Senior Creative Director, North America
Tracy Mathews, senior creative director, North America, leads the integrated and multi-disciplinary creative practice across APCO Worldwide’s U.S.-based offices. Based in Washington, D.C., Ms. Mathews is a skilled traditional designer and brand strategist, with nearly seventeen years of creative experience—most of which spent in an agency environment specializing in brand communications. As senior creative counsel on accounts in a wide range of sectors, she is driven to deliver quality work for her clients, pushing for informed design based on user needs and desired outcomes.
Whether campaign strategy is to increase membership, raise awareness, shift public opinion, influence audiences to take action, or impact policy and legislation, Ms. Mathews has helped to strategize conceptual ideas for clients, as well as to design full-blown, multifaceted campaigns for various media types, including print/web/social media.
Ms. Mathews has been involved in corporate, advocacy focused and public affairs branding projects, working on both the research-driven positioning and messaging as well as leading the creation of a visual identity that best expresses the brand positioning.
Her work has been recognized with many awards including PR News’ Nonprofit Award in Digital/PR/Marketing for the “StopAirTax Now” campaign for Airlines for America; PRWeek’s Best Use of Audio/Video, PR News Platinum Award for best Video Program and several MarCom awards for a Video Brochure she designed for the Consumer Electronics Association; PR News Digital PR awards nomination for CEA’s “Declaration of Innovation” campaign in the Digital Marketing category.
Prior to joining APCO, Ms. Mathews worked as an art director at a design studio in Fairfax, VA. where she was responsible for the conceptualization, design, production and print preparation of numerous publications, newsletters, meeting materials, direct mail campaigns and corporate identities. Some of her clients included The Association of Corporate Counsel, The Endocrine Society, The American Fence Association and SOCAP International.
Ms. Mathews holds a Bachelor of Fine Arts from James Madison University where she graduated Magna Cum Laude and was awarded the 2004 JMU Junior Graphic Design Outstanding Achievement Award.