A hard-working, award-winning creative thinker with 14 years experience developing ideas and content that connect with people. Loves to push the work, creatives and clients to do the best work possible... all with a sense of purpose and humour.
After her BA in English Lit in UCD, (Univ College of Dublin), Irene won a scholarship to Clark Univ. (Mass, USA) to complete her MA in Chaucer, (the medieval, bawdy one). While completing her thesis (a torturous experience), she taught 2 courses: 'Humour in Literature' and 'Irish language, film & culture'. Unfortunately, the American students didn't learn a word of Irish other than 'craic' but seemed to enjoy the course regardless. She gave them all an A+.
After her fill of academia, she headed to New York where she felt at one with the skyscrapers (at 6ft no wonder) and the street art. Completing a copywriting course in SVA, (School of Visual Arts), she won ‘Best Creative’ (by Kuntz & Maguire) and started working for Ogilvy on American Express (Tribeca Film Fest, US Open) IBM, DHL, and VisitBritain.

On the side, she started BeautyNewNYC, www.beautynewsnyc.com, NYC's first beauty blog (way before GOOP) with 3 women (they met on Craigslist) and attracted 350,000 readers, writing articles on beauty/cleaning/healthcare products as well as eco-resorts in SAmerica & Asia. She also helped launch smaller organic skincare brands in WholeFoods. Today, she still writes the odd article for the blog when she's not being lazy.

After years in her east village box, she decided to discover the more graceful pace of Paris. So in 2008, she moved to another tiny apartment in the Marais. With her rotten Dublin-French accent she managed to launch Nissan’s global website and charmed her way into Publicis Conseil on the Champs-Elysées to create ATL campaigns for Orange, Garnier, Heineken, Nestlé, BNP, Danone and PurinaOne cat food (meow!).

From Publicis she moved to Y&R Paris overseeing Colgate-Palmolive global brands. After 5 years evolving Colgate's Total brand and winning 2 Cannes Lions, in 2019 she decided to discover one more big city she never tried before, London. Brexit and all, she's in awe of the city's diversity, creativity, energy and people's ability to laugh off everything...even Brexit. Everything to inspire her to finally finish her collection of short stories about being tall, called, 'The Tall Short Stories.'
But when it comes to inspiration for ideas, she looks to her favourite Irish witticist and human, Oscar Wilde, who said: "An idea that is not dangerous is not worthy of being called an idea at all."
Irene Fogarty
creative director / copywriter
AWARDS+EDUCATION
  • 2018
    2 Cannes lions for Colgate MaxWhite ‘Bring back your whiter smile’ print/OOH
  • 2013
    Grand Prix + Empreintes International Gold 2012 ‘Acromegalie‘ campaign
  • 2010
    Webby, Silver: Award Best Automotive/ Nissan.
  • 2009
    Webby, Gold: Best Home Page, Nissan Europe.
  • 2001
    ‘Best Creative‘ Kuntz & Maguire, SVA, (School of Visual Arts, NY)
  • 1996
    Masters of Arts, English Lit, Clark Univ., MA (Scholarship), USA
  • 1991
    Bachelor of Arts, English (Hons), UCD, University College of Dublin, Ireland
EXPERIENCE
  • April 2019
    M&C Saatchi, London
    Freelance Creative Director
    • Launched a social awareness campaign against FGM in the UK
    • Created a campaign for a new contraception product in Africa
  • 2019 2018
    CUBO CC, NY
    Freelance Creative Director
    • Went to NYC last October to help launch Dove Hair dry shampoo product range
    • Created videos/content for TRESemmé 'Between Washes' haircare
    • Developed TVC & content for Botanique color haircare
  • 2018 2013
    Y+R, Redfuse, Paris/NY
    CD/ACD copywriter
    • 2018 Cannes Lions for Max White’s, ‘Bring back your whiter smile’ print/OOH campaign.
    • Managed team of creatives (copy + art) to push creative to new standards to evolve the brand.
    • Created campaigns in fully integrated division of Y+R and global brands across Europe and UK.
    • Succeeded in increased UK and EU sales for biggest brand, Colgate Total.
    • Worked in Y+R NYC for annual global brainstorming Colgate Total workshop.
    • Head of copy overseeing the brand in UK.
    • Evolved Colgate’s brand position and brand image
    • Collaborated with Y&R on global campaigns for Danone, Volvic and Tullamore Dew whiskey.
  • 2017 2016
    Sapient Razorfish, NY
    Freelance Creative Director_copywriter
    • Launched Trojan’s XOXO condom, the first condom targeting women to buy it.
    • One of Trojan’s best-selling condoms to date.
  • 2013 2009
    Publicis Conseil, Paris
    Sr copywriter
    • Worked on international brands including, Orange, Nestlé, Heineken, BNP, Coca Cola, Renault, Dacia.
    • Headwriter on Garnier, evolving the ‘Take Care’ campaign for their leading brands globally.
    • Creative lead for tv, print, digital for Nutritioniste, Nutrisse, Age Lift, Vitale Restore.
    • Developed PurinaOne’s most successful campaign for catfood.
    • Gave Heineken a more international appeal with Xmas outdoor campaign.
    • Launched Coca Cola’s ‘Olympic Happiness’ for Sochi 2014.
    • ‘Coffee is not just black’ Nescafé’s Dulce Gusto campaign.
    • Cannes 2011: Awarded and displayed best campaign for ACT Responsible.
  • 2009 2007
    Digitas, NY & Paris
    ACD_copywriter
    • Created a 360 social media campaign that won the agency the TIAA-CREF business.
    • Gave Nissan a new voice and a new global site experience that won some awards.
    • Launched communications for premium Amex Centurion Black card to highlight its benefits & offers.
  • 2007 2003
    Ogilvy / OgilvyOne, NY
    ACD_copywriter
    • Developed integrated campaigns for American Express, Tribecca Film Fest, US Open.
    • Created ‘Visit Britain’ ‘Come see the stones’ campaign targeting US tourists to the UK.
    • Worked on global campaigns for IBM, American Express, AmeriTrade, Enfamil, DHL.
  • 2003
    FCB, NY
    Sr copywriter
    • Spearheaded Clairol’s ColorSource—biggest DM tool, distributed to over 6 million readers.