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Mark Conachan

Creative Direction, Brand at Concentric Consumer Marketing in Charlotte, NC, USA, work portfolio and resume. I'm a CD. I have spent a dozen years at three very different agencies (B2B ad agency, strategy/design boutique, digital) running creative and being a part of agency operations. I've spent half my career as a designer and AD, then the latter part as a writer/CD. Now I'm directing the brand and creative for emerging consumer products, which involves a bit of everything, both digital and analog. I've worked on Mercedes-Benz, Parla Pasta, Frito-Lay, Brixx Pizza, Wachovia Bank, South Beach Living (Diet), Mack Trucks, NAPA Filters, Detroit Diesel, Subway, NASCAR, Lemon Grass Kitchen, Roush Fenway Racing, Rainier Beer, Figaro's Pizza, Standard Insurance, WB, Duke Energy, Georgia Pacific, Volvo, Regal Boats. I'm also a shameless collector of awards and press for my clients and agencies: CA Exhibit, Rosies, ADDYs, Obie Awards, Tellys, Print Magazine, Fortune Small Business, PRSA, Creativity Magazine, branD Magazine, thefinancialbrand.com.

Creative Direction, Brand at Concentric Consumer Marketing Concentric Consumer Marketing Marketing Student at Portland State University, School of Business Administration

Charlotte, NC, USA

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Work Resume Activity
Meritrust
Website, UI/UX, Photography by Myjive for Meritrust
1
Parla Pasta Advertising
Print Ad, Billboard, Online Display Ad by Concentric for Drakes Fresh Pasta
1
Forward Drive Experience
Video, Website, Interactive by Myjive for Volvo Penta
1
14
3
Parla Pasta
Brand Identity, Packaging, Website by Concentric for Drakes Fresh Pasta
1
Volvo
Video, Website, Integrated Campaign by Myjive for Volvo Trucks
1
16
6
Lemon Grass Kitchen
Video, Media Production by Concentric for InnovAsian Foods
1
Tanner Pharma
Brand Identity, Website, UI/UX by Myjive for Tanner Pharma
1
1
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Summary
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I'm a CD. I have spent a dozen years at three very different agencies (B2B ad agency, strategy/design boutique, digital) running creative and being a part of agency operations. I've spent half my career as a designer and AD, then the latter part as a writer/CD. Now I'm directing the brand and creative for emerging consumer products, which involves a bit of everything, both digital and analog.  I've worked on Mercedes-Benz, Parla Pasta, Frito-Lay, Brixx Pizza, Wachovia Bank, South Beach Living (Diet), Mack Trucks, NAPA Filters, Detroit Diesel, Subway, NASCAR, Lemon Grass Kitchen, Roush Fenway Racing, Rainier Beer, Figaro's Pizza, Standard Insurance, WB, Duke Energy, Georgia Pacific, Volvo, Regal Boats. I'm also a shameless collector of awards and press for my clients and agencies: CA Exhibit, Rosies, ADDYs, Obie Awards, Tellys, Print Magazine, Fortune Small Business, PRSA, Creativity Magazine, branD Magazine, thefinancialbrand.com.
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Experience
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Creative Direction, Brand
August 2015 - Present |
As a Senior Brand Advocate for Concentric Consumer Marketing, I lead creative on a number of national consumer brands. Segments include pet, diet and nutrition, frozen, beverage and home goods. Our work almost always involves a deep dive into research and insights to help identify the most meaningful growth drivers, challenges and to define a strategy. As a writer, some of this "upstream" work includes brand story, possibly naming, personas, brief writing, key message development and conceptual creative ideas. Once a direction is nailed down, I lead designers, other writers, digital producers, photographers, animators and studio talent to execute campaigns and platforms that span brand identity, packaging, shopper marketing, broadcast print and digital.
Creative Director
June 2013 - July 2015 | Charlotte, NC, USA
Award-winning SoDA-member agency. Digital brand experiences with smart UX and latest web tech. Manage individuals and teams on touch interactive, video, social content development, digital advertising, micro-sites, animation and CGI, photography, learning apps and some print. Volvo, NAPA, Sig Sauer, Regal Boats, Mack Trucks, Grady-White Boats.

• Partnered with Digital Marketing Manager on a Regal Boats Summer Promotion integrating paid online, mobile and targeted email leading to 315% uptick in leads and a 63% email open rate

• Leveraged a Volvo Trucks merchandise launch into a brand positioning opportunity that got national attention from trade groups and has picked up over 20 creative awards

• Ongoing: author or co-author marketing strategies, customer personas, creative briefs, industry POVs, press releases, scripts and treatments for film/video/animation and production plans

• Exceeded client’s teacher recruitment targets through new video and web content, email and social, integrating the effort for 20k unique web sessions, 200k target audience Facebook impressions and an email open rate of 180% better than industry average.
VP, Creative Director
March 2009 - June 2013 | Charlotte, NC, USA
Revamped and rebranded this agency for award-winning work in social, web, print and guerrilla.

• Brand development for homebuilder HGM and their new Lake Norman community, Sisters Cove

• Brand strategy, mobile and web design/management for Onslow Hospital, Brixx Pizza and more

• Interactive microsite for Roush Fenway Racing (NASCAR) that set a new digital bar in category

• CD/writer for social media program which won national acclaim at PRSA Health conference

• Innovative work in banking, including concepting new environments, and a DM with a 60% return
Creative Director
September 2004 - February 2009 | Charlotte, NC, USA
Co-GM and co-founder of East Coast office for this award-winning integrated marketing agency based in Portland, Oregon. WACHOVIA, VERBATIM, FIGARO’S PIZZA, DETROIT DIESEL, CRESCENT COMMUNITIES, DAIMLER

• Created, grew a new East Coast office from two people to a top regional agency in three years

• Established brand campaign for Crescent’s Lake James, executing in online, print, outdoor

• Developed extensive corporate brand guidelines for Louisiana-Pacific and Lowe’s merchandising program for new line of L-P DIY trim and mouldings

• New school bus design launch and ad campaign propelled Thomas Built from #3 to #2 in industry

• Defined key messaging platform for new Detroit Diesel clean engine technology
Associate Creative Director
September 1999 - September 2004 | Portland, OR, USA
MERCEDES-BENZ, RAINIER BEER, STANDARD INSURANCE, FREIGHTLINER, ALLIANCE PARTS

• Led art direction/design in 15 major product or company new or rebranding and launches

• New logo, identity plan, roll-out campaign for The Standard to coincide with public stock offering

• Wrote/designed a premium, corporate communications positioning book to help publicly explain Freightliner Group’s acquisition activity and business strategy

• National award-wins and press for CTran TV and print and for Freightliner print work
Art Director
October 1997 - September 1999 | Portland, OR, USA
GEORGIA PACIFIC, WB32, EMERITUS, HOLIDAY RETIREMENT CORP
Marketing Manager
February 1997 - October 1997 | Seattle, WA, USA
Led Portland office marketing for this digitally-focused, Seattle-based creative recruiter. Helped build awareness of CA in the budding digital industry in Portland, placing talent in Nike, Timberline Software, Tektronics, CMD and Intel.
Education
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Portland State University, School of Business Administration
BA (Bachelor of Arts) in Marketing
Present - Present
Economics, French, Art History

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