"The stories I tell for brands always come back to something based on my life. And I have to do it that way, because if I didn't no one would ever believe this life could happen for a girl like me.”
You can’t fake fresh.
Take one thought. Combine it with a truly global and intersectional perspective, a multi-dimensional work history and a love for innovation and culture and watch that one thought develop into something that can inspire and influence. This is where you will find Shannon.
Labeled as a 'Next Gen CEO' by Refinery 29, Shannon Washington has built a dynamic career based on a solid reputation, a visionary insight and a flair for the imaginative. With just over 10 years as a professional creative, Shannon has created integrated, print, experiential, broadcast and digital brand and consumer experiences for a variety of industries, from wine + spirits to technology and beauty. She proudly counts Diageo, COTY/Rimmel, Pantene, Moet Hennessy, Pepsi and more as a part of her brand history and agencies such as iris, MKTG, Mirrorball, and CHWA as her training grounds. One of her proudest moments came in 2007 as the user-generated content (VC2) network model she helped craft and launch—Current TV—received the Interactive Emmy for it's groundbreaking debut.
Currently, Shannon is a Creative Director at Droga5, where she focuses on the creative vision for CoverGirl after a successful relaunch in the Fall of 2017. In addition to CoverGirl, she is also active in a number of diversity and inclusion programs, to include joining the teaching staff of the D5in10 Academy, contributing her time to endeavors such as Here Are All The Black People, and much more. Shannon’s time at Droga was preceded by a successful tenure as a Senior Creative Director at INVNT, a division of Time Inc where she focused on strategizing live, integrated and digital lifestyle + beauty experiences for brands like the American Institute of Architects, Intel, SC Johnson, POPSUGAR, People, InStyle, People and Essence Magazines.
Before INVNT, Shannon served as a lead Digital Creative Director at GREY New York, where she focused on beauty and lifestyle brands. At GREY, Shannon's work led to a reinvigorated, more digitally confident Pantene brand with the digital-first launch of the #ShineStrong campaign and 'Not Sorry' film which ushered in a new phase for the iconic brand, and 2014's newsworthy #WantThatHair Oscar's social campaign and plus-five digit growth metrics from 2013 to 2015. In late 2014, after a successful pitch, Shannon assumed digital leadership of the Pandora Jewelry account where she worked to build a new digital currency for the brand and develop a range of strategic tools and content campaigns to reintroduce the brand to a wider, more vibrant audience in North America. In addition, Shannon also lent her talent to a number of new business teams that led to 5 out of 5 wins for the agency. Before GREY, Shannon served at the Digital Creative Director of beauty@gotham, where she advised on global digital strategy and served as the Digital Creative Director for Maybelline New York, Global, L’Oréal USA, L’Oréal Professionnel and Lindt Chocolate.
In her spare time, Shannon works to fuse her many passions into action and service. Starting with her co-founding The Vanguard, the young auxiliary group of the Museum of the African Diaspora in San Francisco in 2006, she's now moved on to larger, more personal platforms. Since 2009 she has published, designed and contributed to PARLOUR, a global digital travel-lifestyle destination for women of color. With PARLOUR, she applied all of her live media and content strategy talent and managed to grow the social footprint of PARLOUR by more than 400% in the first year of it’s rebrand. In 2011, Shannon created Feminist Enough, a storytelling project which gives a fresh voice to women of color and modern feminist ideals, powered by video and social media. As a huge advocate of mentorship, she also has serves as a mentor with New Inc, a cultural and entrepreneur incubator program, and has also served within the same capacity for the MADE In New York Media Center. With both she lends her expertise in pitching and presentation development, creative strategy and planning. In her spare time, Shannon is actively adding to the discourse around the importance and power of women in advertising through paneling and public conversations, most recently at Advertising Week NY 2016.
From the looks of it, her decision to quit pre-med school was a good one.
When she's not in front of a monitor, Shannon is working on adding another stamp to her passport. To date, she has traveled to over 21 countries to include Brasil, Cuba, Honduras, El Salvador, Barbados, Spain, Argentina, Trinidad & Tobago, France and more in recent years. Shannon is a proud and loud graduate of Howard University and lives in Brooklyn, NY.
Happy to exist at the cross-section of creativity, strategy, execution and culture, she's always ready for a challenge.
And it's always fresh.