Scott McAfee

Experience

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  GSD&M

  Jan 1992 - Jan 2001

  Creative Director

  Oversaw creative for Pennzoil and Chili’s Grill & Bar, two of the agency's most profitable and high profile accounts; responsible for all campaign development, execution and production. I won new clients, grew existing business and oversaw new product launches while earning the trust of C-level clients and prospects.

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  Sanders\Wingo

  Jan 2002 - Jan 2018

  Led a culture of experimentation focused on making the S\W brand irresistible to prospective clients and talent. This included re-centering agency offerings around principles of decision science and design thinking. Projects I’m most proud of include our company-wide behavioral economics curriculum and "The Why Initiative", our annual innovation summit. Led successful pitches for AT&T, Chevrolet, State Farm, and other top brands. I worked cross-functionally to build a strong agency culture, ensure creative excellence, and exceed client expectations. Significant accomplishments: Grew scope and depth of talent pool by 500%; established significant agency presence at national award shows and industry forums.

  • Creative Partner

    Jan 2011 - Jan 2018

  • Executive Creative Director

    Jan 2002 - Jan 2011
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  Behavioral Science Lab

  Mar 2013 - Dec 2020

  Co-Founder

  Our trademarked approach to Behavioral Design has delivered results for clients like Coca-Cola, Volkswagen, and Dell. I founded BSL with experts in psychology and computer science to give brands an advantage by better leveraging the behavior of their audiences, customers, and employees.

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  McAfee Brand

  Jan 2019 - now

  Writer and Brand Strategist

  Expert copywriting, creative direction, user personas, and brand foundations for independent and blue-chip clients. Creative and strategy development for brand launches; digital, experiential, and social media campaigns.

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  University of North Carolina at Chapel Hill

  Aug 2019 - May 2021

  Adjunct Faculty

  Led our brightest minds within one of our greatest centers of learning. Introduced the principles of creative persuasion, brand strategy, and artful execution. Hosted guest speakers from IBM Design and real-world campaign projects with Coca-Cola and other iconic brands.

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  Material

  Jun 2021 - now

  Creative Director

  Proud to be part of the Material team. We inform, design and build transformational customer experiences through the science of human understanding, systems of learning and design, and a whole lot of ingenuity. We make relationships that make a material difference.