I have had the unique pleasure of working on (and with) some of the most dynamic challenger brands on the planet – AAA, Schwab, iShares, Gap, and a cleantech leader, SunPower – also Adobe, P&G, Salesforce.com, Union Bank, QANTAS, UC Berkeley, World Wildlife Fund and American Cancer Society.
I have rebranded a $2 Billion dollar ‘start-up’, spearheaded a $30 Million marketing budget for a financial services innovator, led teams of between 4 and 30, and also co-founded and run a 12-person advertising, design and strategy firm for 13 years.
iShares Print: The strategy was to acknowledge that the way the world is investing is changing, so shouldn’t the way Financial Advisors invest for their clients evolve too. To extend the story-telling, we went to emerging markets like China to capture changes in infrastructure, and to enviro-tech hotspots in Norway, the US and elsewhere.
Adobe: needed a new logo/icon for a new product offering – Adobe In-Promotion – plus a flash demo, printed materials and more. A distinctive and evocative icon was created – utilizing crystal imagery to communicate how InPromotion allowed marketing campaigns to organically grow and expand, and each element of the campaign could be customized to be unique, yet similar and adaptable, just like crystals forming.
AAA: This iconic brand needed a strategy and creative to launch the first ever, free, self-driving AV shuttle to operate in traffic on major city streets. The city in question was Las Vegas, so rather than be serious and scientific, we went bright and unmissable. The goal was to test AVs, but also to help shift perceptions of the AAA brand.
WWF: The world's largest wildlife organization needed to raise its profile on the West Coast, and establish an identity for their Gen-X group; Young Partners in Conservation. We created a complete identity package, recommended themed events, targeted emails, and unique event materials. More than a quarter million dollars was raised in a single year and YPC went on to become one of the largest volunteer groups in the country.
UC Berkeley: Binge drinking was an issue among the students. Several factors were contributing. We created the 'Be a Designated Thinker' campaign. It took the language of the minority who over-indulged and turned it around to arm the majority who really didn't want to drink until they threw up. Their weapon? "Don't tell me how to party!"
UC Berkeley: We created a campaign to address general health and wellness issues among the students. One of the main ones was stress. To alleviate it, we introduced "Be well to do well" and developed posters, printed materials, social posts and more to drive home that looking after yourself and your stress will increase you ability to do well.
iShares Video: The strategy was to acknowledge that the way the world is investing is changing, so shouldn’t the way Financial Advisors invest for their clients evolve too. To extend the story-telling, we went to emerging markets like China to video changes in infrastructure, and to enviro-tech hotspots in Norway. Integrated campaigns including digital, print, TV, social and events, and extended the thinking across all interactions with consistentancy.
SunPower Digital: This digital ran as part of a market test. Despite it being an already saturated market, working with the agency Division of Labor (DoL) we were nevertheless able to move the needle. In fact awareness increased 100%.
Charles Schwab: Worked with Havas to help create memorable, educational, animated digital, tv and videos for the very successful launch of ETF OneSource (leading to more than $31 billion in asset flows).
Awards: National and International; NY Festival, ADDYs, BAFTA, Clio, TELLY, Max Award (Gold), Chairman’s Award (DMB&B), Premier Awards