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.
American Movie Classics
AMC needed some fresh ideas, so we 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
Panasonic had a new on-board off-brand screen for in-flight entertainment and needed a new ad campaign to go with it. Our @Altitude campaign was splattered across airports coast-to-coast.
Do you sky-fi?
Heineken needed some ideas for their new mini CO2 Technology kegs. We 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
Del Monte was looking to produce a new commercial for their Fruit Chillers. Lucky for them we love dessert. We 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
The New York Times
Among the many advertising and marketing campaigns we created for the Times (NASCAR, Apple, Saab, LinkedIn, Beijing Olympics), we 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 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
Mars Chocolate was looking to reposition their brand. After an intensive search and rescue mission, we positioned their origin story to speak to the universal affinity we have for chocolate. We then leveraged this new positioning to create their ‘For the Love of Chocolate’ campaign. Yum.
After writing a print ad and a couple commercials for Martha, we 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.
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. Our campaign took off like gangbusters.
Do You Kiwi?
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 we redirected their positioning to the shopkeeper, revenues went from bleak to sweet overnight.
For Tongues in Every Flavor
Lick a Vichy Today
Amex needed an ad for their new Open charge card. Our 'Open For Business' campaign launched across print and interactive channels. Ka-ching.
The Power of No
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 Jump in to position their new program and create a multi-channel campaign (print, interactive, broadcast). The result? Our campaign generated Amazon's highest earnings in the category.
Come in from the confusion
It's a jungle out there
Saving accounts gone rogue is one of my specialties. When a New York agency couldn’t please their biggest client, they called Jump in to make heads of tails. We shored up the positioning for MasterCard's new student products, created a DVD and a few brochures, and saved the day.
PG & E
You never saw anyone more grateful than PG&E when we agreed to lend a hand 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.
When a swanky Connecticut agency was losing ground with Vaseline, they called for backup. Seven hours later we pitched our ‘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
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. We've been commissioned to reposition and launch SeaCare into the stratosphere. We're on a mission.
POSITIONING A BRAND REQUIRES INNOVATION AND IMAGINATION AND THE COURAGE TO FOLLOW THE