Erwin Penland Hires Craig Melchiano as ECD

Full-service marketing communications agency Erwin Penland today announced the addition of two new creatives to the agency team. Craig Melchiano will take on the role of EVP/Executive Creative Director and Bee Reynolds was named Associate Creative Director. Both are new positions in the agency.

Melchiano and Reynolds, both formerly of Goodby Silverstein & Partners, will relocate to the agency’s headquarters in Greenville, South Carolina and will report to Chief Creative Officer Con Williamson, who sits in the New York City office.

“As our agency continues to grow with new business and creative projects, we have to make room for more big brains,” Williamson said. “Craig and Bee are the creative types we love to see – they’re open to big ideas and crafting the small ones to create great work.”

As EVP/Executive Creative Director, Melchiano will oversee the creative team in Greenville and work to raise the creative bar agency-wide. He will touch all of Erwin Penland’s accounts, including national and international brands Denny’s, Microsoft and Verizon. Melchiano comes from a strong 15-year advertising background with stints at Weiden+Kennedy and TBWA Chiat Day prior to Goodby Silverstein & Partners.

Reynolds also comes from Goodby Silverstein & Partners, having previously worked at JWT New York. In her new role, she’ll join both the Denny’s and Microsoft teams as an Associate Creative Director, as well as lead new business efforts nationwide from Erwin Penland’s headquarters.  

These two new hires and positions come as the agency adds capabilities for present and future clients with more creative minds to bring new business work to life.