Creative Director Omni-Channel

ANTHONY GIACCONE

LinkedIn: www.linkedin.com/in/concept15 203-***-****

New York, New York Portfolio: www.anthonygiaccone.com **********@***.***

EXECUTIVE CREATIVE DIRECTOR

An award-winning creative director and experience solution strategist, conceptual ideator, behavioral tactician, storyteller, copywriter, business leader, and account partner, in the ever-changing interdisciplinary field of omni-channel marketing. As a creative leader, drives substantial revenue growth by capturing new business opportunities through engaging and innovative activational creative solutions. Boasts a 98% staff retention rate throughout tenure by fostering harmonious working environments built on respect, inclusivity, and collaboration. I am successful in driving new business growth and maximizing revenue upwards of $75M due to understanding and anticipating the clients’ and brands’ needs. Works closely with creative teams to understand right-brain business strategies to maximize left-brain creative output. Serves as a visionary solution strategist who leverages emerging trends, human behavior, and consumer identity to deliver winning campaigns that secure client satisfaction and ensure repeat business.

EXPERTISE

art direction brand management conceptual ideation

creative direction content strategy copywriting

ecommerce marketing strategy experiential events

trend analysis omni-channel marketing new business / rfp

social /mobile/digital content creation management

EXPERIENCE

SWEETSCIENCE MARKETING, Philadelphia, Pennsylvania & New York, New York remote/hybrid

Executive Creative Director 2022-Present

Oversee creative department that includes senior art directors, content creators, and an off-site digital marketing staff for this award-winning boutique creative marketing agency

Clients include Auxilior Capital Partners, Altro Foods, SIRF Gaming, Men’s Health Network, The Faith & Liberty Discovery Center,

and ItalyUntold.

Grew business by 50% in two years by developing successful pitch campaigns to secure two new clients and retain three existing clients.

Guide creative concept and execution for experiential, print, retail, OOH, digital and social media programs across multiple channels.

Helped win SIRF, the trailblazing fantasy esports platform that ushers in a new era of competitive gaming engagement.

Drove double digit growth while launching Altro Foods in the United States from Italy.

Created a national awareness campaign for Men’s Health Network to encourage Black and Hispanic men to get vaccinated by enlisting the legendary Hip Hop artist Black Sheep and they’re iconic song, “The Choice Is Yours”

Launched “Your Italian Table” – an innovative e-commerce platform that bundles Italian-based CPG clients for American consumers.

Established the agency’s social media presence by kick-starting engaging content and tone of voice.

COLANGELO - THE BRAND BEHAVIORISTS, Norwalk, Connecticut

Executive Creative Director 2021-2022

Drove team of twenty creatives to deliver winning brand solutions for nationally recognized clients, including Diageo, Sazerac, Godiva, Sabra, Swisher, and Epion.

Hired to reenergize creative department and spearhead return to in-house environment after two years of remote work due to Covid. Fostered environment of collaboration and teamwork by implementing morning status meetings, calendar events, and team-building exercises.

Increased productivity 40% while improving quality of deliverables and reducing revisions by introducing best-in-class practices and processes.

Held responsibility for leading new business pitches to potential and existing clients.

MOSAIC SALES SOLUTIONS, Chicago, Illinois

Executive/Group Creative Director 2017-2021

Led Chicago office with team of 14, including associate creative directors, senior art directors, art directors, copywriters, and production staff to ensure creative reflected client’s vision; served as liaison with chief creative officer at Toronto headquarters.

Oversaw newly acquired promotional shopper and experiential marketing department; established best-in-class design principles and conceptual ideation; pitched new business to prospective and existing clients.

Increased revenue from $6M to $10M in just 18 months by upselling existing clients on additional creative solutions.

Launched Starbucks “Signature Aisle” program, bringing café experience to CPG business across 1,500 grocery stores, featuring premium hardware and materials as well as custom POS kit bringing look and feel of Starbucks cafes to grocery stores. Concepted seasonal layouts, copy, brand partnerships, and seasonal promotions. Managed $7M budget and directed team of seven to bring program to life.

Concepted and led Starbucks “Coffee Passion” campaign in partnership with Publix; developed rich media experience to engage Millennial shoppers across multiple channels.

Captured 283% increase in Bud Light sales within activation markets by developing experiential marketing concepts for Anheuser-Busch’s Budweiser brand. Took over entire resort town in Colorado and transformed 30 storefronts into one large, town-wide experiential event called “Whatever, USA”. Concepted and executed merchandise, promotional swag, and wall-to-wall graphics to create impactful visual identity

Created Effie Award-winning “Whiskey 5” program for Diageo, organizing brand’s portfolio into five key flavor profiles to boost sales by educating shoppers and enhancing their knowledge of whiskey. Designed campaign across all channels (grocery, independent, control, mass, drug, liquor, chain and club); created display cases that broke down products into five flavor profiles (sweet, spicy, bold, smoky, and smooth) to make shoppers feel less intimidated and more confident to discover brands that suited their tastes.

Concepted and led product launch for Keurig Drinkworks, which won a Silver Reggie Award in 2019.

Launched Lindt’s entry into Amazon Marketplace; led in-house product photoshoot and created copy in compliance with Amazon’s

e-commerce standards.

THE INTEGER GROUP, Chicago, Illinois

Executive/Group Creative Director 2013-2017

Served as senior lead spearheading new business opportunities and thought leadership for Mars Wrigley gum and confections.

Concepted, developed, and executed the most successful Halloween sales-driving event in Walmart history called “Boo It Forward” in 2015. Developed 360-degree activation program across Walmart’s digital channels; partnered with social influencers to inspire acts of “booing” nationwide. Increased Walmart Halloween chocolate sales by $22M. Captured 13.4% boost in Mars sales and 8.9% boost in Wrigley sales vs previous year. Realized 240M total impressions, 159.4K booing blog content views, 55.5K blog engagements, 52% new to brand sales, and 62% new to retailer sales. Won 2016S PMA Reggie Award.

Expanded Mars business by 25% in 2013, with additional annual 10% growth throughout tenure by upselling client on new brand and marketing solutions, which added global Skittles and integrated e-commerce business to Mars Wrigley portfolio.

Developed Skittles “Choose Your Side” promotion in partnership with Marvel’s Captain America: Civil War movie; created gamification universe in which fans could unlock exclusive content, reveal Marvel characters, and win movie tickets; created Skittles point-of-sale displays in conjunction with movie.

ADDITIONAL EXPERIENCE

ELVIS + EINSTEIN CONSULTING, New York, New York, Principal, Creative Consultant, 2013-present. Serve as freelance creative consultant to clients, including Catapult Marketing, Ryan Partnership, Walton Isaacson, CommonGround and Five Eighty. Developed key activation programs for MiO, CapriSun, Skittles, Pringles, and Lifesavers. Established creative department for Walton Isaacson focusing on the MillerCoors portfolio for on-premise experiential and brand activation. Provided conceptual ideation for School Specialty during the global pandemic by providing ways to engage children for at home learning and in creating the Crystal Apple Award for excellence in teaching.

GEOMETRY GLOBAL, New York, New York, Group Creative Director, 2010-2013. Served as G2 promotional marketing group creative leader with focus on overseeing Heineken USA and Heineken Americas (36 countries), growing account $4M through successful integrated campaigns. Increased summertime walk-in engagement 200% by creating series of high-profile activations for Bally’s Atlantic City, garnering garnered national press and creating buzz during promotional timeframe.

UNIVERSITY OF CHICAGO, BOOTH SCHOOL OF BUSINESS, Chicago, Illinois, Quarterly Guest Lecturer, 2013-2019. Delivered lectures on creative marketing and brand identity to M.B.A. classes with up to 100 students per class.

EDUCATION

SCHOOL OF VISUAL ARTS, New York, New York, B.F.A., Graphic Design, Advertising

NEW YORK UNIVERSITY, New York, New York, M.B.A., Business Administration

AWARDS

Viddy Awards: ItalyUntold, 2024 MarCom Award: ItalyUntold, 2024 MarCom Award: Men’s Health Network, 2024

PMA Reggie Award: School Specialty, 2021 PMA Reggie Award: Keurig, 2019 Effie Award: Diageo, 2018 PMA Reggie Award: Wrigley/USO/Kroger, 2017 PMA Reggie Award: Wrigley/Mars, 2016 Effie Award: Dos Equis, 2013 PMA Reggie Award: Dos Equis, 2012

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