Prime Creative

Put the Prime team to work for you.

We are Prime Creative.

Since Prime Creative opened its office in 1987, we’ve kept our philosophy straightforward – “people communicating with people.” Our approach is simple. Start with an insightful strategy, develop smart creative and add the right combination of relevant communication tools.


Integrated communications campaigns is where our experience shines… bringing great creative to a strategic execution across a variety of mediums.


Since 1987 our team has re-tuned hundreds of brands and created fresh new identities for countless organizations.


From the latest website development techniques to SEO, search and online strategies, our team experience is unmatched.


Creating content that engages customers, building brand equity that converts to loyalty… that’s our specialty.

An All-Star Team.

Prime Creative is proud to boast one of the region’s most experienced and accomplished marketing communications teams. Our resources are all in-house. We are experts in the latest marketing trends, digital technologies, social media and traditional media.

Paul Mills

Paul studied commerce at Memorial University, learned the art of photography and picked up a wealth of knowledge from almost 30 years in the marketing industry. His experience on the creative and strategy side of the business is broad. 

His past and current clients include Munn Insurance, Western Newfoundland Destination Marketing Organization, Pennecon Limited, ExxonMobil, Purity Factories, Carnell’s Funeral Homes, Hospitality NL, Destination St. John’s, Tourism New Brunswick, PEI Tourism, St. John’s Economic Development, Hike Discovery, Sport NL, PanGeo Subsea, Greater Halifax Partnership, Wood Group PSN, Government of Newfoundland and Labrador, NL Centre for Health Information, Donovan Homes, Lionel Kelland Hospice, Royal St. John’s Regatta, Ocean Choice International, St. John’s Board of Trade, Atlantic XLThe Gathering PlaceNewfoundland and Labrador Centre for Health InformationNewfoundland and Labrador Medical Association, and Newfoundland and Labrador Association of Technology Industries (NATI). 

Get in touch with Paul

t: 709.753.0112

Marlene Barnes

Media Director

Marlene has spent over 30 years providing strategic Media Planning and Buying advice to countless partners including Atlantic Toyota Dealers Association, Mussel Industry Council of PEI, Northumberland Links Golf Course, Nova Scotia Come to life, Mi’kmaq Confederacy of PEI, Tourism PEI, Municipality of Windsor/West Hants, Debert Business Park, Take 5 Problem Gambling Help Line, Atlantic Lottery and Halifax Harbour Bridges.  Her passion and experience distinguish our partners from the ordinary.

One of the most important components of a marketing strategy is knowing your audience and understanding the communications tools needed to reach them.  Marlene compiles and analyzes research to build audience profiles, providing the team with valuable insights into how and where to reach the intended audiences. She has strong relationships throughout the region and a reputation for tough but fair negotiations, giving clients the confidence and comfort that their media budgets are being invested as if they were coming from her own wallet.

Get in touch with Marlene

t: 902.422.8992

Paul Card

Vice President – NS

Paul has a varied background in advertising strategy and management, stakeholder engagement, media planning and buying, and public relations. His experience includes over 25 years of marketing, planning, stakeholder relations, development and management in integrated marketing communications. Twelve of those years have been at the executive level in a communications agency environment.

Paul is a strategic thinker, a creative problem solver, and highly experienced in brand stewardship and the delivery of multimedia-based marketing and communications campaigns. His experience in branding, positioning, stakeholder engagement, marketing strategy, and campaign delivery includes work with some of the leading marketers in Atlantic Canada.

Paul has a wealth of experience directing/overseeing successful marketing campaigns in multiple sectors such as health, education, government (provincial and municipal), food, travel/tourism trade, retail, automotive, and economic development. Paul’s current and past clients include NS Department of Health and Wellness, Tourism Prince Edward Island, Atlantic Toyota Dealers Association, Nova Scotia Come to life, Mi’kmaq Confederacy of PEI, Molson Coors Responsible Consumption, Municipality of Colchester, PEI Department of Health, Halifax Harbour Bridges, Northumberland Links, Atlantic Lottery, Aliant, Municipality of Halifax, Municipality of Windsor/West Hants, NS Department of Economic and Rural Development and Tourism, PEI Poverty Reduction and Affordable Housing. Additionally, Paul was the team and strategic lead for Nova Scotia’s Office of Economic Development provincial branding initiative, “Come to Life.”

Get in touch with Paul

t: 902.422.6258

Matt McGuire

Vice President – Strategy and Public Affairs

When you consider what makes an individual stand out in the field of Public Affairs, commitment certainly boils to the top. Whether it’s to a client, a cause or simply just because, commitment can take you a long way. If you don’t believe us, look no further than Matt McGuire. His unwavering sense of commitment has seen him serve as a Deputy Minister, a COO and now as our Vice President of Strategy and Public Affairs. But the level of Matt’s commitment isn’t just a nine-to-five gig, Matt also demonstrates remarkable commitment in his personal life as well with things like the importance of family suppers to the arguably crazy commitment to running that has seen him cover at least one mile each and every day for over five years. F-I-V-E years. Now that’s commitment.

Matt holds a Bachelor of Arts from St. Francis Xavier University. His past and present clients include Atlantic Lottery Corporation, Telus, Mi’kmaq Confederacy of PEI, Nogamaoei Inc., Canada Health Infoway, and Janssen Pharmaceutical.

Get in touch with Matt

t: 902.888.8828

Angela Sullivan

Vice President – NL

Marketing savvy. Creative insight. Eagle-eyed attention to detail. And a passion for getting clients to the top and keeping them there. With unrivaled experience in the marketing trenches, Angela has seen and worked it all. That’s how she knows what works – with fine-tuned direction built on scalable strategies, deep dedication to market performance optimization, and a proven success record in spearheading innovative campaigns across all marketing channels. And she does it all while providing core leadership to our team.

With over two decades in the marketing industry, Angela’s roster of clients is as broad as her strategic intuition. They include Purity Factories, Terra Bruce Productions, The Gathering Place, No Change in the Weather, O’Dea Earle Injury Lawyers, Donovan Homes, Public Legal Information Association of NL, Bristol Development, Harvey’s Home Heating, Harvey’s Oil, Browning Harvey, Farmer’s Market, Lionel Kelland Hospice, Newfoundland and Labrador Medical Association, Women’s Policy Office, Ocean Choice International, Board of Trade, Town of Torbay, Town of Grand Falls-Windsor, Town of Deer Lake, Town of Lewisporte, Deer Lake Motel, Smith Snacks, Ronald McDonald House Charities NL, and Atlantic XL.

Get in touch with Angela

t: 709.753.1121

Erin Bridges

Account Manager

Whether she’s drafting a creative brief, triple-checking copy, or building budgets, Erin has a keen attention to detail and thrives on working alongside both clients and creative teams to develop stellar campaigns that deliver results. And with over a decade of experience in the marketing industry, this Island girl has a passion for people and brands. Some past and current clients she’s been lucky to work with include Tourism Prince Edward Island, Mi’kmaq Confederacy of PEI, Worker’s Compensation Board of PEI, Atlantic Toyota Dealers Association, PEI Potatoes, Irving, Wellness New Brunswick, Cavendish Beach Tourism, Mussel Industry Council of PEI, and PEI Liquor Control Commission.

Get in touch with Erin


Ralph O’Brien

Creative Writer – Content Specialist

Ralph is the product of a long love affair between the written word and the world of advertising. It all began with a small child creating and (much to his parents’ chagrin) singing jingles around the house. Today, Ralph brings that same passion for prose to each and every project that hits his desk at Prime Creative. Ralph has a unique understanding and appreciation for the power and economy of words. This combined with budding creativity, pop culture addiction, and dedication to doing the best for each client has made him an invaluable member of our team at Prime Creative. Whether it’s crafting a brilliantly worded brochure or transforming your Facebook page from dull to dynamic, Ralph’s ready.

Ralph’s past and current clients include Tourism New Brunswick, Newfoundland and Labrador Liquor Corporation, Fairmont Hotels, Stratos Global, GM Goodwrench, The Pharmacy Network, Purity Factories, Screech Rum, Newfoundland and Labrador Centre for Health Information, Donovan Homes, Clean St. John’s, Empower, Public Legal Information Association of Newfoundland and Labrador, Smith Snacks, Hunt’s Logistics, Browning Harvey, Lionel Kelland Hospice, Turn Back The Tide, Sport NL, Hospitality NL, O’Dea Earle Law Offices, Munn Insurance, St. John’s Farmers’ Market, Destination St. John’s, No Change in the Weather Musical, Terra Bruce Productions, and Royal St. John’s Regatta.

Get in touch with Ralph


Dennis Conway

Web and Digital Developer

A board game, a family adventure, and then some deep meditation. That’s the perfect hat trick day for Dennis. It’s an interesting combination, but what else would you expect from a man who boasts education in NL, Summerside, Aberdeen and Stoke-on-Trent. A multi-tasking maestro, Dennis has the ability to design and develop at the same time. Ever adaptable, his vast knowledge of the web world’s systems and languages ensures great designs translate into exceptional online experiences.

Dennis has a BA (Hons) in Design: Multi-Media Graphics from Staffordshire University, Stoke-on-Trent, UK. His past and current clients include Royal St. John’s Regatta, The Canada-Newfoundland and Labrador Offshore Petroleum Board, The Nunatsiavut Government, Newfoundland and Labrador Association of Technology and Innovation, O’Dea Earle, The Newfoundland and Labrador Centre for Health Information, Public Legal Information Association of Newfoundland and Labrador, Atlantic Toyota, Newfoundland and Labrador Medical Association – Family Practice Renewal Program, Government of Newfoundland and Labrador – Department of Business and Economic Development, Munn Insurance, municipal websites including the Towns of Deer Lake, Logy Bay/Middle Cove/Outer Cove, Grand Falls-Windsor, and Bay Roberts, Carnell’s Funeral Home, IBEW 1620, The Gathering Place, St. John’s Farmers’ Market, EmpowerNL, and Lionel Kelland Hospice.

Get in touch with Dennis

t: 709.757.0124

Dawn Wareham

Creative Director

When we say Dawn’s visual and conceptual talents are invaluable assets to Prime, we aren’t kidding. Heck, she even designed our office décor. When she’s not wowing clients with innovative designs, Dawn devotes her time (and creativity) to her kids, weekends at the cabin, and making friends insanely jealous of her cooking skills. Because whether it’s at home or at work, the finished product has got to look good. And Dawn never uses the same recipe twice.

Dawn has a Diploma in Advertising from Loyalist College where she also picked up a Medal of Excellence for Creative Copywriting and the Advertising Award for Creative and Inspired Presentations during her studies. Some of her past and current clients include University of NB, Pennecon Limited, Munn Insurance, PanGeo Subsea, PSN – Production Services Network, Sport NL, O’Dea Earle Law Offices, Clean St. John’s, Donovan Homes, NLCHI, Purity Factories, Screech Rum, Smith Snacks, Town of Bay Roberts, Town of Logy Bay/Middle Cove/Outer Cove, Newfoundland Ocean Industries Association (NOIA), Destination St. John’s, Hospitality NL, Turn Back The Tide, Public Legal Information Association of Newfoundland and Labrador, Canada-Newfoundland and Labrador Offshore Petroleum Board, Smith Snacks, Hunt’s Logistics, Empower – The Disability Resource Centre, and Ocean Choice International.

Get in touch with Dawn

t: 709.753.4459

Mike Whitelaw

Creative Director

An Art Director by training, Mike naturally understands the importance of both visuals and words in integrated marketing campaigns. He prides himself on being objective when evaluating work, balancing the concerns of clients and exceeding the goals of the creative product. Mike knows how to get the best out of people. He fosters a teamwork environment and isn’t concerned with having to “own” an idea himself. He knows creative is strongest when it can benefit from a range of inspirations, and his focus is getting the best from the entire team.

He has a passion for building business in Atlantic Canada because it’s the place he chooses to live, not a place he happens to be from. Mike has worked with some of the leading marketers in the region and the country providing strategy, art direction and concept development for such clients as Tourism Newfoundland & Labrador, Nova Scotia Come to life, Tourism Prince Edward Island, Atlantic Toyota Dealers Association, Mi’kmaq Confederacy of PEI, and Molson Coors.

Get in touch with Mike

t: 902.422.8144

Tracy Lacey

Senior Art Director

With an impressive portfolio three decades in the making, it’s no mystery as to why Tracy is known for next-level designs that impress. You could say she’s the perfect illustration of what happens when natural artistic talent and perceptive design knowledge meet. Approachable, industrious, and a design dynamo, we’re constantly wondering what she can’t do. And we’re lucky to have her unwavering eye for detail at the ready.

From print to video and everything in between, Tracy has built up an impressive roster of impactful, cutting-edge creative campaigns for clients such as Newfoundland and Labrador Teachers’ Association, Government of Newfoundland and Labrador, Newfoundland Power takeCHARGE, Hickman Motors, Veteran Affairs, Ocean Choice, Fortis, Choices for Youth, East Coast Trail Association, Lane’s Retirement Living, New Hampshire Department of Corrections, Dollar A Day Foundation, MOWI (Marine Harvest Atlantic Canada Inc), and more.

Get in touch with Tracy


Paul Durdle

Digital Marketing Manager

Paul originally had his sights on an engineering career. Lucky for us, he took a little detour – one that involved studying Business and scuba diving in Australia – before diving headfirst into the world of digital marketing. Now he engineers engaging digital experiences from concept to launch. His passion shines through in the innovative social media, content, and front-end solutions he creates for clients across all platforms. When not exploring ways to help clients attract new customers and scale growth, Paul slings suds with local craft brewery Ninepenny and takes to the highways of Newfoundland on his motorcycle – but not on the same day ;).

Paul has a Commerce Degree with a focus in Marketing, and a decade of digital marketing experience. In his previous life, Paul worked on projects that included digital marketing and strategy development for numerous local business, helping to drive success in the areas of craft brewing, golf, travel and tourism destination marketing, real estate and automotive to name a few. His experience is helping clients like Browning Harvey, Lionel Kelland Hospice, O’Dea Earle Law Offices, Munn Insurance, No Change in the Weather Musical, Terra Bruce Productions, and the Royal St. John’s Regatta every day.

Get in touch with Paul

t: 709.753.0142

Katrina O'Keefe

Account Manager

Southern Shore born and bred, Katrina stands on guard for timelines, budgets, and beyond-compare client services. A lover of positive change, a stickler for results, and a believer in genuine connections, this busy mom of two is used to juggling tasks with ease. Dedicated and attentive to the core, she gets your brand, your goals and where you want to take them.

With a background in Business Marketing (and a Valedictorian to boot), Katrina brings a wealth of marketing and budgetary insight to every client. Her past and present clients include Harvey’s Home Heating, The Gathering Place, Team Broken Earth, NLAD, Newfoundland Power, Dollar a Day Foundation, and Canadian Hard of Hearing Association.

Get in touch with Katrina

t: 709.753.0112

Mike Mutrey

Director, Business Development

Mike Mutrey is a graduate of Memorial University’s School of Business. He started his career in economic development and event planning with St. John’s Downtown Development Commission. In 2015, he moved into a position as the Regional Marketing Manager for Mary Brown’s Inc. At Mary Brown’s, Mike was responsible for all local and regional marketing initiatives, as well as overseeing all philanthropy and community work. He was also the Head Hospitality Trainer for the company in Newfoundland and Labrador and later, as the Manager of Membership Engagement and Development at Hospitality Newfoundland and Labrador, continued his training delivery with a sharp focus on customer service and client engagement.

Mike’s combination of business acumen and client relations have brought him to Prime Creative as Director, Business Development. In his spare time, Mike enjoys travel, is a musician and an athlete too, playing nearly anything with strings and knocking down mid-range jump shots on courts all over town. He brings elements of teamwork and creativity to his career every day. Mike’s past clients include Mary Brown’s and TRUE HOCKEY NL.

Get in touch with Mike

t: 709.315.0748

Bethany Greeley

Production Artist

With an adventuresome, artistic flair and precise attention to detail, Bethany’s graphic design experience spans both print and digital media, executing and creating designs that communicate ideas and information with visual appeal and purpose. All while keeping her output prolific, fresh, and professional. A believer in constant self-improvement, a self-confessed crazy dog mom and admitted travel junkie, Bethany works closely with our team to produce expertly designed visuals that reflect our clients’ brand cultures and goals.

With a Graphic Design Diploma from College of the North Atlantic, Bethany’s past and current clients include Newfoundland Chocolate Company, Harvey’s Oil, Ninepenny Brewers, Purity Factories, Lionel Kelland Hospice, O’Dea Earle, and Deer Lake Motel.

Emily Lyver

Junior Copywriter

Emily’s passion for writing began in early childhood, starting with poetry. Today she’s putting her literary prowess to work for clients, crafting radio scripts, social media posts and more, wherever finessed and effective copy is needed. Born and bred in Mount Pearl, Emily studied Journalism at College of the North Atlantic before finding her natural niche in copywriting. We think journalism’s loss is our gain – and our clients’ too.

With Emily as one of our go-to wordsmiths, we can ensure clients have the unique, powerful copy they need to hit the right note, resonate with the right audience, and leave a lasting impression. Emily’s past and current clients include Newfoundland Power takeCHARGE, Ocean Choice, MOWI, Newfoundland Teachers’ Association, New Hampshire Department of Corrections, A Dollar A Day Foundation, Hickman Motors, Harvey’s Oil, Ninepenny Brewing, Deer Lake Motel, Terra Bruce Productions, and Browning Harvey Ltd.