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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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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