Bill Roberts


Strategic Planning

Bill is founder and president of HALO’s sister agency – Groundzero Marketing Communications. He has spent his entire career in advertising building compelling brands for his clients. Bill graduated with a Masters of Business Administration degree from the University of Western Ontario and joined the advertising business in 1978. He spent the first ten years of his career in account service at a large multi-national advertising agency and then became managing partner of Promanad Communications. Through his leadership and vision the agency was re-branded and became one of Toronto’s leading integrated marketing and advertising agencies attracting a number of clients including adidas, GE, Toshiba, Benjamin Moore, Bridgestone, Sleeman, Ontario Lottery Corporation and Ontario Tourism. Promanad was sold in 1999, the impetus for Bill to start his own agency. Groundzero began as a strategic consultancy, providing consumer insight research, brand strategy and strategic planning to clients. Bill was approached by several of his former clients and Groundzero’s mandate soon expanded. Bill’s extensive experience as a strategic planner in the not-for-profit category includes clients such as Canadian Breast Cancer Foundation including the CIBC Run for the Cure, Bridgepoint Health Foundation, Trillium Health Centre Foundation and William Osler Health Network.