Blue Chip, a creative marketing agency with clients including Procter & Gamble, E.& J. Gallo, Goodwill and Splenda, has elevated Joel Walker to executive creative director. Walker has been instrumental in building the agency’s creative department since serving as the lone copywriter 20 years ago.
Over those two decades, Walker has created award-winning work for P&G, Merrell and Daisy Sour Cream. Walker was previously vp/group creative director and has been a key member of the Blue Chip executive leadership team since 2019. Walker started his career in 2004 as a Blue Chip account coordinator.
“Joel has made us a smarter, more creative agency,” said Stanton Kawer, CEO of Blue Chip in a statement. “He sees how brands can be expressed powerfully throughout the consumer journey, so what we make produces significant results.”
In the past two years, Walker has more than doubled the creative team, and recently has attracted talent including former Digitas creative director Chris Gedris and creative director Kendahl Damico, a veteran of brands including Under Armour, Gatorade and Sara Lee. Walker also replaced the conventional creative manifesto with a new approach where the team brings clients concise idea propositions—an idea supported by a specific creative approach—that speeds the generation and approval of producible concepts.
“We create meaningful change for everyday brands that reach well beyond 30-second spots,” said Walker in a statement. “So, we’re making sure we bring the same level of emotional engagement and entertainment to a digital or instore campaign that we do to TV. I’m proud of our ability to keep the full spectrum of communications in mind with everything we create.”
Walker’s team recently repositioned the Splenda brand, introduced a novel digital holiday calendar for Apothic wine, and won a 2022 Effie Award with Merrell Footwear.