Crafted bold brand stories and messaging for lifestyle brands.
Due to legal restrictions, I can’t show here work samples for Philip Morris International that have not been published. If we meet in person I can…neither confirm nor deny that I will show you some samples 🥸
Jokes aside, I’m happy to talk in person about my process and results so you get the idea of what I contributed. In the meantime, scroll to the bottom of this page to see what the Managing Partner at Friday Creatives says about me (I reported to him).
IQOS & VEEV – Story-Driven Campaigns for Next-Gen Tobacco and Vape Brands
Established global brands in the reduced-risk category, IQOS (next-gen tobacco) and VEEV (vaping products) need emotionally resonant storytelling to expand market presence and deepen consumer connection.
Topline, I partnered with the PMI in-house agency to conceptually design VEEV’s repositioning campaign, built around a new brand voice, that emphasized boldness, authenticity, and the confidence of a mature maverick.
I partnered with the US IQOS team to create the brand’s positioning foundation for the US product launch. I infused US cultural nuance with the established IQOS brand to introduce IQOS to American consumers with sophistication and strategic precision. From there, I wrote content for the “Be the First” US campaign tailored for the national rollout that started in Austin, Texas.
Across both brands, I authored campaign and product content, as well as the narratives they were built upon, for over 75 initiatives from digital promos to short-form film scripts spanning global markets.
As Senior Storyteller working on these brands, I:
- Developed high-impact brand campaign concepts for VEEV and IQOS, contributing to increased market penetration and brand recognition.
- Crafted compelling narratives from brand and product manifestos to messaging matrices and digital ad copy that helped drive engagement and conversion across global markets (EU, Asia, US).
- Optimized eCRM, in-store/shopper copy, and strategic narratives, leading to stronger audience connections and improved campaign performance.
- Collaborated closely with Strategy and Design teams, refining creative direction for client presentations—securing new business and strengthening client relationships.
Just a little side note: while at Friday Creative, I had tons of fun with headlines.
Attila Gál, Creative Director and Managing Partner at Friday Creative ”I’m pleased to recommend Amanda Treece, who worked with me as a senior copywriter at Friday Creative. Throughout her entire time on our team, she demonstrated exceptional creativity, adaptability, and autonomy — qualities that make her a valuable asset to any creative team. Amanda is a natural storyteller with a strategic workflow. Her agility as a writer is equally impressive. She seamlessly transitions between different writing styles and formats - whether crafting punchy headlines, long-form brochures, or engaging video scripts. She has a keen ability to tailor her messaging to diverse audiences, even under tight deadlines. Beyond her writing skills, the same is true of her ideas. Her ability to concept fresh, exciting ideas and craft compelling brand stories across a wide range of formats and brands makes her an asset to any brainstorming session. On the client-facing side, Amanda’s authenticity and directness foster strong relationships. Her enthusiasm for the work is contagious and can be the driving force behind many meaningful relationships. I highly recommend Amanda for any team looking for a skilled, adaptable, and self-sufficient individual.”