Luca Vescovi

Currently, I work as the Marketing Creative Director for Proper Cloth, a custom menswear company in SoHo. I develop campaigns, advertising collateral, social content, and brand strategy, partnering with our in-house art team, studio, media team, influencers, and external agencies.

I develop campaigns on behalf of government and nonprofit clients with the objective of shifting attitudes and behaviors. Our creative team has produced work that’s caught the attention of our audiences and produced measurable change in attitudes and behavior. In addition to my own leading work on my clients, I lead a junior team on their projects, providing guidance and feedback for their campaigns. Partnering with two art directors to develop campaign concepts, messaging, visuals, and voice for state-funded, nonprofit, and private clients

• Mentoring and leading a junior AD-CW team

• Working with account and media teams to understand business objectives, audience demographics, and psychographics

• Pitching incremental work to existing clients, developing spec work for new business

• Creating content for agency's outbound marketing

I focused on campaign development, creating and refining brand identities and personas, and writing copy. I worked with the strategy team on research, insights, and competitor analysis. Because I’m forever curious about what else is out there, I joined our new business team, where I pitched and identified potential clients.

• Developed campaigns for educational, financial, CPG, and nonprofit clients

• Created brand voices, brand identities, and taglines

• Wrote copy and scripts for a variety of marketing collateral, including print, radio, website, social, and events

• Worked with art directors to develop concepts for social, web, TVC, print, and campaigns

• Partnered with strategists to study competitors and create brand identities that would differentiate our clients in crowded markets

As the senior copywriter, I divided my time between overarching creative thinking and daily execution. The former involved generating creative strategy, creating brand personas, developing messaging themes, studying insights, and producing big-picture concepts. On the execution side, I hashed out concepts, wrote copy, and provided direction and feedback for the junior copywriters.

• Worked with the senior strategist to write compelling briefs for the creative team

• Reviewed junior copywriters' work and provided feedback, guidance, mentorship

• Led community manager department, providing guidance for CMs, and increasing engagement for brands

• Produced engaging concepts that solved problems and met goals

• Developed brand voices from scratch or refreshed existing voices for social

• Turned ideas into write-ups for client presentations

• Wrote scripts for videos and copy for social, websites, emails, blog posts, OOH

• Wrote copy for the agency website, developing agency mission and vision

• Wrote blog posts to drive potential clients to the website

I was the copywriter for the agency's small business group, working with mid-market companies looking for a first-time agency. My role was to help them start from scratch in building their identity, then translate that new ethos into engaging content that speaks to fans. This included developing voice and persona, ideating brand awareness videos, writing scripts, writing copy for websites and email campaigns, developing concepts for direct response ads and evergreen content, and developing audience strategy.

• Created concepts and wrote scripts for TVC and digital video

• Developed concepts for paid social campaigns, evergreen content, and miscellaneous marketing initiatives

• Wrote weekly emails and monthly newsletters for a variety of CPG and restaurant clients

• Created concepts for pitch decks, ideating on incremental work for current clients