Tom Cordner

Creative Direction

Biography

Tom Cordner is a distinguished figure in the advertising world, renowned for his pivotal role in shaping some of the most successful campaigns of the past few decades. In 1988, he founded Team One for the Saatchi & Saatchi network and launched the brand of Lexus—a previously unknown brand—into the global luxury market it is currently known for. Cordner's creative and visionary leadership was instrumental in crafting the iconic slogan, “The Relentless Pursuit of Perfection”. Under his guidance, Lexus not only entered the competitive luxury car market but quickly outpaced established giants like Mercedes-Benz and BMW within just three years which is chronicled in Jonathan Mahler's prestigious book, “The Lexus Story”.

At Team One, Cordner built a cohesive, creative, and digital team that revolutionized the brand’s presence, setting new standards in the industry. After 15 years of steering Lexus to success, Cordner took on the role of Worldwide Chief Creative Officer for Ford at JWT-Detroit, further solidifying his reputation as a leader in automotive advertising.

Cordner’s expertise extends well beyond the automotive industry. He has masterminded campaigns for a diverse array of global brands, including Air New Zealand, Korean Air, Yamaha Motorcycles, Microsoft, Kirin Beer, and Adidas. As a creative director and art director, his work has garnered nearly every major industry award.

His influence is felt on a global scale, having served on Saatchi’s Worldwide Creative Board and JWT’s creative leadership, where he traveled extensively across Asia and South America with the mission of elevating the creative profile of brands worldwide. Cordner’s philosophy is simple yet profound: as creatives, our primary responsibility is to Make them look. Make them think. Make them care.

Classes

CRDR-102-01: Communication Design 1
CRDR-101-01: Creative Direction 101
CRDR-900-01: Creative Direction Internship
CRDR-250-01: 4th Term Review
CRDR-262-01: Copywriting 1
GRFX-456-01: Portfolio & Career Preparation
CRDR-350-01: 6th Term Review
CRDR-466-01: Campaign Lab