Hutson Kovanda

Lead all creative work across social, digital, and video

• Member of the Agency Leadership Team
• Manage a team of cross-functional writers, designers, videographers, motion designers, and editors
• Clients Include: Army National Guard, American Health Partners, Project Heart, Tennessee Department of Workforce and Labor, Tennessee Higher Education

• Collaborated with top ad agencies and in-house teams, including BBDO (Chicago), Quench (Philadelphia), Cinemark, McDonald's in-house agency, T-Mobile Studios, and Sawtooth Group.
• Conceptualized, developed, and executed comprehensive digital, social, on-premise, and direct campaigns for high-profile clients such as Pearl Vision Centers, SC Johnson, McCormick Spices, Finlandia Butter and Cheese, Cinemark Brand, McDonald's, and T-Mobile Brand

• Spearheaded creative initiatives for the Global People Group, the largest client group within the organization
• Oversaw the development and execution of innovative concepts across video, digital platforms, internal communications, and presentations
• Crafted compelling content that engaged and inspired global corporate teams, franchisees, and restaurant crew members, driving enhanced communication and collaboration across all levels

• Contract creative director working as a part of T-Mobile Studios social media team creating and producing social content for the brand and brand partnerships.
• Conceived and directed social campaigns for Netflix "What to Watch" series
• Developed a Twitter focused holiday promotion #IloveTMobileHoliday that engaged T-Mobile subscribers telling us why they loved the brand

Guided, inspired, and directed the creative work at a B2B2C food-focused boutique spanning digital, social, direct, event, and trade shows.
• Managed a team of seven writers, designers, and developers.
• Collaborated with C-Suite level clients, chefs, photographers, and videographers.
•Brands included Smithfield Culinary, Red Diamond Coffee and Tea, Virtú Italian Cheeses, Upstate Niagara Cooperative, Rosina, B&W Quality Growers, Blue Prairie Brands, Broaster, Columbus Oils., Sterling Silver Meats, TNT Burgers

• Contracted to bring stability to the creative department
• Clients included Western & Southern Financial, Ohio Lottery, and Frisch's Big Boy

• Recruited to help lead the agency's creative department, elevate digital thinking, and expand the agency beyond its shopper marketing specialty to secure larger portions of client business and increase revenue.
• Directed a team of twenty writers, designers, technologists, producers, and strategists.
• Credited with enhancing the overall aesthetic of the agency's work.
• Successfully pitched and won significant accounts, including Metronet Cable, Starbucks Evolution Fresh Juices, and Tazo Tea.
• Clients included: Evolution Fresh, Core Power, Modelo, Casa Noble Tequila, Pacifico, Liftmaster, Omron, Nuveen.

Executive Creative Director overseeing creative at two of Pavone Marketing Group's agencies. Revitalized the creative department, leading to the agency's first creative awards, including “Best of Show-Digital” at the Philadelphia Addy Awards.

• Pitched and secured the Starkist Tuna account.
• Developed a campaign for Starkist that increased sales by 45% in just six months.
• Innovated with Yuengling by creating the first-ever Twitter-activated tap handle for ‘Tweets on Tap'.
• Transformed agency operations and credited with significantly improving overall processes and efficiency.
• Managed a team of over 18 writers, designers, art directors, and video editors.

Brands included: Starkist, Yuengling, Cream of Wheat, Hershey's, Musselman's, Fulton Bank, Orrstown Bank, Hoss' Restaurants.

Led all creative work at a boutique agency specializing in the affluent market, focusing strongly on luxury travel and hotels.

• Transitioned the agency from a traditional shop to a digital-first approach.
• Led a SWAT team of six writers and designers, managing the daily influx of freelancers.
• Saved the Gramercy Park Hotel account with just 24 hours' notice.
• Pitched and won important new businesses, including Rosewood Hotel Group and The Fontainebleau, Miami.
• Collaborated with top-tier photographers and videographers to produce high-quality content.
• Brands included: Taj Resorts Hotels and Palaces, Leading Hotels of the World, Fontainebleau Hotel, Rosewood Hotel Group, Gramercy Park Hotel, Wüstof, Sony, Constellation Brands

Promoted to Executive Creative Director after initially being hired as a Creative Director. In my first ECD role, I learned invaluable lessons about leadership and agency growth. Transformed a local agency into a national competitor, leading a talented team of UX/UI designers, storytellers, and strategists.

• Pitched and won major accounts including Trex Decking and Railing, Sunoco, and Dietz & Watson.
• Retained the agency's two largest accounts—The Commonwealth of Pennsylvania and Capital Blue Cross—during critical reviews.
• Led a highly successful campaign for Pennsylvania's Tax Amnesty program, which garnered national attention from media outlets like “The View,” Fox News, Huffington Post, Bloomberg Businessweek, and Forbes. The campaign raised $261 million, surpassing the goal by $71 million.
• Expanded the agency by helping to open a second office in Philadelphia, growing the staff to over 35.
• Achieved multiple accolades, including three “Best of Show” awards at the Philadelphia Addys, national gold awards, and features in The FWA, Communication Arts, and the “I have an idea” website.