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Creative Director

Amy Derksen

Creative Director

Part of the FATFREE team since before the beginning, Amy spends her time weaving engaging stories across just about every industry and channel—for local startups as well as some of the world's top brands. She's a whiz at making complex technical ideas simple enough for anyone to comprehend, as well as getting inside audiences' heads to understand what's most likely to motivate. From launch videos and online ads to websites and deep-dive content, she loves meeting people where they are and connecting them with the information they need to make a decision.

Amy honed her skills at industry leaders The Martin Agency and Leo Burnett—winning awards for Coca-Cola, IBM, GEICO and others—before realizing she prefers working directly with clients to make a real difference in their businesses.

Recent Perspectives by Amy

Boring but important: Is your FAQ a fake?

Boring but important: Is your FAQ a fake?

Let’s turn our attention to an important yet underappreciated destination in your website—the frequently asked questions page. For many companies, it’s clearly an afterthought, filled…

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The leap from mobile-friendly to mobile-first

The leap from mobile-friendly to mobile-first

In sad news for web designers (and marketers who want to put everything on their home pages), mobile web access is now officially beating desktop by 2 to 1. For some of…

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After years of gaining ground, women are back in the kitchen—in advertising, at least

After years of gaining ground, women are back in the kitchen—in advertising, at least

As late as December 2022, the Association of National Advertisers was excitedly reporting that female and minority representation were on the rise. They left out, however…

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Harnessing a growth mindset for forward-looking marketing

Harnessing a growth mindset for forward-looking marketing

I’ve been hearing a lot about “growth mindset” from my kid’s school, and the expectation that through hard work and the right guidance, they can tackle just about anything. It’s not a new…

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When money’s tight, where should your marketing dollars go?

When money’s tight, where should your marketing dollars go?

On the one hand, inflation has been decreasing for the past several months. On the other hand, some analysts believe that consumers are just starting to feel the pinch of higher…

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Starting a business? Where to focus your marketing energy

Starting a business? Where to focus your marketing energy

There’s a lot to go through when you’re establishing a business. We’re not here to talk about the legal or administrative side—that’s not our thing.

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Pop quiz: Who is your “about us” page really about?

Pop quiz: Who is your “about us” page really about?

Sorry, guys. But if you really think your about page is really about you, it’s time to remember that this is marketing. So, unless your history or your age or your hobbies connect…

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Are your forms driving prospects away? 7 fixes to make today.

Are your forms driving prospects away? 7 fixes to make today.

Within a nanosecond of arriving at a form—less than the time it takes to blink—you decide whether you’re going to complete it or dump out. Each of your prospects and customers does exactly…

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From diversity to email signoffs, Gen Z may be better at everything

From diversity to email signoffs, Gen Z may be better at everything

I’ve gone far too deep into a Twitter thread about who you should ask to take your photo when you’re at an event/restaurant/whatever. The consensus is that you can ask…

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Universal design: Applying an “everyone’s invited” mindset to your marketing

Universal design: Applying an “everyone’s invited” mindset to your marketing

If you live in a space built or updated in the last 50 years, you’re probably enjoying the benefits of universal design—zero-entry showers, levers instead of knobs on your doors…

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