Tom McConville
PARK RIDGE
Summary
I'm a versatile Creative Director recognized for developing innovative marketing initiatives and building high-performing teams. My expertise is in concept development and execution in both traditional and experiential arenas. I have a proven ability to drive brand engagement and achieve measurable results.
Overview
15
15
years of professional experience
Work History
Creative Lead
Arnold NY
04.2024 - Current
- Serve as head writer for all advertising and marketing efforts for the launch of DUPIXENT for chronic obstructive pulmonary disease (COPD)
- Oversee all creative output for the upcoming launch of DUPIXENT's "Itch To Deal With" unbranded campaign in regards to chronic hives
- Develop digital, video, radio, out of home and in-office materials for brands including DUPIXENT, Rexulti, and Beyfortus
- Handle client communications, develop strategic solutions and lead the creative conversation in client presentations meetings
- Oversee the technical production and implementation of online creatives
- Manage and mentor an internal team of seven copywriters, art directors, digital designers and remote freelancers
- Present creative concepts to executive leadership, securing buy-in for various initiatives and campaigns
Freelance Assignments
Freelance
01.2010 - Current
- 2025. Served as lead speechwriter and creative strategist for "Create Karma", a launch meeting announcing the arrival of Karma Automotive in the ultra-luxury vehicle arena
- 2010-2020. Wrote a number of scripts for animator Matt Smithson, including the award-winning "Girl Effect: The Clock Is Ticking" animated short
- 2015-2022. Produced all copy and creative output for CleanChoice Energy, a Washington DC based green energy supplier
- 2009-2015. Wrote all direct mail and online content promoting certification and membership for the Certified Financial Planner (CFP) Board of America
Group Creative Director
The Apex Agency
05.2023 - 04.2024
- Led the creative development and execution of event themes, and experiential ideas on new business pitches for Volvo, Polestar and Scout Motors
- Developed and produced online and video assets for the launch the Volvo EX90, as well as unique content creation for the "Hands You Can Trust" online video series promoting Volvo parts, service and certified technicians
- Strengthened Volvo and Polestar client relationships through successful campaign executions and timely deliverables
- Spearheaded and authored "The Apex Way", a proprietary, repeatable process for success throughout the entire experiential event process
Group Creative Director
Merkley and Partners/Mercedes-Benz USA
01.2011 - 01.2023
- Oversaw creative for six lines of Mercedes-Benz business: After-Sales/CRM, Technician Recruitment, Sprinter Vans, Vehicle Recalls and Emissions Modifications
- Launched first globally shared fixed operations campaign in Mercedes-Benz history for Mercedes Original (MO) Tires resulting in 10 record sales month and a 17% increase in worldwide Mercedes Original Tire sales
- Launched first Mercedes-Benz USA Service TV spots resulting in a 400% increase in organic search for featured product
- Launched first Technician Recruitment Conquest campaign
- Won multi-agency new business pitch to acquire iFit Inc. (NordicTrack, ProForm, Freemotion)
- Launched first national ProForm TV campaign featuring seven TVCs and 200+ below-the-line assets
Education
Bachelor of Arts - History
University of Scranton
Scranton, PA05-1991
Skills
- Creative direction
- Content strategy
- Concept development
- Brand messaging
- Team development
- Project leadership
- Visual storytelling
Accomplishments
- 2019 GSP Global Campaign of the Year “Never Compromise” for Mercedes Original (MO) Tires
- 2015 IHAF Gold “Now Comes the Best Part" for the launch of the Mercedes-Benz PartsPro Program
- One Show nomination for The Girl Effect: The Clock Is Ticking
Timeline
Creative Lead
Arnold NY
04.2024 - Current
Group Creative Director
The Apex Agency
05.2023 - 04.2024
Group Creative Director
Merkley and Partners/Mercedes-Benz USA
01.2011 - 01.2023
Freelance Assignments
Freelance
01.2010 - Current
Bachelor of Arts - History
University of Scranton
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