BREAKING NEWS!

                              Over the past few months we’ve helped a number of clients in

                             financial services, telecommunications and pharma. Take a look!

                                                      *****************************************

“Half the money I spend on advertising is wasted,” John Wanamaker famously remarked, “the trouble is, I don’t know which half.”

Over 100 years later, the same can be said about advertising messaging.

In a world where consumers are blind to banners, indifferent to email and increasingly skeptical of social, you can, in the limited opportunity you have to make an impression, quickly move consumers from Awareness to Action … and, soon after, to Advocacy.

It doesn’t just happen, though. You need a roadmap. You need a navigator. You need a message that really matters. And that’s where I come in.

Across hundreds of direct response and digital campaigns, I have leveraged and shaped some of the world’s best-known brand identities and most-trusted voices … not only make that key initial connection, but also to drive action and results. This happens because I understand that …

Everything, digital and print, is a user interface, and must be conceived and created as such.

• Success can only be achieved when strategy and tactics are in harmony.

• While consumers may seem unpredicatable, brain-based research and science
shows that decisions are made as the result of a predictable pattern of behaviors.

Consumers will always tell you that they are “too smart” to be tricked by direct marketing, and generally that they just “don’t want to read.” But their behavior proves that they will seek out and actively engage with whatever content they find relevant, timely and compelling. Since you’re here anyway, take a moment to learn more about how we can help you ensure that your marketing is just that …

Messaging

American Express. Capital One. ING Direct. Nordstrom. T-Mobile. USAA. These are just a few of the amazing, customer-first voices I have had the privilege to work with … crafting messaging that engages, involves, compels and persuades. So what is the secret to “good copy” you may ask? Actually, it’s pretty simple.+

Strategy

There’s a famous quote, attributed to Truman Capote: “That’s not writing, that’s typing.” He was talking about the prose of Jack Kerouac, but the same could be said about marketing that is created without a well-considered strategy at its core.+

Branding

There are as many definitions of “brand” as there are brands. Here’s mine. A brand is the accumulation of the qualities, characteristics and quirks that consumers most immediately associate with you. You can define your brand all you want, but ultimately, it’s each individual consumer who decides what it all means. +

Leadership

External agencies. Internal teams. Contractors. Freelancers. In the past you might have leveraged one or maybe two of those options, and had a relatively neat and clean answer to your creative resource question.+

Case Studies

Bringing Together 2 Iconic Brands

Bringing Together 2 Iconic Brands

When Capital One acquired ING Direct (INGD), the opportunity was great … and so was the obligation. ING Direct was not a typical business, nor was it a typical brand. The brand’s success was the result of intentionally differentiating itself as much as possible from the way other financial institutions presented themselves. And, as relatively…+

AdWatch: Apple, Maya Angelou and The Human Family

AdWatch: Apple, Maya Angelou and The Human Family

What do you say when you are a global brand? What do you say when your products are practically ubiquitous … shorthand for an entire class of technology? What do you’ve when your champions and critics have said nearly everything that could be said? You let a poet speak. You let a poet speak not…+

From the Blog

Everything is a user interface. (Yes, even print.)

Everything is a user interface. (Yes, even print.)

Here’s a challenge that all marketers face … and it can be a particularly daunting one, particularly for those who are still developing their marketing chops. What, exactly should you be looking at when you’re assessing creative? There are about as many answers to that as there are people who look at creative. But there’s…+

We need to talk about those people in the Chevy ads …

We need to talk about those people in the Chevy ads …

If you’re anything like me, you’ve spent the past year or so watching those Chevrolet ads and wondering “What’s the deal with these people?” I mean, do people really get THAT excited over market research?  Unless they are, you know, given a little encouragement? I hate to say it, but it almost makes me wonder if…+

Introducing the 7 Stages of Consumer Skepticism

Introducing the 7 Stages of Consumer Skepticism

You’ve heard me say it before. Regardless of the channel you choose for your communications, your messaging must cut through the clutter … or it IS the clutter. Okay, so that might seem straight from the Captain Obvious playbook. But you’d be amazed by how many marketers these days think the medium IS the message.…+