Howard Pulchin, global creative director, helps clients and colleagues think more broadly about how their ideas and stories can breakthrough and create more pause-worthy moments. With experience from both the agency and client worlds, he has led teams to launch new brands, develop brand thought-leadership campaigns and reposition brands for new audiences and environments. Mr. Pulchin has worked with some of the world’s pre-eminent and enduring brands and companies, including Xbox, AXE, Dove, Starbucks, Trojan, GE, Arm + Hammer, Gensler, Adobe, Pepsi, Suntory, McCormick, Pfizer and Guinness.
At APCO, he has worked with a range of clients in corporate, consumer, health care and financial sectors. He also leads the agency’s annual APCO “Global Idea Pitch Competition,” which brings together junior and mid-level staffers from around the world to compete to develop the best idea for a key agency clients.
Mr. Pulchin joined APCO from Edelman, where he co-founded and co-led the agency’s Strategic + Creative Guild. During his more than 15-year tenure at Edelman, he also served as managing director of the New York office’s Consumer Marketing Practice and launched its Brand Stewardship offer, Brand Trends Team, Room for Ideas and the Pioneer Thinking Programming Roadmap. Additionally, he co-developed and launched Edelman’s first global brand campaign.
His client experience there included leading cross-office and cross-practice teams to launch Microsoft’s Xbox and introduce Unilever’s Axe to U.S. audiences. He was honored to serve on the global integrated brand team that developed Dove’s Campaign for Real Beauty. He also helped developed Trojan’s Sexual Health advocacy program, supported PepsiCo in its development and launch of the Pepsi Refresh Project, and created programming to reinforce and distinguish Starbucks’ coffee leadership.
Previously, Mr. Pulchin served as director of communications for the Guinness – Bass Import Company/Diageo and helped expand awareness, perception and acceptance of the Guinness brand in the United States. He was part of the team that conceived the Guinness “Win Your Own Pub in Ireland” contest and oversaw the public promotion of this six-year initiative. He developed the brand’s event strategy, which included implementation of the Guinness Fleadh music series and outdoor oyster festivals.
Mr. Pulchin was a founding board member of the Hudson Square Connection (BID), sat on its executive committee and served as chair of its marketing task force. Currently he is on the Board of Directors of The Sylvia Center and the Advisory Council of The Little Guild.