EXPERIENCE

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BRAND CREATIVE DIRECTOR (contract)
2021 – present
Optum (a division of UnitedHealth Group)
Refining and redefining one of the biggest names in healthcare.
Responsibilities include:

  • Creating a new voice and tone for the Optum brand

  • Developing brand pillars to guide and reinforce B2C and B2B omni-channel messaging

  • Launching the new brand across digital platforms such as web, email, and social among others

 

FREELANCE CREATIVE DIRECTOR & COPYWRITER
2019 – present

Freelance creative director and copywriter for small business and Fortune 500 brands across social, web, TV/video, and more.
Brands have included:

  • Amazon Web Services (AWS), The Walt Disney Company, Rivian Automotive, Amazon.com, Bloomberg Philanthropies, Amazon Alexa

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SABBATICAL 

2018 – 2019

Got laid off, so I put the dog in the car and hit the road.
Things I did include:

  • Spent three months in my Jeep Wrangler with my dog James, covering 25 states

  • Got into standup, ultimately performing before a crowd of 300 at Gotham Comedy Club; my most successful joke was about shark attacks and dermatology

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CREATIVE DIRECTOR
Critical Mass / 2017 – 2018 
Client: BMW USA

Team lead and client partner on BMW USA at its social media AOR.
Accomplishments include:

  • Developed Instagram campaign for global debut of X2 in Detroit, in a way distinct from over-saturated corporate imagery, as well as showing the city in a way distinct from usual aesthetic of urban blight

  • Vibrant, positive, and color-rich campaign resulted in 42% higher general brand engagement rate, as well as asset pilfering by BMW Global

  • Created realtime photoshoot and Twitter-based scavenger hunt to promote BMW’s sponsorship of the David Bowie Is exhibit at the Brooklyn Museum

  • Greenwich Village-focused campaign netted a 93% positive sentiment rate, as well as 130 UGC posts during the shoot itself
     

ASSOCIATE CREATIVE DIRECTOR

Spark44 / 2016 – 2017

Clients: Jaguar & Land Rover North America

Content creator for Jaguar & Land Rover at their global AOR.
Accomplishments include:

  • Created story-driven direct mail pieces using a new look, a new voice, and a new feel to unify the entire Land Rover lineup into a cohesive unit defined by its embrace of adventure and romance

  • Developed multi-stage eCRM campaigns and premium promotional materials for Jaguar, changing brand perceptions and generating leads

  • Direct mail response rates improved by 25% for both brands

 

ASSOCIATE CREATIVE DIRECTOR
MUH-TAY-ZIK HOF-FER / 2015 – 2016

Client: Audi of America

Team lead and client partner on Audi of America at its social media AOR.
Accomplishments include:

  • Spearheaded next generation of social content for Audi, emphasizing the brand’s design hallmarks with nighttime photography

  • Embraced younger enthusiasts with live-streamed video games through an official XBOX tag

  • Directed on-site, live broadcast on Snapchat of North American reveal of second-gen R8 supercar, netting nearly 60k views and 800 saves

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SENIOR SOCIAL MEDIA STRATEGIST
Razorfish / 2013 – 2015

Client: Mercedes-Benz USA

  • Developed trendsetting programs like #MBphotopass, reinventing how luxury auto brands approach visually-driven social and driving MBUSA to a 32% greater engagement rate versus global competitors

  • Assisted in launch and management of Instagram-based CLA: Take The Wheel campaign, winner of an Effie Award, and two golds and one silver MMA Global Smarties for Lead Generation/Direct Response/Conversion, Product/Services Launch and Brand Awareness

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SENIOR COPYWRITER
Razorfish / 2011 – 2013

Clients: Mercedes-Benz USA, J.P. Morgan, Citi & Chase

  • Created an all-new brand voice for Mercedes-Benz USA, as well as storytelling-style social content that garnered industry-beating engagement

  • Re-branded and re-wrote websites for Mercedes-Benz USA and J.P. Morgan private wealth management

  • Developed eCRM campaigns for Citi and Chase targeted at high-end retail banking clients

 

FREELANCE COPYWRITER
2004 – 2008

Note: Left in 2008 to attend graduate school.

  • Clients included: Arizona Jeans, Boston University, Ferrari, Harvard University, JCPenney, Morrissey & Co.

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EDUCATION

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Master’s Degree / Communications – Boston University

Portfolio / Copywriting – Miami Ad School

Bachelor’s Degree / History – Tufts University

© 2022 Phillip McCarthy