EXPERIENCE

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FREELANCE ADVERTISING & MARKETING CONSULTANT
2019 – present

Freelance advertising and marketing consultant, creative director, and copywriter for clients across social, web, TV/video, and more.

 

Brands I’ve worked with include:
• Amazon Web Services (AWS), a cloud computing juggernaut powering everything from biochemical research to Formula 1 racing.
• Disney, a.k.a. The House of Mouse. An entertainment and theme park enterprise the likes of which Chuck E. Cheese can only dream.
• Amazon.com, an online book store that’s expanded into other areas such as bulk toilet paper and award-winning televisual entertainment.
• Rivian, a billion-dollar unicorn automotive startup backed by Amazon and Ford.
• Shift.io, a cloud-based collaboration platform changing how video content is edited and produced.
• Porsche Club of America Los Angeles Region, the country’s foremost Porsche enthusiast club.
• Mondo.NYC, a global festival uniting music and technology, where emerging artists, innovators and industry insiders connect and collaborate.
• Bloomberg Philanthropies, a charitable foundation that spans the globe and reaches nearly every corner of human endeavor.

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SABBATICAL 

2018 – 2019

Got laid off, so I zigged when I would’ve been expected to zag. 

Things I did:
• Drove around the country for three months with my dog James.
• Fell in love with Utah.
• Wondered if I could’ve booked some dog food ads given the reception James received outside the CAA offices in Beverly Hills.
• Became a booster of Love’s Travel Stops.
• Worked as a bar back. 
• Realized bar backing is a really hard job.
• Started doing standup comedy; my most successful joke was about shark attacks and dermatology. 
• Performed at Gotham Comedy Club.

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CREATIVE STRATEGY DIRECTOR
Critical Mass / 2017 – 2018 
Client: BMW USA
Social media team lead and client partner. Two direct reports plus two other indirect reports. Acted as a client representative at trade shows and other events.

  • Developed Instagram campaign around global debut of X2 in Detroit, showing the vehicle in a way distinct from over-saturated corporate imagery, as well as showing the city in a way distinct from usual 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.

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SENIOR COPYWRITER

Spark44 / 2016 – 2017

Clients: Jaguar & Land Rover North America

  • 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 conversion rates improved by 25% for both brands.

 

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

Client: Audi of America

Editorial lead for Audi’s organic social content. Two direct reports, one indirect. Client partner. Directed on location content capture and publication.

  • Spearheaded next generation of social content for Audi, emphasizing brand design hallmarks with nighttime photography, and embracing 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 up to 782 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 social engagement rate versus all global luxury competitors.

  • Responsible for engaging a global audience through the @MBUSA Twitter handle, addressing comments, questions, and concerns while building the account into a benchmark for automotive.

  • Created and presented POVs on potential suitability of emerging and existing social channels for programs, campaigns, and activations, and sold them through to VP- and SVP-level clients.

  • 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.

 

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 by resonating with consumers, while bettering their understanding of the client’s products and mission.

  • Re-branded and re-wrote websites for Mercedes-Benz USA and J.P. Morgan’s private wealth management office in San Francisco.

  • Developed eCRM campaigns for Citi and Chase targeted at higher-end retail banking consumers.

 

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

© 2021 Phillip McCarthy