KELLOGG

Served as promotion agency of record for Nutri-Grain and created an award-winning TV spot featuring skier Jonny Mosley – for $90,000, about 15% of their normal budgets. Developed a wide range of consumer promotion and sampling concepts for Frosted Flakes, Rice Krispies, Corn Flakes, Pop Tarts and dozens of test products. Created business strategy for Lender’s Bagels, including migration from frozen to fresh, after Kellogg purchased the industry-leading brand. Introduced Mendelssohn’s Pastries line – using only public relations tactics.

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COORS

Coors was suffering from slipping bar-call business. Coors reported that 55% of bartenders are gay. And the local paper (Denver Post) was relentlessly hammering the company for its anti-gay marriage stance. Our research discovered that this was a very local issue. The Post’s sentiments were not shared elsewhere and the slipping bar-call business was due to a wide range of other factors that we identified and addressed with a range of consumer/on-premise programs and distributor efforts.

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KEEBLER

Overhauled promotion strategy to make couponing far more efficient (values and fuses) and effective (pre-empting competition). Developed new sub-brand for a collection of chocolate-enrobed cookies along with supporting merchandising materials for maximum on-shelf effectiveness. Recruited Director of Promotion. Produced first-ever Worldwide Business meeting.

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AVOCET AIRCRAFT

Functioned as SVP Marketing & Sales for Avocet Aircraft LLC. Responsible for development of positioning, nomenclature, all print and digital communications and exhibit materials of their Israeli-built ProJet. Secured sales deposits for 106 units of the $1.6MM concept jet during the company’s first six months of operations.

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TAMBRANDS

Working with their CMO and agency BBDO, saved the company more than 15% of their prior year’s spending for advertising production (TV and print) by developing a range of efficiency practices and processes. Provided ongoing creative, production and talent advice and education to brand teams.

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GE CAPITAL

Created GE Capital’s first Internet site, Commercial Shopping Network (gecsn.com) and all marketing support. Asked to develop standard sales materials for this commercial leasing unit, saw larger opportunity to provide value-added service while greatly enhancing GE’s ability to identify and finance these highly profitable transactions. Year-one incremental revenues exceeded $35MM (78% margin).

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SEARS

Wrote and produced award-winning TV spots for the DieHard battery campaign. Worked in a Sears Auto Center for a month as part of an effort by agency Foote, Cone and Belding to literally immerse itself in clients’ businesses.

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McDONALD’S

Developed the Big Mac Attack campaign along with dozens of spots for their adult and family campaigns. Designed the McDonald’s shooting store, a location dedicated to commercial production.

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CARLSON WAGONLIT

Effectively integrated the marketing and sales and backroom operations of the just-merged companies (Carlson of Minneapolis and Wagonlit of France), despite enormous process and cultural differences.

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AT&T

The CMO wanted high-quality ads on the air within three – preferably two – weeks after the competitors aired their claims. Created a new understanding between client and agencies, essentially allowing the agencies to adjust the standards bar for fast-turnaround retail spots. New processes eliminated redundancies and saved AT&T more than $4MM in year one – without compromising business results.

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ESPN

Developed a new promotion approach featuring highly localized executions, using well known sports stars, that could be tailored to the market as well as the size of the media buy with accelerated awards to reward incrementality.

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AIRCRAFT OWNERS AND PILOTS ASSOCIATION

Led internal and external resources (Navigation Arts and Three Spot) to completely overhaul AOPA’s 52,000-page web site. Created national advertising/PR program to increase the public’s interest in learning to fly. Year-one results included feature stories on NBC’s Today as well as more than 2000 TV, newspaper and magazine placements. A complementary effort targeted the news media to counter the public’s post-9/11 fear of small aircraft through multi-faceted campaign directed against influential editors.

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CBS

Developed a new advertising and promotion campaign highlighting shows’ characters (rather than show titles and times), pulling CBS into a close second place within one season.

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SCHLITZ

Developed TV advertising for their award-winning Around the World campaign. Created the Look Out For the Bull campaign for Schlitz Malt Liquor.

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BURGER KING

Pried Ronald McDonald’s fingers off of the millions of kids through creation of The BK Kids Club to instill much-needed consistency among the franchisees. Named Promotion of the Year (1989) and Promotion of the Decade by Promo magazine. Created two-tiered (retail and image) campaigns that he Franchisee Marketing Committee called the “our best damned advertising ever.” Developed the BK Broiler entrée, which quickly became the #2-selling entrée, behind the Whopper.

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FORBES

Developed and launched Forbes on Fox, now Fox News Channel’s #1 business show. Working with William Hill, one of the world’s top winemakers, developed and marketed Forbes Bighorn, a line of super-premium wines. Developed and marketed the Forbes Visa card, including its panel of benefits. Managed agency (Merkley Newman) and internal resources to develop global trade ad campaign (Never Settle), including media buying, often using barter in lieu of cash. Led marketing-sales team initiatives to generate $14MM in incremental revenues for Custom Publishing division, including first-ever...

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FRITO-LAY

Created the Crunch all You Want, We’ll Make More campaign for Doritos, starring and co-written by Jay Leno. Effectively defended Anheuser-Busch’s Eagle Brand foray into snack foods. Relaunched the Bet You Can’t Eat Just One campaign for Lay’s while introducing numerous line extensions. Revitalized the Frito bandito personality, albeit without the use of the banned character. Convinced the Tostitos brand manager his product was advertising worthy.

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GE

As head of in-house agency, created a personalized direct mail piece to top 400 GE retailers resulting in 86% response rate and unanimous adoption of Jack Welch’s plans to overhaul the products and image of the Consumer Strategic Business Unit. Convinced the heads of all five GE SBUs to consolidate their ad budgets behind We Bring Good Things to Life. Interviewed a dozen top retailers and created a film for the employees to underscore the importance of quality and their need to reflect that in their work. The film and accompanying incentive programs effectively quelled union threats of...

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NABISCO

Developed a sampling-coupon machine which increased full-margin end-aisle sales velocity 400% vs. a standard discounted display. Integrated the sales and marketing calendar resulting in >$100MM in savings. Developed packaging designs for more than 300 SKUs. Introduced SnackWells line of cookes and crackers, the company’s most successful new brand launch in more than 50 years.

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PEPSI-COLA

Created a portfolio of innovative and highly flexible (localized/personalized) consumer promotions for the Foodservice division. Successfully pitched the Burger King business. Repositioned flagship brand Pepsi, a perennial number-two, post-Pepsi Challenge, forcing the world’s best-known brand to blink and putting it into disarray (New Coke). The advertising for Pepsi garnered no less than 149 prestigious awards during the 80’s and created a social phenomenon. Developed groundbreaking advertising for Mountain Dew, transforming the regional oddity into a powerhouse national brand. ...

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WEIGHT WATCHERS

Developed first-ever co-op advertising campaign/media buy and national 800 number system, uniting a franchise community with a strong history of aggressive independence. Created the first-ever “real-time” weight loss campaign featuring ABC-TV news anchor Kathleen Sullivan.

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BLACK & DECKER

Developed TV and print advertising for a new line of hand-held power tools.

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JOHNSON WAX

Created top-scoring TV advertising for Shout, Glo-Coat, Glory and Raid. Shout it Out! is still running, 40 years later)

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E & J GALLO

Created introductory TV campaign for Carlo Rossi wines.

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WRIGLEY

Created the 1976 Spearmint of America campaign for the #1 gum maker’s #2 brand.

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WGN TV and RADIO

Created radio and print advertising for the Windy City fixture.

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USAA

Developed a wide range of consumer promotion programs for their Investment, Life and Property & Casualty business units.

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UNITED

Developed TV, print and radio advertising for their classic Friendly Skies campaign.

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THOM McAN

Created print and radio campaigns for this trendy east coast shoe retailer.

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TDK

Created consumer promotion concepts that allowed the audio cassette maker to penetrate Wal-Mart.

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SIEMENS

Recruited new VP of Communications for their Medical Equipment unit.

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LEXMARK

Created initial advertising (Grey) and PR campaigns for the IBM spinoff. Recruited VP of Communications and new PR agency (Ruder-Finn).

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PEPPERIDGE FARM

Created incentive programs and communications materials to support direct-door sales organization.

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NOVUS MEDIA TODAY

Developed all marketing communications materials for this nascent London-based all-digital green publisher. Contributions include websites and e-newsletter designs, media kits, merchandising materials and sales support.

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MINUTE MAID

Created sampling and consumer promotion programs for the Coca-Cola unit.

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GEORGE DICKEL

Created their classic brown-bag campaign, a print effort that ran for more than 20 years.

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HFC

Developed radio and print advertising for the consumer lending agency.

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MEMOREX

Created the iconic Is it Live…or Memorex campaign featuring Ella Fitzgerald.

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