A versatile senior copywriter adept at leading and engaging with creative teams to develop successful campaigns for established brands and startups. Clients and direct reports alike appreciate my easy communication style and ability to shape a promising idea into a winning campaign.
As a Senior Copywriter, I take pride in my ability to blend creativity with strategic insight, guiding both copywriters and visual creatives to elevate brands. My experience is rooted in guiding teams toward shared visions for both established companies and startups. With a hands-on approach, I ensure our creative efforts not only meet but exceed client expectations.
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At the heart of every campaign lies a bold idea. Working alone or with my team, we dive deep into the brand’s world. We dream up campaigns that resonate emotionally and strategically. It’s about crafting stories that not only speak to the audience’s desires, but also align with the brand’s goals, laying the groundwork for campaigns that captivate from the outset. We keep dreaming and creating and winnowing out until we feel we have the vision for success.
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With a clear vision, I help lead a creative team to bring the idea to life. This stage is a careful blend of creativity and strategy, where every word and creative is chosen to echo the brand's values and serve its goals. Collaborating with copywriters and visual artists, I ensure each campaign element resonates deeply, setting a strong foundation for success.
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Now, it’s about spreading the word. Using the campaign's creative and strategic base, my team and I deploy targeted strategies to ignite growth. Understanding digital behavior and audience dynamics, I craft our campaigns to naturally engage and expand, driving conversations and building a community around the brand, watching our work exceed its goals and adding new executions and communications channels as dictated by the market.
Projects
NATIONAL SLEEP FOUNDATION
How does an independent nonprofit jumpstart the sleep health conversation with a restless public? We created an aspirational, yet actionable social media campaign and rolled it out during Sleep Awareness Week. The goal was to engage Millennials and Gen Zers on how to be their Best Slept Self by taking a few small steps every day and night. With newly updated brand visuals and language, we strategically rolled out the campaign in increments as we got into Sleep Awareness Week, keeping viewers engaged with informative content and driving them to our splash page for more.
OKLAHOMA CITY THUNDER
Oklahoma City, Oklahoma—home of the NBA’s OKC Thunder—may not scream basketball city, but the team and their fans have the DNA of one. To show the world The Thunder are the real deal, we married the look and feel of a big-city NBA team with the local, offbeat persona of OKC to reflect the fan’s mindset. We revamped their social media presence by giving favorite players starring roles and channeling the spirit of local superfans. Outdoor advertising, magazine inserts, and targeted email blasts helped increase fan engagement. Fans were enthusiastic; sharing social media content, attending more games, and buying more merchandise.
STUBBORN PEPSI CRAFT SODA
Ideated conceptual territories and names with my strategy director, presenting four different names/concepts to Pepsi execs. Stubborn Soda (named after my father's family's baby burrow) proved to be the winning name/concept, but was adapted and executed by another agency.
BEARABY
For a startup-weighted blanket brand with a small budget to stand out in a nascent, yet noisy space, they needed a compelling name and a quirky identity. From this strategic foundation, Bearaby could own not only a market share but a mindset. Social media was used to target Millennials and grow a community. Email campaigns, direct mailers, and a holiday pop-up increased brand exposure. Today Bearaby is not only a leader in the weighted blanket category, but an influential lifestyle brand.
BLUE BUNNY ICE CREAM
Research shows that when people go to ice cream stores, they don’t go just to have ice cream, they go to have fun. Research also showed that people didn’t just like ice cream, they loved it. We decided the best way to capture this emotion is to champion the brand’s forgotten mascot, Blu the Bunny. We even made him the irresistible carrier of our brand messaging on the website, in-store, and on packaging of course.
From the pens of my peers
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"Bill is incredible to work with. He always brings his A-game and passion to every project. He's continually pushing to make ideas as effective and as emotionally resonant as they can be, while still hitting all the strategic imperatives of the project at hand. He's always a professional, well-spoken, and fantastic with clients."
Victor Beazzo, Digital Creative Director, Triple Threat Communications
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"Working with Bill was to experience true leadership in the creative world. His ability to develop big-picture strategy and execute it via imaginative, granular communications brought our brand to life. Bill reliably demonstrates a genuine investment in the success of the campaign, the integrity of the brand, and the growth of the team."
Kathrin Hamm, Founder & CEO of Bearaby
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"It's rare to find someone who truly embodies both leadership and creativity, and Bill does just that. Bill's knack is for bringing out the best in both his team and the brands he works with. From the outset, he dove deep into our brand’s world. Bill's leadership style is inclusive and inspiring, guiding us through a creative process that was as strategic as it was imaginative. His impact on our brand's success is undeniable!"
Diana Lee, Founder & CEO Constellation Software Company