Group Creative Director | BI WORLDWIDE

Erin is saving the world one design at a time (or so she hopes). She is an advocate for collaboration and an enthusiast for evolving good ideas into great ones. An accomplished and versatile Creative, with a proven record of leadership in corporate, agency and entrepreneurial environments, she gravitates to fast-paced surroundings. With 25+ years of influential multi-disciplinary design experience from eyewear design to retail spaces, she currently leads Event Communications within BI WORLDWIDE. Always looking for ways to evolve and enhance the participant experience, inspiring & engaging communications are developed to elevate incentive group travel. Erin has a passion for travel that melds well with her enthusiasm for thoughtful design. Prior to working at BI WORLDWIDE, Erin delivered creative work for Allianz Life and Best Buy.



1.)     What was your very first job? 

My first summer job consisted of making cold calls for the Reynolds Company, setting up replacement window consultations. We offered a free roll of Reynolds Wrap if the resident booked an appointment. You’d be surprised by how many people said they didn’t need/want new windows but would set up the consultation for the free aluminum foil. I was a terrible telemarketer, I didn’t keep to the script. Every call turned into a potential SNL skit. I lasted about 3 weeks. My first real design job was as a Type Designer for Lazy Dog Foundry. I am still a Typographer at heart.


2.)     Please describe, in your own words, what your job is and what work it entails. 

BI WORLDWIDE is a global engagement company (we are one of the largest full-service events, meetings & shows agencies in the world). We bring a destination to life for our incentive travel programs, contributing to that once-in-a-lifetime travel experience. I am the Group Creative Director for Event Communications. It’s my role to grease the skids in order for our talented team to deliver. This is a very high pressure, no deadline negotiation-esque industry (aren’t they all?). That plane is going to take off and that program is going to operate…whether we’re ready or not. We’re ready.


3.)     How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

I was either going to take the Biology route to med school to become an Optometrist OR go into the design field. I happened to win a pretty big deal design competition during my senior year of high school (sponsored by Columbia University and Sporting News magazine) and won an Apple IIe computer with a DuoDisk drive. That’s all she wrote, I was hooked.


4.)     In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

My role is unique in the sense that it’s a marriage of my passion for travel and dedication to purposeful design. I literally find inspiration all over the world.


5.)     If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

Initially, I thought this was a 'Sophie’s Choice’ oriented question. But this is an easy answer for me. I am most proud of the over-parenting Kindergarten project I designed for my daughter 10 years ago. She was tasked to create a “robot with a purpose”. I designed Bobby B. Bunny. He would find the eggs that the Easter Bunny would hide and give them to the kids during an Easter egg hunt. I don’t think there was any question in her teacher’s mind that I took over the project. While other kids showed up with paper towel rolls held together by Elmer’s Glue, Francesca strolls in with a bunny contraption that included heavy gauge springs and LED lights… I even wrote a jingle for him. I’m happy to sing it to anyone who asks.


6.)     Which creative disciplines do you commission most, and are most interested in seeing more of and why? (ie photo, film, social, experiential, vr, etc)

Animators, Video Production



Creative Director | ZENO GROUP
Senior Vice President, Chief Marketing Officer | YMCA
Creative Director | WUNDERMAN MPLS
Executive Content Producer | R/GA
VP Creative Ops & Production | PADILLA
Creative Director | BEAM SUNTORY
Partner, Creative Lead | PUBLIC WORKS
Creative Director | OPTUM
Sr. Creative Director | ULTA BEAUTY
Vice President, Executive Creative Director | TPN
Director, Content & Production | LAND O'LAKES
Art Director | TARGET
VP Creative Services | KNOCK Inc.
Executive Director, Global Creative Production | AVEDA
Dir. of Content Production | COLLE+MCVOY
Global. Art Director | WILSON SPORTING GOODS
Creative Director/Art Director | EPSILON
Senior Art Director | YAMAMOTO
Director of Creative Integrated Production | BEST BUY
Associate Creative Director | GRUBHUB
Mktg. Comm. Specialist | BOSCH AUTO
Founding Partner/Creative | ZEUS JONES
Executive Creative Director | FAME
Chief Production Officer | WE ARE UNLIMITED
VP Creative Director | EDELMAN
Creative Director | TRUE VALUE COMPANY
Founder + Chief Operating Officer | WHITTIER
Creative Director | CORNETT
Creative Director | DDB
SVP, Group Creative Director | GEOMETRY GLOBAL
Sr. Producer | McGARRYBOWEN
Exec. Dir. of Digital Media & Innovation | MN VIKINGS
Design Director | 10 THOUSAND DESIGN
Creative Director | R/GA
VP Creative & Engagement | STUDIO NORTH
Creative Director | LEO BURNETT
Group Creative Director | ANNEX / HAVAS
SVP Exec. Creative Director | FCB CHICAGO
Executive Producer | OGILVY & MATHER CHICAGO
Executive Creative Director | BBDO MINNEAPOLIS
VP, Sr Group Creative Director | SAPIENTRAZORFISH
Associate Creative Director | BEAM SUNTORY
Creative Director | HONEYWIRED
Creative Technologist | FALLON
SVP, Creative Director | FCB CHICAGO
Sr Director of Marketing | FACTORY MOTOR PARTS
Associate Creative Director | R/GA
Creative Producer | TARGET
VP Creative Director | FCB CHICAGO
Creative Director | DDB CHICAGO
Assoc. Creative Director, Site Mktg | WALGREENS
Chief Innovation Officer | ENERGY BBDO
SVP Group Creative Director | GEOMETRY GLOBAL
Creative Director | BEAM SUNTORY
Creative Director | BUFFALO WILD WINGS
Director, Integrated Production | McGARRY BOWEN
SVP Exec. Creative Director | DDB WORLDWIDE
Brand Director | ANYTIME FITNESS
Sr. Art Producer | FCB CHICAGO
Group Creative Director | BI WORLDWIDE
Creative Director | MEDTRONIC
Executive Creative Director | WHITTIER
Sr. Channel Marketing Manager | FACTORY MOTOR PARTS
Group Production Director | MONO
VP, Group Creative Supervisor | HAVAS LIFE METRO
VP Exec. Producer | ENERGY BBDO
Creative Director | COLLE+MCVOY
SVP, Director of Brand Strategy | IHEARTMEDIA
Assoc. Creative Director | ABELSON TAYLOR
Design Director | 10 THOUSAND DESIGN
Creative Director | DDB
VP Group Creative Director | PERISCOPE
Creative Director | UNITEDHEALTH GROUP
VP, Experiential Marketing | BI WORLDWIDE
Director, Brand & Creative | MINNESOTA VIKINGS
Executive Producer | GENERAL MILLS
Executive Creative Director | FALLON MINNEAPOLIS
Creative Manager | RXBAR
VP Creative Director | FCB CHICAGO
Sr. Manager Brand Design | MILLERCOORS
Executive Creative Dir, Founder | HUMDINGER & SONS
Senior Marketing Manager, Production | BEST BUY
Chief Creative Officer | LEO BURNETT DETROIT
SVP Creative Dir. & Exec. Producer | LEO BURNETT
©2016 LE BOOK All Rights Reserved