BILL TSAPALAS LOGO white sub.png
 
 

download RESUME

download bill's proprietary
STRATEGICREATIVE BRIDGING PHILOSOPHY

TRUTH

RELEVANCE

UTILITY

 
“Bill has a strong appreciation and knack for understanding the client’s business and having a strong strategy to work from. He developed smart 360 programs for our clients and really pushed to deliver beyond the expected. He built relationships of trust, good communication, collaboration and great partnership with all agency partners and our clients.”
— NEELY THOMAS, VP, Director of Development at McCann
 
“Bill is a versatile, strategic, thoroughly first-class creative director who can give you better ideas in less time than just about anyone I know. He anchored the work for many of my accounts at Deutsch and made them a success. He’s the kind of guy people count on – if I were building a team for a rescue mission, Bill would be on it. He should be on yours, too. ”
— JOHN MITTNACHT, CMO at Focus Financial Partners
 
“Bill has remarkable creative and strategic vision. He is extraordinarily talented in articulating how that vision will morph into the end-product. He is voraciously passionate, abundantly creative, diverse in his creative vision and talents and ultimately, is a champion of his Clients.

He gets things done on time, under budget and above expectations. Bill is a Creative Director who also brings his business acumen to the table, considering not only the innovative, creative vision of the product but the ROI and driving positive results with the memorable creative. Any company who is seeking success should have Bill on their team. ”
— ADINA SMITH, Executive in Integrated Marketing at Revolt Media
 

I'm a 360°creative director, strategist, problem solver, designer, writer, content creator, creative mentor, musician, all-around get-it-done marketing guy and entrepreneur. 

I'm currently doing high-level brand and business consulting with agencies and clients, bringing my years of industry award-winning marketing expertise in all media. With this wealth of experience, I quickly 'Zero-In' to determine the true problem at hand, gleaning truthful insights and then craft numerous fresh and relevant solutions. My wheelhouse is the the bridging of strategy and creative, unearthing truths in brands, forging strategies, cracking 360°creative platforms, leading troops into battle and creating more useful messaging and utilities for the consumer.

Concurrently, I am CEO & Founder of Rivalista, Inc., a sportstech startup, developing second screen fan engagement and sports marketing platforms, with the goal of building community through the love of sport.

Before that, I was recruited by fashion agency, Lipman Advertising, to build out their general consumer and ‘masstige’ division. As Executive Creative Director, I led business strategy, digital transformation and creative leadership for established companies Hasbro, Canyons ski resort and Yankee Candle Company. I also led efforts on helping launch & define startup companies Archetypes.com, Unreal Candies and Good Project beverages.

I spent 10 years honing my talents in the trenches of Deutsch, Inc., NY, as EVP/Executive Creative Director, heading up the agency’s largest account, PNC Bank. I oversaw 1,500+ separate pieces of creative across all media, while unifying the bank’s numerous conflicting lines-of-business, under one brand umbrella. Before that, I helped the company grow from a 70-person NYC boutique to a 700-person national agency and launched the Deutsch LA office. My focus was new business and repositioning existing brands. My $325 million in new business wins included Mitsubishi, AIM mutual funds, Baskin-Robbins and Bank of America. Roster accounts included Microsoft, Foot Locker brands, Prudential Securities and Citizen watches.

Throughout, I have been a consultant for many agencies and clients directly, including BBDO, Ogilvy, McCann, Landor, GTB, BBH, Hudson Rouge, DiNoto and Digitas Health. Clients include Ford, Lincoln, Coca-Cola, Pepsi, IMAX, TNT, Microsoft, Unilever, New York Life, BP and Corcoran, among others. 

I’ve recently become a Certified Brand Strategist with Professor Scott Galloway’s Section 4, delivering frameworks, concepts, and models of brand strategy that drive value.

A grad of University of Delaware’s prolific Visual Communications program, when I'm not problem-solving for other companies, I'm creating strategies for my weekend coaching, creating musical platforms for my blues band or doing an exhaustive search for blue crabs in Chinatown’s fish markets.