Whitley Edwards

Leading integrated creative direction and hands-on writing across film, content, social, digital, OOH, and experiential from brief through client sell-through. Partner with Strategy, Account Leadership, and Production to align stakeholders, unblock work, and elevate craft from concept through finish. Develop platform thinking, campaign narratives, scripts, VO, toolkits, and social designed for earned conversation.

Select Clients: Netflix (Wednesday S2), Digitas/Publicis (L'Oréal, Ferrero Rocher, Tic Tac, Walmart), Burns Group (Ricola transition)

Promoted from Associate Creative Director in 2021. Led concept-first platforms and integrated campaigns from brief through sell-through. Wrote in the work and directed multidisciplinary teams. Elevated agency creative standards, contributing to the agency's first-ever award recognition at Cannes, One Show, ADC, and Shorty Awards. Established critique culture and creative rigor that became agency-wide standard. Helped build and mentored a creative team across copywriting, art direction, and design. Created environment where junior talent could take risks, senior talent could push craft, and everyone

had permission to think irrationally. Represented the agency on Diversity and Inclusion panels and led internal efforts to invite different perspectives into the work and the room.

Brands: Ricola, NuFACE, Labatt, ChapStick, Seagram's Escapes, Seagram's Spiked, Derma-E, TERRA Chips, Simmons, HEX, MadaLuxe Vault

- Ricola IION Campaign: Elevated Ricola to category leader with a 200% increase in market share and significant sales growth.

- Pioneered real-time tech to combat unconscious bias, achieving a 2075.8% increase in followers and 188.5 million impressions in 24 hours.

-NuFACE "FIND BEAUTY IN THE CURRENT" Global Campaign Launch: Sold out product within 4 hours, boosting Amazon sales by 67% and retail sales by 27%.

- TERRA Chips #snackinTERRAcolor Social Campaign: Boosted sales by 6.85%, purchase intent by 36%, and social engagement by up to 200%. Helped manage and directed junior teams to create and produce in-house social content.

- ChapStick "Put Your Lips First" Campaign: Contributed to a campaign that drove a 249% year-on-year sales increase over five years by revitalizing the brand's image with fresh, culturally relevant messaging and creative assets that resonated with younger audiences.

Collaborated with art directors and designers to craft compelling creative concepts and experiential activations for Wingstop, Hard Rock Hotels, Thread Shop, and Sony Music Artists, ensuring cohesive and impactful brand experiences.