Principal: Creative

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Creative Director Kam Wai Yu

Kam Wai Yu graduated from OCAD University and was recruited immediately by the Toronto Star without sending out a resumé. He quickly rose to become art director.

He founded Persona Corp with Derek Armstrong in 1988. His award-winning work built a stable of enthusiastic clients, including many government clients, Sony Music, IBM, Nestlé and many others. His background in as an award-winning editorial art director/designer, made speed his calling card, but it was his award-winning creative brilliance that brought clients back year after year.

His expertise in creative inspired the popular book The Persona Principle, now in five languages (Simon & Schuster), which he coauthored with Derek Armstrong. He invented the animated book trailer in 1996, and is famous for his work around the world, with hundreds of International awards to his credit.

"Thanks much, Kam. You're a hero." 

—W.D. Lighthall, Communications Project Manager, Ministry of Health and Long-Term Care

The Persona Approach

Do you need sales? Revenue growth in a competitive scenario? Assets? Qualified leads? Inbound calls? Brand awareness? A positive spin on an issue? Even in today’s competitive markets, these challenging goals are nothing more than problems to be solved. With the right approach—the Persona approach—all problems can be turned into manageable, cost-effective opportunities.

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