RICK EDWARDS

***** ******* ***** *********: 708-***-****

Lansing, Illinois 60438 Email: abmook@r.postjobfree.com

EXECUTIVE SUMMARY

Talented and visionary advertising veteran with an unyielding passion for marketing and 15-plus years

of combined experience in creative development and direction. Exceptional project management,

analytical, organizational, presentation and team-building skills. Broad expertise in domestic and

international B2B and B2C markets. Skilled in Adobe Creative Suite, Microsoft Office, QuarkXpress,

Dreamweaver, After Effects, Photoshop, Illustrator, InDesign, HTML and Flash, and proficient in

graphic application and new online/emerging media technology. Core competencies include:

Complex Brand Marketing Communications Strategic Messaging Campaign Development

Front-to-End Campaign Deployment Creative Direction for Major Product Launches

Multi-Channel Advertising & Promotions Multi-Cultural Consumer Marketing Dynamics

Creative Team & Resource Management Digital Content & Media Channels

Major Accounts

Abbott Labs – Searle – Baxter – Pharmacia – Merck – Eli Lilly – Pfizer

Wal Mart – McDonalds – Kraft Foods – Midas – Fields BMW

Orlando Science Center – American Medical Association – Kemper Financial

PROFESSIONAL EXPERIENCE

2007 to Present

IDEATION247, INC., Chicago, Illinois

Creative Director (Freelance)

Founder and president of a creative consulting firm specializing in creative direction and strategic

management of marketing initiatives and brand evolution for B2B and not-for-profit organizations.

Delivered creative strategies, brand-building campaigns and marketing solutions for organizations such

as AC Nielsen, League of Black Women, Illinois Bureau of Tourism and 100 Black Men Chicago.

• Partner with brand directors, marketing VPs and CMOs to develop, design and implement

integrated marketing programs to build awareness and repeat engagement.

• Lead cross-functional teams of freelancers, photographers, graphic artists, web designers, et al,

in identifying creative objectives, generating ideas and delivering projects for client approval.

• Identify and leverage opportunities to improve project value and client ROI via brand-integrated

ideas and innovative media assortments (e.g. viral brand marketing integration).

• Collaborate with account managers to set clear, creative goals for tight timeline deliverables and

direct creative efforts to maximize results for all campaigns and initiatives.

• Design and implement best practices for creative and non-creative personnel to deliver integrated

marketing communications solutions.

Highlights:

Developed an extensive network of partnerships with media and creative agencies that have

been instrumental in delivering each campaign stage – from strategy to execution and analysis.

2008 to 2009

DYSON U.S., Chicago, Illinois

Associate Creative Head, U.S. Markets

Spearheaded the strategic development and implementation of new product messages in alignment

with Dyson’s creative vision and brand standards. Responsible for maintaining the company brand by

fostering innovative ideas unique to consumer insights and buying trends. Primary facilitator of the

Dyson brand overview, new product proposition implementation and creative process.

RICK EDWARDS

PAGE TWO

DYSON U.S. (continued)

• Facilitated creative supervision of strategic messaging during product launches while teaming

with product retail account merchants to develop trade show execution and tactics.

• Supervised creative development of cross-channel marketing of new product CRM tactics and

Dyson Internet brand site development for third party usage.

• Leveraged and presented creative ideas to senior management within a matrix-driven

organization.

Highlights:

Built a record for delivering value-added campaign strategies and non-traditional marketing

tactics by all established deadlines.

Successfully managed creative continuity across business channels for five product launches in

the U.S. market.

2005 to 2007

E. MORRIS COMMUNICATION, Chicago, Illinois

Associate Creative Director, Art (Freelance)

Held co-responsibility for a $36 million account (Wal-Mart) while providing creative leadership and

direction on several other major accounts. Responsible for delivering innovative programs to support

the brand strategy and gain market share via broadcast, print, promotion and Internet media outlets.

• Built collaboration between account managers and creative team to set clear creative goals and

deliverables, anticipate threats to quality and innovation, and assist team leads in mitigation.

• Managed vendor partnerships along with creative development of viral components and visual

direction of commercial post-production; supervised photo shoots and multimedia development.

• Closely involved in vendor contract negotiations and direction of support staff, as well as web-

editing and Internet publishing applications.

Highlights:

Delivered an integrated marcomm campaign – featuring branding, promotion, identity and

segmented e-based opportunities – that earned national recognition and numerous awards.

Achieved 12% rapid growth in market share while competitors, e.g. Target Corporation,

were losing market share in a struggling economic environment.

2000 to 2005

TORRE LAZUR MCCANN, Chicago, Illinois

Creative Supervisor, Art (2002-2005)

Co-managed national advertising and branding initiatives as part of comprehensive product marketing

campaigns of Fortune 100 clients. Directed creative staff and resources on all campaign stages from

strategic messaging to tactical implementation, while acting as brand gatekeeper for the product lines

of Abbott Labs, Searle, Baxter and Pharmacia.

• Delegated and supervised creative staff responsibilities, provided direction to the interactive

department and designed improvements to production processes and procedures.

• Collaborated with account management and account planning teams in the development of

strategic messaging.

• Member of New Business Team, responsible for creating solutions to existing business opportunities

and brand prospects.

Highlights:

Instrumental in successfully coordinating three multi-million dollar brand launches in the

healthcare category.

Designed the Abbot Immunology brand franchise and created graphic standards for the brand’s

corporate identity.

RICK EDWARDS

PAGE THREE

TORRE LAZUR MCCANN (continued)

Senior Art Director (2000-2002)

Spearheaded creative development of various product launches on multiple product lines while

designing sales/marketing materials (e.g. collaterals, direct mail pieces, CD-ROMs and web sites).

Worked closely with market research department to test campaign messages and concept effectiveness

throughout each segment.

1997 to 2000

FRANK J. CORBETT, Chicago, Illinois

Senior Art Director

Co-managed creative development and launch of product lines in the distinctive professional brand

categories for clients such as Merck, Eli Lilly, Alcon and Pfizer. Developed marketing materials and

visual branding to emphasize selling messages in domestic and international trade shows.

1996 to 1997

CRAMER-KRASSELT, Orlando, Florida

Art Director

Developed and executed creative concepts for high-end automotive, consumer retail and tourism

attractions. Collaborated with copywriter, supervised external creative support, negotiated vendor

contracts, produced electronic design mechanicals and developed innovative brand strategies.

1994 to 1996

LEO BURNETT, Chicago, Illinois

Art Director

Designed national television campaigns for McDonald’s and Kraft Foods targeting the youth market.

Partnered with cross-functional creative staff, management and agencies to develop concepts and

coordinate production. Delivered creative input regarding filming, talent casting and post-production.

1991 to 1994

JACK LEVY ASSOCIATES, Chicago, Illinois

Jr. Art Director / Designer

Designed visual ideas and executions, and presented marketing solutions to internal creative and

account service senior management. Created graphics treatments to address business, brand and market

objectives supported by creative brief.

EDUCATION

GOVERNORS STATE UNIVERSITY, University Park, Illinois

B.A. Media Communications

Graduate Studies (M.A. in progress) – Digital Imaging & Design

ROOSEVELT UNIVERSITY, Chicago, Illinois

IMC (Integrated Marketing Communications) Program

HONORS

> Who’s Who in Advertising 2001 & 2007 > National Telly Awards 2006 (three) & 2007 (one)

> Silver Addy’s Award 2006 (six) > Rx Club Awards Honorable Mention 2000-2003

> InAwe Awards Silver 2003 & 2004 > Addy’s Honorable Mention Award 1997

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