ADAM REYNOLDS // COPYWRITER // CREATIVE DIRECTOR

OBJECTIVE
Develop clear and engaging creative direction that strengthens great companies and brands

QUALIFICATIONS
Motivated, award-winning copywriter with over ten years’ experience in Fortune 100 companies.
Strong creative vision combined with rational and logical skills. Significant success in delivering
breakthrough results through unique executions. Passionate mentor who influences diverse, cross-
functional teams to achieve objectives and meet critical deadlines in an ever-changing environment.

STRENGTHS
Brand building, strategy, broadcast, print, talent casting, presentation, agency partnerships,
team building, and celebrity relationships

EMPLOYMENT
Life Time Fitness (Chanhassen, MN), Associate Creative Director, September 2010–Present
// Conceived and presented the Life Time brand promise, “I CAN DO IT ALL IN MY LIFETIME”
// Developed a new master brand strategy to align and promote all businesses within the $1B+ company — including new mission and vision statements, core values, manifesto, and brand voice
// Collaborated with top executive leadership team to create a content calendar that kept all company divisions focused on the same goals
// Single-handedly audited and rewrote corporate website to reflect the new brand voice
// Collaborated with Senior Creative Director and EVP of Marketing to create over 13 master brand videos that were used on TV, in-club, online and at pro sporting events
// Lead, directed and developed a team of copywriters and designers across four business divisions — LifePower Yoga, LifePower Yoga Teacher Training, Life Time Diamond Events, and Life Time Fitness Media
// Responsible for writing all acquisition and retention materials while keeping message streamlined throughout direct mail, in-club signage, websites and online banners

Little & Co. (Minneapolis, MN), Copy Director, August 2009–June 2010
// Microsoft: Prepared Microsoft for its Office for Mac 2011 global launch by creating
sell sheets, messaging frameworks and a copy library to be used worldwide
// Target: Took ownership of Target Pharmacy marketing materials, and helped the
agency win multiple Target GiftCard designs over Target’s inHouse studio
// Way to Grow: Helped lead the creative development behind a new brand identity, brand voice,
positioning statement, website redesign, and fundraising event for this leading early learning
advocate and provider
// Landscape Structures: Strengthened client/agency relationship through the collaboration
and development of a new advertising campaign and magalog series that showcased
Landscape Structures’ company pillars
// Le Clos des Sources: Created multi-language business cards, brochures, and website
to attract local and foreign tourists to this Tours, France, bed and breakfast
// MCAD: Wrote an online RFP response that helped Little & Co. secure the MCAD.edu redesign project

Target Corporation (Minneapolis, MN), Copywriter, 2006–June 2009
// Helped lead, manage, and position Target GiftCards as the world leader in gift card
design—earning over $1B in annual sales, numerous national awards, and US patents
// Developed strong partnerships with agencies and production studios, including
Warner Brothers, DreamWorks, Hasbro, Radium, Wieden + Kennedy, PMH, Catalyst,
Babble-on-Recording, Black Design, Knock, Little & Co., and Make Visual
// Leveraged strategic alliances between merchants, marketing planners, in-house
creative and external agency partners to hit marketing objectives that produce
substantial results
// Repositioned Target’s B2B GiftCard business to be a leader in incentive programs
// Created strategy and brand voice as lead writer on Back-to-College and Club Wedd
bridal registry campaigns, including catalog, print, in-store communications,
broadcast, and events
// Developed strong in-store marketing that transformed the Hardlines division (garden,
home, auto) and made shopping easier for guests
// Framed Target’s 2009 holiday campaign through in-store marketing, product
development and naming, and exclusive designer branding
// Initiated “Spark” inspirational speaker series for Target’s creative team members.
Past speakers: Richard Tait (Cranium), Eric Ryan (Method), John Stevenson (Kung Fu
Panda Director), Wendy Keys (Milton Glaser Documentary Director), and
Gardner Design

Marshall Field’s (Minneapolis, MN), Copywriter, 2000–2006
// Creative consultant and lead writer on high-profile projects, including Glamorama,
Day of Music, Flower Show, Paris Flea Market, back-to-school, and seasonal campaigns
// Ownership of all Marshall Field’s in-store visual campaigns
// Creative representative for interactive, television, radio, print, in-store signage,
window displays, pitch kits, packaging, and direct mail
// Lead writer for fields.com re-launch, e-mail blasts, and page refreshes

CLIENTS
Target, Microsoft, Marshall Field’s, Pepperidge Farm, McDonald’s (DDB, Sydney, Australia), Life Time Fitness, Kodak, Logitech, Land O’ Lakes, General Mills, Best Buy, Health Care Alliance, Illume, GameStop, University of St. Thomas, Provation, Dean Foods, McKesson, Trend Micro, Way to Grow, Landscape Structures, MCAD, Lakes Area Realty, Southwestern Remodeling, Make Visual, Friedman’s Home Improvement, Strategic Fundraising, Bolder Options, Free Bikes 4 Kidz, Le Clos des Sources

EDUCATION
University of St. Thomas (St. Paul, MN), B.A. Journalism–Advertising, Minor: Graphic Design

AWARDS
AIGA, Telly Awards, Minneapolis Show, Retail Advertising Conference (RAC), Pellegrene Award, Big Idea Award, Élan Awards

RECOGNITION
// Oprah: “Favorite Things” episode, 2007–Target GiftCards
// How, Print, Graphic Design USA, CMYK and ID magazines, Wall Street Journal, New York Times,
Entertainment Tonight, and WCCO radio (MPLS)
// TheDieline.com: 20•33 Wine Packaging
// Guinness Book of World Records: “World’s Largest Box of Chocolate”
// U.S. Patents: Target GiftCards (25+)
// Personal video project honored as the Top 43 comedy video on YouTube.com
// Published: “Drawords” by Craig Fraizer, 2009

INVOLVEMENT
// Guest lecturer: University of St. Thomas, AIGA Minneapolis, Minneapolis College of Art and Design (MCAD)
// Bolder Options youth mentor, 2007–2010
// Target Volunteers, 2006–2009
// St. Anthony Northeast Condominiums board member, 2006–2008