CIGNA HealthCare
Served as Creative Director for CIGNA's Medicare HMO and employee plan campaigns
entailing TV, mail, print and radio. Helped double their national market presence in less
than 4 years. Won Mobius, HealthCare Advertising and New York Festival awards.
Seven Oaks Farm
Was writer and creative director for both direct and retail sales on two product lines.
Retail sales grew by 62% even while the category was down 18%. Developed a
retention program which doubled online re-order rates a boosted average orders by 60%.
Oversaw branding, content and social marketing, email programs, demand side platforms,
in-store promotions and partner relationships.
Sony
Led the development of direct marketing creative in promoting AIBO ERS-210, Sony’s
iconic pet robot, to affluent geeks. Our model outperformed all previous “litters”, selling
40,000 units in less than 4 weeks.
Warner Bros.
Headed creative development of merchandise catalogs, print ads and TV, working with
Mel Blanc and the WB animation department. One TV spot (the first I ever wrote) won a
Gold DMA Echo, First Place Caples & Telly Award. While WB's first Batman movie broke
box office records with $411 million worldwide gross, its merchandise sales made a colossal
$750 million, the first time licensed products ever eclipsed theater revenues.
Nutri-Health Supplements
Created direct sales and retention promotions for their flagship products. Learned to walk
the fine line between persuasive pitches and legal compliance. A single "magalog"
I wrote generated more than $900,000 in revenue over 2 1/2 years.
Verizon
Increased traffic and enrollment for Verizon's Share-The-Network referral microsite by
helping to improve user experience and interactive design, and identifying the key
promotional drivers, formats and contest incentives.
Honeywell
Created a promotion to solicit sponsors for Honeywell’s documentary movie, Red Moon,
The Secret Soviet Moon Program. One prospective sponsor ended up purchasing their
entire film division. Won a DMA Gold Echo Award.
IdeaLab
Created a campaign to sell Overture's paid search platform to major consumer portals
that involved 5'-long promotional blimps floating on prospects' executive floors. When
they closed the first major lead – AOL – Overture’s stock leaped 20% in one week. Won
an MC Icon Gold Award.
VCA Pet Hospitals
Helped lead a nationwide re-branding effort for their hospitals and specialty clinics that
included in-office displays, collateral, website refresh, new co-sponsorships, local
promotions and CRM.
U.S. Olympic Committee
Wrote fund-raising appeals to help underwrite the cost of athlete training and support.
One promotion to major donors garnered the highest average donations the USOC had
achieved to date, despite following the worst U.S. performance in recent history (Calgary
Winter Games).
Hertz
Led direct marketing creative for the domestic, and later, international launch of Hertz
#1 Club Gold, a paragon of frequent traveler programs. Campaign won a First Place Caples
and Gold DMA Echo Award.
The Los Angeles Zoo
Wrote membership and fund-raising campaigns for the Greater Los Angeles Zoo
Association, including appeals letters I ghost wrote for LA Zoo board member,
Betty White.
DirecTV
Developed a direct mail acquisition campaign that went head to head with local cable
companies. Using local competitive price/channel data in a novel way, we clobbered
their aggressively-tested, finely-tuned control by 29.6% and achieved a slightly higher
conversion rate.
California Energy Commission
Headed all direct marketing creative for the massive $80 million electricity deregulation
campaign. Coordinated with general advertising, pr, Spanish and Asian agency partners.
Oversaw the translation of materials into 14 languages. Worked with state regulators
and legal counsel to ensure accurate messaging.
Countrywide
Served as agency of record for their wholesale lending group, and assisted with
consumer, retail and banking divisions. Created email, collateral, video, trade, direct mail
and microsites, helping them grow to become the country’s #1 mortgage lender before
they imploded and sucked in all of America with it.