Joanna Peña-Bickley
Global Chief Creative Officer
New York, NY, USA
646-436-8330
joanna@wearesubstance.com
be.net/JoannaPenaBickley
A maker of magic, an arbiter of the new, and a student of the interesting, I’m a emissary of connectivity between brands and their customers. From the Design of Artificial Intelligence and Data to The Consumerization of the Internet of Things, conversational commerce and Wearable Tech, I work with forward thinking leaders to discover, define and develop market making opportunities in the collaborative economy. As torch bearing experience design leader I have produced iconic & innovative work that has been internationally awarded and recognized.
Work Experience
IBM Interactive Experience
Global Chief Creative Officer
Launched the global iX brand and powered it with the world’s most talented experience design talent through the openings of a global network of design studios. Created collaborative operating model uniting design subject matter expertise to IBM’s industry consulting verticals. Worked with CEOs, CMOs and CIOs of GM, Ford, John Deere, Citibank, Asia Miles, Atlanta Falcons and Boeing to craft their customer-centric innovation agendas and accelerate their digital transformation with inventive experience design and business modeling to scale and sustain their companies in a fastest changing business environment. Served on IBM’s Global Exec Women’s Council in addition to acting as public facing thought-leader with Press, Analysts and at industry events like C2 Montreal, TriBeCa Film Festival, Cannes Lions, Mobile World Congress, Makers, SxSW, World of Watson, North American International Auto Show and CES. Led the future of cognitive mobility vision, product design and go to market of an unprecedented partnership between IBM and General Motors by designing a cognitive and conversational platform, marketplace, and a sustainable business model that reinvents how people spend time in their connected cars.
Present
New York, United States
Substance
Freelance Exec. Creative Director
I drive innovation by creating digital, social and mobile platforms that connect consumers to brands like for Reebok, Sephora, Disney, CA Technologies, American Red Cross and Coca-Cola. My passion for technology and user experience fueled by behavioral insights has lead to fresh thought-leadership in the areas of location-based social media, the Future of Retailing in the post digital era and transforming brands into measurable media eco-systems.
As a Freelance ECD & Hired Gun,created campaigns and platforms for McGarryBowen / United, Verizon, Chase, Northrup Grumman, Kaplan-Thaler / Wendy’s,
As a Freelance ECD & Hired Gun,created campaigns and platforms for McGarryBowen / United, Verizon, Chase, Northrup Grumman, Kaplan-Thaler / Wendy’s,
March 2011
-
New York, New York, United States
Critical Mass
Creative Director
Lead creative work and teams in the New York office on Citibank Loyalty, CitiBank ThankYou Rewards and the redesign of the Citibank ATM experience.
October 2011
- April 2012
New York, New York, United States
Wunderman
SVP, Group Creative Director
Auspiciously drove the creative vision for Nokia, Land Rover, Abbott Nutrition, Diageo, Danon, and Nationwide Insurance. Primarily known for award-winning big ideas, mobile, digital and television leadership, cross discipline & agency integration, new business pitch wins, creative mentorship and team building skills.
February 2008
- March 2011
New York, United States
TracyLocke
VP, Interactive Creative Director
Successfully re-built the digital discipline for this growing retail promotions agency. As the strategic and creative lead, I redeveloped the digital process, which saved clients money while increasing agency billings. I successfully introduced branded content and social media programs to Pepsi, Hershey’s, Kimberly-Clark, Nestles Dibs and Stacy’s Pita Chips, while capturing industry awards and recognition.
February 2008
- February 2011
New York, New York, United States
Digitas
VP, Assoc. Creative Director
I was a creative lead for American Express’s digital & direct initiatives. Lead a team of designers, writers and information architects that created simple to complex builds for marketing campaigns and social media programs.
January 2006
- October 2006
New York, New York, United States
BBG Worldwide Digital
Design Director
Built an award winning digital agency with the help of three partners. Lead the planning and creative disciplines to deliver break through television, mobile and web branded experiences for agency clients Chase, Warner Bros, Jim Beam Brands Co., International Trucks and IBM, MTV, VH1, The Matrix Reloaded, Knob Creek, and Wilson Jones.
January 2001
- December 2005
New York, New York, United States
Languages
Spanish (Fluent),
English (Fluent),
Hebrew (Beginner),
Awards
Facebook / Facebook Ad Expo
Innovative Marketing Solutions
2010
OMMA Awards
Best Use of Social Media
2010
Cannes Lions
Gold Lion
2009
Silicon Alley Top 100
People's Choice
2008
Macromedia
Site Of The Day Award
2005
Macromedia
Site Of The Day Award
2004
Macromedia
Site Of The Day Award
2004
Direct Marketers Association
Tempo Awards
2001
Bio
Joanna Peña-Bickley is a humble visionary that has lead the way for such companies as Substance, Wunderman, TracyLocke, Digitas, BBG Wordwide and Organic by applying her vast experience in creative ideation, strategy and branding.
Joanna brings valuable award-wining creative experience in the management of large and complex marketing campaigns with such companies as Facebook, Nokia, Microsoft, Hershey's American Express, Nestle Purina, JP Morgan Chase, Diners Club International, FTD.com, Abbott, Warner Bros, MTV, Pepsi and Jim Beam Brands.
Joanna's outstanding creative vision and "push the envelope" style has garnered her both national and international accolades. In 2010, Facebook recognized her as a marketing innovator. Her Nokia Share The Love campaign received 2 OMMA and 2 IAC Awards. From 2008-2009, her iconic and innovative work with Nationwide Insurance won 5 Telly awards. In 2007, Her reality show Watch & Whoa with Ice Breakers and MTV captured a Mixx award as well as a place on Silicon Alley's top 100 rising stars. In 2006, Contagious Magazine noted her endeavors with American Express as "The Future of Social Media". In 2003, Joanna and her creative teams received 2 Webby awards. In 2001, her innovative approach to IBM's relationship marketing program captured six Tempo awards - including the coveted Jay Gondleman award for innovation.
Joanna’s blog, ON: digital + marketing, has captured the pulse of emerging media scene and garnered the attention of over half a million readers.
Joanna is regarded as an avid fundraiser and advocate for public school music programs, AIDS and human rights charities. Late at night, with her home finally quiet, Joanna takes her artistic passion from pixels to paint as she settles in to create with oils and acrylics.
Like any great leader, if you asked Joanna what her crowning achievement is, she would break out shots on her mobile phone of her best art work her four children, Rebecca, Rachel, Thomas and Leah.
Joanna brings valuable award-wining creative experience in the management of large and complex marketing campaigns with such companies as Facebook, Nokia, Microsoft, Hershey's American Express, Nestle Purina, JP Morgan Chase, Diners Club International, FTD.com, Abbott, Warner Bros, MTV, Pepsi and Jim Beam Brands.
Joanna's outstanding creative vision and "push the envelope" style has garnered her both national and international accolades. In 2010, Facebook recognized her as a marketing innovator. Her Nokia Share The Love campaign received 2 OMMA and 2 IAC Awards. From 2008-2009, her iconic and innovative work with Nationwide Insurance won 5 Telly awards. In 2007, Her reality show Watch & Whoa with Ice Breakers and MTV captured a Mixx award as well as a place on Silicon Alley's top 100 rising stars. In 2006, Contagious Magazine noted her endeavors with American Express as "The Future of Social Media". In 2003, Joanna and her creative teams received 2 Webby awards. In 2001, her innovative approach to IBM's relationship marketing program captured six Tempo awards - including the coveted Jay Gondleman award for innovation.
Joanna’s blog, ON: digital + marketing, has captured the pulse of emerging media scene and garnered the attention of over half a million readers.
Joanna is regarded as an avid fundraiser and advocate for public school music programs, AIDS and human rights charities. Late at night, with her home finally quiet, Joanna takes her artistic passion from pixels to paint as she settles in to create with oils and acrylics.
Like any great leader, if you asked Joanna what her crowning achievement is, she would break out shots on her mobile phone of her best art work her four children, Rebecca, Rachel, Thomas and Leah.
