Adam Kaplan
Creative Marketing Executive · Adam Kaplan Creative
In My Own Words
Dynamic, high-EQ leader committed to helping brands, teams, and individuals succeed. Over 20 years of experience across diverse sectors: Technology, Healthcare, Consumer Goods, B2B, B2C, Fintech, and Startups. Transforms brands, leads global teams, and crafts strategies to drive results.
Key Skills: • Brand Launch, Development and Management • Concept + Nomenclature Expert • Strategy + Creative SME • Corporate Culture + DEI Champion • Team Management & Oversight • Presentation + Brainstorming • Integrated Marketing SME • Talent Acquisition and Retention • Mentor + Volunteer • Client Relations
Work Experience
Owner, Chief Creative Officer
Adam Kaplan Creative2000 – Present
Founder and Chief Creative Officer of a solo consultancy. Works with companies of all sizes, from startups to Fortune 100s. Focused on building their brand identity, driving innovative marketing for a range of industries and verticals, and connecting with audiences to earn their loyalty. Highlights: • Writing many of the ‘Real Facts’ for Snapple, the foundational piece of the brand’s identity. • Helping launch several tech startups from scratch in a wide range of industries • Being able to be hands-on with my children when they were little Notable Clients: HP, Reebok, Pepsi, Snapple, MetLife, IBM, Foxwoods, Smirnoff, Nexium, Palm Ventures, The American Cancer Society
Vice President, Associate Creative Director
Omnicom Health Group2021 – 2023
Senior leadership role for Entrée Health + TBWA WorldHealth industry-leading agencies under the Omnicare Health Group umbrella, the largest healthcare marketing group in the world. Oversaw creative strategy and direction, focusing on Healthcare Professional (HCP) and Market Access marketing. Led teams for global pharmaceutical brands including Amgen, Janssen, Moderna, and Pfizer, helping to deliver campaigns that exceeded client expectations and met strict legal regulations. Highlights: • Wrote the inaugural Prescribing Information for the FDA’s first approved gene therapy (Vertex). • Played a key role in transforming marketing strategies into targeted, effective campaigns for potentially life-changing pharmaceuticals. • Managed cross-functional teams and helped lead client relations.
Creative Lead, Global Creative Services
Pitney Bowes2014 – 2020
Responsible for leading global creative marketing across the Fortune 500’s company’s diverse portfolio including software + technology, location intelligence, shipping + mailing, logistics, and business intelligence. Championed creative excellence, innovation, and efficiency while overseeing a global team that produced over 1600 marketing pieces a year. Served as the unofficial ‘Chief Tone of Voice Officer’. Highlights: • Spearheaded the company’s first global rebrand in 30 years • Led global creative, nomenclature, video, and oversaw key aspects of web + social media • Architect and administrator of the global Digital Asset Management system for the brand + assets • Agency oversight + evaluation • Founder of the PB Health Squad, a team dedicated to healthier employees • Creator of global taxonomy for organizational technology • Liaison from Marketing to Legal Reviews • Developed brand standards for all marketing materials globally • Helped create UI/UX with web development • Mapped/created/oversaw/wrote the HR website + DEI awareness campaigns + philanthropic campaigns
President
Signature Brand Factory2012 – 2013
Head of a boutique digital agency. Managed all aspects of the business, from client relations to creative strategy to digital execution to operations. Notable clients: The University of Connecticut, Fresenius Medical Care
Creative Director
Cigna2010 – 2012
Founder of Cigna’s first internal agency, Tailwind. Led Tailwind to gross approximately 10MM within the first 18 months of launch. Managed cross-functional teams, client relations, creative direction, and strategy. Highlights: • Help spearhead the first global rebranding in 30 years, positioning Cigna as a patient-first leader in healthcare • Co-authored Words We Use, transposing healthcare jargon into understandable, everyday terms. This enabled improved interactions between Cigna and its customers. • Wrote and directed the national radio campaign associated with the brand’s relaunch • Oversaw a team of 12 | Agency oversight Notable clients: JPMorgan Chase, Unifirst, Cigna
Vice President, Creative Director
SFA Marketing2009 – 2010
Led creative + account for this privately owned branding, advertising, and web development agency • Responsible for the oversight of global and national accounts, Creative/Digital departments, Account Management, Branding, UX/UI, and Strategy • Notable clients: CooperSurgical, Elster Energy, Raymond Corporation, Connecticut Community Bank, Wallach Surgical, CineBistro, and Cobb Theatres
Concept Director
Integrated Marketing Services2007 – 2008
Led Concept development, Brainstorming, and client presentation Notable clients: McNeil (J&J/Pfizer) including Tylenol, Benedryl, Motrin; Dial, Marzetti, Pendaflex
Creative Director
CRN International2003 – 2007
Led Agency management, Creative direction, Strategy, Concept and Copywriting Notable clients: Hormel, Unilever, the state of Connecticut, America’s Beef Council, and hundreds more