Erwin Penland Adds Pair of Creatives

By Erik Oster 

Craig Melchiano

Full-service marketing communications agency Erwin Penland has announced the addition of two new creatives. Craig Melchiano arrives in the role of executive vice president/executive creative director and Bee Reynolds will take on the role of associate creative director. Both are newly-created positions at the agency. Melchiano and Reynolds, who happen to be married, both arrive at Erwin Penland from Goodby Silverstein & Partners and will relocate to the agency’s Greenville, South Carolina headquarters, reporting to Chief Creative Officer Con Williamson in New York.

As executive vice president/executive creative director, Melchiano will oversee the Greenville creative team on all accounts, including Denny’s, Microsoft and Verizon. He arrives at the agency with a 15-year advertising background at agencies including Wieden+Kennedy, and TBWA Chiat Day prior to his stint at Goodby Silverstein & Partners.


Bee ReynoldsAs associate creative director, Reynolds will join both the Denny’s and Microsoft teams, as well as leading new business efforts nationwide from Erwin Penland’s Greenville headquarters. In addition to Goodby Silverstein & Partners, she also served a stint at JWT New York.

“As our agency continues to grow with new business and creative projects, we have to make room for more big brains,” said Con Williamson. “Craig and Bee are the creative types we love to see – they’re open to big ideas and crafting the small ones to create great work.”