Creative Director Social Media

Lou Schiavone

East Lansing, MI

**********@*****.*** 860-***-**** linkedin.com/in/louschiavone

Messaging Strategist. Writer. Teller of Highly Effective Stories.

Respected creative whose work cuts through clutter and incites people to act.

CORE COMPETENCIES

Creative Direction

Copywriting

Advertising

Digital Marketing

Online Advertising

Video/Television

Print

Out-of-home

Radio

Nontraditional Advertising

Concept Development

Messaging Strategy

Social Media Strategy

Brand Development

Creative Strategy

Marketing

Interactive Advertising

Marketing Communications

Cross-Channel Campaign Development

Storytelling

Editing

Client Management

PROFESSIONAL EXPERIENCE

Professor of Practice/ Academic Specialist August 2015 – August 2023

Department of AD+ PR, College of Communication Arts & Sciences

Michigan State University, East Lansing, Michigan

Taught students at a top-tier Communication School in courses spanning concept development, integrated campaigns, and copywriting. Managed a full-time schedule, instructing advertising students in all aspects of professional advertising including how to evolve campaigns that don’t play it safe.

Led an advanced integrated campaign capstone course for multiple years that constituted 50% of teaching load

Sourced real client companies with active brand projects, providing valuable experiential learning opportunities for student teams

Facilitated C-Suite and senior executive presentations with a 70% success rate in project acceptance and implementation

Freelance Creative Director/Copywriter August 2009 – August 2015

New York, NY

Leveraged fresh creativity and compelling storytelling to attract and serve a diverse set of clients across the Health & Wellness and Consumer sectors. Provided exceptional writing capability and created multiple major pharmaceutical campaigns by adapting quickly to new scientific information and terminology.

•Campaigns included Pfizer’s “Be wise about your HIV Therapy”, Bristol-Meyer Squibb’s Reyataz (antiretroviral), Merck’s Zostovax (Shingles) vaccine, and Alcon’s Dailies contact lenses

•Health & Wellness clients included FCB Health, Havas Health, Ogilvy Health, and Publicis Health

•Consumer Clients included: Barney's New York, Capital One Bank, Estée Lauder, Gleaner’s Community Food Bank, John Derian Company, TBWA\Chiat\Day, Literacy Volunteers of Greater Hartford, The Henry Ford Museum

Creative Director/Copywriter February 2002 – August 2009

Enlighten, Ann Arbor, Michigan

Hired by a respected digital start-up to spearhead advertising and social media campaigns for key client accounts, resulting in increased brand visibility, customer engagement, and overall client satisfaction. Won major industry awards.

Clients included: Artistry Cosmetics; Audi USA; illy caffè; John Frieda Hair Care; Pittsburgh Paints

Lou Schiavone **********@*****.*** Page 2

Creative Director and Writer March 1998 – February 2002

Schiavone Creative, Plymouth, Michigan

Established and led a highly successful small consultancy, delivering exceptional services through tailored strategies and innovative solutions.

Representative Clients: Barney's New York, Detroit Institute of Arts, Detroit Medical Center, Ford Power Products, Henry Ford Museum, MoMA New York, Neiman Marcus

Senior Vice President, Group Creative Director September 1988 – February 1998

Doner, Southfield, Michigan

Co-led a highly creative and successful advertising team, pitching and producing impactful campaigns for major client accounts. Won major advertising industry awards.

Clients: Amnesty International; Babies R Us; British Petroleum; Chiquita Bananas; Detroit Zoo;

E & J Gallo Winery (Canada); Iams Pet Food; La-Z-Boy; University of Michigan Hospital

OTHER RELEVANT PROFESSIONAL EXPERIENCE

Vice President, Creative Director

McCann-Erickson, New York, NY

Clients: American Express Gold Card; Coca-Cola; Etienne Aigner Leather Goods; Intrepid Sea, Air & Space Museum; L’Oréal, Lufthansa; Sony; Waterman Pens

Vice President, Senior Copywriter

Ogilvy & Mather, New York, NY

Clients: AT&T; British Tourist Authority; PAR Parfums/Paco Rabanne for Men; Seagrams; Unilever (Dove and other brands), United Technologies

EDUCATION AND AWARDS

BA English, magna cum laude

St. Michael’s College, Colchester, VT

Columbia University, New York, NY, completed all course work for MA in English and Comparative Literature

School of Visual Arts, New York, NY

Industry Awards & Citations: Cannes Gold Lions, Gold and Silver Clios, Communication Arts Advertising Annuals, FWA Site of the Day, British D&AD, Emmy Award, Hatch Award, MPA Kelly Awards, London International Awards, The One Show, Effie, OBIE

LEADERSHIP AND COMMUNITY INVOLVEMENT

Member, The One Club for Creativity, New York, NY

Portfolio Reviewer, The One Club for Creativity Annual Creative Week, New York, NY

Mentor and Team Leader, Minds Wide Open Advertising Competition, MSU, East Lansing, MI

Current Member, Board of Directors, Mid-Michigan Land Conservancy, Lansing, MI

Current Member, Board of Directors, Blended Learning Academies, Dewitt, MI

Past Member, Board of Directors, The HOPE Fund, Detroit, MI

Past Member, Board of Directors, Founders Junior Council, Detroit Institute of Arts, Detroit, MI

Past Crisis Intervention Worker, GMHC, New York, NY

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