rate of 40 per cent. • Handled all social media engagement • Managed the entire editorial process, including working with a national network of freelance writers, editors, copy editors and designers.

Company: Applied Arts Inc.

I worked there from 1/2004 until 10/2013

Content I Write