One site for one job. This one.
My portfolio is mid-renovation. Rather than link you to the scaffolding, I built this microsite instead for the Creative Director, Copy role at American Express. Inside you’ll find a handful of projects, how I approach the work, and how I lead the people who make it.
Over a 25-year career, I’ve sold a little of everything. From products and services to government initiatives and the occasional long-term behavioral change. Copy has always been my way in. For the last few years, public service work became plentiful and particularly meaningful. But don’t get me wrong, I still love making people smile for a great car, color TV, or gallon of premium paint.
Take a look at the work samples below and let me know what you think. And while I’ve had iconic brands as clients, I’ve yet to be on your side of the table. Perhaps it’s time.
But first…
“Philip played a huge role in nurturing my growth from Copywriter to Associate Creative Director. Not only did he push me creatively and give me opportunities to present and shadow him, but he also instilled confidence in me and taught me to trust my instincts as a creative leader.”
Julianne Ishler, ACD and Best Buy Copy Lead, Accenture Song“Philip has a rare ability to turn his years of expertise into approachable, actionable mentorship. I am a stronger writer, a smarter professional, and a more curious person because I worked under him..”
Jess Johnson, ACD and Best Buy Copy Lead, WHOOPCalifornia Department of Public Health
During the COVID-19 crisis, I built a multifaceted team of writers, designers and art directors to work with the California Department of Public Health to raise awareness and conversions for their contact tracing and vaccination programs and MyTurn website. Over two long years and multiple 360 campaigns, with governmental priorities changing daily, we drove awareness and saved lives, including many in California’s underrepresented communities—communities often very wary of the government. It was the most rewarding work of my life, partly because I rotated in many young creatives to show them how good work could also be important work. I became the People Lead for several of them. And the campaigns made us Effie finalists and Gold and Silver Telly winners for Social Impact, plus a People’s Choice award.
ROLE: ECD
My Turn Case Study
Contact Tracing Intro OLV
Acura
After several years writing for challenger brands like Kia and Mitsubishi, I became the lead writer on Acura.com, after Meredith Integrated Marketing (later MXM) acquired the digital agency, Genex. The existing team had won 10+ J.D. Power awards for OEM website excellence, and we continued that trend with two more wins while I wrote the words. In addition to the website copy, I concepted and wrote all the OLV and interactive eBrochures. Later, we parlayed our automotive experience into a new account, pitching and winning the Volkswagen CRM business.
ROLE: COPY LEAD
Looking Forward
Single-use Plastic Reduction
Recognizing that sports stadiums generate an inordinate amount of plastic waste, we worked with Oceanic Global and Nexus to create SUPR—the Single-Use Plastic Reduction team. We previewed the initiative across all the socials and launched it at the Super Bowl. I was the senior writer on the project.
ROLE: SENIOR COPYWRITER
Case Study
Comcast/Xfinity
Working with the global Comcast/Xfinity marketing team, we branded and launched the XClass TV across multiple channels, with a fun, family-focused campaign, shot in Atlanta. We had just finished editing spots for the follow-up campaign when there was a change in strategic direction, which included the brand’s name. With this new direction, we helped them rebrand as Xumo, developing their striking logo and visual language.
ROLE: ACD
XClass Sizzle
LA Waterkeeper
One of the largest projects in the history of the Army Corps of Engineers is the concrete LA River system. It’s a necessity and an eyesore. Recently, there has been an effort to re-green parts of the river. We partnered pro bono with LA Waterkeeper, an NGO dedicated to preserving Los Angeles County waterways, to help them brand their effort. I assembled an LA-only dream team of creatives, strategists and PMs, working overtime with one talented mid-level AD/CW team to dial in the ultimate winning concept. We took that idea and created a messaging platform, anthem video, social campaign, style guide and PowerPoint templates to bring consistent visuals and their powerful message of “Re-green the River” to city/county leaders and state legislators, who significantly increased funding.
ROLE: ECD
Re-green the River
Digital Doggy Bag
Attendees at the Cannes Lions are supposed to come home with a head full of ideas, ready to share with their teams. Unfortunately, days of rosé and nights of who-knows-what aren’t conducive to Lunch & Learns. We solved the problem by assembling a crack team of writers and designers to create the Digital Doggy Bag, a downloadable, interactive PDF overview of the Festival. As the lead writer, my team and I attended nearly every session and developed six key Trends and the campaign to support them. Upon arrival and departure (and all around the Palais), every attendee received an email and regular posts on their social feeds, inviting them to download the content at the end of the Festival. They were then able to fully enjoy the week, knowing we had their backs. Heroes don’t all wear capes.
ROLE: LEAD COPYWRITER
Rosé All Day
Best Buy
Accenture Song took on Best Buy just as the holidays ramped up, inheriting a ten-year agency relationship. At peak times, we received up to 100 briefs a day. My writing team owned every on- and off-site banner, plus :15 and :30 radio. Radio is an excellent training ground for writers, and I was able to help our developing writers better understand the spoken-only medium and become full copywriters over their stint with Best Buy. It was the hardest stretch of my career, and some of the work, like our High Impact holiday workstream, drove strong engagement and click-throughs. Here is some of it.
ROLE: CD/COPY LEAD
Holiday Radio Vibes
NEAMB
Public school teachers are underpaid. In some states, dramatically so. National Education Association Member Benefits (NEAMB) works to make those low salaries go as far as possible, with deep discounts on expenses like insurance, groceries, and other costs of living. After a teachers’ strike in Phoenix, we spent two days interviewing teachers to better understand what life is like as an educator, from the classroom to the kitchen table. We took those conversations and crafted videos that not only brought more merchants into the NEAMB program but helped the NEA in contract negotiations with multiple states and municipalities.
ROLE: CD
Katie and Shelsea
Thank you.
American Express. What a brand. If I sound like the Creative Director, Copy in your job description, I’d love to talk.