Anthony Reeves

Anthony Reeves

Founder at ReevesJones
Seattle, United States

About me

Australian-born, New Zealand-trained, and now I have my two feet firmly planted in the U.S. Over the years I have built teams and orchestrated creative solutions for business problems across oceans and screens with successful stints at Amazon, LMVH, FCB, J. Walter Thompson, BBDO, Ogilvy & Mather and Grey. From Cannes to Clio, New York Festivals to London Film, my work in the brand, strategy and digital space has captured international recognition and acclaim.

Under my leadership, departments have uncovered their abilities to solve business problems and connect emotionally with consumers. We have pitched, created and launched campaigns for countless clients, and have greatly expanded creative offerings decades beyond the traditional.

LEADERSHIP: Proven track record in effective team, M&A and change management. Have hired a diverse range of professionals; from digital to strategy to brand to events. Motivation style is a careful balance of empowerment to the individual with clear direction.

BELIEVE: I believe in ‘Ideas before Execution’. And finding creative solutions for business problems. I also believe that we're now seeing a world where the products have to add a proper purpose in improving someone's life.

AWARD & RESPONSE WINNER (and respected judge): From design to TV, response to strategy, my work has been recognized: Cannes, EFFIES, Webbys, Web marketing, mobile, Clio, New York Art Director’s Club, Globals, regional/national ADDY’s, AWARD, AdCritic, AdNews, Caxton, ADMA, Archive, London Film and Campaign Brief.

Positions

Director, Creative
Seattle, United States
August 2016 - 2018 (1 year 5 months)
Amazon is unapologetically passionate about the customer. We focus on making their experiences the best possible. My goals are three-fold: 1) own the team, business model and guiding vision(s), 2) globally raise the quality of campaigns we produce as the ECD and 3) consult and empower CMOs and Heads of Marketing in both advertisers and agencies to deliver best-in-breed, customer-first, eMarketing experiences. Through the building of business cases, improved Creative and change-management, the team’s moved from being execution driven to solving business problems, and collected awards at Clios, Cannes, Addys, Internationalist and Festival of Media. Additionally, team revenue, business wins, PR, and through-put dramatically improved.

If you're a talented individual looking to change the world and looking for a challenge, chances are we have a position just for you.
Executive Consultant
Structure Creative Services Consulting
United States
March 2016 - Present (2 years 8 months)
Helping internal creative teams reach their full potential.
Managing Partner
ReevesJones
United States
June 2018 - June 2018 ()
Global Chief Creative and Marketing Officer
LVMH
June 2015 - August 2016 (1 year 2 months)
Inserted into LMVH to manage the global creative, marketing, social and eCom traffic worldwide teams for lesser-known, global high-performance lifestyle brands (LMVH owns 36 brands across several markets). • Focused on increasing brand-awareness globally and increasing market global share• Built and rolled-out the first global voice and brand standards across all countries and departments• Forged strong relationships with worldwide sales, marketing, product, and delivery teams through clarity, ownership, and transparency• Introduced the new sailing line through America’s Cup and Team Japan. Cut deals with other sponsors and ensured our apparel was the first sold through americascup.com• Initiated a social influencer and ambassador campaigns, digital catalogs, and shoppable video to drive direct sales as well as sales to Major Sporting Goods (Dicks sales increased 100+%yoy)• Transformed the team from a country-specific focus to a market-specific focus and actively recruited high-performing directors and managers in four countries• With the launch eCom sites, we built a full demand channel, increased the quality of content on the site as well as the quality of traffic to the site. This included owned, earned and paid media, revenue streams for obsolete stock and eCatalogs for Seasonal launches, implemented Quivers across affiliates and collapsed social handles
Chief Creative Officer
Moxie (Publicis/Zenith)
United States
September 2013 - July 2015 (1 year 10 months)
Oversaw all Creative, Experience and Future Experience teams across North America.• Rebuilt the 110+ department to work as one agency across 6 offices.• Built new, cross-functional, content creation units to support our clients’ and consumers’ need for authentic always-on content. The ‘Unit 3C’ model is transforming Media, Content, Data and Creative development.• Established the Future Experience (FX) team. Their role is to predict the UX of the future in both media and technology.• Led several M&As from a creative POV.Additionally:• Took a lead role in Publicis/Zenith pitches, strategically aligning creative, media and data.• Was the creative lead on the Publicis Groupe $65M JP Morgan Chase win.Clients: Verizon, Nationwide, Chick Fil-A, Coca Cola, Wells Fargo, Hulu, Nike Women's, L'Oreal, Maui Jim, Georgia Pacific (Brawny, Angel Soft, Sparkle, Quilted Northern, Dixie), Cisco, Abbott Labs, South Beach Diet, UPS, 20th Century FOX, AMC, Central Garden and Pet (Amdro, Pennington, Coreys), Children's Hospital and others.
EVP, Creative
Moxie (Publicis/Zenith)
October 2012 - August 2013 (10 months)
Led Creative, Experience, Content, Design, Studio, Social, Strategy and Future Experience teams with the single focus of building content that people want to interact with and not just feeling preached and talked down to.Clients: Verizon, Coca Cola, BB&T, Nike Women's, Georgia Pacific (Brawny, Angel Soft, Sparkle, Quilted Northern, Dixie), 20th Century FOX, Central Garden and Pet (Amdro, Pennington, Coreys), Children's Hospital and others.
Executive Creative Director, VP of Creative (HackerGroup)
Seattle, United States
February 2009 - October 2012 (3 years 8 months)
Steered the Creative Department through a rapid period of growth. Won our first-ever award for Creative. • A driver of the beginnings of an alliance of DraftFCB independents (Hacker, Dailey, Rivet, Gotham etc)• Turned a direct mail shop into an omni approach agency, including TV and digitalAdditionally:• Oversaw 45% of AT&T’s wireless acquisition; inc countless digital campaigns, video/TV and 40 million DM pieces every month• Launched AT&T’s first mobile site and won the AT&T Digital Life account (from brand to direct response)• Was the creative/strategic lead on all new business. Including: Western Union, Netflix USA and the international launch, AT&T U-verse, Chipotle, Blue Cross Blue Shield, Hyatt and Carnival interactive
Executive Creative Director
New York City, United States
April 2008 - December 2008 (8 months)
Lead Creative, Strategy, Interactive and Studio/Production Departments while in Australia to care for parents.• Daily C-level client contact on key brand, strategy and media decisions.• Redesigned the offices, reset creative expectations, controlled costs, helped define business model (brand guardians and UI), inspired staff and clients and invested in technology (Silverlight, iPhone aps, Expression, 3-D Studio).• Played pivotal role in winning new business (Bellata, Medibank, Golden Elephant).Additionally...• Won the sought-after 2XU account. In the client’s words, “You’re the only creative agency that understands our retail brand.”• Grew the Mitsubishi account through insightful strategy and creative leadership.• Secured three key clients who were 'walking' from the agency the week I begun at the agency.• Created numerous events of various sizes - from large, various-location stage productions for Westpac Bank to staff events for GSK. Clients: Mitsubishi, Soul Patterson (retail pharmacy chain), GSK, GPT (Melbourne Central, Rouse Hill, Highpoint shopping centers), Westpac Bank, Bellata Gold Pasta, Golden Elephant Rice, Grollo Equiset, Medibank Private (health).See company profile at belonggroup.com.au and Be.Interactive . (http://www.linkedin.com/companies/295539?trk=NUS_CMPA_comp_nm)
Senior Creative and Strategy Director
Costa Mesa, United States
December 2003 - April 2008 (4 years 4 months)
• Led Strategy and Creative Departments in Seattle and San Francisco, led clients in Costa Mesa and Phoenix offices.• Delivered brand-leadership for clients.• Hired award-winning talent, improved creative and helped define interactive offering.• Played pivotal new business role.Additionally...• Created the platform, design, brand, creative and mail strategy for WaMu’s first ever credit card. Repositioned WaMu.• Helped grow WaMu billings from $2 million to well in excess of $20 million.• Won numerous Stonebridge Life pitches and created their most successful product launch ever through a DRTV, DM and interactive campaign.• Won the TurboTax pitch. Campaign included branding, TV, print, 800 retail e-mails, landing pages, direct mail packages.• Won the Health Net and Chase Bank accounts.Clients: Nike (Jordan/Women's/Cycling), WaMu, Verizon, Holland America, Stonebridge Life, Wells Fargo, Health Net, Onvia, Wacom, TurboTax, American Express, Liberty Reverse.
ACD/Creative Director
New York, United States
October 2002 - October 2003 (1 year)
Led one of the groups that worked on the launch of the Ford F-150, Focus, and Freestar.• The 2004 F-150 was the biggest launch in Ford’s history, representing over 900,000 vehicle sales a year. Due to the CRM/DM, print and television campaigns developed, Ford truck sales achieved record levels — a new truck sold every 24 seconds.• Created a retail campaign-on-demand program (the first for any US auto manufacturer).Clients: Ford Windstar, Explorer, Focus, Mustang and F-150 and White Castle Restaurants.
Creative Director (Copy)
Wellington, New Zealand
August 2000 - October 2002 (2 years 2 months)
• Recruited back to BBDO after the departure of several key staff members.• Built a solid award-winning creative platform, with the overarching goal of bringing brands closer to the customer.• Won numerous local and international awards.• A key success was the Boehringer Ingelheim launch campaign. It increased market share by 13%, with a response rate of over 20%. It also won a New York Festival Global Copywriting Award, Gold Effie, and a Finalist at Caples, Echo and the Australian Awards.Clients: Women’s Day, Commander (telephone and IT services), Boehringer Ingelheim, Royal & Sun Alliance, Telstra, and Air New Zealand.
Senior Writer/Group Head
Sydney, Australia
January 1999 - August 2000 (1 year 7 months)
• Acquired by Australia’s largest agency to provide solutions on integrated/retail advertising.• Led all the creative teams for Optus and headed the successful pitch for Star City Casino.• Designated ‘Brand Guardian’ on Australian Rugby. In total, guided up to six creative teams and assisted with strategy/creative on several other key accounts.Clients: Star City Hotel & Casino, Australian Rugby, Optus, IBM, Hyundai, Sydney Olympics (ticket sales), Arnott’s Biscuits, Tourism Australia, British American Tobacco (BAT), CUB (brewers), Macquarie University and Baking Australia.
Senior Writer/Group Head
Melbourne, Australia
December 1997 - December 1999 (2 years)
Asked to move back to Australia from New Zealand and became heavily involved in Ogilvy’s ‘360 degree’ branding philosophy. Worked with the understanding there was not one medium, but one idea from TV to print to direct mail; or the other way around.Clients: American Express, Commonwealth Bank, Macquarie Bank, Aussie Home Loans, IBM, Telstra, The Economist, Sheraton Hotels and Qantas.
Senior Writer/Creative Group Head
Auckland, New Zealand
1995 - December 1997 (2 years 11 months)
BBDO Auckland was not an agency that could be labeled as a pure direct-marketing agency, nor a traditional agency; simply an agency that excels in all mediums.Additionally . . .• Mercury Energy blacked out Auckland for four months. Due to the crisis-marketing strategy, DM campaigns and print ads implemented, Mercury Energy’s market share was hardly affected.• Won numerous international and local creativity and effectiveness awards. Clients: Bank of New Zealand, Toyota, Air New Zealand, Microsoft, Hewlett-Packard, 3M, Mercury Energy, adidas, SC Health, Stamford Hotels, Southern Cross Health Care, Mobil and Cerebos Greggs.
Writer
Canberra, Australia
1993 - 1995 (2 years)
Various agencies:Grey Advertising, Freelance (Fame, Harris Robinson, HKM, Clemenger BBDO, HWW), ASF AdvertisingClients: Advance Bank, Mitsubishi retail, GM, ACTEW, Castrol, GIO, Seaview, Glass Mountain, Seagrams, Audi, Canberra Milk, Canberra Tourism, ACT Electricity & Water, Westfield and Casino Canberra.

Education

Bachelor of Engineering (B.Eng.)

1985 - 1990 (5 years)

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