Molly Cournoyer

Creative Director

ICF Next  

Chicago, IL   

Hometown: Chicago, IL

 

“Brands make us laugh, they solve our problems, they get entangled in pop culture news. It's exciting to help clients continue to push that connection, and find an authentic relationship with their audience."

In her eight years at ICF Next, Molly Cournoyer has demonstrated a remarkable talent for ideas that push traditional CPG brands into cultural zeitgeist in, well, non-traditional ways. She's churned out a long series of Innovation SABRE-winning campaigns like an AI-powered whiskey decanter for Jim Beam and a Thanksgiving turkey made of hot dogs. Last year, when brands had to scramble to meet the demands of a radically transformed world, she spearheaded "Vax Tees" for Miller Lite that encourages vaccinations and features one sleeveless arm and reading "Almost Miller Time."

What professional accomplishment are you most proud of? 
A recent proud moment was seeing a client brand act covered during Weekend Update on Saturday Night Live. Also, having VIP access to the Wienermobile provides endless bragging rights.

We're at a pivotal moment on the future of the office and how we work. How would like to see 'office/work culture' evolve?
I think the communications industry, and especially the creative discipline, flourishes with a healthy amount of in-person interaction. At the same time there's a level of inspiration that comes from a flexible, work remote lifestyle. A mix of all settings would be an ideal workplace future in my eyes.

What makes you most excited or proud to be part of the PR industry? 
We're working in PR at a time when brands are our friends (or, frienemies). They make us laugh, they solve our problems, they get entangled in pop culture news. It's exciting to help clients continue to push that connection, and find an authentic relationship with their audience.

What are your fears/concerns for our industry? 
The ability for big brands to keep up with a consumer that has a very low tolerance for contrived old-school marketing messages and tactics, or anything "inauthentic."

What inspires you? This could be a person, place, activity, etc.
I feel inspired any time I see junior team members getting excited or laughing about an idea.

What are you thinking about most these days? 
How much did Erika Jayne know?

What is your idea of happiness?
Presence and pizza.