The most effective way to build a relationship and get results is to find a brand’s true, authentic story and weave that story through multiple interconnected touchpoints.
It's not about traditional media. It's not about digital. It's about finding unique and compelling ways to tell the brand story and enhance the brand experience at every conceivable touchpoint.
Our toolkit is overflowing with ways to connect.
Overflowing with possibility.
The trick is to pick the right tools, in the right combinations and with the right message to achieve the desired result. Sometimes it's as simple as a strategically placed poster. Other times, it’s a richly integrated multimedia campaign that takes the audience from the real world to the digital world and back again.
Depends on the job at hand.
I think in touchpoints. I go wherever my audience is.
And then I try to knock their socks off.
I started out as a copywriter at J. Walter Thompson in the early 90's in New York. Worked for Grey, Doremus and Publicis/Bloom NY before heading to Boston with my new bride. Up there, I freelanced for just about everybody (Pagano, Schenck & Kay, Allen & Gerritson, Greenberg, Gearon Hoffman, Ingalls, Hill Holiday, Arnold, Digitas and others) but it was the late 1990's and the Internet was calling.
In 2000, I partnered with a couple of the smartest folks I knew and we created Brandimation (possibly the world's first experiential marketing firm). We landed Kraft Foods as a client and spent two years exploring the future of marketing with their long-term growth research group. The experience was remarkable. People are coming out today with the stuff we proposed in 2001. But alas, we were a few years before our time.
In 2003, I left Brandimation to take on the Executive CD position at a 25 person ad agency called Princeton Partners. When I left in 2006, we had doubled agency revenue, had over 50 employees, had created a healthcare specialty practice and had won a ton of new business. We we're also on the map creatively - winning dozens of Philly Golds, ADDYs, Healthcare Marketing Awards, Asters and CAMA Astras.
I spent the next two years working for a variety of clients here in New Jersey and in New York before joining The Marathon Group. This shop was originally the in-house creative services department for Barnabas Health, but was spun out to be a freestanding agency. I was brought in to try to make it more like a real agency, and despite the worst economic environment in decades, we still won work from a variety of clients (including several in higher ed). All while handling all the marketing and communications for New Jersey's largest health care system. And while the health care industry (and our system to be sure) prefers more conservative work, we were still able to win dozens of Healthcare Marketing Awards, Aster Awards and Jersey Awards.
Now I'm back to consulting, until the right opportunity to help another agency kick ass comes along. Send me an email. I'd love to have a conversation.