Wizard of Ads Partner.
Michael Torbay has been writing radio and television commercials for twenty-five years. While working as a copywriter at a small advertising agency in Canada, Mick wondered why you couldn’t bring large-agency thinking and creative strategy to small and medium-sized businesses.
Most regional advertisers are stuck in the “This is who we are, and this is what we sell” message. This, of course, answers two questions that literally no one is asking, “Who are you?” and “What do you sell?”
Meanwhile, larger brands were answering the questions consumers were actually asking: “Why should I change my current preference over to you?” Mick's pursuit of strategic thinking led him to Roy H. Williams and the Wizard of Ads organization. Today, Mick is the lead creative writer on 12 campaigns for companies with annual revenue between $5M and $90M. As a result of his campaigns, many of these clients have doubled or tripled in size.