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

On logos, perfection and commitment

On logos, perfection and commitment

Is there anything more terrifying in marketing than creating a new logo? (Naming a company or product is up there, but I would argue that the whole “choosing colors” aspect of logos makes it…

Need to “turn on” creativity? Easy ways to spark ideas.

Need to “turn on” creativity? Easy ways to spark ideas.

People sometimes ask how creative professionals can sit down at a desk and turn on the ability to be funny, visualize solutions or come up with new ideas. It’s not magic—it’s a skill anyone can…

Thinking differently about marketing: How to engage neurodiverse audiences

Thinking differently about marketing: How to engage neurodiverse audiences

As marketers, we pride ourselves on getting into people’s heads. But what about heads that aren’t wired quite the same way ours are? A very dear friend of mine is on the autism spectrum…

Email fatigue: Prevention is the best cure

Email fatigue: Prevention is the best cure

Marketers love email. It’s cheap, quick and easy. Done well, it can deliver a pretty good return. And there aren’t a lot of other outreach options for B2B right now, when so many people are working remotely…

You’re more than a logo: Identifying your brand’s less-obvious assets

The sound of a Ferrari engine or the Netflix ta-dum. The smell that tells you, anywhere in the world, that there’s a Subway franchise around the corner…

What goes around comes around: Why the homepage carousel needs to stay dead

What goes around comes around: Why the homepage carousel needs to stay dead

Just when we think the world has moved beyond homepage slideshows, carousels, sliders, whatever name you prefer, we have to knock them back again like an unending game of whack-a…

To write a good explainer, forget everything you know

To write a good explainer, forget everything you know

The trouble with explainers—whether videos or articles or whatever—is that they’re written by people who know what they’re writing about. That sounds like a good thing, and it…

A FATFREE Resume PSA: Stop “updating” if you graduated more than five years ago

A FATFREE Resume PSA: Stop “updating” if you graduated more than five years ago

Millions of people have quit their jobs in the past year, and I think at least half of them have asked me to look at their resumes. Whether the great resignation has made you reconsider your…

Is your gated content backfiring?

Is your gated content backfiring?

Gated content has been a great way to generate leads—and it still can be. It’s had a good run. But with so much information freely available on the internet and prospects researching far more…

Get what you really want from your keyword strategy

Get what you really want from your keyword strategy

The potential for free traffic and free leads makes optimizing for search a critical component of any digital marketing plan. But it’s not enough to say you want an X% increase in clicks or page…