Karen Goodman has left the sports world as content director at Under Armour to join Havas Chicago as group creative director.
With brand experience from Google to Nike, Goodman isn’t new to the advertising world. At Under Armour, she was a part of the Global Concepts and Strategy group where she worked on creative, strategic and marketing.
“Karen is one of the most elite creative women in the industry,” said Jason Peterson, chairman and chief creative officer at Havas Creative, US. “She’s a triple threat, bringing to Havas client and agency experience, exceptional creative thinking and an awesome attitude. What is most exciting about her is that she’s a non-traditional thinker – a true maker who fits into my belief that all creatives should be and can be true creators.”
Goodman worked on defining Under Armour’s social strategy, including digital campaigns with Misty Copeland, Stephen Curry, and Jordan Spieth. She also created the Under Armour Fast Physical, a snapshot of your health including sleep, fitness, activity and nutrition.
“The range of experience Karen brings to Havas is invaluable,” said Paul Hirsch, executive creative director at Havas Chicago. “We’re building a shop infused with heart and soul and culture. There’s so much opportunity to create and Karen has the chops to run with it.”
At Havas Chicago, she will be working on the agency’s Hefty and Reynolds accounts. On the Reynolds account, the brand recently partnered with the Chicago Cubs’ Anthony Rizzo in April for “Rizzo Wrap.” Heading into the 2016 series, which the Cubs won, Reynolds Wrap bet that if the team won the series, they would change the name of their product. With the wager and the win, Reynolds Wrap released a limited-edition run of “Rizzo Wrap,” which he announced in a mock press conference, touting the sponsors of the tarp at Wrigley Field.
For the Hefty account, the brand recently released the second campaign tied to WWE superstar John Cena, which featured his mother and the “Hefty, Hefty, Hefty” slogan to prove their bags are the strongest.