P&G brands like Tide, Downy, and Swiffer are ubiquitous in the U.S., but not quite as well known in many countries overseas.
Fortunately, when selling to countries like China, Korea, and Australia, we do have one huge advantage: the "Made in the USA" label. While in the U.S. that label is mostly about patriotism, overseas it's seen as a badge of quality.
The pieces on this page were focused on these emerging markets for P&G. They were also accompanied by scripts for in-store demos, so customers could see the products' quality for themselves.
FairPoint is a local telecom in Northern New England (Maine, Vermont, and New Hampshire).
At the time we started working with them, they were recovering from difficult times, and eager to start anew. In a short time we had several innovative campaigns that played off the frustrations many people have with their telecoms: they get a great introductory rate, and then watch as their bills skyrocket.
The first of our campaigns took this on directly with a 4 year price lock guarantee. The second went even further by doing the exact opposite of what usually happens by actually dropping the price of loyal customers. "A great deal that gets even better."
The efforts were so successful that at one point they had to slow down some of the advertising because their call centers were so overwhelmed! Our campaign included everything including direct mail, TV, radio, and a complete e-commerce website redesign.
Verizon was given a large imprint in the Consol Energy Center, home of the Pittsburgh Penguins. Our assignment included building the space itself, fan interactions during the game, and pre-game radio spots. The Fan Zone itself had two key components:
1. The Verizon Slapshot Challenge — Fans were given the opportunity to shoot a puck, and a radar showed how fast it was. The activation would also automatically build a .gif which could be shared by SMS, Facebook, or Twitter.
2. Video Air Hockey — We custom built a 70" video air hockey table that could be used in a variety of ways. You could simply play with a friend, play as part of a larger tournament with prizes, or as part of our larger fan interaction, special games could be mirrored live on the Jumbotron inside the arena.
Mercedes-Benz is already synonymous with quality and luxury for most people. But there are sides to the business that most people don't think about.
Wholesale parts, accessories, and service are vital to car companies like Mercedes with higher standards to keep up.
The campaigns I developed largely focused on these areas through print ads in vertical magazines and direct mail to existing and potential owners.
In addition, I helped create an all-encompassing interactive learning program to educate dealers on the latest model of their cars. Due to the proprietary nature, I cannot share it on this site, so if you would like more information please contact me directly.
For the past 20 years, NDBH has worked with individuals and organizations to improve health through positive change. Of course, a lot can change in 20 years, including ways of reaching their customers.
That's why they approached us to develop their new social media plan. And because their approach is focusing on the change rather than the problem, we developed their Facebook and Pinterest pages with the same idea.
For example, instead of having different Pinterest pages for alcoholism and for obesity, they could be combined into Healthy Food and Drinks. Instead of talking about "getting over depression," posts would give ideas on how to be active and social.
The result is a fun, relaxed approach that serves as a fantastic companion to the in-person help customers are already receiving.
If you've been on the planet for the past few years, there's a better than even chance you've already heard of Verizon.
Over the years I've had a few opportunities to work in various aspects of their business. This has included seeing them through several campaigns, with print ads, brochures, CRM, outdoor, and two store redesigns.
How many different ways can you say, "Buy one get one free?" How many ways can you write "half off?"
That was the problem that was presented to us when the client had a promotion to give a free $10 gift card when you buy a $50 card.
Once again, love conquers all.
The name "Shimano" is synonymous with bike components. In fact, two of my bikes use them. And there are few components more important for long-term riding than the shoe and pedal combo.
True to the Shimano brand, this campaign was designed to be different from everything around it, and aspirational to the average rider. By transforming regular people into Patron Saints of Cycling, we elevated the brand to new heights. With a little bit of fun for good measure.
Bach and Selmer are two companies under the same banner of wind instruments. Bach is the standard for professional and amateur brass musicians, and Selmer represents the same for woodwind.
This aspirational campaign uses the famous photography of William Claxton to help convey the raw emotion that one can only get by digging deep down and finding your true voice, through the sound of our instruments.
Few telecoms are more synonymous with business than CenturyLink. But since their services are so focused, many people have no idea what they do or how they do it.
One example of this is a relatively new field: Managed Services. One of our solutions to this was to develop an infographic that explains just what Managed Services does, and why companies should consider it. Since we were selling the idea first and our place as leaders of the industry, we were careful not to make the piece too CenturyLink-heavy. Just focused on the service itself, with a sign off at the bottom for more information.
In addition to this piece, I helped develop web banners, emails, and materials for a trade show booth by Savvis, a subsidiary of CenturyLink.
What do you get when you mix ravioli with SpaghettiOs? Only the greatest trip to a fancy-shmancy restaurant ever!
It's hard to stand out when you're a gym. Crunch Fitness does it by promoting fun. From crazy classes to their "no judgments" attitude, there aren't any gyms quite like them.
This piece helps bring that attitude right into your own house, by creating a fun branded candy that reminds you of them every time you have one. Whether used as a direct mail piece or sold in stores for a bit of extra revenue, these Happy Pills are guaranteed to get your customers' attention.
The Storm was the first touchscreen phone from BlackBerry. Since they wanted to stand out from the crowd, they found a way of making a touchscreen that actually clicks when you touch it.
This launch kit went out to executives, stores and the press in order to create buzz around this innovative new feature. The centerpiece of the kit is a "Pat the Bunny" style book for executives explaining the features.
In addition, the kit included a pre-loaded phone, high-quality headphones, a usb drive with information guides, and other swag.
The book itself was very popular with recipients, and won two awards for the agency.
People from al over the world come to the melting pot of America. But that doesn't mean they want to forget where they came from. Thanks to globalization and satellite networks the most popular channels from India, China, the Middle East and more are able to be seen right here.
Dish Network offers the most comprehensive TV packages to many of these nationalities. The agency's job was to target those people predominantly through direct mail and online advertising. It was important to stay up to date with whatever was happening back home, from holidays to the latest shows to cricket league championships.
The video included here was part of a Youtube campaign that had the "freeze" perfectly timed to keep people from hitting the "skip this ad" button.