Andy Tyer

Senior Creative Director

Brookdale Senior Living

Brookdale is the largest senior living provider in the country with more than 700 communities in 45 states. I served as the creative lead for the in-house marketing agency with 21 writers, designers, account managers, and support staff.

My accomplishments:

• I led a core team to reduce the excessive community project requests by developing a function on the company’s online marketing store that enabled communities to write and design marketing materials. We called it ‘Design Intervention’.

• I developed Brookdale’s first branding campaign in five years. Brookdale’s unaided awareness rate jumped from 3% to 11% within 120 days after the brand campaign launched.

• I created a long-term strategy to bolster the creative prowess of the department to sharpen their skills, improve morale, and enhance recruiting tactics.

Vice President, Creative Director

Catapult Marketing

Catapult is a conversion marketing agency, where branding and buying are part of a total solution focused on converting shoppers into buyers.

My accomplishments:

• I led the agency’s creative department of eight creatives plus support staff on our two largest accounts: Mars® Petcare with brands such as Pedigree®, IAMS®, Sheba®, Cesar®, and Temptations® and Nutro® with a portfolio of all-natural pet foods and treats.

• I served as the creative lead and presenter on the agency’s largest new-business pitch — the Fruit of the Loom shopper marketing business. During this pitch, I led the development of three 360-degree marketing tactic campaigns for a 20-member client group. Ultimately, Catapult won the Fruit of the Loom new-business pitch.

• I analyzed the agency’s creative brief submission process to improve productivity. Afterwards, I led the agency in developing the ideal creative brief and led a creative brief-writing seminar for our account staff.

Group Creative Director

Saatchi & Saatchi X

Saatchi & Saatchi X is a shopper marketing agency specializing in growing its clients' top line sales and market share by uniting strategy, creative, and execution to reach shoppers when and where it matters most.

My accomplishments:

• I led the agency’s 30 creatives on the Procter & Gamble business, including in-store, out-of-store and digital tactics for 26 brands, such as Tide®, Pantene®, Old Spice®, Pampers®, Febreze®, and Swiffer®, among others.

• I created a formal training program for my writers and designers who aspired to be creative directors. I utilized my middle-school teaching background to design a creative leadership class and developed a dynamic syllabus for aspiring creatives. To date, the program has graduated eight creative directors and associate creative directors. All are presently serving as creative leaders in their respective agencies.

Creative Director

Saatchi & Saatchi X

My accomplishments as creative director:

• I partnered with P&G’s brand team and our agency’s insights team to learn valuable insights about feminine-care shoppers and leveraged the insights via in- and out-of-store messaging.
• My team’s efforts resulted in a year-over-year sales increase at Walmart for P&G’s Tampax® and Always® brands. This lift in P&G sales was the first in eight quarters. Our accomplishments garnered the agency’s first gold Effie award.

Senior Copywriter and Associate Creative Director

Saatchi & Saatchi X

My biggest marketing win was the one responsible for keeping Old Spice® on the shelves of 3,600 Walmart stores in the U.S.

My creative team and I were tasked with developing a strategy and campaign to prevent Old Spice from being de-listed.

We did it by creating a campaign targeting one person: the Walmart fragrance department buyer.

Old Spice is still available to purchase at Walmart.

Creative Director/Copywriter

Circus Dogs Creative

• Worked with brand marketing departments and advertising agencies on a contract basis
• Oversaw marketing initiatives for Hanes®, Barely There®, Just My Size®, BB&T®, Wrangler®, Lowe’s Home Improvement®, and Salem® cigarettes
• Served as copywriter, creative director, conceptor, trade-show vendor, and sales team liaison
• Collaborated with the Winston-Salem, North Carolina, Chamber of Commerce to attract biotech companies to relocate to the area

Senior Copywriter

Coyne Beahm Shouse Advertising

• Worked closely with the brand managers of Doral® cigarettes and Thomasville® Furniture
• Conducted brand planning, concepted and wrote print, broadcast, digital, and collateral
• Became an expert at relationship marketing

Associate Creative Director

Wendt Kochmann

• Served as the creative co-lead for eight creative professionals
• Collaborated with marketing directors of the Montana Tourism Board and Kampgrounds of America® (KOA)
• Created a campaign for D.A. Davidson®, an investments company, to reduce day trading among its investors by 28 percent

Senior Copywriter

The Schiller Group

• Concepted and wrote brand advertising for Sheraton Molokai Ranch®, Hawaii Opera Theatre, and Bank of Hawaii®.
• Created and executed the media campaign to encourage Hawaii voters to vote to modify the state constitution, empowering the state legislature to restrict marriage to mixed-sex couples
• Promoted to senior copywriter after six months

Bachelor of Arts

The University of Mississippi

I majored in Secondary Education/English and served as the president of the Ole Miss School of Education student body.

Master of Arts (equivalent)

Portfolio Center

This was arguably the toughest two years of my early career. Portfolio Center is one of the highest-rated schools for marketing/advertising creative training. I was a copywriting major. And I loved it. During my sixth quarter at PC, they bumped me up a class because I was kind of awesome at this stuff. :)