Our People

Ascribe is a strategic content agency dedicated to quality, reliability and exceptional client service. Since 2007, we’ve built our business on the belief that great writing begins with great thinking, upholding intelligence as our highest value — to meet our clients’ highest expectations.

Our team has the capacity to execute writing, editing and proofreading projects of any scope or scale: campaigns, annual reports, SEO website content, blogs, white papers, case studies, video scripts, e-books, brochures, infographics, presentation, direct mailers and more. This allows us to serve as a seamless extension of your internal marketing communications department, whether we’re carrying out individual assignments or providing content development services on an ongoing, outsourced basis.


Dale Morris

President and Creative Director

The architect of Ascribe’s agency model, Dale sets Ascribe’s business strategy, oversees the company workflow and spearheads business development as client-service lead. She also serves as Ascribe’s chief creative director, directing complex, strategic and concept-driven projects including annual reports, branding assignments, video scripts, websites and marketing campaigns.

Clients value Dale’s strategic perspective, ‘make it happen’ attitude and ability to zero in on what matters, making connections between business drivers and marcom goals.

Twice named to the PROFIT/Chatelaine W100 list of Canada’s top 100 women entrepreneurs and recognized in 2016 as a Businesswoman of the Year Finalist in the Entrepreneur category, Dale draws on more than 20 years of experience in marketing communications and an unflagging passion for storytelling.


Bachelor of Journalism
Combined Honours (Political Science)
Carleton University, 1993

Advanced Course in Group Facilitation Certificate

“Our client relationships are the centre of our business: we forge and nurture personal connections and, in the process, become invested in the success of our clients’ organizations and initiatives. I think that’s a key reason we enjoy so many longstanding affiliations.”

Andrew Kirkwood

Lead Writer and Editorial Reviewer

As head writer and keeper of the Ascribe standard, Andrew handles the toughest assignments — those that demand expert stylistic intervention and brand writing. With a quick grasp on complex subject matter and the ability to bring clarity to the page, he ensures all work delivered by the Ascribe team is strategically on message and stylistically on the mark.

Andrew has developed content for virtually every marketing communications form across all media — print, video and digital. He provides editorial direction to Ascribe’s writing team and leads the company’s ‘Ascribe U’ training sessions on topics of writing technique and process.

Clarity, Imagination

Bachelor of Arts
Honours English (Highest Honours)
Carleton University, 1993

Scriptwriting Diploma
Algonquin College, 1994

Foundations Course in Group Facilitation Certificate

“Creating content for today’s information consumers is all about speed: getting content out to audiences fast — with immediate impact and crystal-clear meaning. It’s what our clients need, and what we deliver.”

Steve McCutchen

Senior Writer/Editor and Editorial Reviewer

Steve is a broadly experienced writer and a senior reviewer of Ascribe client deliverables. One of his key areas of specialization is web copywriting — including the application of search engine optimization (SEO) strategies.

Like many of his Ascribe colleagues, Steve comes from a journalism background — evident in his thorough approach to research and swift grasp of challenging subject matter. Over his years at Ascribe he has written and edited content for the full range of marcom outputs in print, digital and video formats.

Steve’s technical precision as a proofreader and copyeditor — ensuring that written materials conform to clients’ style guidelines — has earned him the nickname ‘Hawkeye’ within the Ascribe team.

Keywords: Precision
, Depth, 

Bachelor of Journalism
High Honours, Minor in Film Studies
Carleton University, 2005

Scriptwriting Diploma
Algonquin College, 2006

“I’m always amazed at the power of the written word. It doesn’t matter if the final product is printed, filmed, illustrated or performed — it starts with the writing, the expression of ideas that drive the project. Without the words, you’ve got nothing.”

Brenda Solman


Brenda applies her writing and editing acumen and proofreader’s precision to help our clients meet their marcom goals. A quick study with broad range and get-it-done attitude, Brenda produces work across the full breadth of subject matter and forms.

She joined Ascribe after five years as a bilingual writer and editor in a federal government department. She has also worked as a proofreader for a major national retailer.

When she’s not producing on-the-mark deliverables for our clients, Brenda brings theatrical entertainment to Ottawa as one of the directors of Theatre Kraken, which she co-founded in 2016.

Keywords: Concision, Consistency, Ingenuity

Bachelor of Journalism
University of King’s College, 2005

Bachelor of Arts
Honours, Specialization in French-to-English Translation
University of Ottawa, 2012

“We’re very serious about protecting our clients’ credibility. That extends from making sure the messaging is clear, strategically on target and on-brand to delivering copy that’s error-free and grammatically correct. We do everything we can to help clients put their best foot forward.”

Sherry Wilson


Sherry handles all of Ascribe’s day-to-day financial functions, processing invoices, managing receivables, attending to accounts payable, and liaising with the company’s chartered accountant on bookkeeping matters.

A former nurse with journalism training, Sherry brings an easygoing, unflappable manner and methodical approach to her role, making sure Ascribe’s financial transactions flow smoothly.

Keywords: Practicality, Integrity, Persistence

Basic Bookkeeping Certificate
Granton Institute of Technology

“I’m a problem solver by nature. The more complicated the problem, the more motivated I am to find a solution. At the end of the day, when I’ve made all the numbers line up, I get an enormous sense of satisfaction.”

Al Kratina

Associate Senior Writer

Al is Ascribe’s ‘Man in Toronto’, writing and editing the full range of marcom materials including video scripts, white papers, case studies, articles and web copy.

Al’s lively style and creative flair engage readers in client content while ensuring key messages are communicated clearly. With a background in journalism, Al is skilled at capturing the details that count and shaping them into stories that hold a reader’s attention from start to finish.

Over the years at Ascribe, Al has written for all media across a broad range of topics including IT and communications technology, sustainability and international trade.

Keywords: Style, Substance, 

Bachelor of Arts
Major in Communication Studies (Graduate with Distinction), Minor in Film Studies
Concordia University, 2005

“All writing is creative, regardless of content or style. The challenge is to make the reader feel that energy and dedication in every word.”

Nikki Sinclair

Associate Senior Writer/Editor

A senior writer and editor and longtime associate of Ascribe, Nikki brings a high personal standard to her work researching, producing and refining content as part of our editorial team.

Familiar with a broad range of subject matter, Nikki is proficient at absorbing and assimilating diverse, complex material into compelling copy that meets clients’ strategic needs. She understands those needs well, having previously held marcom management positions with responsibility for developing marketing programs and overseeing writing teams. In addition to experience, she brings strict discipline and a rock-solid work ethic to her role.

Keywords: Determination, 

Bachelor of Arts and Communications
University of Liverpool, 1989

“For me, the essential question is always, ‘What’s the call to action?’ Every piece of communication needs one. My job is to bring that out.”

Laura McGavin

Associate Editor

A seasoned copyeditor and proofreader, Laura functions as a seamless extension of the Ascribe team on large-scale editing projects and assignments requiring technical editing of complex subject matter.

She has previously worked as an ESL instructor in South Korea, an instructor and tutorial leader in the Department of English at Queen’s University, and as a technical writer for an IT organization. She has a solid mastery of the English language, familiarity with the range of editorial standards used today, comfort with texts of all formats and styles, and a deep understanding of plain language principles.

Keywords: Diligence, Intelligence, Adaptability

PhD ABD, English Literature
Queen’s University, 2012

MA, English Literature
Queen’s University, 2007

Bachelor of Arts
Honours, English Literature and Professional Writing
University of Victoria, 2006

Member of the Editors’ Association of Canada

Academic peer review training
Oxford Journals

Working as a professional editor satisfies the perfectionist in me. I have a high personal standard which has made Ascribe a great alliance: we share the same commitment to excellence and attention to detail.”