40 Under 40 2017: Edwin Endlich

SVP and director, content marketing, Marina Maher Communications, 38

Edwin Endlich’s early experience writing for comedy legends David Letterman and Dave Chappelle and as a member of the Comedy Central writing team, as well as his background in advertising, has taught him how to create attention-grabbing content.

While transplants from other disciplines often struggle, Endlich has become a leading voice at Marina Maher for creating highly relevant programs that earn attention, win pitches, and impact culture.

At the firm, where he built and now leads the content strategy function, Endlich has co-developed a data-driven approach that has become a game changer in driving behavior and building brand love. He has put his creative skills to work for some of the biggest brands in the world, such as M&M’s, Dannon, Colgate-Palmolive, KY, Acuvue and Taco Bell.

For KY Duration, Endlich got men talking about a taboo topic — premature ejaculation — with a social experiment campaign in which a vending machine dispensed prizes based on how loud men would scream, "I have premature ejaculation!"

He created a program for Acuvue targeting teens, with content created by teen influencers that increased share of voice by 76%. For Herbal Essences, he tripled the brand budget with a program driven by more than 300 pieces of content.

Endlich pitched, won, and launched Merck’s new content-based corporate-reputation campaign. He created a content-marketing program for Accu-Chek that targeted and reached the diabetes patient population and drove engagement up 79%.

This year, he co-pioneered Marina Maher’s Cultural Intelligence capability, which has become the primary driver of culturally relevant ideation on behalf of clients. He leads a team of more than 20 trend sensors who present emerging trends to the agency and its clients each week, contributing to a cultural insight database that is quickly becoming the go-to resource for ideation.

  • For U by Kotex, he played a leading role in conceiving The Period Shop, a winner of multiple awards.
  • His play Bunked was honored by the American Alliance for Theatre and Education for writing, and it was performed at children’s theater festivals around the country. His short stories have appeared in young adult anthologies.
  • Endlich acts as a senior digital correspondent for the Voice of America Network, broadcasting from such venues as SXSW and speaking about emerging trends and must-watch innovation.

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