A real brand needs the real thing. And fast. 

In today’s world, brands can’t afford to wing it. We’ve all heard the rumors: consumers don’t read anymore. Fact is, people do read. What’s more, they still make decisions the same way today they always have—Information. Consumers need relevant, engaging and emotionally compelling information that meets a real need. Understanding how to put it all together is what makes the difference. There’s a science to this stuff, and when we play by the rules, great things happen. For a brand to be successful, it has to deliver a single, relevant and meaningful message. One that generates affinity, trust and goodwill. One that inspires action and allegiance. That’s where I come in.  

Unknown.jpeg
img_logo.png
Unknown-1.png
dm_logo_hr.jpg
New-York-Times-emblem.jpg
linkedin-new4645.jpg
5d7f64538ecf015eb5408f75034ba072.gif
Unknown-2.png
Kiwi-logo.png
cadbury_logo.jpg
America-Express-logo.jpg.webp
images.png
images.png
pge_reg_logo-1.png
Unknown-1.png
unnamed.jpg
Unknown.jpeg

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. 

  • From Dry to Amazing In Just Five Days

  • Arm Your Skin

img_logo.png

SeaCare Health

Talk about the elixir of life. Rumor has it, when you regulate the immune system, the body becomes a disease-fighting machine. I've been commissioned to reposition and launch SeaCare into the stratosphere. I'm on a mission.

 
Unknown-1.png

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

dm_logo_hr.jpg

Del Monte

Del Monte was looking to produce a new commercial for their Fruit Chillers. Lucky for them, I'm French so 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

 
 
5d7f64538ecf015eb5408f75034ba072.gif

Mars Chocolate

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

Unknown-2.png

Martha Stewart

After writing a print ad and commercial for Martha, I named her Everyday Paint line, leveraging the indigenous wildlife for the colours found at her three homes (country, sea and city) for inspiration.

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

 
Kiwi-logo.png

KIWI 

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

  • Do You Kiwi?

cadbury_logo.jpg

Cadbury Schweppes 

Everyone loves those 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 in minutes. ​

  • For Tongues in Every Flavor

  • Lick a Vichy Today

  • Stock Up

 
New-York-Times-emblem.jpg

Among the many advertising and marketing campaigns I created for the Times, 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

linkedin-new4645.jpg

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

America-Express-logo.jpg.webp

American Express

Amex needed an ad campaign for their new Open charge card. My campaign launched across print and interactive channels.

  • Limitless

  • Open For Business

  • The Power of No

images.png

Amazon

One of NYC's largest PR firms had a tough time selling the new media guide for Amazon's consumer electronics online store. They brought me in to shore up the positioning and create a multi-channel campaign (print, interactive, broadcast), The result? It generated Amazon's highest earnings in the category to-date. 

  • Come in from the confusion

  • It's a jungle out there

 
 
images.png

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 of MasterCard's new student products, created a DVD and a few brochures, and saved the day.

pge_reg_logo-1.png

PG & E

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

 
Unknown-1.png

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

unnamed.jpg

Panasonic

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

  • Be Free

  • Do you sky-fi?

  • Surfing @Altitude

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

RULES.

Screen Shot 2022-03-27 at 8.31.10 PM.png