About

Carl Baldassarre         Creative Director         917 554 5960         carljbaldassarre@gmail.com

 

Welcome, and thanks for coming.

In addition to my work, I've included a few words about me. What else would you expect from a writer?

Over the course of my career I've been a newspaper reporter, an award-winning copywriter and co-founder of a small agency. At present, I'm a creative director for content strategy and copy at Ogilvy. On a good day I get to help some of the world's most successful businesses disrupt themselves. 

I have extensive and varied experience managing teams of writers, designers and UX professionals ranging in size from two to 20.  I am highly conceptual and well versed in selling complex products, particularly in financial services.

BlackRock & iShares 

Since 2015, I have led digital and social advertising for iShares and BlackRock investment products.

During that time, iShares ETFs passed $1 trillion in assets under management and retained the #1 market position despite aggressive competition from Vanguard and others.  BlackRock grew its bond business (our main focus) by almost 20%.

American Express

From 2011-2015, I led creative, content strategy and copy for the American Express global customer experience.

This project made benefits mobile, digital and useful for millions of Green, Gold, Platinum and Centurion Cardmembers, across more than 30 countries. In the first year after launch, it delivered a 900% increase in page views and exponentially increased digital interactions other than bill-payment.

DuPont & Chemours

From 2011-2014 I led copy for the dupont.com global domain relaunch. In 2014-15 I led copy and content strategy for the launch of Chemours, a new chemical company spun off from DuPont.

For DuPont.com I wrote and edited content and tools to reposition the enterprise and create a content marketing capability.  I managed a team of writers driving business transformation at the enterprise level as well as for iconic businesses and products ranging from Tyvek building wrap to Kevlar body armor. 

For Chemours, I wrote and edited the content that launched a new chemical company that today has over $6 billion in revenues and is part of the S&P 500 index.