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ERIN KNITIS | BIG GUNS CREATIVE
memorable, measurable marketing maven
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WHAT I DO
BRANDING & STRATEGY
from scratch, or refurbished
I have a face that's launched a thousand Brands. I'm also not afraid to host a Brandtervention for a big ol' dinosaur. What I'm saying is Brands are my jam. From startups to things you'll find in your kitchen, wallet, and living room, let me at 'em.
CREATIVE DIRECTION
herding the creative hordes
Teamwork is the name of every game, and lucky for you, I'm an awesome teammate and leader. I teach, I hone, I encourage, I push, I mold. Proteges, bosses, and colleagues alike have called me a delight, and seek to work with me again and again.
COPYWRITING
even though nobody reads it
Scripts, websites, emails -- whaddya need? "Can she grasp the complexities of my business challenges and market?" You betcha. "Create voices that speak to specific people and get them to change their behaviors?" Yep, do it daily. Try me.
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When not giving tours of my ever-growing shoe collection or jetting off to far-flung lands, I’m a religious sports fan, avid reader and TV-watcher, and conqueror of word puzzles. I revel in trivial knowledge, and am always thrilled to try out new restaurants and athletic pursuits.
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ADDITIONAL CV HIGHLIGHTS
Publicis, NYC
Developed and executed hyper-targeted, multi-channel campaigns credited with bringing in more than $5 million in new deposits to Citibank accounts in the drive's first month, smashing expectations. Managed teams of creatives, developers, and analytics and account folks across multiple U.S. and worldwide offices on several global lines of business for Citibank, Walmart, and Garnier. Concepted, created, and guided creative on acquisition and retention campaigns across TV, radio, social media, email, print, and out of home channels
Spearhead a Director-level team rebranding the True Colors Fund (Cyndi Lauper’s organization working to end LGBTQ+ youth homelessness) & pro bono work for GEMS (serving women escaping sex trafficking). Hand-picked from hundreds of creative professionals to serve as Creative Lead and Mentor for summer internship advertising pitch project for the True Colors Fund. Directed several successful multimillion-dollar omnichannel account pitches.
TBWA \ CHIAT \ DAY, NYC
As a freelance ACD managing three creative teams, I developed the Brand voice and guidelines for Vonage, as well as advertising across all channels. I helped win several pitches, including Michelin and Cablevision, and created full 360° campaigns for Tassimo home beverage brewing system, and HomeAway.com luxury rentals. I also served as the go-to customer retention microsite and newsletter maven for Sprint.
The Seiden Group, NYC
As sole copywriter on all accounts, including two successful multimillion-dollar account pitches, I was always busy. Chiefly, I maintained distinct branding and voices for five Visiting Nurse Service of New York brands. For each, I crafted successful campaigns that included online, out of home, radio, brochures and direct mail. I also helped introduce Crystalens premium cataract replacement lenses with an integrated campaign credited with moving more than 15,000 units in the first year, smashing expectations.
Digitas, NYC
As an Associate, then full Copywriter, I worked on the following American Express Brands: 2006 TriBeCa Film Festival, americanexpress.com/travel, Consumer Cards, OPEN, and the launch of the One Card. I helped brand and launch GameTap and Turner Broadband Sports, and won several pitches.
Big Guns Creative
Ad Agencies & Startups – Cheil Worldwide, Cowboy, Digital Pulp, Eight Communications, Fab.com, Hawkfish, Hero, Ideas United, Lyda Fire, Magnet Media, Malka Media, Medi Pedi NYC Principe di Salina luxury resort, Publicis Kaplan Thaler, Rauxa, Spike DDB, Source Communications, Tinsel & Twine, Tribeca MedSpa, Triptent, Uproar
I helped the agencies win dozens of lucrative pitches, created full launch branding for the startups, and created advertising and branding for the following brands: Acuvue Contact Lenses, Aetna, American Express Platinum and Gold Cards, American Express Travel, AMA (American Management Association), Ashley Furniture, Bausch + Lomb, Eliquis, Emory University, Google SMB, Hair Club, Hasbro Toys (My Little Pony, Operation, NERF, and many more), Hero, HP, ING Direct, KPMG, Kraft, Medi Pedi NYC, Mike Bloomberg 2020, Mondelez, MoneyLion, Morgan Stanley, PayPal, Penthouse, Pfizer, Principe di Salina luxury resort, Samsung, Subway, Symbicort, Tinsel & Twine, TriBeCa Film Festival 2006, Virgin Mobile, and the Yale University Art Galleries.
A handy PDF to print and show off at dinner parties or use as a kicky powder room wallpaper.
RECENT CLIENT PARADE
MALKA MEDIA
Agency-Contracted Freelance Copywriter/Creative Director
Collaborated with a cross-functional team to develop a site and social media advertising to introduce Morgan Stanley's charitable investment opportunities.
Concepted and wrote NASCAR tie-in ad campaign for MoneyLion, from TV to email to social. Worked with the chief Brand strategist and ECD to redefine the Brand voice, tone, and positioning for wider audiences.
HOGARTH WORLDWIDE
Agency-Contracted Freelance Creative Director of Copy
Managed the entire Western Hemisphere copywriting infrastructure working on IBM, from short-form infographics and social posts to long-form white papers and web experiences.
Led a cross-functional team in creating and producing effective, standout (and fun!) omnichannel advertising for Jameson's big holiday campaign. Pitched in on early-stage Brand strategy for the launch of Jameson Orange.
Mentored junior copywriters, and led them through learning sessions to improve their skills and confidence.
Agency-Contracted Freelance Copywriter/Creative Director
Wrote highly effective video scripts for PayPal RFPs to expand global partnerships. Translated into a lot more moolah for the moolah people.
MAX SPORTS HEALTH
DTC MedTech App Focused on Youth Sports
Provided Brand and content strategy, assisting with conversational and motivational app flows, and writing marketing collateral to launch this thriving startup venture.
MAGNET MEDIA
Agency-Contracted Freelance Creative Director, Copy/Strategy
Assisted in audience segmentation and reach strategy for Google Small Businesses, using YouTube as the primary messaging platform.
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