Global Sr. Creative DIrector | PRINCESS CRUISES

Jody Friedericks is a cultural maven obsessed with creating breakthrough, influential, award-winning creative. She has key, proven experience in launching, re-launching and elevating over 50 brands to new levels of sophistication. Jody is known for being a trendsetter and the "in-the-know" leader, and is especially adept at distilling brands to their essence, thus better positioning them for long-term success. She challenges the status quo by fearlessly being an agent of change. As an Executive-level Creative Director, she is both left and right brained – at the convergence of strategy, art direction, and copywriting, and also prides herself on being platform agnostic, working across print, traditional advertising, digital, social, and experiential.


Key career highlights include being part of a rocket-to-the-top agency and culture known within the industry as that super rare success story growing from near startup to top of the class with millions in revenue landing Absolut, Ford, Coca-Cola, P&G, and Mirage Resorts. Jody trademarked the word soundDNA® and the process of creating an audio strategy for a brand. She was a founding member and Creative Director for the Jackson Hole Film Festival where she helped develop partnerships with brands, celebrities and the United Nations.


Currently Jody serves as the Senior Global Creative Director of Princess Cruises where she leads a best-in-class in-house agency of 25+, creating brand consistency across all channels of consumer communication. She delivers industry-leading creative and strategy with top revenue driving results. In 2018 she was named on of Adweek’s LA Brand Stars.


Jody is a graduate from Indiana University with a double degree in Graphic Design and Journalism. In her free time, she enjoys traveling the world with her husband and two children, and while home in Los Angeles, loves exploring its rich cultural communities, culinary cuisines, volunteering, Friday night BBQ's with friends, and LA's incredible outdoor lifestyle.


1. What was your very first job? What does it feel like to look back at it now?  

My very first job was filing papers at my Dad’s office when I was 15. At the time I hated it more than anything. But I have grown to appreciate watching how my Dad worked. His clients were his friends, and he prided himself on the incredible relationships he built. This has had a great impact on how I build relationships in the business world.

2. Please describe, in your own words, what your current job is and what work it entails.

As the Senior Global Creative Director, I am charged with creating alignment across all brand communication including TV advertising, print, trade communications, email, direct mail, digital, and content creation ensuring efficiencies and creative cohesion. I deliver creative excellence to the overall guest experience globally across 17 ships and 2MM people annually. I oversee the development of the creative and communications strategy. I built, lead and manage an in-house creative agency team to develop compelling and effective creative. I oversee the relationship with all outside agencies and vendors to integrate campaigns into all consumer and trade elements. I develop global creative partnerships and creative best practices across all country marketing teams including the oversight of a global asset management system. Over the last 4 years, I have created a proprietary image library consisting of 1000s of ownable images. My role requires me to partner with marketing counterparts, sales teams, as well as the other departments within Princess such as New Builds, Food & Beverage, Hotel Operations and Guest Experience, Entertainment, Casino, Retail and more. I also develop and manage budgets and cost forecasts.

3. How did you discover that the creative world is right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today?

When I was a small child I didn’t like toys or cartoons. My love was drawing and coloring. It was my sole interest. I spent all of my free time with a pencil or markers in my hands. I may have had a genetic gift given my mother was an artist, but I also worked hard. In high school an amazing teacher took me under her wing, recognized my passion and talent, and helped to get my work shown in galleries, in publications and even sold. I knew I wanted to go to a university with an amazing art program. I chose Indiana University. In my freshman year, I took all of the pre-req art classes – drawing, painting and sculpture. At the end of the semester my drawing professor took me aside and asked if I would strongly consider a major in Drawing as she was going to give me the first and only A she has ever given a student. I was over the moon excited and called my parents to let them know the good news. They didn’t find it as exciting as me… as they told me over the course of that conversation to pick a major that would give me a career, not land me “starving on the streets of New York!” I was devastated and lost. But, after searching for help and talking to friends and classmates, I found inspiration in a girl who was a junior that I really liked and looked up to. She was double majoring in Graphic Design in the Art Department, and Graphic Design in the Journalism School. At the time, IU’s Journalism School was #4 in the country. I thought this sounded like a good plan, and it turned out I loved it. Having the education across both schools, I became a very well-rounded candidate for the ad world. I entered the work force as a Production Artist and worked my way up quickly to Art Director and then Creative Director.

4. In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?

Everywhere with eyes always open! I have been doing an exercise with my teams for over 20 years, where monthly we have “Show & Tell” (complete with milk and cookies!) In this exercise, each team member has to bring something to present as inspiration, either from our industry or something that relates to our business in some way (a video, email, TVC, direct mail piece, a menu – anything!) This keeps us all up to date and fresh not only on what our competitors are up to but the industry in general.

5. If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

In the recent years at Princess, the project I am most proud of is the branding and painting of our ships. Before I started in this current role, I researched everything there was to know about the brand. One thing in particular stood out to me… the fact that all of our ships where basically floating white boxes with no branding. This was problematic to me because in TV there was not instant brand recognition, and wherever photos were used of the ships, digitally or in print, there was nothing ownable. Also, when the ships were docked at ports around the world, or even sailing at sea, nothing visually said, “This is a Princess Cruise ship.”


The first big creative process I tackled was designing a livery design to reinforce the brand wherever it was seen. Using our iconic logo, we came up with a design for the bow that was striking, modern and ownable. It was a tough sell, as it was so different, but our President believed in this idea and me and we went forward on painting our first ship. When the public saw it, it was met with extreme dislike and negativity. But my gut was telling me to stay the course and not listen to the social media opinion, as I knew in my heart it was the right thing to do. All 17 of our ships are now painted with this design. When one sees an old photo prior to the livery design, the ship looks naked! I believe this decision, and staying true to my gut will be my Princess legacy.

6. Which creative disciplines do you commission most, and are most interested in seeing more of and why? (ie photo, film, social, experiential, vr, etc)

My team works across all mediums. But as far as hiring outside of my team, we have been building a proprietary content library of photos and b-roll for the last 4-1/2 years.


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