Lancaster, PA – willing to relocate / 646.489.8103 / adamcookbook@gmail.com
SUMMARY:
An accomplished advertising leader with extensive experience in developing and executing brand storytelling across all channels. Proven success in guiding high-performing creative teams and collaborating with cross-functional stakeholders to translate marketing objectives into effective campaigns. Demonstrates strong ability to lead both in-house and external agency initiatives, driving business results through creative excellence.
EXPERIENCE:
Freelance Creative Director/Copywriter, October 2025 – current
Partnering with agencies and brands to create full-funnel advertising from inception through production. Prior freelance partners: Highdive, FCB, DDB, Vitro, Pereira & O’Dell, Devito/Verdi, OKRP, M&C Saatchi, OH Partners
THE HERSHEY COMPANY, Hershey, PA – Creative Lead, May 2022 – October 2025
Led development and execution of full-funnel advertising campaigns.
- Drove work across portfolio, including iconic confection brands such as Hershey’s, Reese’s and Kit Kat, as well as growing salty snack and protein bar offerings.
- Broad oversight of in-house and external agency initiatives, including elevating brand foundation work, brief development, brand design and packaging.
- Spearheaded sourcing, proof-of-concept and integration of AI into domestic and international workflows.
- Collaborated with external agency to launch new Kit Kat campaign, sales +18% in first 3 mos.
Directed creative on all in-house agency projects from 2022-2024, achieving $12MM in cost avoidance in 2024:
- 3-for-3 winning pitches vs. external agencies.
- Earned trust of leadership to shift full-funnel projects on largest brand (Reese’s) to in-house team.
- Guided team to surpass key creative concept test metrics across seven distinct brands.
- Launched Shaqalicious brand via social-only strategy, sales out-performing projections by over 50%.
- Campaign for Dot’s Pretzels drove +50% share growth over three years.
DDB, Chicago – Group Creative Director, August 2015 – March 2022
Partnered with agency and client teams to conceive, develop and execute full-funnel campaigns.
- Led team of 20+ creatives on $400M U.S. Army account, orchestrating ecosystem of video, organic/paid social, OLV, digital, direct, media partnerships, influencer, creator, outdoor, print, radio, email, local and events.
- Prior to Army role, led campaigns on top accounts, including:
- State Farm Auto & Home Insurance.
- Capital One March Madness and launch of Capital One Auto Navigator site.
- Jeep, including Jeep Gladiator’s first national TV work.
- MillerCoors Blue Moon beer, America’s No. 1 craft beer.
- McDonald’s, including campaigns for Fresh Beef/Grand Mac/McPick2.
- Contributed extensively to business wins for Army, Jeep, Alfa Romeo, Lifelock and Barilla.
- Key role in successful defense of State Farm, McDonald’s and Lifelock/Norton/Symantec.
Y&R, Chicago – VP Creative Director, April 2013 – May 2015
Leadership on key accounts, guiding teams of 20+ creatives on Bel Brands, Butterball, CPG International and Carfax:
- Launched Carfax’s car sales site, leading to record traffic, revenues and increased investment.
- Created Bel Brands International 2014 Ad of the Year.
- Developed Butterball’s first broadcast campaign in seven years, surpassing sales targets.
Led winning pitches for Carfax and Lavazza. Executed work for Craftsman and Land Rover.
LEO BURNETT, Chicago – Creative Director, October 2011 – April 2013
Led Allstate’s National Retail, Roadside Assistance, Motorcycle, and African-American work. Guided output of 20+ creatives across all platforms, including Allstate’s highest-performing TV campaign, which ran for eight years.
DDB, Chicago – Associate Creative Director, July 2009 – October 2011
Executed campaigns for McDonald’s, Anheuser-Busch InBev, State Farm and Wrigley.
GOODBY, SILVERSTEIN & PARTNERS, San Francisco – Copywriter, December 2007 – March 2009
Wrote and produced campaigns for Anheuser-Busch, Sprint, Commonwealth Bank of Australia, Dreyer’s and Comcast. Executed numerous online and event-marketing experiences for Sprint’s NASCAR cross-promotion.
DDB, Chicago, IL – Copywriter, 2005-2007
Accounts: McDonald’s, Capital One and Anheuser-Busch.
R&R PARTNERS, Las Vegas, NV – Copywriter, 2003-2005
Accounts: Las Vegas Convention & Visitors Authority, Wranglers hockey and Paris Las Vegas.
DDB, New York, NY – Copywriter, 2000-2003
Accounts: Starwood Hotels & Resorts, Hershey’s, Madame Tussaud’s, Westin Hotels.
KEY SKILLS:
Creative Direction, Cross-Channel Campaign Development, Creative Production, Brand Strategy, Brief Development, Brand Storytelling, Agency Management, Cross-functional Team Leadership
CATEGORY EXPERIENCE:
CPG, QSR, insurance, finance, SaaS, travel/tourism, hospitality, automotive, telecom, entertainment, retail, sports, home improvement, recruitment, non-profit
RECOGNITION:
Cannes Lions
One Show
Communication Arts Annual
Webby YouTube Ad of the Year
Effies
Jay Chiat Awards
National Addys
AICP
Clios
Art Directors Club
LIAA
Radio Mercury Awards
In-House Agency Federation
YoungGuns
MPA Kelly Awards
Lurzer’s Archive
Adweek Best Spots of the Year
Shoot Online – Best Work You May Never See
Drum Awards
EDUCATION:
Miami Ad School, Miami/Minneapolis/NYC
Indiana University, Bloomington, BS Business Marketing + BA Telecommunications