VMLY&R Boosts Creative Team With New CCO Appointments

VMLY&R Boosts Creative Team With New CCO Appointments

By  |  December 14, 2020  |  Uncategorized  |  No Comments

In her new role, Pierce will oversee all creative work for Intel, ensuring global consistency and integration across all markets. She joined the agency in 2010 and played an integral role in helping VMLY&R land the global agency of record duties for Intel. She has led creative for the brand since early 2020 and launched one of the company’s largest consumer campaigns during the pandemic.

Pierce has also overseen creative for the Tennessee Department of Tourist Development for the past seven years, spearheading work like “The Colorblind Viewer.” The powerful experiential campaign featured a scenic viewer equipped with high-tech lenses that made it possible for colorblind people to see fall colors for the first time. The campaign won multiple Cannes Lions, Effies and a gold cube at the Art Directors Club, among others. 

She has led award-winning creative for a range of VMLY&R client brands, including Gatorade, Wendy’s, Kashi, Electrolux/Frigidaire, Boehringer Ingelheim Equine and Cobra Puma Golf.

Routhier is tasked with leading a cross-WPP team of 25 creatives and multidisciplinary talent, including content specialists and social for Walgreens. She joins from DDB Chicago, where she served as svp and executive creative director for State Farm. She played an integral role in developing State Farm’s 2016 tagline “Here to Help Life Go Right,” and the Cannes Lions award-winning “Following” campaign.

Routhier has worked in Chicago for the entirety of her two-decade career. Before DDB, she worked at Trisect on clients such as Youtheory and Kimberly-Clark. She also worked for over a decade at Leo Burnett Chicago on Kellogg’s, Procter & Gamble, Hallmark, Disney and the U.S. Army.

Over her career, Routhier’s work has received top honors at major industry shows including Cannes Lions, The London International Awards and the Clios.

Both Pierce and Routhier will join VMLY&R’s senior ranks in the global creative council and report to VMLY&R global CCO Debbi Vandeven.

“In Alli and Mel, we have two very strong creatives with proven track records for leading large creative teams and doing top-tier creative work,” Vandeven said. “They are such wonderful additions to our global creative leadership team. They were integral to our wins on these two important pieces of business. I’m very excited to see the new and exciting directions the work for these global accounts will go under their leadership.”

WPP recently merged Geometry into VMLY&R to form VMLY&R Commerce.

The spot was a product of pandemic precautions.

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