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“Find the real, unexpected, unspoken truth. Then give it a voice. The work comes first. Always.”
Janet Champ's career is a testament to the power of authentic, courageous creative work. For 15 years, she was a pivotal writer at Wieden + Kennedy - and the first female writer ever hired - working directly under the mentorship of Dan Wieden and David Kennedy, whom she credits for teaching her the foundational principle: "The work comes first." During her time at W+K, she created some of the most influential advertising of the era, or any era, most notably defining Nike's voice for women and girls with groundbreaking campaigns like "You Were Born A Daughter' and "If You Let Me Play." Her work has been recognized not just with advertising awards, but with commendations from figures like Oprah, The US Surgeon General, The Women's Law Review, Women's Sports Foundation, NY Times, Washington Post, Copywriter of the Year by Adweek. Her legendary work is held in permanent collections at both MOMA and the Smithsonian. Along with her husband, creative director Rick McQuiston, she was chosen by Hollywood icon Laura Ziskin to launch STAND UP 2 CANCER from the ground up. Now a global freelance writer, creative director, consultant, and speech writer, she continues to partner with top-tier agencies and directors like David Fincher, Alfonso Cuarón, and Jodie Foster. She brought The Girl Effect to the United Nations and Kofi Annan; was chosen by Malala herself to create a gorgeous Manifesto; launched Chicago Cred with Rick McQuiston; and brings her signature "non-phony" humanism to purpose-driven work for clients across the globe. Because freelancers are seldom credited, her name has been left off dozens of Super Bowl ads and endless amounts of iconic, defining brand work recognized by anyone breathing. Where are her fingerprints? Think every agency out there. Think BMW, Cadillac, Rolex, Coca-Cola, Samsung, Google, Microsoft, JP Morgan, Under Armour, Toyota. Think Apple, Airbnb, Levis, Emerson Collective, DocuSign, Mercedes Benz, Pinterest, Netflix, Sony, Uber. Then keep thinking. Whether she gets credit or not, she's the creator of stellar, emotionally resonant work that strips away artifice to provoke, inspire, tantalize, react. She's been called a poet and the one who brought Manifesto writing to the forefront of advertising. She just likes to be called Champ.
- Cannes Lions: Golds and Silvers etc - The One Show: Best of Show etc - D&AD: Pencils (multiple) - CLIO Awards - Communication Arts (multiple features) - The ADDYs - The ANDYs - Copywriter of the Year - Named creator of one of the "Best Ad campaigns of the past 25 years" - Kelly Award: Grand Winner (twice in a row) - Permanent Display in the Smithsonian Institution - Permanent Display in the Museum of Modern Art (MOMA) - Special Commendation from The US Surgeon General - Special Commendation from The Women’s Sports Foundation - Special Commendation from The Women’s Law Review - Recognition from Oprah Winfrey (multiple times)
Janet Champ's creative approach is rooted in finding and amplifying the unspoken human truth. She believes "the work comes first," a philosophy that demands stripping away all artifice to get to a raw, honest emotional core. Maybe that emotion is comedy, maybe it's drama. Maybe it's a full blown musical. Nothing is copy, it's more how can we channel what's needed, the unexpected and daring, them poetic and person, the highly individual or the utterly universal? She operates with deep empathy, curiosity, and an obsessive amount of craftsmanship, treating every brief as an opportunity to give voice to what nobody saw coming.
Cinematic and emotive, often utilizing black-and-white or desaturated color palettes. Photography is raw and intimate, focusing on the authentic human subject—their effort, their emotion, their realness—rather than idealized perfection. Compositions are bold and graphic, frequently integrating powerful, poetic typography directly into the visual narrative, making the words as much a part of the art as the image itself. Lighting is often naturalistic or dramatically sculpted to heighten emotion and create a sense of profound intimacy. But no matter what her visual approach is dictated by the brand itself, the needs, the wants, and what makes the work stand out instead of ever sit back.
Empathetic Realism
Writer / Creative
Approx. 1987-2002
Partnering Writer/CD
Undisclosed
Partnering Writer/CD
Undisclosed
Partnering Writer/CD
Undisclosed
The iconic 'If You Let Me Play' campaign, which gave a powerful voice to women in sports and is considered a landmark in advertising.
1995
Wrote the launch manifesto and created multiple campaigns, often with Rick McQuiston and directed by David Fincher, that defined the organization's powerful, urgent voice.
2008-Present
As CD/Writer, developed the entire 'To Each Her Own' brand campaign, challenging industry standards with a message of inclusivity and personal comfort.
2018
Writing for the 'I Will What I Want' campaign, including the Gisele Bündchen and Misty Copeland films, which redefined the brand's voice for women.
2014
Served as Creative Director/Writer on the first-ever global brand campaign, including film, digital, OOH, and her own voiceover work.
2021
Wrote the manifesto film for Malala Yousafzai, capturing the spirit and mission of the Nobel laureate.
Undisclosed
Wrote her first commercial, the Nike Air 'Revolution' spot, which was the first-ever ad to use a Beatles song.
1987
With Rick McQuiston, created the name, logo, identity, manifesto, and website for Arne Duncan and Emerson Collective's gun violence prevention organization.
Undisclosed