You have to have an imagination growing up in a small town.
EVOLUTION OF A CREATIVE DIRECTOR
INTRODUCTION TO BRANDING 101
LARGE SCALE PRIVATE LABEL
TOTAL BRANDING & ADVERTSING
INTEGRATED BRANDING & DESIGN
INTEGRATED BRANDING & DESIGN
EVE BRANDING &
EVE BRANDING &
My first packaging project at Pigeon was solve a 30+ SKU hierarchy for Durex Condoms. HELLO! This was a solid introduction to line extension and brand identity.
• Anhesier Busch
Building on the success of the infamous P.C. and no-named brands developed by Dave Nichol, I was challenged with stewarding the brand through the next iteration of Loblaws private label program.
EVE brand held several key accounts, including Sobeys' Longos and Jamieson Vitamins. A new experience was reworking the new Seventh Generation integrated marketing plan. From packaging to online and advertising, the brand saw exponential growth over the course of the brand re-vitalization.
The challenge to jumpstart a declining brand is no small feat. Within three years of the new brand overhaul that included packaging, advertising and a new digital presence, the brand saw significant growth and repositioned itself as the market leader in the category.
Continuing on the heels of success in sports nutrition and supplements, I continue to build integrated brand platforms for up-and-coming and market-leading brands.
EXECUTIVE CREATIVE DIRECTOR
Innovative Marketing Reaching Target Audiences and Boosting Market Share
Driving Fortune 500 and Major-Brand Results for Molson, Unilever, Seventh Generation, Kraft, and Others
Strategic and creative leader who leads teams to award-winning, profit-generating results, bringing creative concepts to light and motivating teams to successful delivery. Possesses diverse corporate and agency-side expertise, with reputation for original design and comphrensive brand rollouts. Identifies right-fit talent, promotes collaboration, and orchestrates cost-effective, memorable programs and branding. Open to relocation (US/Canada).
Winner, Three Clios, Gold Design, and London International Advertising, Packaging and US/International Ads
After working in brand management/marketing at Procter & Gamble, Ocean Spray Cranberries, Dunkin’ Donuts, and Stonyfield Farm, I can confidently state that Phil and Eve Brand are the most skilled creative source I have ever worked with. Their brand foundation was crucial to our growth from $13M to $50M + in three years. – SVP Marketing, Seventh Generation
NOTABLE RESULTS AND RECOGNITION
Reversed challenged profits for Hydroxycut, driving 40% ($70M) sales increase and positioning product as #1 selling diet supplement in the US. Reclaimed brand reputation after product recall, producing-directing 20 TV spots.
Integrated Brand Launches:
Maximized profit with new natural product at GNC. Displaced national category leaders at Walmart (14% rise in orders in six months and placement in 4,000+ stores), using integrated strategy including 350+ new brand videos.
Cut external agency spending $2.5M by proposing in-house strategy to direct/record commercials.
Staffed and mentored 80+ creative and technical staff (with many reaching Director-level positions).
Built and expanded reputation with major brands (portfolio highlights at Evebrand.com).
Online And Brand Activation - Strategic Planning – Market Drivers – Integrated Campaigns – Team Motivation – Cost Efficiencies – Content Management – Consumer Behaviour Analysis- Brand Awareness- Social Media Engagement
Phil is a brand visionary who can quickly understand brand strategies and execute them across every medium (TV, packaging, print, web, in-store), with ideas that stick. – SVP Marketing, SlimFast
EVE Branding & Design, MHP, NY, New Jersey | 2016 – Present
Engineered new marketing and communication platform for Venture Capital Investment Group
Executive Creative Director/Eve Branding & Design
Reengineered new brand program – Reestablishing position in existing category
Brand Turnarounds – Marketing Intelligence – CPG Launches – Integrated Branding – Cost-Efficiency Management
Brought in on reputation as strong marketing creative director to assess all communication channels and design a new integrated brand platform. Archetype of a new plan for total brand integrated approach to digital, print packaging, and advertising for two signature brands. Developed a network of outside design, packaging, and digital agencies to facilitate quick turnarounds on demanding timelines.
Iovate Health Sciences, Oakville, Ontario | 2011 – 2015
Increased revenue, brand awareness, and market position at nutritional supplement health products company.
Creative Director – Recruited by CMO
Revitalized Major Brands – Delivering Millions in Revenue Increases and Sharpening Competitive Edge
Multi-Brand-Turnarounds – Market Intelligence – CPG Launches – Celebrity Endorsements – Integrated Branding
Brought in as trusted partner to CMO, repositioning vision and mission while strengthening revenue and revitalizing branding. Leveraged innovative social media and research techniques; investigated and refocused marketing, with increased industry attention. Shaped strategic approach among executives and change at tactical level; engaged teams with collaborative approach to integrated and brand activation. Oversaw packaging, advertising, broadcast spots, digital, and location-based messaging, 34 reports, and $3M budget (with 15% under-budget results annually).
Facilitated 33% annual revenue increase for signature brand Hydroxycut, reversing market share challenges with new, full media program positioning product as #1 in the US.
Resolved core marketing issues, effectively targeting female demographic with relevant brand image.
Brand Refresh: Recaptured sliding market share, using competitive intelligence; launched effective social media/press campaigns
Targeted Research: Uncovered and resolved objections to brand image.
Executive Buy-In: Gained leadership approvals for full media programs, new TV spots, and video
Social and Event Marketing:
Generated 40%+ additional ROI vs. forecast with eighty-foot LED wall at trade show, outpacing category expectations in aggressive sports nutrition market.
Conserved costs (matched existing spend +15%); led teams in creating product videos with on-site celebrity appearances, athletes Rob Gronkowski, Russell Westbrook, and Giancarlo Stanton as leads in the “OWN IT” campaign.
Created social media strategy designed around trade show appearance and generating press interest.
Displaced category leaders with new GNC house brand per CMO request. Maximized shelf exposure via color strategy (revealing inconsistences in competing products); built online/print campaign.
Content Marketing Success:
Placed brands among content leaders with first content marketing strategy, including 350+ brand videos developed in two years using science-based videos for expedited launch.
Influenced shift in marketing techniques, working closely with company owners, C-level leaders, and product evangelists to educate executives on innovative marketing strategies.
Phil implemented a new set of UX/UI standards that served as the basis for all website development and enhanced the overall user experience. The process he directed also played a key role in the development of e-com and product conversion through loyalty programs that were direct result of the UX/UI design initiative selling through online-retail channels, Amazon, Groupon, and on-line supplement channels.
As part of the advertising program, Phil spearheaded all brand print campaigns that ran through 12 key publications and retailer trade forums monthly for four and a half years. The campaigns were integrated as part of the total brand launches and were extended to digital, mobile, and all event marketing.
Phil reinvigorated our mature brands for increased acceptance with consumers and retailers, driving a 33% increase in annual revenue, [with a] new packaging and ad campaign reversing a five-year sales decline and a Walmart/FDM brand becoming a massive success under Phil’s creative leadership. He consistently created a ‘can-do’ atmosphere and possesses a very entrepreneurial bent that is an asset to any company seeking profitable growth leadership abilities.
– Chief International Officer, Iovate Health Sciences
Eve Branding and Design, Mississauga Ontario | 2001– 2011
Launched marketing agency and branding/design film securing corporate clients and delivering fully integrated campaigns.
Creative Director & Principal
Developed Integrated Branding Strategies Improving Top-Line Revenues at US and Canadian Brands
Team Direction – Packaging Strategies –UX/UI, Online and Digital Standardization – Print Advertising
Accelerated revenue results at Grand & Toy, Seventh Generation, and Jamieson Vitamins, conferring with executive/creative teams and serving as agency of record at client sites–generating $1M+ in annual revenue. Headed market research and development of integrated brand themes and components.
Reinvigorated brand, spearheading 280%+ increase in revenue by identifying optimum brand theme expanded across product line; reviewed brand identity/market criteria and built /tested designs created UX/UI standards programs for client, websites, and mobile applications for on-line sales programs.
Strengthened brand relevance to consumers (facilitating sales-surpassing forecasts for three years with increased supermarket buying) with new online presence, social media strategy, and e-commerce managed all print advertising, campaigns, and package print production standards.
Loblaw Companies Limited, Brampton, Ontario | 1993 – 2001
Quickly orchestrated brand and design results at multibillion-dollar food, furniture, and clothing company, with award-winning and rapid sales increases from newly revised creative strategies.
Vice President & Creative Director – Private Label Brands
Turn around President's Choice Brand with Innovative Advertising and Marketing Methods
Product Line Development – Brand Development and Standards – Advertising Campagne's – Retail Ad Strategies
Produced near-immediate gains in high-profile signature private label brand, leading effort to redesign packaging, brand standards, and product line. Recognized with industry awards (Clio, Mobius, London International) for consumer-foucsed design and promotional efforts. Worked in alignment with brand designer Dave Nichol and President's Choice Marketing Director. Oversaw thirty-member team and $5M budget.
Brought President's Choice to household-name status (becoming “Canada’s Most Popular Brand”); revived brand with prominent program redesign and new graphics/ brand standards.
Won three Clio Awards for packaging, three London International Awards as win for creative and marketing teams.
Stimulated consumer interest and reaped 15% sales uplift in year one, with pivotal role in retail event ad-product promotions- using shipping trailers as mobile ad billboards (extended to 2,000 trailers) after building and presenting business case to management.
Created 2,000+ SKUs in first year, influencing record sales and building consumer excitement with new branding strategies for each product.
Thomas Pigeon Design, Oakville, Ontario
Played key role in developing Red Dog brand at Anheuser-Busch, capturing 30% market share against Zima product at pemier branding and design consultancy; exceeded forecasts with health product packaging redesign; supervised 25 staff.
Disney Studios Production: “Flight of the Navigator” movie
Five Days in Milan
Smith Lumen Milan handpicked Phil Pietrasiak to attend work and speak at a five-day workshop on integrated banding and brand activation in Milan, Oct. 26 – 30, 2015.
EDUCATION & CONTACT
Graphic Design Studies
Cambrain College, Sudbury, Ontario
Graduate Computer Graphics Studies
Sheridan College, Oakville, Ontario
Phil Pietrasiak, C: 905-601-9300 H: 905-403-8106