Who I am:
creative leader. writer. storyteller. brand builder. rule breaker. innovator. strategizer. mentor. partner.
Where I’ve been:
DDB Chicago creative director/writer November 2021-current Creative leader on State Farm social and digital acquisition business, which is currently driving engagement at a 3 year high. Our messaging ecosystem is mobile-first and generationally relevant, resulting in exponential growth.
FCB, freelance creative director/writer March- October 2021 Responsible for multiple creative teams on 3 healthcare brands. Launched a completely refreshed website, an updated website, multiple CRM campaigns as well as digital, print and social creative. Also created and executed Anheuser- Busch retail initiatives for Budweiser, Michelob Light and Stella Artois beer
HighDive, Bernstein Rein, ICFNext, & Sponge Ideas Lab advertising, GE Healthcare, BC marketing, freelance creative director/writer June 2020- March 2021. Responsible for creating new digital, broadcast and social campaigns for Gulf Oil, Pinstripes and Splenda. Helped win two new biz pitches, Wrote lots and lots of words.
O’Keefe, Reinhard and Paul, creative director/writer February 2017-April 2020 Creative leader/writer on integrated digital, social and broadcast campaign for Ace Hardware that led to the most profitable quarter in Ace's history*. Instrumental in developing strategy and creating content for multiple agency clients and initiatives. Spearheaded activations and experiential for brands including Ace Hardware, Big Lots, Home Chef and Illinois Lottery. *Fourth quarter 2019 revenues of $1.5 billion, an increase of $85.1 million, or 6.1 percent from the fourth quarter of 2018 and its most profitable quarter as a company at that time.
Leo Burnett Advertising, Arc WW, freelance creative director/writer 2014-2017 Created award-winning integrated brand campaigns for Kellogg’s cereals, Secret Anti-perspirant and Pfizer.Lead multiple teams, guided strategy and created multiple art, copy, digital and design initiatives for broadcast, OOH, brand identity, social, streaming radio, print and shopper campaigns.
McGarry Bowen advertising, group creative director/writer 2009-2014 Led teams in strategic yet provocative award-winning creative, including OLV, content, digital, social, in-store, broadcast and OOH advertising. Ran and won multiple new business pitches while overseeing five separate Kraft brands. Contributed to 360 planning for digital and broadcast integrated marketing campaigns. Increased billings substantially by building client trust.
Element 79 Partners, creative director/writer 2002-2008
Responsible for leading and managing multiple teams of writers, art directors, digital artists and designers. Guided strategy and spearheaded 360 integrated campaigns on several brands including Aquafina water, Gatorade, Tropicana Orange Juices, Quaker oats: Frito-Lay, Long John Silver’s and Reddi-Whip were new business wins.
FCB Chicago, VP/writer 2000-2002
Developed and pitched multiple new business initiates as well as managed existing clients, like Gatorade, Quaker snacks, BCBS.
New Business Wins: Grain Foods Foundation, Splenda sweetener, Crystal Light and Mio Water Enhancers, Frito-Lay snacks, Reddi-Whip Whipped Cream, Westin Hotels, Long John Silver’s Seafood Restaurants, Alberto-Culver Haircare.
Accolades: Clio, Cannes shortlist, Effie, Addy, One Show, Mobius, AICP, Adrian Best of Show, Chicago Int’l Film Festival honorable mention, Communication Arts 2012, 2014, 2017, Screen Magazine Best New Campaign, Adweek spot of the month
Award Show Judge: Houston Addys, AICP, AICE, LeBook 2019, 2021, 2022
Education: Indiana University, BA telecommunications, psychology minor.
Second City School of Improvisation, levels 1-6
GA UX journey mapping level 1
Contact:
site: http://www.carolynbergen.com
linked in: www.linkedin.com/in/carolynbergen3