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—and that's 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, meaningful message. One that generates affinity, trust and goodwill. One that inspires action and allegiance. That’s where I come in.  

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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.  The 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. Rumor has it, when you regulate the immune system with this magic frozen fish-popsicle the body becomes a disease-fighting machine. I've been commissioned to reposition and launch SeaCare into the stratosphere. I'm on a mission.

 
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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'm French and 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 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’ campaign. Yum. 

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Martha Stewart

After writing a print ad and 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, ransacking, working, etc. My campaign took off like gangbusters and their following the same model today.

  • 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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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 Express

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

  • 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 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 to-date. 

  • 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 write some copy for them 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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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

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

RULES.