About

Creative Director | Art Director

Gerard Adderley has spent more than twenty-five years in branding and marketing, the last fifteen in health and wellness, launching over twenty brands across North America for AMGEN, Lilly, Pfizer, Boehringer Ingelheim, AstraZeneca and AbbVie, alongside consumer work for Shoppers Drug Mart and Kimberly-Clark.

He works in the part of the industry with the least room to move. Pharmaceutical creative lives inside PAAB, Health Canada and FDA constraints that kill most good ideas before they reach production. Gerard treats those constraints as a design input rather than an obstacle, which is the reason his work gets made.

He started in retail and consumer — Ontario Lottery and Gaming, Cadillac Fairview, TD, Bridgestone/Firestone — then spent six years in capital markets producing annual reports, IPO communications and investor materials for companies ranging from skate retailer West 49, proving even rebellion can be packaged and sold, to SIR Corp., owners of Jack Astor's and Scaddabush. Unusual training for a creative director, and it means he can defend a layout to a CFO on business grounds rather than aesthetic ones.

The approach hasn't changed across any of it: make people care, even when they don't think they should.