Alan Pafenbach

Alan Pafenbach

Creative Director at SapientNitro

Boston, United States
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My Latest Work

Summary

I have a broad range of experience creating traditional advertising as well as digital and non-traditional solutions for companies large and small.

My strength is identifying business challenges and creating the right combination of messaging and tactics to address those challenges.

Good creative, I believe, results from a thorough understanding of a brand's storyline, social context, the client's goals, and the possibilities and limitations offered by the wide variety of media.

Although I've managed large teams on global brands, I can scale them to work for businesses of any size.

Specialties: Brand Analysis, Brand Positioning, Audience targeting, Message Platform Development, Creative Development, Integrated Marketing, Online Marketing, Media Strategy, Experiential and Promotional Marketing, Television Production, Radio Production, Print Production, Staffing, Budgeting, Talent Development.

Awards

People I worked with

Ron Lawner
Owner
Ron Lawner's Catalyst
David Weist
Copywriter
Arnold Worldwide
Karen Marderosian
Advertising Manager
Arnold Worldwide
Andre Betz
Founder And President
Bug Editorial, Inc.
Bill Goodell
Agency Producer
Bob Industries

Executive Creative Director

SapientNitro
New York, United States
March 2010 - Present (6 years 11 months)
Sharing Creative Director duties at the Boston office of SapientNitro, a 10,000 person digital and experience marketing company. My primary responsibility is for digital agency of record for automotive client, Fiat Chrysler Automobiles. I was part of the winning pitch team in 2010 that brought in what is to this day, the agency's largest account. I also helped grow the Boston creative team from 15 to over a 100 diversifying the company's offering to include advertising and content creation. My team has won a number of advertising and technology awards for our work on Ram Trucks, and Chrysler, creating award-winning digital experiences for the 2013 and 2014 Super Bowl. I have also created work for Dodge, Jeep, Sprint and Bertuccis Restaurants. In addition to digital advertising and content creation for FCA I also manage integrated projects with partner agencies, The Richards Group, Weiden+Kennedy, Global Hue and Meredith CRM.

Branding Strategy/Creative Development

Alan Pafenbach Creative/Direction
March 2008 - Present (8 years 11 months)
I work directly with clients as well as traditional and digital agencies, and design firms.

I provide strategic insight, creative development, concept testing, and final production of television, video, radio, digital applications and web experiences.

These services are available on a project or fee basis.

Creative Director

OgilvyOne New York
January 2006 - January 2008 (2 years)
I worked on two interrelated projects. The first was to manage the global creative efforts for a leading internet portal. This includes developing a global message and brand standards, and then bringing existing and new advertising and brand work under those standards. This involves working with Ogilvy teams in Europe and the Far East. The second assignment is to create better integration between be the brand and online teams at Ogilvy & Mather NY and OgilvyOne in San Francisco. This involved hiring senior creative staff in San Francisco and co-ordinating staffing plans with agency management on the west coast.

Managing Partner, Executive Creative Director

Arnold Worldwide, Boston
July 1988 - December 2005 (17 years 5 months)
I was Executive Creative Director for the $350,000,000 Volkswagen advertising account, managing multi-disciplined staff of 35. My responsibilities included the production of all television, online, print, out of home, retail, and promotional advertising and sales collateral. I lead the development for six major vehicle launch campaigns including the 1999 launch of the iconic New Beetle. The "Drivers wanted." campaign helped dramatically reverse a steep decline in brand awareness and sales. Brand tracking studies showed it to be the best known automotive tagline in the industry. My team won virtually every industry award, including the Cannes Grand Prix, The Kellys, One Club, Andy's, D&AD, Clio, and The Effies.

The strength and reputation of the work helped attract talent and business to the agency and fueled substantial growth during the period. Arnold was sold to the Havas Network in 2000.

EVP Executive Creative Director

Arnold Worldwide
1988 - 2005 (17 years)

Senior Art Director

Chalfin Kostopolous and Gilmore
April 1986 - July 1988 (2 years 3 months)
Worked as one of two art directors in this boutique advertising shop. Handled design and concept duties on a wide range of accounts including Legal Seafoods and EMC Corporation.

Education

University of Massachusetts, Amherst
1975 - 1977 (2 years)

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