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John Gonnella
Boston, MA
currently: Open for projects
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Work history
Brand Creative Director / Principal
tags:
identity
• branding
• interactive
• experiential
How would you describe your time at Truth & Soul?
We have fun. every day.
We build brands, the same way big agencies do, we know this because we spent a lot of years doing just that at big agencies. So we know all the buzzwords, acronyms, synonyms and yes even the cliches.
We do branding, with a totally integrated approach, we start with the forest, not just the tree, and then we bring it all together.
we come up with ideas, creative ideas that hunt, with a strategy, and results oriented goal.
ideas that transform peoples perspective of a brand, whether it's a website, or an online campaign, or a fully integrated program.
we are experts at generating great ideas, web branding and site builds, advertising, creating experiences.... 
Digitas
September 2004 to February 2006
S.V.P. Group Creative Director
tags:
branding
• management
• advertising
• interactive
How would you describe your time at Digitas?
Responsible for leading six full-time creative teams serving several flagship agency accounts.
* Co-led the General Motors (North America), Virgin Life Care and AT&T accounts in strategic development, creative direction and production across print, interactive, direct marketing and promotion programs.
* Key leader in positioning, launch strategy and advertising for six GM model launches.
* Senior Creative Leader for General Motors' customer retention initiative (CRM)
* Directed brand strategy and development of interactive web-based campaign designed to change perceptions of the GM brand. This included development of the integrated multi-media "Live Green Go Yellow" campaign that positioned GM in a more progressive light with its cars running on "flexible fuel" (ethanol). (www.livegreengoyellow.com).
* Led redesign of GM website (www.OnlyGM.com)
* Senior Creative Lead on Virgin Life Care for fully integrated campaign of interactive, outdoor and print....
Digitas
September 2003 to September 2004
Senior Vice President, Creative Director, Chicago, IL
tags:
executive creative director
How would you describe your time at Digitas?
Creative Lead of Chicago office reporting to the Worldwide Creative Director. Responsible for all creative product out of Chicago office. Successfully restructured the creative department of 25-30 full time employees including the art buying, production and studio groups. Led all creative initiatives, from strategy implementation through creative execution for all clients including Best Buy, Allstate Insurance, Eli Lilly, KitchenAid and Brunswick Boats.
* Established leadership structure in Chicago office. Set up Creative Council. Introduced monthly staff meetings with cross-system/team sharing. Instituted weekly team meetings by account.
* Enhanced efficiency by establishing training in all departments on workflow processes, and improving freelance to fulltime ratio.
* Led and won several key new business pitches (Eli Lilly, Brunswick Boat, KitchenAid).
* Created all online advertising Best Buy and Allstate....
Digitas
September 1996 to January 2003
Vice President, Creative Director
How would you describe your time at Digitas?
Recruited back to Digitas to lead the launch of American Express Membership Rewards Program, a program that was transformational and unique to the loyalty marketing industry.
* Helped define strategic positioning of American Express Membership Rewards program and its look, feel and language so that a very complex program could be simplified in communication to consumers. This became one of the most successful acquisition, retention and revenue tools at American Express.
* Helped launch a variety of programs for AT&T, including its DSL service, its partnerships with Delta and Continental Airlines, and the AT&T catalog program.
* Led the development of all marketing for Intercontinental Hotels' Priority Club loyalty program (including print, web, point-of-sale and in-room advertising)....
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