Adam Jackson · Creative Executive · Brooklyn NY
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Building Verizon’s paid social from the ground up
Building Verizon’s paid social from the ground up
83%
83%
of paid social ads meeting channel best practices, rated by creative-effectiveness partner Vidmob
of paid social ads meeting channel best practices, rated by creative-effectiveness partner Vidmob
−42%
−42%
cost of reach from a UGC-style cat video on Pinterest, because people actually wanted to watch it
cost of reach from a UGC-style cat video on Pinterest, because people actually wanted to watch it
Big screen
Big screen
our Super Bowl LV paid social creative, adapted for the stadium screen
our Super Bowl LV paid social creative, adapted for the stadium screen
My role
My role
Senior Creative Director · Built Verizon’s paid social practice, wrote its brand guidelines and led the team that made the work
The problem
The problem
The problem
When I joined Verizon, paid social wasn’t on anyone’s radar. Most digital dollars went to display. Today, social leads most of our work, from awareness to net adds, and it’s core to every major device launch.
When I joined Verizon, paid social wasn’t on anyone’s radar. Most digital dollars went to display. Today, social leads most of our work, from awareness to net adds, and it’s core to every major device launch.
Vision
Vision
Vision
Write the rules first.I created Verizon’s paid social brand guidelines and kept them current as part of the Paid Digital template library.
Design for the feed, not the banner.We built a Verizon point of view on how an effective paid social ad is structured, grounded in each platform’s best practices.
Go to market in days.In 2025–2026, seasonal go-to-market templates built with Smartly let Verizon creative strategy launch new campaigns in 1–3 days.
Bring partners’ worlds in, on brand.Launch work for Apple, Samsung, Google and Microsoft devices, and entertainment IP from partners like Disney.
Make work people want to watch.A UGC-style cat video for a 2022 Bring Your Own Device offer on Pinterest cut the cost of reach by 42%, and our Super Bowl LV social creative was adapted for the stadium’s big screen.
Stay ahead of the platforms.Regular sessions with Meta, TikTok, Snap and Pinterest kept us first to new ad units and template changes.
Write the rules first.I created Verizon’s paid social brand guidelines and kept them current as part of the Paid Digital template library.
Design for the feed, not the banner.We built a Verizon point of view on how an effective paid social ad is structured, grounded in each platform’s best practices.
Go to market in days.In 2025–2026, seasonal go-to-market templates built with Smartly let Verizon creative strategy launch new campaigns in 1–3 days.
Bring partners’ worlds in, on brand.Launch work for Apple, Samsung, Google and Microsoft devices, and entertainment IP from partners like Disney.
Make work people want to watch.A UGC-style cat video for a 2022 Bring Your Own Device offer on Pinterest cut the cost of reach by 42%, and our Super Bowl LV social creative was adapted for the stadium’s big screen.
Stay ahead of the platforms.Regular sessions with Meta, TikTok, Snap and Pinterest kept us first to new ad units and template changes.
Write the rules first.I created Verizon’s paid social brand guidelines and kept them current as part of the Paid Digital template library.
Design for the feed, not the banner.We built a Verizon point of view on how an effective paid social ad is structured, grounded in each platform’s best practices.
Go to market in days.In 2025–2026, seasonal go-to-market templates built with Smartly let Verizon creative strategy launch new campaigns in 1–3 days.
Bring partners’ worlds in, on brand.Launch work for Apple, Samsung, Google and Microsoft devices, and entertainment IP from partners like Disney.
Make work people want to watch.A UGC-style cat video for a 2022 Bring Your Own Device offer on Pinterest cut the cost of reach by 42%, and our Super Bowl LV social creative was adapted for the stadium’s big screen.
Stay ahead of the platforms.Regular sessions with Meta, TikTok, Snap and Pinterest kept us first to new ad units and template changes.
The work
The work
iPhone 16 launch, 2024
myPlan brand launch: Skater, 2023
myPlan brand launch: Customize, 2023
Super Bowl LV social, adapted for the stadium screen, 2021
BYOD Catwalk on Pinterest, 2022
Xbox x Verizon, 2022
Team and partners
Team and partners
Team and partners
Verizon creative strategy · Smartly · Vidmob · Meta · TikTok · Snap · Pinterest
Verizon creative strategy · Smartly · Vidmob · Meta · TikTok · Snap · Pinterest
Next study
Next study
Next study
Three ways to work together
Full-time leadership
Head of creative or executive creative director for an in-house team in New York.
Fractional and consulting
Build or fix a creative function: team design, creative automation, generative AI workflows.
Project creative direction
Freelance CD for a launch, campaign, pitch or new strategic proposition you want to bring to market. I can start fast and lead your team.
Three ways to work together
Full-time leadership
Head of creative or executive creative director for an in-house team in New York.
Fractional and consulting
Build or fix a creative function: team design, creative automation, generative AI workflows.
Project creative direction
Freelance CD for a launch, campaign, pitch or new strategic proposition you want to bring to market. I can start fast and lead your team.
Adam Jackson · Creative Executive · Brooklyn NY