Charlotte Tansill demonstrates the power of earned-first creativity

If one needs further evidence of the potential of earned-first creativity, look no further than Charlotte Tansill, president of Ogilvy PR, social and influence for North America. Tansill, 38, led the integrated team behind the renowned “Michael CeraVe” Super Bowl campaign—an effort that enlisted more than 450 influencers to fuel speculation and drive online conversation around whether actor Michael Cera created the skincare brand. See all of Ad Age’s 40 Under 40 honorees here “We threw out the Super Bowl playbook in a way,” said Tansill. “We set out to create an experience that people could be a part of. They could peripherally observe it, or they could go down the rabbit hole of the conspiracy to come to their own conclusion.” The campaign went on to win several prizes during advertising awards season, including a Grand Prix at Cannes Lions in the Social & Influencer category. More broadly, Tansill led Ogilvy PR to 30% revenue growth in 2023, bolstered by wins with brands including Google, Verizon and H&R Block, according to the agency. “So many clients are trying to connect with a younger generation—they’re thinking about driving engagement, not just delivering a message,” she said. “They want to put influencers and social-first thinking at the heart of big creative ideas, and we’re sort of finding that we’re uniquely able to deliver on that.” If you could have dinner with one person, alive or dead, who would it be and why? Billie Jean King with a guest appearance from Caitlin Clark to discuss all things women’s sports and its ongoing transformation. What are the top two social media sites you use on a regular basis? TikTok and Instagram. What’s currently on your bedside reading list? “The Maze” by Nelson DeMille and “A Little Life” by Hanya Yanagihara. What was the last show you binge-watched? "Baby Reindeer." At what age do you hope to retire? When I stop loving what I do. See all of Ad Age’s 40 Under 40 honorees here

Charlotte Tansill demonstrates the power of earned-first creativity

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