I run to where the trouble is.

I’ve volunteered to lead broken and angry client relationships, I left the security of a network to open an agency and I built a modern content department inside a traditional PR agency. Each of those have turned into big opportunities and helped me lead, inspire and create some incredible and award-winning work.

I rallied 18 people to join me in fixing that client relationship, the agency I opened was voted a Best Place to Work by AdAge and the content department inside that PR network won its first Cannes Lion by year two. 

 So bring on the tough assignments.

I’m a writer and still write on as much as I can.  I pursue the assignments the same way I’ve pursued my career – chasing big problems no one else wants or the small assignments no one else cares about.  Over the years I’ve worked on leading brands McDonalds, Bud Light, Budweiser, Mars/Wrigley and Capital One.  In the last two years I’ve pitched and won FedEx, Subway, Kelloggs, Prudential, Sonesta Hotels and Clorox.

I believe: 

Strategy is the business. Our job is to find a creative way to disguise it.

Opportunity will not find you. You have to look for it in the smallest of places.

You can’t turn around brands overnight.  Success is the slow erosion of the shoreline.

Ambition beats talent. 

People need purpose.  Anyone can work their tail off for a little while but they need a reason to keep going when times get tough (and they always get tough).

You won’t win a Lion by wishing for it. You need to overdeliver every step of the way.

We’re all very lucky to get to do what we do.

EXPERIENCE

Freelance Creative Director / Writer

September 2023 - Present.

Highdive, DDB, FCB, VML.

Current Global, Executive Creative Director

November 2018 to September 2023.

Built a modern content department within a traditional PR agency with earned media at the core.

PRSA Organization of the Year 2023.

PR Week Campaign of the Year 2022.

PRWeek Awards Most Awarded Agency 2022.

Fast Company Magazine “World Changing Ideas” 2021.

Pitches Won: FedEx, Subway, Kelloggs, Clorox, Prudential, Bota Box, NetApp, Sonesta Hotels, Vroom. 

Freelance Creative Director / Writer

November 2017 to November 2018.

Worked on the launch of the 2nd generation iPhone X with TBWA/MAL, Holden (GMC) SUV’s with Special Group in New Zealand and the winning pitch for Jimmy Johns with FCB Chicago.

Agencies included: TBWA/Media Arts Lab, Highdive, Havas, DDB, FCB, Leo Burnett, The Special Group New Zealand, Supply & Demand.

Clients included: Apple, Jeep, Ram Trucks, Alfa Romeo, Allstate, Jimmy Johns, GMC, Capital One. 

Cossette, SVP, Executive Creative Director

September 2014 to November 2017.

Helped the Chicago agency double in size the first year and voted Ad Age’s Best Places to Work in year two.

Instituted industry leading employee benefits, including: unlimited vacation, yearly creative grants and one year maternity and paternity leave.

For McDonald’s, contributed to a guest count climb of 102 positions and +20% per customer cash flow in three years.

For RMHC, increased donations in-restaurant +4% in the first quarter after communications ran.

Led development of RMHC’s largest crowd-funding digital and mobile campaign.

Creative work recognized by Archive Magazine, Radio Mercury Awards and Communication Arts Magazine.

Clients included: McDonald’s, Ronald McDonald House Charities, WyoTech and Everest College.

DDB, SVP, Group Creative Director

September 2000 to August 2014.

As GCD on Capital One, led creative on $265 million account.

Co-managed the Bud Light group during the most award winning run in DDB history.

Launched Bud Light Lime. The most successful beer introduction by volume at the time.

First work for Starburst reversed a a 17 month sales decline.

Filmed first 3-D commercial for Bud Light, developed Snap Tags and wrote “listicles” for Buzzfeed – back when everyone thought all those things meant something.

Clients included: Bud Light, Budweiser, Capital One, Starburst, Milky Way and JCPenny. 

JWT, Copywriter

July 1998 to September 2000.

Turned a request for a coupon ad into a brand campaign for Triscuit, setting in motion the philosophy I still adhere to - every assignment is a chance to show what we can do and to overdeliver every step of the way.

Clients included: Miller Genuine Draft, Miracle Whip, Triscuit. 

Meldrum & Fewsmith, Copywriter

March 1996 to July 1998.

Clients included: Cedar Point Amusement Parks, Mr. Coffee, Rubbermaid.

Freelance Writer

May 1994 to March 1996.

Clients included: Yamaha Waverunner, Lincoln Mercury.

EDUCATION

Grand Valley State University

BA Communications.

Hyper Island Master Class, NY

Second City Comedy Writing, Chicago

AWARDS

Eleven Cannes Lions, including two Grand Prix.

Ad Age's Best Places to work for Cossette Chicago. 

Emmy Nomination for Bud Light "Magazine Buyer.”

Fast Company, “World Changing Ideas” 2021.

TBS Funniest Commercial of the Year for Bud Light "Deli." 

14 Superbowl commercials as writer or CD, including #1 USA Today Admeter. 

Clios, One Show, London International, Andys, Radio Mercury, PR Week and Communication Arts.

JURIES

 Cannes.

Clios.

New Zealand Axis.

London International Awards.

Radio Mercury Awards.

Effie Awards.

Communication Arts.