What about Bob?
In short, I'm a results-driven ad guy. Pretty crazy thing to say, right? Creative suicide.
Actually, far from it. Because when you truly understand the business of advertising you know it’s all about performance. Not just award show performance. But your client’s ROI performance.
Even the most creative shops want work that gets the best results for their clients. Bill Bernback demanded it. Jay Chiat expected it. And Jeff Goodby still creates it today.
That’s why I am proud to say that my work has done just that. At times it has come with award show accolades (thank you my fellow advertising Americans…) but most times with agency and client accolades. Whether it was a commercial for Fisher-Price that created inventory depletion, or a direct marketing piece that had to stop being mailed because it met program objectives at the half way mark, my work works hard for my clients.
As I do for the agencies they employ.
Speaking of agencies, I haven’t worked for many in my career—a testament to my loyalty to a firm—but I have worked on creative for many different industries. Automotive, Beverage, Financial, Food, Package Goods and Technology are some of note. That experience and the experience to know how to get to a creative solution quickly that’s strategically on target and creatively engaging makes me—as they say—the creative that
I am today.
I consider myself an analyst, a strategist, a brand-building idea man, a ‘working’ Creative Director; an Art Director who thinks in words and pictures; and a believer that through key insights, keen instincts, and hard work great results can be achieved.
My resume below can provide the exact clients, my portfolio can provide the precise solutions and my contact information can provide you, agencies, and companies a way to benefit from it all.
RDG Communications | San Francisco
2009 – Present • Creative Consultant
Drive innovation and actualization of creative strategies for numerous client engagements. In conjunction with marketing teams, writers, and client leaders, define creative goals and prepare numerous concepts that align with customer needs. Ideate unique, compelling concepts for cross-media marketing and advertising, presenting ideas to internal groups and then to client decision-makers. Consult with clients to gain approval on concepts and implement revisions. Spearhead project execution on final approval of concepts, providing clear leadership and direction on development of creative materials, including but not limited to copy, design, layout, typography, photography,
and illustrations. Retain services of a wide range of creative professionals as needed. Developed creative concepts and executions across a number of mediums—print, outdoor, outdoor, direct, digital, and video—for Yates Advertising, Doremus, University of California (UC), University of California at San Francisco (UCSF), US Bank, Silicon Valley Bank, Matthews Asia, HP and CG Interior Design.
Key Achievements:
Instrumental in securing integrated marketing programs with UC and UCSF.
Boosted brand awareness and generated strong demand for Matthew Asia despite being restricted to a banner-only advertising platform that, despite limitations, successfully raised interest in the target audience.
Facilitated critical project wins for both ColeMarion and Yates Advertising, winning RFPs with 511.org and San Francisco Metropolitan Transit Company.
Yates Advertising | San Francisco
2002 – 2009 • Creative Director
Successfully created and oversaw all creative output of the agency. Worked closely with clients, and agency personal to develop the vision for creative and strategically focused, results-driven work. Demonstrated expertise and versatility across a wide range of advertising mediums. Clients include AAA Travel, Bank of Hawaii, General Kitchen & Appliance, HandSpring/Palm, Intuit, Leapfrog, Matthews Asia, Monaco on Wilshire, Nextance, PeopleSoft, PG&E, SBC Indiana, Serena, Silicon Valley Bank, Symantec, 24 Hour Fitness, Visa, Wells Fargo, Zantaz.
Key Achievements:
Responsible for new business wins: AAA Travel, HandSpring/Palm, Matthews Asia, Monaco on Wilshire, Nextance, Silicon Valley Bank.
Co-created and managed a Silicon Valley Bank direct mail program where 35% of salespeople had their calls taken, 40% of those agreed to an in-person meeting and 60% of those requested a proposal. The program started in the bay area and was immediately expanded to two additional markets.
Troubleshot a PG&E program in a short time frame garnering results that surpassed client expectations. Assignment was the catalyst for a two year, agency-client relationship.
Freelance Creative Consultant | SF, Boston, NY
1995 – 2002 • Digitas, H, Jordan McGrath Case & Partners
Created and directed television, and print projects (general & direct) from concept through coordination of film shoots, editorial and post production, photo shoots, retouching, mechanical production and release. Clients consisted of AT&T, BBO, FedEx, IBM, Oldsmobile, Okidata, Juno, Schwab, Quaker Oats.
Key Achievements:
Initially hired for a two-week freelance project for Digitas. Stayed on as a contract creative for almost 4 years: making contributions to the Boston and SF offices.
Co-created print campaign that won the IBM IntelliStation pitch for Digitas. Concepts had to be conceived and presented in 48 hours due to a late invite by the client.
Co-created award-winning B2B multi-touch campaign for FedEx Sunday Delivery.
Co-created direct response package for FedEx that garnered a 33% response rate.
Backer Spielvogel / Bates USA | New York
1992 – 1995 • V. P. Associate Creative Director
Managed and created magazine, outdoor, direct, radio and television solutions from strategy to concept through completion for British Airways, Campbell’s Soup Company, CBS News, Fisher-Price, Hyundai Motors of America, Meister Brau, Miller Lite, M&M’s, NY Racing, Snickers, Three Musketeers, Uncle Ben’s, U. S. Coast Guard, Westvaco.
Key Achievements:
Promoted to partner with former boss to oversee creative responsibilities for the Campbell’s Soup account.
Increased Campbell’s market share through the creation and development of a “Soup-As-Ingredient” print campaign.
Co-wrote and art directed a Fisher-Price spot that created inventory depletion.
Instrumental in win of Campbell’s Chunky Soup account. Developed first television campaign for agency.
Education & Awards
School of Visual Arts, New York | Bachelor of Fine Arts, Advertising
Awards | Andy, Clio, CA, Echo, Effie, Mature Media, MPA Kelly, Telly
Top honors: 4th grade “Family Fun” poster competition
More about Bob.
Steve Nicholas – Copywriter
“In my career, I've had the privilege to work with many talented art directors, but Bob has always been one of the top ones. He excels in every facet that art directors are judged by.
First, he's highly conceptual, bringing smart, fresh ideas to every assignment, including writing headlines. He's then able to take great concepts and elevate them with an equally great design. His terrific presentation skills help clients like both his work and him personally.
On top of being an outstanding art director, Bob is a pleasure to work with because he's a truly great guy and very funny. I really miss working with him, which is why if you have the chance to hire Bob -- then do it.”Cynthia Wood – Marketing Manager
“I worked with Bob for several years at Yates Advertising while he was our Creative Director, and we enjoyed a productive partnership. Bob is studious in learning everything he can about the product and customer to gain a full understanding of both. He uses this knowledge to develop campaigns that are creative, clever, and impactful. His advertising and direct marketing insights deliver ads that capture attention and motivate response.
Bob is one of the few Creative Directors I've worked with who left his ego at the door, and listened to other opinions and ideas. Finally, Bob is extremely intelligent and fun --
I'd love to have the opportunity to work with him again within an agency or corporate setting.”Steve Brophy – Copywriter/Creative Director
"I've known Bob Gouveia for more than 15 years. And have had the incredible pleasure of working with him and sometimes for him, for almost that long.
In my long 30 years in this very tough advertising business, I have never known a more talented and harder working
Art Director and Creative Director than Bob. Someone who pours every part of himself into every job he takes on.Whether it's coming up with bright, fresh new ways of solving creative problems (even writing headlines that I, as his lucky partner, gladly take credit for) or designing web, print, TV or video, in ways that are always fresh, startlingly new and brilliant, Bob uses his wonderful humor, intelligence and love of people to communicate better than anybody I know.
But perhaps more than anything else, Bob possesses that rare combination of terrific creative talent, personable likability and absolute integrity that is rare in our business today. Talk to him. Meet him. Bring him on board. You will love him instantly as so many of us who have worked with him do. Then do yourself a favor: hire him. You will be thankful every day of your professional life that you did.”
Laurie King – Communications Professional
“Bob is one of the most strategic creative directors I've worked with, manages both direct reports and freelancers effectively, and interacts well with senior-level clients. It was a pleasure to work with him.”
Mike Abadi – ACD at The Gate Worldwide
“It sounds like advertising puffery, but it's the truth: Bob Gouveia is indeed a rare bird in the advertising industry.
Having partnered with him for several years on accounts like Hyundai, Fisher Price, Three Musketeers, and Miller Lite, I've often benefited from the talent, work ethic, and smarts he brings to every project.He is passionate about every project he works on and is a lot of fun to work with as well. He not only has great design instincts, but a knack for solving tough strategic problems as well. This was the easiest recommendation I've ever written.”
Mary Hill – Production Director at Yates Advertising
“Bob is one of the hardest working creative directors I know. He always goes above and beyond to deliver the best work both strategically and creatively for our clients. I look forward to our next project.”
Dan Swanson – CD/Writer, Business Development: 24/7
“I've worked with Bob off and on for a number of years -- I've always been impressed by what I call his velocity of thinking. He has the uncanny ability to come up with more great ideas in 15 minutes than most creatives can produce in a day. At the same time, he's strategic, thorough, and always respectful of client perspectives and business objectives. I highly recommend Bob for any positions in the marketing/advertising/digital jobosphere.”
Keith Buffo, Oh Copyboy! – Freelance Copywriter
“Bob is one of those rare all-around creatives who is equally adept at coming up with headlines and visual concepts. A strategic thinker, he keeps the work on track with a clear vision for the genuine connection between the product and the audience. He is one of the business’ true nice guys, and I look forward to the chance to work with him again.”