Mark Webb Collaborator Storyteller Code Breaker Instigator Coach Negotiator Interpreter Mentor Conductor Juggler Evangelist Chameleon Diplomat Culture Builder Leader Creative Director



MARK WEBB CREATIVE DIRECTOR

www.markwebbcreative.com | 917-558-5210 | markw3bb@gmail.com

Focused Inspiration & Execution Highly collaborative and experienced Advertising Creative Director for a range of Fortune 500 companies, from consumer package goods and services to personal and professional health care categories. A culture builder partnering with senior leadership on both advertising agency and client sides to interpret research, develop strategies, improve creative quality and implementation through multiple platforms that build strong brands. A respectful and effective negotiator linking agency, vendors and clients while forging consensus toward improving communication between all departments. Relentless problem solver demonstrating success in brainstorming, concept execution, passionate presentation, integrated campaign management with leadership of creative staff of writers, art directors, designers, online user experience, videographers, editors, animators, production companies, freelancers and third party suppliers. And a little fun never hurt, either.

PROFESSIONAL EXPERIENCE

DIGITAS HEALTH LIFEBRANDS Philadelphia, PA

2016-present

SVP Group Creative Director

Clients: Humira Derm, Humira.com, Humira Complete, Androgel, Creon, Veliparib, Rova-T, New business development

  • Drive the transformation of the Digitas Health creative department from a client digital resource to Agency of Record for $35MM of AbbVie business with the ongoing goal of creative excellence toward building new business from success on existing brands
  • Organizational creative conduit between digital UX, social, mobile, account planning, account management and the creative department
  • Galvanize agency relationships within the Publicis network and external partnerships toward migrating ten brands under the Humira master brand design system to a more functional and flexible Adobe platform, ensuring highest quality standards
Montefiore Health Systems New York, NY

2014-2016

Senior Creative Director

  • Full partner for translating Montefiore’s marketing objectives into creative strategies, design system and brand voice that propel Montefiore’s strategic vision through coordinated marketing, advertising and internal communications
  • Chief brand architect partnering with cross-functional internal and external teams along with advertising agency Cronin & Co. to ensure creative excellence across Montefiore’s internal department’s and $10MM external advertising annual budget
  • Direct and develop Montefiore’s evolving brand strategy ensuring clear implementation throughout a variety of rapidly growing properties, diverse and changing business model partnerships and acquisitions as New York health care provider networks aggressively consolidate
CAMBIA HEALTH SOLUTIONS Portland, OR

2010-2013

Director, Creative Services

Clients: Portfolio of 14 companies spanning health care information technology and software development; retail health care; health insurance plans carrying the Blue Cross and Blue Shield brands; pharmacy benefit management; life, disability, dental, vision lines of protection; alternative solutions to health care access; free-standing health and wellness solutions.

  • Direct responsibility for the creation of Cambia’s marketing department integrating research diagnostics, strategy, brand management with creative department of designers, writers, video crew, UX design and outside contractors for B2B, B2C and B2B2C initiatives
  • Built a central shared service creative department developed in conjunction with a fledgling marketing department within a sales culture
  • Invention of a variety of brands from the ground up for internal incubator start-up company models including naming, logo design, graphic standards, advertising, collateral, wire frame wrap, UX design, video content and event
  • Creation of integrated consumer campaign with advertising agencies McCann Worldwide and Borders, Perrin & Norrander in conjunction with direct marketing agency, Anderson tasked to focus responsive and segmented marketing in the most competitive market in the U.S.
  • Oversight of creative department capabilities doubling staff and tripling number of deliverables year over year while exceeding sales goals in all markets for the first time in five years
MEDTHINK COMMUNICATIONS Raleigh, NC

2009

Executive Creative Director / New Business Consultant

Clients: Adcirca, Remodulin

  • Spearheaded strategic and creative capabilities to client presentation in successful business pitches against much larger agencies
  • Organized existing design studio and technical writers into a functioning and competitive advertising creative department
  • Exceeded new business projections increasing agency’s annual billings by 20%
  • Wrote, directed and co-edited MedThink’s self-promotional video designed specifically for pitches
GSW WORLDWIDE ADVERTISING New York, NY

2007- 2008

SVP / Creative Director

Clients: Johnson & Johnson Ethicon Devices, Ethicon Women’s Health, New business development

  • Proactively generated ideas throughout J&J network in a purely initiative-created, project based business pitch model without which client would not have otherwise seen potential subsequently growing largest revenues in New York office.
  • Oversaw translation of multiple campaign communications to a broad and varied market including doctors, nurses, patients, insurers, hospital materials managers and sales force, as well as to internal J&J brand managers, internal communications and education divisions
  • Served as Creative Director for Toronto and link to New York production department resources as needed
  • Instituted an automated transparency system with agency billing department to monitor P&L, scope of work and improve productivity
J. WALTER THOMPSON / BATES ADVERTISING New York, NY

1999—2007

Senior Partner / Creative Director

Clients: Wyeth/Pfizer Consumer Healthcare, Johnson & Johnson, Warner-Lambert, TAP Pharmaceutical, New business development

  • Team leader overseeing the full cycle of agency/client process from strategic development to creative interpretation, execution and client presentation, while maintaining brand continuity and integration throughout media and market variations
  • Chosen member of the World Team, working as a creative trouble-shooter throughout international offices of agency worldwide network
  • Highlighted in Adweek Magazine as producing agency’s “most noteworthy television commercial” of the year for Prevacid DTC introduction while earning the highest Millward Brown score in the research company’s history
  • Team leader on Pfizer’s Listerine Whitening product introduction, which exceeded its sales goals by 288% within its first 3 months on the market. Ongoing contribution to growth of Listerine’s 70% market share
  • Modeled best practices and built client relationships for Pfizer product lines during JWT agency acquisition of Bates USA
  • Contributed to an agency initiative to team client brand leaders with agency creatives to help each better understand the others’ priorities, needs and problems
GREY ADVERTISING New York, NY

1995—1999

Vice President / Associate Creative Director

Clients: Barilla Pasta International, Dannon Yogurt, Procter & Gamble products, New business development

  • Managed teams and participated in creative development with emphasis on brand continuity in all media
  • Directed and edited videos for sales force and alternative media to reintroduce $15MM Sure brand
  • Negotiated with Barilla clients from four different European countries with conflicting agendas into common focus
  • Mentored young teams to improve creative quality and expand their responsibilities, elevating them to higher leadership ranks
WARWICK BAKER & FIORE ADVERTISING New York, NY

1993—1995

Associate Creative Director

Clients: Amstel Light, Tennis Industry Association, New business development

  • Created national campaign and integrated with Amstel Light’s promotional division in translation to retail market
  • Designed new business presentations from RFP to actual creative work including client meeting environment to successfully pitch TIA
  • Directed traveling events design, installation and management including video documentation for client and agency promotion
OGILVY & MATHER ADVERTISING New York, NY

1983—1993

Senior Art Director

Clients: Hershey’s, American Express, Duracell, Sports Illustrated, Seagram’s, Chesebrough-Ponds, HCA, New business development

  • Created winning campaign for successful $60 million Hospital Corporation of America new business pitch
  • Interpreted advertising brand strategy, client presentation and execution on high-end consumer television and print, business-to-business, retail and tactical executions
  • Collaborated with Disney, Warner Bros., DC Comics and celebrity estates on separate occasions to create licensed advertising

EDUCATION

ART CENTER COLLEGE OF DESIGN Pasadena, CA

BFA, Advertising Design, Scholarship/Honors

AWARDS

Clio Finalist (2), David Ogilvy Award, Gold Effie, Bronze Effie, Andy Award, Grey President’s Award, Adweek’s Best Spots, James E. Burke Award, Cambia Value Awards

RELATED SKILLS

 

  • I can draw — simply, the ability to illustrate what I’m thinking on the spot, including tight storyboard and comp rendering
  • Macintosh Adobe InDesign / Adobe Photoshop / Adobe Illustrator / Acrobat
  • Working knowledge: 3-D Motion Graphics / Flash / After Effects / FinalCut Pro / Interactive, digital & social media platforms
  • Video direction / animation direction / cameraman / editing
EXTRA

New York Cares / Taproot Foundation / Mentoring USA / Board member, Junior Achievement, OR / Instructor, The Art Institute of Portland