THOMAS PUCKETT
MOBILE FIRST CREATIVE DIRECTOR
http://tpuckett.com/ • 917-815-6867 • thomas_puckett@yahoo.com
Global creative leader with strategic mindset, innovative approach and collaborative nature
• Proven change agent who elevates creative quality in cosmetics, lifestyle, fashion and luxury with emphasis on mobile-first creative
• Demonstrated ability to align multiple stakeholders, improve performance and deepen cross functional relationships across complex global networks in the service of creative quality
• Fanatic nurturer of brand DNA across platforms, geographies and over time to create iconic brands
INSTAGRAM | FACEBOOK | MESSENGER | WHATSAPP
Director, Vertical Lead - Luxury & Beauty, Creative Shop, March 2014 - Present
• Global creative leadership with emphasis on Instagram to creatively inspire, educate and collaborate with brand and agency partners from Benefit Cosmetics, Bottega Veneta, Chanel, Coty, Dior, Estée Lauder Companies, Guerlain, L’Oréal SA, LVMH, Revlon, Sephora, Shiseido, Tiffany, J&J, P&G, etc.
• Led global IG Stories Ad Sprints as quickest way to uplevel creative on a global scale across multiple companies
• Created and globally scaled The 4 Brilliant Basics of Mobile Creative, creating measurable improvement for multiple brands and regions
• Teamed with Chanel Paris on the launch of Chanel L’Eau aimed at Millenials - and on the first ever NA led creative development for the launch of Highlighters and Concealers, leveraged globally- another first.
• Creative lead in Estée Lauder Companies transition from regional to global partner, from $20M to $60M in sales, and promoted to be their Global Creative Strategist
• Force behind multiple public case studies for O.P.I, Benefit Cosmetics IGTV campaign, examples of driving headlines and impact across organizations and industry
https://www.facebook.com/business/success/opi
https://www.facebook.com/business/success/benefit-cosmetics
• Creative keynote speaker at high profile industry events Beauty Beyond in NYC, LA and Dubai, Luxury Forum NYC, and Create to Convert Forum NYC.
http://wwd.com/business-news/marketing-promotion/facebook-beauty-summit-report-mobile-10443958/
PANTENE & ROCHAS 1999
Global Creative Director, EVP, Grey Advertising, New York, Jan 2014
• Recruited to globally relaunch Pantene - the world’s #1 hair care brand- helping it grow from $1B to over $3.5B
• Led breakthrough 2012 Olympics campaign across 7 countries resulting in 86% increase in Facebook likes, 750 re-tweets and 6% increase in sales during 2-week Games period. Viral video reached +5M hits.
• Design first ever global conversation calendar and content map around brand equity, popular culture and consumer interests with 90% adoption rate across globe
• Lead global creation of FB, Pinterest, Twitter campaigns, content development, including makeover photo galleries and videos
• Restaged brand in 12 EMEA markets - including challenging Russia and MENAP countries - with 106 Index vs YA despite economic crisis
• Cracked premium Expert Collection line extension with new look and message featuring Courtney Cox
• Successfully lead distinctive creative vision for 4 global brand restages and block buster initiatives
• Created “BrandCode Pantene” and “Iconic Viz ID Guidelines” for In-Store and Advertising implemented world-wide to keep unified brand position
• Increased branding and prestige value perception with self-initiated global pack shoots, end frames signature, logo, redesigns, and selling lines projects
• Unified global vision of 8 regional offices, lead creative development and adaptations
ESTEE LAUDER COMPANIES - ARAMIS/DESIGNER FRAGRANCES
Executive Creative Director for Advertising and In-Store, New York, 1995-1999
• XFN creative partner for Marketing, Product Development, Packaging, Sales, and PR teams to create vision and strategic plan for each brand within the portfolio
• Worked with customer teams to customize launch plans for their unique needs
• Collaborated with international partners to synergize brands where possible
• Self-initiated new creative approach to revitalize Aramis, including new ad campaign, in-store, collateral, and innovative tester and display units in synergistic, cost-effective plan
• Developed Tommy and Tommy Girl TV and print ads partnering with fashion house agency Toth Advertising to build to #1 and #2 positions two years in a row
• Designed and supervised ads, in-store, scent-strips & blow-ins for North American markets for 4 brands and 6 licenses
• Successfully launched Hilfiger Athletics fragrance and Tommy Shop bath & body lines
• Created new ad campaign for Lab Series for Men, increasing business up to 40% where ads ran
• Designed “@ Where Men Are” prototype web site and magalogue to extend brand reach
• Supervised task force teams, free lancers, photographers, and post-production
L’ORÉAL- PARIS
International Creative Director, Sr. Art Director, Publicis-Conseil, Paris, 1989 -1994
• Worked at L’Oréal Paris corporate office as creative link across product development, consumer knowledge, and customer (stores) marketing. Later, due to work permit issues, was transferred to their agency Publicis-Conseil
• Creative Director on Kérastase, Laboratoires Garnier, Plénitude, Lancome projects
• Art directed over 20 international print and TV product launches for skin, sun, hair, and fragrance
• Managed international teams and creative adaptations
• Designed packaging, collateral, and display elements
REVLON
Grey 1983-85, Bozell Jacobs, New York, 1985-86
• Launched Revlon’s “Most Unforgettable Women in the World” campaign, shot by Avedon and running for 8 years
• Developed positions and naming for new products in partnership with marketing and product development
BACCARAT, CHRISTOFLE, CRANE, DIANE VON FURSTENBERG, GIVENCHY, JUDITH LEIBER, LA PRAIRIE, VIDAL SASSOON
Peter Rogers & Assoc. 1986-89, Sacks & Rosen 1995-96, both New York
• Developed print and TV
• Worked on web-site for Crane and Baccarat
New York University, M.A. 1987 • University of Virginia, B.A. 1982, cum laude • Fluent in French, working on Italian!