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 their efforts are truly integrated.
I bring everything I’ve learned and experienced into my classroom – where I have taught Copywriting, Marketing Research, Introduction to Advertising, Creativity, and Portfolio Development as an Adjunct Assistant Professor.
I’ve also had a ringside seat to how academia operates as the Program Manager of the BIC program at The City College of New York.
If you’d like to learn more about where I’ve been, and what I’ve done so far, read on.
Institution/Organization Dates Title
City College of New York 2018-Present Adjunct Assistant Professor
The G.R.O.W.T.H. Initiative Summer 2021-2023 Curriculum Advisor
Save The Internships NY Mar - Dec 2020 Founder
Quinnipiac University 2016-2017 Professional in Residence
Speed Mentoring 2013-2016 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
City College of New York BIC Master of Professional Studies May 2019
Occidental College B.A., Comparative Literature June 1983
INSTRUCTIONAL ACTIVITIES
City College of New York
Courses
· Advertising Copywriting
· Marketing Research
· Introduction to Media Studies
New York City College of Technology
Courses
· Copywriting for Creatives
· Portfolio Development
Quinnipiac University
Courses
· Introduction to Advertising
· Creativity
· Bateman PR Competition
INNOVATIVE INSTRUCTIONAL ACTIVITIES, INCLUDING CURRICULUM, PROGRAM DEVELOPMENT
· OER textbook development, CCNY
· Branding + Integrated Communications MPS Program
· The G.R.O.W.T.H. Initiative
· Save The Internships NY
· 3 Percent Conference
· Speed Mentoring
· CD Bootcamp
ADVISING AND MENTORING ACTIVITIES
· CCNY Building Bridges Advisor
· The G.R.O.W.T.H. Initiative
· SXSW mentor
· Speed Mentoring - live events in San Francisco, Austin, London, New York City
· One Club Young Ones Coach/Mentor
OTHER SERVICE ON BEHALF OF THE CITY COLLEGE OF NEW YORK
Save The Internships NY
The G.R.O.W.T.H. Initiative
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”
PROFESSIONAL HONORS
Adweek Shine a Light Award Summer 2021
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
INDUSTRY RELATED BOARD POSITIONS
Branding + Integrated Communications Alumni Board Member
RESEARCH, SCHOLARSHIP, AND CREATIVE WORK
OER Textbook
Rivera, Rebecca. Copywriting is a Superpower, August 2023.
Research
Rivera, Rebecca. “How to turn lemons into lemonade: Apple battery crisis 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.
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. “CDs on the rise.” August 2014. 3 percent conference.
Articles
Rivera, Rebecca. “Why I HAD to do something in this crisis — and you can, too.” 2020. Medium.
Rivera, Rebecca. “You got the internship but not the job. Now what?” 2019. Medium.
Rivera, Rebecca. “Ten things I learned about teaching copywriting.” 2019. Medium.
Rivera, Rebecca. “50+ creative director gets schooled.” 2018. Medium.
TBWA M+M Launches 20/20 Visionaries. 2018. BIC blog.
Insider Insights: Barri Rafferty’s Notes From Davos. 2018. BIC blog.
The Great Hall Welcomes Sandra Scher & Erik Oberholtzer. 2018. BIC blog.
BIC and VMLY&R Hack for STEM. 2018. BIC blog.
PR Has No Boundaries - Sandra Stahl in Leaderspeak. 2018. BIC blog.
MSL Group Opens Doors to BIC PR Class of 2020. 2018. BIC blog.
BIC Helps Sandy Hook Promise Prevent Gun Violence In Schools. 2018. BIC blog.
Rivera, Rebecca. “IPG’s Michael Roth Leads Panel of Prognosticators @BIC. 2018. BIC blog.
Rivera, Rebecca. VML and BICsters Help Harlem Grown Branch Out to Parents. 2018. BIC blog.
Rivera, Rebecca. “How to ‘do’ Advertising Week.” 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.
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 blog posts
“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
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 Art and Copy
PRSSA
50/50 Initiative