Old Spice

Matt Krehbiel, VP
Omar Goff, Senior Brand Director
Freddy Bharucha, SVP

Wieden + Kennedy (Portland) *Lead Agency

Drew Phillips, Strategy Director
Thomas Harvey, Group Brand Director
Crystal Thomas, Brand Director
Paige Brown, Brand Director
Katie Dyer, Senior Strategist
Matt Sorrell, Creative Director
Ashley Marshall, Creative Director
Erik Fahrenkopf, Creative Director
Sara Phillips, Creative Director
Katie McCain, Executive Producer
Nicole Kaptur, Senior Producer
Erik Fensler, Copywriter
Ted Malenfant, Art Director
Jahmal Sanders, Art Director
Sai He, Copywriter
Sarah Sweeney, Producer
Brian Goldstein, Media Director
Melissa Meier, Media Supervisor
Kelly Muller, Group Media Director
Ghada Soufan, Brand Manager
Katie Schaller, Brand Executive
Klarika Huszar, Creative Operations Manager
Cherish Lee, Media Planner

Citizen Relations

Erin Georgieff, Managing Partner
Ive Balins, SVP
Chris Overholser, Associate Director
Ian Rapport, Associate Director
Daniel Smoke, Account Executive

Platinum Rye Entertainment

Billy Blundell, Director, Celebrity + Influencer
Megan McMahon, SVP

Old Spice needed Black men to relate to our brand and trust our products. We identified the Fresher collection’s better-for-you ingredients and moisturizing benefits as the key to winning with them. We developed an idea so obvious that it broke through -- “Men Have Skin Too.” It turned the underachieving Fresher collection into Old Spice’s #1 performer with year-on year growth of 32%, 13% and 19% respectively. Grew $-share by 7% over a three-year period and lifted Old Spice’s equity rank among Black men from #4 to #2.