Scott Simpson
Marblehead,MA
Summary
A+ strategist with diverse brand experience and strong divergent thinking. Scott excels at harnessing insights to create strategically sound and creatively provocative communications. Successfully developed strategies and conducted consumer insights for numerous award-winning campaigns and launches, collaborating and leading teams of up to 20 people. Built brands that leave a lasting impact on customers, including renowned consumer brands like Hampton Inn, Molson/Coors, John Hancock Financial, Chili's Restaurants, and the US Army Recruiting Command. Recent focus has been primarily on pharmaceutical brands such as Novartis, Biogen, J&J, and others. Approach to driving brand growth centers around creating emotional connections that motivate action. Successfully shaped brand positioning, aligned product portfolios, and produced effective creative work by understanding the deeper emotions that drive human behavior. Takes pride in the impact made for clients and individuals we aim to connect with. Known for collaborative nature and eager to work with nice and smart people who share passion for making a difference.
Overview
31
31
years of professional experience
Work History
EVP, Group Strategy Director
Hill Holliday/Rise&Run
08.2008 - Current
- Oversees strategy including brand launches (with brands still being managed after 11 years post launch), ongoing brand management, portfolio strategy and product lifecycle extensions for pharmaceutical brands in Dermatology, Rheumatology, Oncology, Hypertension, COPD, Retina, Rare Diseases, as well as corporate innovations projects targeting patient and professional lines of business.
- Pitched and won over 20 pieces of business
- Lead strategist for Chili’s Grill & Bar new strategic platform
- Lead strategist for John Hancock brand realignment
- Lead strategist for The J.M Smucker's license business for Dunkin Donuts retail business
- Lead strategist for Harvard Pilgrim Healthcare for new brand’s positioning
- USS Constitution Museum Board of Overseers, leading brand re-positioning project
- Brand positioning and new creative for Home Base; a joint Mass General Hospital/Red Sox Foundation organization treating veterans and their families with Post Traumatic Stress and Traumatic Brain Injury
Brand Strategy
Bamboo Worldwide
05.2007 - 07.2008
- Company Overview: Strategy & Ideation Consultancy
- Brand consultancy working on project basis to help brands develop or refine their positioning
- Strategy & Ideation Consultancy
- Accounts: FedEx Kinko’s, Vein Clinics of America, ICLOPS, Nick’s Pizza, PepsiCo/Quaker
Senior Strategist
DRAFT/FCB
12.2004 - 05.2007
- Really began to more deeply own brand leadership outright across national brands, refining brand positioning, developing portfolio strategies, or helping position product innovation directly into the brand DNA
- Accounts: Miller/Coors Brewing, Hampton Inn, Milk PEP, Optimum Nutrition, New Business
Strategist
Leo Burnett
01.2002 - 12.2004
- Worked with an amazing team of mission-driven humans, committed after 9/11 to help the US Army grow its readiness to focus on their mission through better recruiting across all Army brands
- Accounts: US Army
Strategist
AKQA
08.1999 - 10.2001
- Was at the beginning and forefront of the Internet Boom, learning technical businesses in categories that had never existed before, and helping build these brands to serve needs that were not only unmet, but unknown
- Accounts: Business 2.0, Palm Electronics, Telleo, LucAsarts, Evite.com, Goodguys Consumer Electronics, Careguide.com, Dialpad.com (VoIP) and new business
Strategist
Loeffler Ketchum Mountjoy
06.1998 - 07.1999
- Jumped right into fray with a more consultancy-minded strategy director, learning portfolio brand strategy, and getting an early taste for the appeal of working with bravely curious colleagues and winning awards
- Accounts: Cooper Tools Worldwide, VELUX Skylights, Midway Airlines
VCU Brandcenter
05.1994 - 06.1998
- Company Overview: Lowe & Partners/SMS NYC Fellowship
- Proudly helped launch this renown and award-winning marketing graduate school, and then was awarded a fellowship during my two-year studies
- Lowe & Partners/SMS NYC Fellowship
- Accounts: Sony CE, Adidas, Sony PlayStation, Williamsburg Tourism, Haagen-Dazs
Education
MS - Communications (brand strategy)
VCU Brandcenter
Richmond, VA06.1998
BS - Public Relations
Virginia Commonwealth University
Richmond, VA06.1994
Skills
- Brand strategy, architecture, platform development and
- Data analytics, research
- Customer segmentation, persona development
- Creative strategy/brief development and oversight
- Assessing cultural trends to inform brand/creative strategies
- Senior client liaison
- Team management
- Complex categories including healthcare, financial services and technology
- Brand/product innovation
Personal Information
Title: Executive Vice President, Group Strategy Director
Awards
- Fellowship, VCU Brandcenter
- Cannes Lion
- One Show Pencils
- DTC Vanguard Award
- San Francisco Show Awards
- Chicago Show Awards
- Hatch Awards
Background - Personal
I have a lovely wife and 3 great boys… now young men; I have lived all over the country and enjoy feeling at home anywhere; I am passionate about understanding why people make decisions; I like airport people-watching; and I am convinced there is usually a better way of doing nearly everything.
VCU Fellowship, Cannes Lions, One Show, DTC Vanguard Award, San Francisco Show, Chicago Show, Hatch
Scott has been fortunate to help lead award winning efforts across his career in both national and internationally recognized award shows.
Timeline
EVP, Group Strategy Director
Hill Holliday/Rise&Run
08.2008 - Current
Brand Strategy
Bamboo Worldwide
05.2007 - 07.2008
Senior Strategist
DRAFT/FCB
12.2004 - 05.2007
Strategist
Leo Burnett
01.2002 - 12.2004
Strategist
AKQA
08.1999 - 10.2001
Strategist
Loeffler Ketchum Mountjoy
06.1998 - 07.1999
VCU Brandcenter
05.1994 - 06.1998
MS - Communications (brand strategy)
VCU Brandcenter
BS - Public Relations
Virginia Commonwealth University
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