With offices in Newport Beach, New York, Toronto and Montréal, Passport Brand Design, part of WPP, is rapidly putting itself on the map as a trusted brand partner. We’re passionate about offering creative leadership to global businesses seeking direction on high-level brand strategy, evergreen and seasonal campaigns, and creative executions across all touch points. Our holistic approach to brand identity begins by creating a strategic positioning and brand purpose, which is then translated into a core creative idea that has the power to align teams and guide a fully integrated marketing process. We are looking for people who love what they do, who want to stay inspired and inspire others, who want to do great work and work with great people.
About WPP
Passport is part of WPP, the trusted growth partner for the world's leading brands. Powered by exceptional talent and our agentic marketing platform WPP Open, WPP unites cutting-edge media intelligence and data solutions, creativity, production, enterprise solutions and expert strategic counsel.
Who We Are Looking For
Passport Brand Design, is seeking a visionary Creative Director, Writer to lead brand storytelling and campaign concepting for a major North American client in the nicotine category. Reporting directly to the Executive Creative Director of Passport based in New York City, you will do more than write copy — you will architect the narrative soul of premium brands, translating high-level strategy into sophisticated, engaging, and culturally resonant creative work. While your foundation is rooted in copywriting, you bring a sharp visual sensibility and a deep strategic mindset to the table, allowing you to shape the entire brand experience. We are looking for a creative leader who understands the nuances of regulated categories, thrives in a highly collaborative, cross-office environment, and is driven to create work that leaves a lasting impact on both the brand and its audience.
What You'll Do
- Lead the conceptualization and execution of integrated campaigns, ensuring the brand's voice is sophisticated, consistent, and compelling across all touchpoints
- Drive creative excellence and strategic storytelling for a highly visible North American nicotine client, managing campaigns and adapting brand voice across a diverse portfolio of brands within the category
- Architect high-level brand narratives and storytelling frameworks specifically tailored to a large client in the nicotine category
- Partner closely with Art Directors, Strategists, and Account leadership to transform strategic insights into actionable, award-winning creative solutions
- Present creative concepts to senior client stakeholders with conviction, clarity, and a deep understanding of their business objectives
- Mentor, guide, and elevate the work of creative team members, fostering an environment of continuous learning and creative excellence
- Exercise keen judgment in refining and optimizing copy, ensuring every word serves a distinct purpose in driving the overall brand experience
Who You Are
- A strategic, clear, and curious problem-solver who excels at simplifying complex brand challenges into elegant, compelling narratives — seamlessly bridging the gap between copy, visual design, and overarching strategy
- An empathetic collaborator who builds deep trust with cross-functional teams and clients, always keeping the human experience and audience perspective at the center of your work
- A bold idea-driver who is comfortable navigating ambiguity, challenging the status quo, and championing brave, innovative storytelling that elevates the brand
What You'll Need
- Extensive professional experience in copywriting and creative direction, ideally with experience navigating regulated categories
- A robust portfolio demonstrating exceptional campaign concepting, brand storytelling, mastery of tone and voice, and a highly developed eye for visual execution
- Demonstrated experience leading creative teams and guiding projects from initial briefing through to final production
- Exceptional presentation skills, with the ability to articulate the "why" behind creative choices to both internal teams and external clients
- A high degree of adaptability and comfort with digital tools and modern marketing platforms
- French language skills are not mandatory but successful candidates must be comfortable presenting and liaising with clients in English
⚠️ Please note: This role involves dedicated work on an account within the nicotine and tobacco category. Candidates must be comfortable and willing to work on these brands.
We believe the best work happens when we're together, fostering creativity, collaboration, and connection. That's why we’ve adopted a hybrid approach, with teams in the office an average of four days a week. If you require accommodations or flexibility, please discuss this with the hiring team during the interview process.
WPP (Passport Brand Design) is an equal opportunity employer and considers applicants for all positions without discrimination or regard to characteristics. We are committed to fostering a culture of respect in which everyone feels they belong and has the same opportunities to progress in their careers.
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Skills Required
- Extensive professional experience in copywriting and creative direction
- Experience navigating regulated categories
- Portfolio demonstrating campaign concepting, brand storytelling, tone and voice mastery, and visual execution
- Experience leading creative teams and guiding projects from briefing through final production
- Exceptional presentation skills for internal teams and external clients
- Adaptability and comfort with digital tools and modern marketing platforms
- Ability to present and liaise with clients in English
- French language skills
- Willingness to work on nicotine and tobacco brands
What We Do
For over 20 years, Passport has partnered with those looking to challenge their category. To think, create and activate. To rebrand and reinvigorate with new stories, and to inspire consumers to press forward. From global brands to start-ups, it's the vision we share. Just like us, they’ve got a hunger for bold new thinking and partnerships that can move the needle.
