I teach Copywriting and Introduction to Media Studies at The City College of New York – where I bring all I’ve learned as an ad pro into the classroom as an Adjunct Professor in the MCA Ad/PR program.
I spent three decades in the industry as an award winning Copywriter and Creative Director at leading east/west coast agencies including DDB, rpa, Digitas, and Team One, among others. Accounts included Lexus, Tide, Microsoft, HBO – and practically everything in between. I continue to practice on a freelance basis. Which means I wear all the hats: business development, account management, strategy, creative, production, experience design, and media strategy.
I take pride in being a change agent. As Chief Creative Officer of The 3% Conference, I directed all of the creative teams, shaped the program curriculum, courted sponsors, planned events, moderated panels, and ultimately tripled the organization’s impact well in advance of #MeToo. As the founder of Speed Mentoring, I helped people get advice and hack business problems in record time – in San Francisco, Austin, New York, and London. My greatest contribution, however, is helping fill the industry pipeline with business ready students who can’t wait to re-shape the industry to reflect the people it markets to.
Institution Dates Title
City College of New York 2018-Present Adjunct Professor
City College of New York 2018-2019 BIC Comms/Program Specialist
City College of New York 2017-2018 OIAC Writer/Editor
Quinnipiac University 2016-2017 Professional in Residence
Speed Mentoring 2013-Present Founder
3 Percent Conference 2012-2014 Chief Creative Officer
Digitas LBi Boston 2011-2012 Associate Creative Director
Digital Influence Group 2008-2011 Associate Creative Director
PJA Advertising 2006-2008 Associate Creative Director
DDB Los Angeles 2004-2006 Senior Copywriter
Egreetings.com 1999-2000 Creative Director
R Squared, Inc. 1997-Present President/Founder
Hal Riney SF 1995-1997 Associate Creative Director
Team One LA 1993-1995 Senior Copywriter
rpa 1986-1992 Copywriter
HIGHER EDUCATION
Institution Degree/Major Date Conferred
Occidental College B.A., Comparative Literature June 1983
City College of New York BIC Master of Professional Studies May 2019
PROFESSIONAL HONORS
Addy 2006
Belding 1995, 1996, 1997
Communication Arts 1995, 1996, 1997
D&AD 1997
Graphis 1994, 1995
Gold Clio 1995
One Show Gold Pencil 1995, 1997
Webby 1997
RESEARCH, SCHOLARSHIP, AND CREATIVE WORK
Research
Rivera, Rebecca. “CDs on the rise.” August 2014. 3 percent conference.
Rivera, Rebecca. “Can the miracle on 34th street find life beyond the holidays?” Dec 2017. BIC.
Rivera, Rebecca. “Blue Apron shift analysis.” Oct 2017. BIC.
Rivera, Rebecca. “How to turn lemons into lemonade: Apple Case Study.” May 2018. BIC.
Rivera, Rebecca. “United States of Girls: UN Women and Child Brides”. May 2018. BIC.
Rivera, Rebecca. “How can The Met restore the faith?” May 2018. BIC.
Articles
Rivera, Rebecca. “Let’s hack problems at conferences not just talk about them: Turning conference goers into doers.” 2014. Adweek.
Rivera, Rebecca. “Why we need to bite the hand that feeds us.” 2015. LinkedIn.
Rivera, Rebecca. “Speed date your way to a better world.” 2015. LinkedIn.
Rivera, Rebecca. “Work for your network and it’ll work for you.” 2016. LinkedIn.
Rivera, Rebecca. “Big change happens one small favor at a time.” 2016. Medium.
Rivera, Rebecca. “Let the world know what you’re made of. Not what you make.” 2016. LinkedIn.
Rivera, Rebecca. “How to ‘do’ Advertising Week.” Oct 2017. BIC blog.
Rivera, Rebecca. “50+ Creative Director Gets Schooled.” 2017. Medium.
Rivera, Rebecca. “Where should ad grads work, at an ad agency or in-house?” 2017. LinkedIn.
Rivera, Rebecca. “IPG’s Michael Roth Leads Panel of Prognosticators @BIC. Oct 2018. BIC blog.
Rivera, Rebecca. VML and BICsters Help Harlem Grown Branch Out to Parents. Oct 2018. BIC blog.
TBWA M+M Launches 20/20 Visionaries. Nov 2018. BIC blog.
Insider Insights: Barri Rafferty’s Notes From Davos. Nov 2018. BIC blog.
The Great Hall Welcomes Sandra Scher & Erik Oberholtzer. Nov 2018. BIC blog.
BIC and VMLY&R Hack for STEM. Nov 2018. BIC blog.
PR Has No Boundaries - Sandra Stahl in Leaderspeak. Dec 2018. BIC blog.
MSL Group Opens Doors to BIC PR Class of 2020. Dec 2018. BIC blog.
BIC Helps Sandy Hook Promise Prevent Gun Violence In Schools. Dec 2018. BIC blog.
Ten things I learned about teaching Copywriting. Jan 2019. Medium.
Recent media releases (The City College of New York)
“CCNY psychologists develop new model that links emotions and mental health.” Oct 2017.
“Mini-Medical School partners with community for a healthier Harlem.” Oct 2017.
“Sonic Hedgehog at the center of Parkinson’s research at CCNY.” Oct 2017.
“Why does Jared Kushner still call Trump ‘daddy’? Psychologists explain.” Oct 2017.
“Study suggests US power supply has capacity to adapt to climate change.” Nov 2017.
“CCNY internship program helps NYC high school students see the light.” Nov 2017.
“CCNY photonics interns advance.” Nov 2017.
“CCNY’s Yingli Tian beats the odds to become IEEE Fellow.” Dec 2017.
“Physical activity styles of New York City adolescents.” Dec 2017.
“Top photonics breakthrough by CCNY researcher.” Dec 2017.
“Timely CCNY research on barriers for male victims of sexual violence.” Dec 2017.
“Mini-Medical School wants to know what’s on your plate.” Jan 2018.
“A surprise visit from a man who needs no introduction: Obama.” Jan 2018.
“Study explores why antidepressants don’t work for half the people taking them.” Feb 2018.
“The color of medicine: being a minority doctor and overcoming obstacles.” Feb 2018.
“IUSL scientists study optical biopsy tool that detects disease in seconds.” Feb 2018.
“Dr. Gilda Barabino Color Blind: leading the way for women of color in STEM.” Feb 2018.
“Learn how 400,000 cancer cases could be prevented each year at CCNY Mini-Medical School.” Mar 2018.
“Album recorded at CCNY Sonic Arts Center tops iTunes jazz chart.” Mar 2018.
“CCNY’s Chem-E-Car three-peats.” Apr 2018.
“CCNY physicist tracks influence of fake news on Presidential election.” Apr 2018.
“Is sleep loss a health risk? Find out at CCNY Mini-Medical School.” Apr 2018.
“Wish you were here: CCNY postcards from the past.” Apr 2018.
“Black Girls CODE a brighter future at CCNY.” Apr 2018.
“Improbable domes rise again thanks to CCNY MFA student.” May 2018.
“Facebook Chief Security Officer Alex Stamos to deliver lecture.” May 2018.
“CCNY faculty and student to learn how Pixar works its magic.” May 2018.
“CCNY students go the distance in Concrete Canoe.” May 2018.
“Students CREATE ways to eliminate workplace barriers for people with disabilities.” May 2018.
“Study shows plastic waste can be converted to energy and fuels.” Jun 2018.
“CCNY students get a lesson in love and journalism from the New York Times.” Jun 2018.
“Rare in-vivo study shows weak brain nodes have strong influence.” Jun 2018.
Advertising (Select works, 1985-2016)
Honda North America. Brochures, showroom materials, print advertising. 1985-1992.
City Kitty. Product name. 1987.
California Lottery. Direct marketing, radio. 1988.
The Disney Channel. Design projects, radio. 1990-1992.
Lexus. Brochures, print ads, video. 1993-1995.
Power of One. PSA commercial. 1994.
Heal the Bay. Identity, out of home, print ads. 1994.
Microsoft. Explorer launch, online ads, direct marketing.1995-1996.
GM electric car. Brand brochure, showroom materials, website, email campaign. 1996.
Saturn. Website, online ads, direct marketing, e-direct. 1996.
Peet’s Coffee & Tea. Website, online ads. 1996.
Sprint. Website, email campaign. 1996.
The Mirage Hotel. VIP kit. 1996.
Egreetings. Identity, print ads, online ads, e-newsletter, TV, website, live events. 1999.
GMC. Brand tagline. 2001.
Cisco. Print ads, direct marketing. 2002.
Yahoo. Online ads. 2002.
Charles Schwab. Website. 2003.
Ameriquest. Super Bowl TV commercial, print ads, online ads, direct mail. 2004-2006.
NFL. TV commercials. 2005.
Bud Light. TV commercial. 2005.
Princess Cruises. Brochures. 2005.
Novell. Website. 2007.
Harvard Pilgrim Healthcare. Website, influencer relations, community management. 2009.
HBO. Facebook app. 2010.
Tide Olympics. Website, online ads, live event, social content, ecommerce. 2012.
Downy. Website, online ads, social content, ecommerce, mobile. 2012.
3 percent conference. Identity, brand strategy, research, business development, website, video production, social content, online ads, live event operations, live event programming, influencer relations, Super Bowl Tweetup. 2012-2014.
Koncerted. Brand name, brand tagline, website, blog, sales materials. 2013.
Chancey. Tablet app. 2013.
Acquia. Brand tagline, website, brand video. 2014.
Skidmore College. Videos. 2015.
Vode lighting. Internal corporate communications, social strategy, community management. 2016.
Speed Mentoring. Live events, mobile app. 2013-2015.
UppaBaby. Brand brochure. 2015.
Lynda. Website. 2016.
Philips HealthTech. Product video, internal communications. 2016.
OTHER RELATED WORK
Rivera, Rebecca. “Bring the web to you.” 2009. rebriffed.
Rivera, Rebecca. “Pop quiz.” 2009. rebriffed.
Rivera, Rebecca. “You Twit Face Frankenstein.” 2009. rebriffed.
Rivera, Rebecca. “Social Media metrics that matter.” 2009. rebriffed.
Rivera, Rebecca. “Who should you follow?” 2009. rebriffed.
Rivera, Rebecca. “Hunter or prey?” 2009. rebriffed.
Rivera, Rebecca. “Economy is down. Customer service is up.” 2009. rebriffed.
Rivera, Rebecca. “Crash course in Social Media.” 2009. rebriffed.
Rivera, Rebecca. “How Twiter changed my life.” 2009. rebriffed.
Rivera, Rebecca. “Intoxicating copy.” 2009. rebriffed.
Rivera, Rebecca. “Twitter is my favorite traveling companion.” 2009. rebriffed.
Rivera, Rebecca. “What makes a video go viral?” 2009. rebriffed.
Rivera, Rebecca. “Small can be big.” 2009. rebriffed.
Rivera, Rebecca. “Send it like you mean it.” 2009. rebriffed.
Rivera, Rebecca. “Top ten most irritating phrases.” 2009. rebriffed.
Rivera, Rebecca. “We blog, therefore we exist.” 2009. rebriffed.
Rivera, Rebecca. “Obsessed with infographics.” 2010. rebriffed.
Rivera, Rebecca. “Proof that Social means business.” 2010. rebriffed.
Rivera, Rebecca. “There’s money in mobile e-commerce.” 2010. rebriffed.
Rivera, Rebecca. “Privacy or the lack thereof.” 2010. rebriffed.
Rivera, Rebecca. “Customer service is king in Vanuatu.” 2010. rebriffed.
Rivera, Rebecca. “Facebook is making me antisocial.” 2010. rebriffed.
Rivera, Rebecca. “What does ‘authentic’ mean?” 2010. rebriffed.
Rivera, Rebecca. “How human is your brand?” 2010. rebriffed.
Rivera, Rebecca. “Content drought.” 2010. rebriffed.
Rivera, Rebecca. “Blog well.” 2010. rebriffed.
Rivera, Rebecca. “Why I don’t want to be part of your community.” 2011. rebriffed.
Rivera, Rebecca. “Soft wired for Social?”. 2011. rebriffed.
Rivera, Rebecca, “It does matter a flying fandango what medium it is.” 2012. rebriffed.
Rivera, Rebecca. “The point of Pinterest.” 2012. rebriffed.
Rivera, Rebecca. “iPhone home screen challenge.” 2012. rebriffed.
Rivera, Rebecca. “Facebook: the next recruiting frontier.” 2012. rebriffed.
Rivera, Rebecca. “Can social media help women CDs rule the ad world?” 2012. rebriffed.
Rivera, Rebecca. “We belong.” 2012. rebriffed.
Rivera, Rebecca. “Have a very social season.” 2012. rebriffed.
Rivera, Rebecca. “Find your people.” 2013. rebriffed.
Rivera, Rebecca. “Always on – aka improvising your marketing ass off.” 2013. rebriffed.
Rivera, Rebecca. “Breaking the social contract.” 2013. rebriffed.
Rivera, Rebecca. “How viral happens.” 2013. rebriffed.
Rivera, Rebecca. “It’s complicated.” 2013. rebriffed.
CONFERENCE PROCEEDINGS AND PRESENTATIONS
“Show up as you are. DIY Social Media.” 3 Percent Conference SF 2012 presenter
“How digital differs.” 3 Percent Conference SF 2012 presenter
“Speed Mentoring.” 3 Percent Conference SF 2013-2014 presenter
“CD Bootcamp”. 3 Percent Conference SF 2014 host
“Come as you are.” Center For Digital Imaging Arts at Boston University 2014 commencement speaker
“What’s kids got to do with it.” 3 Percent Conference SF 2014 panel moderator
“Four million dollar question.” 3 Percent Conference SF 2014 panel moderator
3 Percent MiniCon Boston panel 2013 moderator
SXSW mentor 2013
3 Percent MiniCon Salt Lake City 2014 panel moderator
3 Percent MiniCon New York City 2014 host
3 Percent Boston Super Bowl Tweetup 2014 host
Speed Mentoring SXSW 2014 presenter
Speed Mentoring London 2015 presenter
CONFERENCE ATTENDANCE (Recent highlights)
Creative Week 2019
NYC Media Lab 2018
Here Are All The Black People 2018
Women In The World Summit 2018
PR Week 2017
Advertising Week, 2016, 2017, 2018
99U 2015
Boston Women’s Leadership Forum, 2015-2016
MITX, 2014, 2015
BlogHer 2014
TEDx Cambridge 2014
MEMBERSHIP IN PROFESSIONAL SOCIETIES
The ONE Club for Art and Copy
PRSSA
50/50 Initiative
INSTRUCTIONAL ACTIVITIES
Quinnipiac University
Courses
· Introduction to Advertising
· Creativity
· Bateman PR Competition
City College of New York
Courses
· Advertising Copywriting
· Introduction to Media Studies
INNOVATIVE INSTRUCTIONAL ACTIVITIES, INCLUDING CURRICULUM, PROGRAM DEVELOPMENT
· Speed Mentoring
· CD Bootcamp
· ProHangouts
ADVISING AND MENTORING ACTIVITIES
· SXSW mentor
· Speed Mentoring - live events in San Francisco, Austin, London, New York City
OTHER SERVICE ON BEHALF OF THE CITY COLLEGE OF NEW YORK
Editor, “Grove School of Engineering 2017 Annual Report”
Writer/Editor, “City College of New York President’s 2018 Report”
Writer, CUNY School of Medicine, “Leadership in Action,” 2019 Case Statement