Amy Derksen, Creative Director>> FATFREE

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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

Is educational web content worth the effort? Spoiler alert: Heck yeah.

Is educational web content worth the effort? Spoiler alert: Heck yeah.

For many years, FATFREE crafted huge volumes of educational content for Roche Diabetes Care. The online diabetes community was in its infancy, so the Accu-Chek brand stepped in to provide…

It’s a wrap: Our top three stories of 2022

It’s a wrap: Our top three stories of 2022

New tech. New social issues. New trends. We’ve put it all under the microscope in 2022 and, as our holiday gift to you, pulled together the three posts that generated the most interest among…

LinkedIn finally finds itself—in helping businesses get found

LinkedIn finally finds itself—in helping businesses get found

As Twitter decides whether it will self-destruct (in general and as a platform for marketers), LinkedIn is behaving like the proverbial tortoise—slowly and steadily coming into its own as a valuable…

Don’t be ashamed of what you don’t know—admitting it is a huge opportunity

Don’t be ashamed of what you don’t know—admitting it is a huge opportunity

You’ll rarely hear anyone in business say “We can’t do that because we don’t know how.” You might hear someone say “We think you should do this proven thing again” or “We need an…

Emoji: An unexpected minefield

Emoji: An unexpected minefield

My cursor hovered above the Slack comment. I wanted to convey, “yep, on it.” Naturally, the moment called for the thumbs-up emoji. Except I’d just read that the thumbs-up emoji can be seen as…

Transforming your brand starts way before marketing

When companies talk about rebranding or brand transformation, they’re often talking about logos or taglines or websites. But the hard work starts way deeper. The maxim remains true—your…

Shaking things up? Do it for the user, not yourself.

Shaking things up? Do it for the user, not yourself.

Recently, Hubs rented a Tesla Model 3. This is a man who loves cars. Loves engineering. Loves his own electric vehicle. Turns out, he didn’t just dislike driving the Tesla—he was angered by it…

Keep, fix or turf: Improve content performance with a content audit

Keep, fix or turf: Improve content performance with a content audit

A content audit, like any audit, doesn’t sound like the most fulfilling thing you’ll do this year. However, if you find that your site traffic is flagging or you just aren’t getting the prospect behavior you’d…

The relationship-building value of pushing back

The relationship-building value of pushing back

Years ago, before CEB became part of Gartner, FATFREE helped them launch The Challenger Sale, a book that would become a seminal text for adding value to the sales process. The model…

Google, Siri and auto-incorrect: Once-great tech on the downswing

Google, Siri and auto-incorrect: Once-great tech on the downswing

My son turned 16 last week, so you can assume I’ve been talking about him for a while. But even after all these years, when I say “Graeme” into my phone, it displays “Grandma.” People say…