RESUME

Patrick McPherson

770-815-3434

Own creative direction for a $1MM casual dining account (CPK), leading and mentoring a cross-disciplinary creative team while executing a campaign roadmap spanning 12 always-on and seasonal launches annually.
Conceptualized and wrote California Pizza Kitchen’s “40 and Fine With It” campaign, generating over 3.7B earned media impressions, a 300% increase in organic social engagement, and a 13% brand favorability increase.
Led copywriting and narrative development for Tools for Humanity’s BotBoard project, resulting in a 1,200% increase in organic search volume for World ID.
Named an Ad Age “Creative to Watch in 2026” for “repeatedly creating unconventional, results-driven work that gets people talking.”

Senior Copywriter // 2022-2025

Shaped narrative and led writing for Bentley Motors’ collaboration with The Shoe Surgeon, translating luxury craftsmanship into cultural relevance and driving 12.7MM organic reach, 4.7MM media impressions, and immediate sell-outs of the sneakers and accompanying vehicle.
Developed brand marketing strategy and creative for Samsonite, leveraging cultural insights to create the “Travel Like Your Parents” campaign, which boosted brand favorability by 10% and achieved an 85% VCR.
Created Iris’s internship program, mentoring 10 aspiring strategists, creatives, and account executives as they executed their first client brief and presentation.

Copywriter // 2020-2022

Co-led adidas Top Ten x ESPN project, achieving a complete sell-out of the shoe and garnering 500K+ 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 1.3% of all ads tested by System 1.

Awards:

California Pizza Kitchen, Mac and Cheese (2024)

Adidas World Cup (2023)

Bentley X Surgeon (2023)

Adidas Originals X ESPN Top Ten Hi Drop (2022)

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.

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

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.

Awards:

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