Pat Piper

About Pat Piper

Group Creative Director | Tell Me There\'s No Story & I\'ll Tell You You\'re Lying | Culture Leader For Teams 5-56 and P & Ls From 1M to 20M | Ideas = BusinessThere’s always a story. But not without a great story teller. The best stories reward people for their time. Actively compete for share of emotion. Facts and figures have their place but…95% of all purchase decision making takes place due to an emotional connection*This explains why ideas that evolve into evocative stories, transform business.Like this:Q: Do you know the longest running TV campaign in US history? A: Sameness Sucks: Sonic Two Guys CampaignA TV campaign like no other. The lowest of low-fi shoots (about 600k) we delivered on average six commercials per shoot. Instead of scripts, we wrote scenarios for every product. The improv experts TJ and Pete took it from there.A year after the campaign launched, stores saw sales increases as much as +10.7% from the year prior. The campaign created higher awareness than McDonalds, despite being outspent by them by 4X’s.Q: What was the most retweeted tweet in history and what transforming results came from it? A: Making pigtails cool again: Wendy’s When “Where’s the Beef” turned 40, Wendy’s needed to regain its’ swagger and share of stomach to attract a new audience.From a rap battle with WingStop on Twitter, a MixTape was born. Consisting of four tracks, Wendy’s MixTape hit #1 on Spotify and #3 on Apple’s Hip-Hop Charts to gain 758 Million Impressions.A Snapchat filter we created helped raise awareness to 12 Million Snapchat users and raised 2 Million in donations for the Dave Thomas Foundation For Adoption, exceeding our goal by +336%.Q: And is there a Story WITHIN the Story? A: Yes, Intel and the Digital GapHalf of students worldwide don\'t have access to computers, putting kids at risk of falling up to 27 months behind their peers. To help close this Digital Gap, Intel made low-cost processors available in laptops so schools and families could afford them and students could stay connected. With little, we had to move fastBudget $150K Shot in 48 hours Sourced 22 Kids From concept to execution in two months There’s always a story. That needs the storytellerTo turn ideas into meaning.And that meaning into what matters most; moving the needle for business. I shared a lot of truth. Now, let’s connect and I’ll tell about a lie I told for a good reason, a bad reason and for no good reason at all.*Harvard Business School professor Gerald Zaltman

Experience

1. Group Creative Director

   VML

   Jan 2016 — Present · Kansas City, MO, US

   In my current role, I provide the creative leadership and vision behind this global advertising agency consultancy ranked 9th on AdAge’s A-List. I steer brand strategy for Wendy\'s, Intel, Ford, Mazda, Pfizer, Blue Buffalo, Boehringer Ingelheim, Elanco, QuikTrip, and North Face. My numerous, concurrent projects consistently meet time/budget requirements while delivering top-of-mind creative campaigns. Created one of the most retweeted tweets in history for Wendy\'s.#1 on Facebook live map with livestream featuring chicken tenders. Increased awareness of brand distinction 38% by highlighting Wendy’s fresh, never frozen beef. Amassed 758M media impressions with $0 spend with Wendy\'s MixTape —#1 on Spotify’s Global Viral 50,#3 on iTunes Hip-Hop charts with $0 media spend. Surpassed fundraising goal 336% with $2M in funding for the Dave Thomas Foundation for Adoption with Selfless Selfies on Snapchat promotion. Delivered 33% increase in awareness about horses in duress with Boehringer Ingelheim’s “Moments of Stress” campaign. Created video for Intel’s high-performance, cost-effective laptop processors designed to close the Digital Gap at the onset of Covid. Featured 22 musicians from all over Kansas City along with custom lyrics.

Education

• The University of Kansas

  Master of Science - MS, Integrated Marketing Communications

• University of Nebraska-Lincoln

  Bachelor of Journalism, Advertising

Skills

• Marketing
• Copywriting
• Brand Architecture
• Concept Development
• Interactive Advertising
• Creative Direction
• Creative Services
• Strategy
• Advertising
• Art Direction
• Integrated Marketing
• Tourism
• Digital Strategy
• Brand Development
• Social Media Marketing
• Fmcg
• Illustrator
• Fashion
• Brand Management
• Packaging
• Marketing Strategy
• Digital Marketing
• Creative Strategy