Ruth BOULTER

VP, Creative Director | McCANN NY

Ruth is a multi-dimensional creative leader, brand builder and storyteller. With over a decade’s experience in house with luxury brands including Harrods and Net a Porter, and in some of the world’s top advertising agencies including McCann New York, McCann London, Spring Studios and Atelier_Leo Burnett.

Her creative work is always shaped by her interest in beauty, fashion and the wildly changing world of the modern consumer. Whether building brand stories with strategic teams, leading creative teams of writers, designers and art directors or shooting global TV, digital content, experiential and print campaigns, Ruth’s work ethic remains the same. She goes out of her way to create the most wonderful experiences for clients and brands with enthusiasm, energy and a deep understanding of how to connect with consumers in a meaningful way.

questionnaire

1.     What was your very first job? 

Junior Copywriter, Harrods – fresh out of uni having studied French and English lit and living in Paris for one year. I loved my first foray into the psychology of persuasive retail and desire.

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

As Creative Director at McCann, I lead and nurture a super-talented team of creatives to bring meaningful ideas to life and tell brilliant stories that connect people. I work predominantly on fashion beauty, luxury and lifestyle accounts. 

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 have always been full of curiosity for the world around me and found film, books, art and fashion to be the most meaningful ways of exploring the world, communicating and learning. 

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

I grew up in a house full of people and parties. My parents always had interesting people around and they constantly travelled and took us to the theatre, concerts and galleries all over the world. So I have this innate thirst for new information, ideas and expressions baked deep within me. Above all, I am drawn to people, I like to connect with others and explore alternative ways of thinking, expanding my own frame of experience. The idea of quiet solitude is quite alien to me. 

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? 

MUSE. Ulta Beauty.

https://www.youtube.com/watch?v=wjGg39m6ulc

No question. A love poem to Black voices in Beauty. I am so very proud of this piece of work designed to drive real change in the Beauty industry and beyond. This was made possible, through the lens of the most inspiring and diverse group of makers I have ever worked with. Working with Ulta Beauty from the very conception, we shaped a big idea into a giant platform and amplified it with this anthemic ode to Black women and culture - plus a powerful content series celebrating Black beauty entrepreneurs. It has now expanded to include MUSE 100 – an initiative amplifying the work of 100 Black voices in beauty and supporting their journey with $10,000 each to help continue their impact. Working in New York has given me such opportunity to see just how powerful diversity and inclusion really is and I hope to share that learning wherever I go. 

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