Scott KEGLEY

Exec. Dir. of Digital Media & Innovation | MN VIKINGS

Scott is entering his fifth season with the Minnesota Vikings and 14th in the NFL. As the Executive Director, Digital Media & Innovation, Scott oversees all aspects of digital media, social media, mobile strategy and online editorial content. Under Scott’s leadership, the team has created several innovative digital content campaigns, winning two Shorty Awards and one Webby Award. With a unique approach to digital storytelling, the Vikings consistently rank in the top quartile in content engagement amongst NFL teams. The Vikings mobile app is a pillar of the team’s digital ticketing and fan experience initiatives at U.S. Bank Stadium. 

 

Prior to joining the Vikings, Scott spent nine seasons with the San Francisco 49ers as the head of their social and digital teams. Scott was named to Leaders Under 40 Class of 2017. He lives in Minneapolis with his wife Lauren and their two French bulldogs, Cosette and Hugo. He’s originally from Sacramento, California and graduated from the University of Southern California.

questionnaire

1.)     What was your very first job? 

I was an ice cream scooper at Leatherby’s Family Creamery. I still make a mean sundae!

 

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

The best part about my job is that I get to create every day and what I do constantly changes. Whether it’s storytelling on social media, building an OTT app, strategizing around video and editorial series or launching a new mobile app and other initiatives as U.S. Bank Staidum, our team impacts Vikings fans’ interactions with the teams. That’s not something we take lightly, and it’s incredibly rewarding.

 

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? 

Around high school, I knew that I wanted to go into broadcast journalism, specifically sports. That has evolved over the years, but the principles are the same. Whether you’re producing a live newscast, documentary or short-form social video, it’s all about storytelling. Social media has heightened the creativity behind storytelling now since there are so many platforms and ways to convey your message. Video, photography, digital, social, design and creative all need to work together to produce the very best content.

 

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

Sports teams constantly compare themselves to one another – it’s easy. But I think inspiration needs to come from outside the sports world as well. We need to think like a start-up while representing iconic brands that are so ingrained into our fan base. Because of that, inspiration can and should come from a variety of sources.

 

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? 

Our Bring It Home campaign from the playoffs two seasons ago was my favorite project I’ve been able to work on. There were so many fingerprints on that project within our organization. With the opportunity to host and play in a Super Bowl at home, we were very bold with the Bring It Home tagline. There was buy in from every part of the business. It was very grass roots in nature, but we solicited the help of celebrities, other sports team, politicians and alumni to launch the campaign. We also took that local message and made it national, reaching out to Good Morning Football, FS1 and FOX to amplify the campaign. On gameday, we transformed the look and feel of the stadium to incorporate the Bring It Home message. Then, having the Saints game end with the Minneapolis Miracle made it all the more special.

 

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) 

We work with several social media influencers for campaigns like Vikings Quest and Skol Scribbles. We’re always interested in meeting more people in this area. I also work with VR/AR companies with our work on the app.

jury

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 Dir. | O'KEEFE REINHARD & PAUL
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
CCO | THE MARKETING STORE
Founding Partner/Creative | ZEUS JONES
Executive Creative Director | FAME
Chief Production Officer | WE ARE UNLIMITED
VP Creative Director | EDELMAN
Creative Director | TRUE VALUE COMPANY
Creative Director | JEFF GRIFFITH CREATIVE
Founder + Chief Operating Officer | WHITTIER
Creative Director | CORNETT
Creative Director | DDB
SVP, Group Creative Director | GEOMETRY GLOBAL
Sr. Producer | McGARRYBOWEN
EVP, Executive C.D. | GEOMETRY GLOBAL
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
Art Buyer | BEAM SUNTORY
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
Sr. Art Producer | THE MARKETING STORE
Global Art Director | WILSON SPORTING GOODS CO.
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
C.D. | BBDO MINNEAPOLIS
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
Art Director | TRUE VALUE COMPANY
VP Exec. Producer | ENERGY BBDO
Creative Director | COLLE+MCVOY
SVP, Director of Brand Strategy | IHEARTMEDIA
Dir. of Comm. | MUSEUM OF CONTEMPORARY ART
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