Thomas Markland

Founder

Founder at HYDP

WE'RE IN A NEW ERA OF MARKETING AND ADVERTISING!

There are now 200,000,000 people who regard themselves as content creators!

Our speciality is getting these people to solve brand challenges across the marketing mix.
 
From organic social content and paid media assets to the next generation of influencer marketing, creators power our strategies. 

Delivering guaranteed ROIs and better creative output.

Founder & Managing Director

HYDP is the worlds first creator economy company. 

We believe the future of brand communications, commerce and entertainment will be creator led.

We're on a mission to build the creator economy through storytelling, talent, and technology.

Creators are the future of human connection. Brands are the language of belonging. We're leading the next conversation.

Freelance consultant/account management leadership capacities at the following agencies:

1) FCB NY (Freelance Account Director) - Haleon, Emergen-C
2) Cannonball Creative (Freelance Client Engagement Lead) - Visa Commercial Services
3) SpecialGuest (Freelance Account Director) - Lyft
4) FCB NY (Freelance Account Director) - New Business

Freelance Consultant

Ogilvy

Regional Account Director

Be Grizzlee

Client: adidas Global 

Led campaign development, production and delivery of two large scale adidas projects:

• International Women’s Day: This project was aimed at breaking stigma and raising awareness about women’s menstrual cycles as social short form content

• World Cup Qatar 2022: Managed global production across two interagency offices (LA and Amsterdam) and 5 shoot locations

a. Day to day account lead, ensured creative was produced/reviewed/approved on brief and across multiple stakeholders within adidas internal communications, athlete relations and retail teams, local adidas market teams and cultural marketing teams as well as agency teams

b. Together with account supervisor and business affairs, ensured all deliverables were vetted, QC’d and captured for each spec and within the requirements for final delivery and trafficking (TV :30, :15, :08, :05) and 2D photography

c. Partnered with production team to ensure project was on budget and on time and any incremental costs and timing implications were communicated with clients

[After leading two global productions for adidas, I decided to take a small break for my well-being before going back into the field.]

Account Director

Walton Isaacson

Client: Lexus USA Eastern Region 

Account management lead for Lexus Eastern Area, partnering with key stakeholders and dealerships in support of multicultural Black, Hispanic and LGBTQ marketing initiatives to help drive brand growth and increase sales for the greater New York, Philadelphia, Baltimore and Washington DC Lexus dealership network.

• Managed multicultural campaigns for Lexus Eastern Area, liaising with national brand team on creative, strategy and media specific to the assigned markets

• Built lasting relationships with Lexus dealerships, aligning brand strategy with market objectives to support vehicle inventory sales and reporting/presenting monthly and quarterly metrics

• Continually monitored the health of the regional business, utilizing Polk Catalyst data and analytics reporting

*Transitioned off of the role because of the exciting opportunity to help a motherland brand Jollibee break through the North American QSR market

Client: Ford Asia Pacific 

Day to day responsibilities included leading a digital account management team across three joint-venture companies in China, Taiwan, India and South Korean markets as well as working with the larger team to manage Australia and ASEAN markets' website maintenance and digital media regional-local marketing. Integrated projects included working with internal teams as well local agency partners in the region to plan, execute, monitor and optimize digital website and display campaigns supporting different market objectives, all in cooperation with GTB Global based out of Dearborn, USA

• Managed Ford's site migration project to Adobe Marketing Cloud across Asia Pacific, which included the assessment of media tagging set-up with the onboarded data management platform and partner DSPs

• Implementation of tags across local market sites with the goal of visibility into third party and CRM data, audience and target segmentation, media mix optimization and further creating custom experiences within Adobe Experience Manager and display media 

• Strategic leadership for content and shopper retail marketing implementation for the region

• Assessment of digital media plans across markets and performance reports with the goal of standardization

*Transitioned back to the USA at contract end

Spark44

Client: Jaguar Land Rover North America

Digital and social media initiatives for Jaguar Land Rover North America. Tactics included display advertising (programmatic, dynamic standard and rich media), social media (organic and paid), content marketing and influencer programs. I managed programs in conjunction with the global teams, adapted for the US as well specific local initiatives, and work with a 360 team.

*I was a part of a core team that transitioned from previous Wunderman agency to continue to manage the Land Rover business when Spark44 won the global joint business.

Account Supervisor

Wunderman

Client: Land Rover North America

I supported the Group Account Director on brand campaigns and the Account Director on in-market retailer programs while working with a phenomenal and diverse team. My responsibilities included collaborating with the planning team to align strategy and brand voice, with the production team to scope projects for budget and timing, with the creative team to foster ideation and with the analytics and media teams to set campaign KPIs, monitor campaign health and optimize the programs as needed. I maintained interagency and vendor relationships and help ensure that they are founded on open dialogue and idea vetting between stakeholders on a global brand. I also managed relationships with the digital marketing managers on the client side.

Key programs include:
• In-market Campaigns: Manage the new and innovative dynamic in-market program for Land Rover that serves online advertising built on a dynamic creative platform, inputted by retargeting tactics and guided and optimized using a set of strategically set business rules through the entire consumer purchase cycle. 

• Launch Campaigns: Work with brand team on vehicle launches in the US and Global, including online media, immersive sites, social media extensions, branded entertainment and sponsorships and native content integration.

• Global Campaigns: Together with US clients and brand team, work with Global team in ensuring that work being developed will resonate with US market and help localize and distribute.

David&Goliath

Client: Kia USA

I decided to join David&Goliath for three reasons: to work at such a creatively-infused boutique agency, to work on a dynamic and fresh account and to further my career and focus it back on the digital space. My time on Kia Motors supported those three reasons and my day to day involved working with passionate and interesting folks, both on the agency and client sides, on campaigns that ranged in target demos as diverse as the vehicle lineup, complete with dancing hamsters. I managed display advertising and social media influencer programs for the vibrant and youthful Kia Soul and Kia Rio launches and the family-friendly Kia Sorento and Kia Sedona launches. The programs included the production and launches of websites, microsites, rich media, flash and dynamic banners, mobile units, custom builds, branded games and sponsored content. 

Besides the growth and experience I gained while working at D&G, I learned first hand the importance of having a vibrant agency culture and how it influences great work as a result.

Freelance Period: 11/21-6/22, clients Kia and Jollibee NA

Account Executive

TBWA\Media Arts Lab

Client: Apple

I took on a great opportunity to move to Los Angeles to join the dynamic team at media arts lab, on Apple. I worked on several global digital campaigns including Apple for Education in Australia, Apple Holiday for China and iTunes 360 campaigns for the US and Canada. I transitioned on to working with the traditional brand team and helped produce tv spots for iPhone, iPad and Mac. I worked with a dedicated and brilliant team of account managers, producers, planners and creative folks from concepting to production and finishing and airing tv. I also partnered with the global team to localize US produced work for each of the markets.

Assistant Account Executive | Apple

Merkley + Partners

Clients: Tic Tac, Nutella, AXA Financial, Mercedes Benz USA

Merkley + Partners was my very first exposure to advertising and more significantly, to the digital space. It was a very important part of my career and will be a time that I'll appreciate for the rest of my professional life. While I was at the agency, I reported to an account supervisor and a management supervisor. Because the digital team was lean, we divided and conquered most digital programs. These included the production and maintenance of websites, microsites, rich media, flash banners, email blasts and custom builds like games and homepage takeovers. I helped generate website competitive audits for pitch presentations, briefed creative teams on interactive and digital projects and managed the process between production teams, media teams, clients' interactive departments and vendors.

Assistant Account Executive

• Verticals include automotive (Tier 1 National Brand + Tier 2 Regional Retail), CPG, restaurant/hospitality, entertainment, financial, consumer technology 
• Experiences include management of integrated campaigns and programs across TV, print, CRM and digital, with specialty focus on digital media and website production, digital segmentation and targeting strategy, social media, influencer and content marketing
• Holistic responsibilities include client/agency relationship management, strategy, production and analytics/optimization as well as budget/SOW management, resource management and organic/pitched new business growth
• Extensive experience working remotely and onsite efficiently with agency and client partners across different offices and time zones, both regionally and globally

Previous client engagements, freelance and contract assignments | account management/creative production projects with 72andSunny, Publicis, RPA, BBDO SF, and general brand consulting for start-up colleagues I’ve had the privilege of working with (Google, Cadillac, Acura, Wells Fargo)

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Thomas Markland

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