About me
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PHILOSOPHY I like to think, create and solve problems. I have been a proven talent and an effective leader in the creative industry for over 25 years with corporate executive experience in copywriting, creative direction and staff development. I still believe an idea is the most powerful dynamic in advertising and marketing. My strength is understanding and synchronizing a singular voice of the many channels vying for attention. One concept. One idea. One voice. I believed the customer is driving the brand and it is imperative to understand what they are doing, thinking and feeling at every engagement with the brand. No matter what the channel. It is the "why" not the "what" in every marketing project. Why are the customers making those decisions? Why should they care? When it comes to copywriting, you should be composing. If you're not, you're just typing. Content should be relevant and bring value to the customer. If not, you're just typing. I bring a positive attitude and an exceptional skill set to the agency every day. My focus is always to build the department, the brand, the work, and the agency. I have a passion for new business and enjoy the challenge and theater of the presentation. I love what I do and look forward to coming to work every day. I believe in results. For instance: • Saved $154,000 in video production by creating an in-house Production Department. • Built a Creative Department from zero to 13 team members in less than 6 months for Recovery Centers of America and saved the company $200,000 by bringing all Creative in-house. • Redesigned and rewrote the First Niagara Bank website that increased engagement 500%. • Created a checking campaign for the FNB client that increased response by 129% and produced $5 million over projected in incremental checking accounts. • Developed a strategy and creative package for a B2B client that sold $1.5 million in digital printers. Total marketing budget: $50,000. Insight. Strategy. Creative. Differentiation. Results. KEN FITZGERALD 13 Windemere CT Downingtown, PA 19425 281-546-2356 kenfitz.1@gmail.com PORTFOLIO: www.kenfitzwork.com Areas of Expertise: Creative Direction•Copywriting•Brand Strategist•Brand Builder•Brand Innovation•Brand Stewart•Motivational Leader•Mentor•Problem Solver•Content Curator •Digital Integration•Collaborative Leader•Storyteller SMART. STRATEGIC. CREATIVE. IDEAS: December-Present Creative consultant/brand strategist/Copywriter Wyndham Capital Mortgage -Mortgage (Social, Banners, email, Print) -HELOC (Print) -Lending (Print, Social) Victory Bay Recovery Center • Brand positioning/strategy/execution/Brand voice • Creative direction/video production • Website copywriting Dignity Hall: Sober Living • Brand positioning/strategy/execution/Brand voice • Creative direction/video production • Website copywriting Lightstream Group • Creative Consulting-Copywriting-Brand Positioning-Brand voice -University Credit Union (Checking concepts, Brand repositioning) -Bank of Sierra (LinkedIn, digital, email) -Patriot Federal Credit Union (Spring Campaign) -Opus Credit Union (Brand work) -Affinity Federal Credit Union (Brand positioning) -Einstein HealthCare Network (Radio, DadLab- relaunch, Cardio positioning) -MossRehab (OOH, Radio, Brand positioning, Social) -Ochsner Healthcare (OOH-Transit Video concept, Storytelling) DIGITAS HEALTH: December: 2018-Decembeer 2019 Associate Creative Director • Joined the team to manage, mentor, and improve copy in all channels for HIV drug, BIKTARVY HCP account • Manage copywriters in Philadelphia and New York • Developed a new voice and tone for the BIKTARVY HCP brand • Instrumental in creating a new messaging platform for the brand • Lead in-house and client facing presentations RECOVERY CENTERS OF AMERICA: November: 2016/September: 2018 Creative Director • Hired to create and manage in-house Creative Department • Grew Creative/Marketing Department from 1 to 13 in 9 months • Increased Video Content from 9 to 111videos in one year • Drove Digital engagement across channels by 330% by implementing an SEO/SEM strategy and developing a UX/CX website • Spearheaded the digital platform and social media strategy that increased engagement by 300% • Reduced production budget by $157,000 in three months by building an in-house production department • Increased call volume from 150 per day to 504 in 4 months through meticulous integration of all channels CATALYST: October:2010/October 2016 Creative Director • Brought in to stabilize Creative Department and integrate B2B model with digital channels • Won $5 million bank business with differentiating strategy and messaging growing DM and Digital business by 40% • Won new business with integrated channel strategy: First Niagara Bank, Xeikon Digital Printing, AMC Theater (loyalty program), ACI Banking Payment Solutions, Rise Broadband • Repositioned agency model from B2B to a Customer Experience agency • Created bank DM/Digital campaign that drove $5 million in new checking accounts FKM: August:2007/September:2010 Creative Director • Energized and drove Creative in two offices: (Houston/Dallas) • Recruited to integrate digital and traditional departments • Developed/wrote, and grew their first website with new voice and positioning • Won new business ($12 million incremental): Pre-Cash, Bertolli Olive Oil, Phillip’s Aviation Card, Reliant Energy, Waste Management (digital) • Grew digital department from 4 to 14 in 6 months and won $2 million in digital income (Waste Management, Reliant Energy) DIGITAS: December: 1997/July 2007 Group Creative Director • Hired to manage and grow AT&T business • Managed AT&T’s Acquisition & Retention DM/Digital business • Grew AT&T business from $32 million in income to $100 million in 6 years with an amazing team • Created The Big Idea Dinner that won $10 million in incremental/organic billings • Drove new scalable business in the Chicago Office: (Eli Lily, Shore Bank, DeVry, Whirlpool (Jenn-Air, Maytag, and Amana) • Led, managed, and motivated a team of 25: writers, Art Directors, Developers, and Designers • Attained lowest attrition rate of all (5) offices: 0% in 7 years • Member of Diversity Board of Directors AWARDS: 5 Clio awards 2 John Caples Awards 19 Pioneer Awards 12 CADAM awards 3 Adobe Awards VETICALS: Recovery/Addiction•Healthcare•Telecom•Travel-Tourism•Finance•CPG•Automotive |
FINANCIAL:healthcare:
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