A real brand needs the real thing. And fast. 

People make decisions based on information. Consumers need relevant, engaging, emotionally- compelling information that meets a real need. Understanding how to put it all together is what makes the difference.

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From ideation to fruition, here are some of my favorite projects.

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Heineken

Heineken needed some ideas for their new mini CO2 Technology kegs. I obliged and created their Good-Bye/Hello Heineken campaign for TV and interactive channels.

  • Good-By Yesterday. Hello Heineken

  • Good-Bye Foam. Hello Heineken

  • Good-Bye Cruel World. Hello Heineken

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Del Monte

Del Monte was looking to produce a new commercial for their Fruit Chillers. Lucky for them I love dessert. I wrote several TV spots for their 'Mommy Time-Out' campaign, highlighting cure-all remedies for humorous family catastrophes.

  • Customer Satisfaction Line

  • Game Closet Chiller-gram

  • Same Time Tomorrow

 
 
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Mars Chocolate

Mars Chocolate was looking to reposition their brand.  After an intensive search and rescue mission, I positioned their origin story to speak to the universal affinity we have for chocolate. I then leveraged this new positioning to create their ‘For the Love of Chocolate’ campaign. Yum. 

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Martha Stewart

After writing a print ad and a couple commercials for Martha, I named her Everyday Paint line using the indigenous wildlife and colors around her three homes (country, sea and city) for inspiration.

  • You can find them at Sears or K-Mart, but you can take them anywhere.

 
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KIWI 

Kiwi needed a re-boot. My new positioning for Kiwi highlighted the rich and famous by their shoes, and the ordinary Joe's from the ankles down doing the things they do: dancing, working, hanky-panky, etc. My campaign took off like gangbusters.

  • Do You Kiwi?

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Cadbury Schweppes 

Everyone loves these candies in the cool tins, but when it came to La Vie Bonbons and Vichy mints, sales had dropped off a cliff. Turns out consumers weren’t buying because shopkeepers weren’t stocking their shelves. After I redirected their positioning to the shopkeeper, revenues went from bleak to sweet overnight.

  • For Tongues in Every Flavor

  • Lick a Vichy Today

  • Stock Up

 
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The New York Times

Among the many advertising and marketing campaigns I created for the Times (NASCAR, Apple, Saab, LinkedIn, Beijing Olympics), I also wrote those cool taglines on the front page. Not fake news.

  • I subscribe to 156 Years of Newsmaking

  • I subscribe to A world of ideas

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LinkedIn

LinkedIn wanted some clout, which came in the form of America's iconic newspaper: The New York Times. And the Times wanted to be ushered into the digital age. It was a match made in cyber heaven. 

  • Yo, Big Shot

  • How to Become a Mover and Shaker in 1 Easy Step

  • Being a Know-it-All Has its Advantages

 
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American Movie Classics

AMC needed some fresh ideas, so I created a series of TV spots and slogans they're still using today.

  • Have we got a movie for you

  • The way movies were meant to be

  • Hollywood, like you remember it

  • We’ll take you back

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Panasonic

Panasonic had a new on-board off-brand screen for in-flight entertainment and needed a new ad campaign to go with it. My @Altitude campaign was splattered across airports coast-to-coast.

  • Be Free

  • Do you sky-fi?

  • Surfing @Altitude

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American Express

Amex needed an ad for their new Open charge card. My 'Open For Business' campaign launched across print and interactive channels. Ka-ching.

  • Limitless

  • The Power of No

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Amazon

One of NYC's largest PR firms was having a tough time selling the new media guide for Amazon's consumer electronics online store. They brought me in to position their new program and create a multi-channel campaign (print, interactive, broadcast). The result? My campaign generated Amazon's highest earnings in the category.

  • Come in from the confusion

  • It's a jungle out there

 
 
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MasterCard

Saving accounts gone rogue is one of my specialties. When a New York agency couldn’t please their biggest client, they called me in to make heads of tails. I shored up the positioning for MasterCard's new student products, created a DVD and a few brochures, and saved the day.

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PG & E

You never saw anyone more grateful than PG&E when I agreed to lend a hand in the midst of their grizzly media slam. They needed some good PR so I wrote a spot for their Solar Schools program promoting renewable energy (CBS). Don’t tell Erin Brockovich.

 
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Vaseline

When a swanky Connecticut agency was losing ground with Vaseline, they called for backup. Seven hours later I pitched my ‘Skin is Amazing’ campaign and went from jump seat to Racer X  by milk and cookie time.  My campaign went global.

  • From Dry to Amazing In Just Five Days

  • Arm Your Skin

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SeaCare Health

Talk about the elixir of life. This frozen fish-popsicle has super powers, regulating the immune system until the body becomes a disease-fighting machine. I've been commissioned to reposition and launch SeaCare into the stratosphere. I'm on a mission.

POSITIONING A BRAND REQUIRES INNOVATION, IMAGINATION, AND THE COURAGE TO BREAK ALL

THE RULES.