Marketing communications agency Erwin Penland has hired Craig Melchiano as executive VP/executive creative director and Bee Reynolds as associate creative director. 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 is based in the New York City office.
Melchiano will oversee the Erwin Penland 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 15-year advertising background with stints at Wieden+Kennedy and TBWAChiatDay prior to Goodby Silverstein & Partners. Reynolds also comes from Goodby, 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.