by Katie Dettman

Graduate Student

Beth wrote the copy for BBH NYC client Unilever’s Axe brand100 Girls interactive website. Axe is a male grooming brand of fragrances, antipersperants, shower and hair care products. On the 100 Girls site, men upload pictures of themselves, and a woman gives personalized advice and product suggestions for their hair. Beth explains that the actress featured on the site had to tape more than 500 lines of reactions to various types of hair and style choices. 

The Axe 100 girls site won a Webby award this year in the Beauty and Cosmetics category, a Black Pencil award at D+AD, a Gold Pencil award at the One Show Interactive and a Gold Cyber Lion from Cannes Lions. It was also featured on the Favourite Website Awards site as well.

The site also got the attention of other digital media professionals.  “We found the site delightful and captivating,” was posted on the blog http://shweri.typepad.com. “It goes to show that while social media is at the top of every brand's agenda right now - a smart, entertaining brand experience can grab hold of your audience and reel them right in. When the idea is right, it can be huge win for those gutsy enough to take the risk.”

Daughter of SOJC professor Bill Ryan and instructor Jan Ryan, Beth majored in journalism at the SOJC, with a focus on advertising.

According to Bill Ryan, “Beth and her Swedish Art Director partner are now the primary creative team at BBH NYC. They just pitched and won the Sprite account for the agency, so she's really doing well.”

“We're so excited and thrilled for the attention and the honor of being recognized by our peers, and in many cases, our idols and mentors,” explains Beth. “And many thanks to Axe for believing in a crazy idea.”

“My partner, Erik Holmdahl” she adds, “is instrumental and one of the best and most intelligent art directors/digital creatives I've ever worked with. And our Creative Directors were Calle and Pelle Sjonell - two brothers from Sweden who are extremely talented and just won the Titanium Lion at Cannes for their work on the Oasis Dig Your Soul project.”

After graduating from the SOJC, Beth attended Virginia Commonwealth University's (VCU) AdCenter, where she earned a Master's degree from the Copywriting program in 2002.  From there, she interned and did freelance work for Wieden + Kennedy New York. Afterwards, she crossed the country with her “art director and best friend,” Monica Taylor, interviewing advertising professionals in many cities along the way, including Fred Hammerquist at DDB Seattle, where she got a job. After DDB Seattle, Beth landed at BBH in Singapore. She has been with BBH NYC for just over a year, after having been transferred from the Singapore office.

Beth remembers as a child asking her father what freelance artists did. When he answered that ‘they starved,’ she recals, “I thought I'd channel my creativity into a field that allows me to express myself, think, and play, and that actually makes money.”

Beth is currently busy with the Axe campaign as well as Sprite's new campaign, which is set to launch in the fall.

She says that she was influenced and inspired by SOJC professors Ann Maxwell, Dave Koranda, Charlie Frazer and of course, Bill and Jan Ryan.

To aspiring copywriters currently enrolled at the SOJC, Beth recommends: “Find a mentor and a Creative Director or professor you trust. Fill your book with things you love. It's the last time you'll be able to do work that's purely from you and uncompromised. Interview and meet people in person. Be nice and work hard. Aside from being a good rule to follow as a person, this industry is very, very small. Don't ignore interactive. There's a need for great writers in this space, and it's truly where many clients are heading, especially in this economy.”