What started in traditional moved early to digital, then to data and insights, and today, product. Creative 4.0.
Steve Susi began his career at independent agency Young Isaac in Columbus, Ohio, in 1994, where he created and directed print, radio, and television work—and with a passion for the nascent Internet, started its first web department in 1995.
In 1996, he moved to New York City without a job or contacts, just a portfolio and the hope that someone would give him a shot.
Someone did and, by 1998, Steve was associate creative director at Digital Pulp, where he handled tech newcomers Egghead.com, DoubleClick, AltaVista, Internet Security Systems, LivePerson, and later, Kobe Bryant's rookie website for adidas. Next stop: Ammirati Puris Lintas Digital, which after its acquisition by Lowe became Lowe Lintas, offering him a roster including Dell, Lego, Heineken/Amstel, UPS, RCA, and Snuggle.
By 2000, he joined NOVO (formerly Blue Marble) as creative director dedicated primarily to Cadillac (AOR agency), with stints leading GM Goodwrench, Continental Airlines, and P&G brands Puffs, Charmin, Vicks, and Pampers. In four years, Steve had overseen two complete global redesigns of 1400-page Cadillac.com and four all-new vehicle launches.
In 2005, he came to Critical Mass as creative director for all digital initiatives on the Mercedes-Benz USA account (AOR), which during his four years included 10 new/redesign model launches, 38 model-year changeovers, and direction of all video, photography, and digital activation for 13 Mercedes-Benz Fashion Weeks. After MBUSA, Steve co-directed the global digital redesign of Gucci Worldwide—a 14-language domain—and its award-winning iOS apps.
Then came American Express and its Enterprise Growth Group, which had acquired the US rights to Paris fashion flash-sale pioneer Vente-Privée. Steve built the creative team to translate the European property and its digital presence to the American sensibility under the Amex umbrella.
Next, Amazon Advertising. Steve was its first NYC creative director in 2012, where his teams would deliver original brand experiences—informed by the world's most robust consumer data set—on behalf of hundreds of advertisers and millions of customers worldwide. In 2014 he became its first group creative director and, two years later, first executive creative director, moving to London to lead creative operations across Europe, Asia, and Canada. In 2016, he received the first Amazon Inventor Award granted to Advertising outside the US for patented innovation. At Amazon, Steve's long tenure cemented his acumen as an industry leader in insights-driven brand communication, or what he's termed "Creative 4.0."
Steve's first book, Brand Currency: A Former Amazon Exec on Money, Information, Loyalty, and Time is available now at Amazon, Goodreads, and Audible. At launch, it earned Amazon Best Seller status.
His work has been showcased in media outlets worldwide, including Communication Arts, Adweek, Advertising Age, Creativity, Brandweek, The New York Times, Print, Crain’s New York, Forbes, CNN, Étapes Paris, and CBS 2 New York, and accepted to the permanent collections of The Smithsonian Institution and Library of Congress.
