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, Tide & Downy – and practically everything in between.
I took time off to get a Branding + Integrated Communications (BIC) MPS so I could study how each discipline - strategy, media, account management, production, PR etc. - works and how everything works better when when the efforts of cross-functional teams are truly integrated.
I bring everything I’ve learned and experienced into my classroom – where I have taught Copywriting, Market Research and Insights, Introduction to Media Studies, Advertising, Creativity, and Portfolio Development at Columbia University, Fordham University, Quinnipiac University and at CUNY schools such as City College of New York, Baruch College, and City Tech.
If you’d like to learn more about where I’ve been, and what I’ve done so far, read on.
Higher Education
Columbia University Spring 2025 Lecturer
Fordham University Spring 2025 Adjunct Professor
Baruch College Fall 2024 Adjunct Assistant Professor
City College of New York Spring 2018-Spring 2024 Adjunct Assistant Professor
CCNY BIC MPS Feb 2022-Spring 2024 Program Manager
G.R.O.W.T.H. Initiative Summer 2021-Summer 2023 Curriculum Advisor
NY City College of Tech Fall 2019-Spring 2021 Adjunct Assistant Professor
Quinnipiac University Oct 2016-May 2017 Professional in Residence
Industry
Save The Internships NY May 2020-Dec 2020 Founder
Speed Mentoring 2013-2016 Founder
3 Percent Conference 2012-2014 Chief Creative Officer
Digitas LBi 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 Associate Creative Director
Egreetings.com 1999-2000 Creative Director
R Squared, Inc. 1997-Present Founder
Hal Riney 1995-1997 Associate Creative Director
Team One 1992-1995 Senior Copywriter
RPA 1985-1992 Copywriter
EDUCATION
Occidental College BA, Comparative Literature
City College of New York MPS, Branding + Integrated Communications
INSTRUCTIONAL ACTIVITIES
Columbia University, School of Professional Studies, Strategic Communications MS program
Communication Research and Insights
Fordham University, Public Media MA program
Messaging That Makes a Difference (Non-profit copywriting)
Baruch College Marketing Department (undergrad)
Advertising & Marketing Communications
City College of New York, Media Communication Arts program (Undergrad)
Advertising Copywriting
Introduction to Media Studies
Marketing Research
New York City College of Technology, Communication Design program (Undergrad)
Copywriting for Creatives
Portfolio Development
Quinnipiac University, Advertising and PR program (Undergrad)
Introduction to Advertising
Creativity
Bateman PR Competition
INSTRUCTIONAL ACTIVITIES, INCLUDING CURRICULUM, PROGRAM DEVELOPMENT
Speed Mentoring
CD Bootcamp
Save The Internships NY
G.R.O.W.T.H. Initiative
Digital (OER) textbook Copywriting is a Superpower
ADVISING AND MENTORING ACTIVITIES
Building Bridges Advisor, 2022
Building Bridges Advisor, 2021
Building Bridges Advisor, 2020
SXSW mentor
Speed Mentoring - live events in San Francisco, Austin, London, New York City
One Club Young Ones Coach/Mentor 2019
OTHER SERVICE ON BEHALF OF CITY UNIVERSITY OF NEW YORK
Writer, CUNY School of Medicine, “Leadership in Action,” 2019 Case Statement
Writer/Editor, “City College of New York President’s 2018 Report”
Editor, “Grove School of Engineering 2017 Annual Report”
INDUSTRY HONORS
Graphis
Gold Clio
One Show Gold Pencils
D&AD
Beldings
Communication Arts 1995, 1996, 1997
Webby
RESEARCH, SCHOLARSHIP, INDUSTRY-RELATED AND CREATIVE WORK
Digital (OER) textbook
Rivera, Rebecca. Copywriting is a Superpower, August 2023.
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.
PUBLISHED WORKS (Select scholarly, creative and industry-related works published locally, nationally, and internationally)
Articles
Rivera, Rebecca. “Why I HAD to do something in this crisis – and you can, too. 2020. Medium.
Rivera, Rebecca. “Insert Creativity Early and Often.” 2019. rebeccarivera.com
Rivera, Rebecca. “Ten things I learned about teaching copywriting.” 2019. Medium.
Rivera, Rebecca. “You got the job but not the internship. Now what?” 2019. Medium.
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. “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. “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. “Let’s hack problems at conferences - not just talk about them: Turning conference goers into doers.” 2014. Adweek.
Recently Quoted
“How the workplace became the star of TV”. August 2023. Jacqueline Schneider. BBC News
“Cultural Literacy Belongs in Every Advertising Classroom”. January 2023. Lola Bakare. Adweek.
Select blogs
“IPG’s Michael Roth Leads Panel of Prognosticators @BIC.” October 2018.
“VML and BICsters Help Harlem Grown Branch Out to Parents.” October 2018.
“BICsters Visit Tom Ford Beauty to Find Out What Makes It Fabulous.” October 2018.
“TBWA M+M Launches 20/20 Visionaries.” October 2018.
“For Fifth Anniversary, @BIC’s ‘Future in Five’ Leads Ahead.” September 2018.
Select media releases
“#weofficial - 100 Roses From Concrete Announces 501(c)(3) Nonprofit Status.” Sep 2020.
“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.
“Study shows plastic waste can be converted to energy and fuels.” Jun 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.
“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.
“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.
“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.
“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.
“Timely CCNY research on barriers for male victims of sexual violence.” Dec 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.
“Study suggests US power supply has capacity to adapt to climate change.” Nov 2017.
“CCNY photonics interns advance.” Nov 2017.
“CCNY internship program helps NYC high school students see the light.” Nov 2017.
“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.
Advertising (Select works, 1986-2022)
Valulytics. Brand development. 2020-2022.
Lynda. Website. 2016.
Philips HealthTech. Product video, internal communications. 2016.
Skidmore College. Video campaign. 2015.
Vode lighting. Internal corporate communications, social strategy, community management. 2016.
UppaBaby. Brand brochure. 2015.
Acquia. Brand tagline, website, brand video. 2014.
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.
Speed Mentoring. Live events, mobile app. 2013-2015.
Tide Olympics. Website, online ads, live event, social content, ecommerce. 2012.
Downy. Website, online ads, social content, ecommerce, mobile. 2012.
HBO. Facebook app. 2010.
Harvard Pilgrim Healthcare. Website, influencer relations, community management. 2009.
Novell. Website. 2007.
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.
Charles Schwab. Website. 2003.
Cisco. Print ads, direct marketing. 2002.
Yahoo. Online ads. 2002.
GMC. Brand tagline. 2001.
Egreetings.com. Identity, print ads, online ads, e-newsletter, TV, website, live events. 1999.
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.
Microsoft. Explorer launch, online ads, direct marketing.1995-1996.
Power of One. PSA commercial. 1994.
Heal the Bay. Identity, out of home, print ads. 1994.
The Disney Channel. Design projects, radio. 1990-1992.
Lexus. Brochures, print ads, video. 1993-1995.
City Kitty. Product name. 1987.
California Lottery. Direct marketing, radio. 1988.
Honda North America. Brochures, showroom materials, print advertising. 1985-1992.
OTHER RELATED WORK
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.
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. “Why I don’t want to be part of your community.” 2011. rebriffed.
Rivera, Rebecca. “Soft wired for Social?”. 2011. 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. “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.
CONFERENCE PROCEEDINGS AND PRESENTATIONS
“Networking.” Branding + Integrated Communications Fall 2021 presenter
“Personal Branding.” G.R.O.W.T.H. Prep School Summer 2021, 2022
Speed Mentoring London 2015 presenter
Speed Mentoring SXSW 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 Salt Lake City 2014 panel moderator
3 Percent MiniCon New York City 2014 host
3 Percent Boston Super Bowl Tweetup 2014 host
Speed Mentoring 3 Percent Conference SF 2014 presenter
Speed Mentoring 3 Percent Conference SF 2013 presenter
3 Percent MiniCon Boston panel 2013 moderator
SXSW mentor 2013
“Show up as you are. DIY Social Media.” 3 Percent Conference SF 2012 presenter
“How digital differs.” 3 Percent Conference SF 2012 presenter
CONFERENCE ATTENDANCE (Recent highlights)
Educators Summit 2023
Where Are All The Black People, 2020, 2021, 2023, 2024
Advertising Week New York 2022
Advertising Week New York 2021
One Club Creative Portfolio Review 2020
Here Are All The Black People 2019
Creative Week 2019
NYC Media Lab 2018
Women In The World Summit 2018
PR Week 2017
Advertising Week NY, 2016, 2017, 2018, 2019 etc.
SXSW 2014, 2015
99U 2015
Boston Women’s Leadership Forum, 2015-2016
MITX, 2014, 2015
BlogHer 2014
TEDx Cambridge 2014
MEMBERSHIP IN PROFESSIONAL SOCIETIES
100 Roses From Concrete
The Advertising Club NY
The ONE Club for Creativity
PRSSA
50/50 Initiative