Howard Pulchin

Global Creative Director

Howard Pulchin, global creative director, is the lead of APCO Worldwide's global creative practice, and is based in New York. With experience from both agency and client organizations, Mr. Pulchin has led teams to launch new brands, develop brand thought-leadership campaigns and reposition brands for new audiences and environments. He has worked with some of the world’s pre-eminent and enduring brands and companies, including Xbox, AXE, Dove, Starbucks, Trojan, GE, Arm + Hammer, Gensler, Adobe, Pepsi, Pfizer and Guinness. 

Mr. Pulchin joined APCO from Edelman, where he co-founded and co-led the agency’s Strategic + Creative Guild. During his more than 15-year tenure at Edelman, he also served as managing director of the New York office’s Consumer Marketing Practice and launched its Brand Stewardship offer, Brand Trends Team, Room For Ideas and the Pioneer Thinking Programming Roadmap. Additionally, he co-developed and launched Edelman’s first global brand campaign. 

Mr. Pulchin’s client experience at Edelman included leading cross-office and cross-practice teams that launched Microsoft’s Xbox and introduced Unilever’s Axe to U.S. audiences. He was honored to serve on the global integrated brand team that developed Dove’s Campaign for Real Beauty. He also helped developed Trojan’s Sexual Health advocacy program, supported PepsiCo in its development and launch of the Pepsi Refresh Project, and created programming to reinforce and distinguish Starbucks’ coffee leadership. 

Prior to rejoining Edelman, Mr. Pulchin served as director of communications for the Guinness – Bass Import Company/Diageo and helped expand awareness, perception and acceptance of the Guinness Brand in the United States. He was part of the team that conceived the Guinness “Win Your Own Pub in Ireland” contest and oversaw the public promotion of this six-year initiative. He developed the brand’s event strategy, which included implementation of the Guinnesss Fleadh music series and outdoor oyster festivals. 

Mr. Pulchin was a founding board member of the Hudson Square Connection (BID), sat on its executive committee and served as chair of its marketing task force. He earned his Bachelor of Arts in political science from Rutgers University and was a fellow of the Eagleton Institute of Politics.