Patrick McPherson

Patrickcmcp@gmail.com

770-815-3434

 

IRIS WORLDWIDE

Associate Creative Director // July 2020 - Present

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• Serve as creative partner to adidas, California Pizza Kitchen, Samsonite, ESPN, Bentley, FAGE Yogurt, Zaxby's, Wellstar, Winn-Dixie, and many others.

• Selected for the Iris Global Creative Council, an incubator for breakthrough, newsworthy, and award-winning ideas across the global network.

• Conceptualized and wrote California Pizza Kitchen’s “40 and Fine With It” campaign, generating over 3.7 billion earned media impressions and a 300% increase in organic engagements on social.

• Developed brand marketing strategy for Samsonite, leveraging cultural insights to create the “Travel Like Your Parents” campaign, which boosted brand favorability by 10% and achieved an 85% VCR.

• Co-led adidas Top Ten x ESPN project, achieving a complete sell-out of the shoe and garnering 500,000+ online impressions within the first week.

• Launched Winn-Dixie’s holiday campaign in partnership with key stakeholders, creating TV, radio, and digital content that re-engaged lapsed customers and attracted new ones during the holiday season. The work ranked in the top 4.5% of ads in its category and the top 1.3% of all ads tested by System 1.

• Created the agency internship program, mentoring a variety of aspiring strategists, creatives, and account executives as they executed their first client brief and presentation.

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Awards: 

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California Pizza Kitchen, Mac and Cheese (2024)

• Shorty Awards, Gold, Earned Media 

• Shorty Awards, Silver, Real Time Response 

• Ad Age, Finalist, Best Use of TikTok

 

Adidas World Cup (2023)

• Hashtag Sports Awards, Finalist, Best Athlete Storytelling

• Atlanta Addy, Bronze, Single Execution

• Atlanta Addy, Bronze, Campaign 

 

Bentley X Surgeon (2023)

• New York Festivals Advertising Awards, Silver, Collaborations

• New York Festivals Advertising Awards, Finalist, Autoshow

• New York Festivals Advertising Awards, Finalist, Brand Partnership

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Adidas Originals X ESPN Top Ten Hi Drop (2022)

• New York Festivals Advertising Awards, Finalist, Design 

• One Show, Merit, Design 

• Clio Sports, Bronze, Design 

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EDIBLE ARRANGEMENTS

COPYWRITER // March 2019 - July 2020

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• Optimized copy across edible.com to better align with refreshed messaging strategy and to improve website conversion rate.

• Conceptualized six integrated consumer campaigns, executing them seamlessly across all key consumer touchpoints, including paid social, retail, display, radio, and TV.

• Translated insights-led brand strategy into refreshed brand voice and tone, resulting in increased consumer engagement across key channels, including a 21% increase in social media engagement.

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INSTACART

CONTENT WRITER // October 2018 - February 2019 

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• Rewrote all of Instacart’s self-service support content, reducing customer support ticket volume by 13% in only six months.

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Three Advertising

copywriter // may 2016 - October 2018

 

• Created integrated campaigns with a focus on healthcare marketing. Clients included Children’s Healthcare of Atlanta, Wolfson Children’s Hospital, Baptist MD Anderson, and Grady Health.

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Awards:​

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Georgia Power, We Help Because It's Home (2019)

• Southeastern EMMYs, Winner, Special Event Coverage