CROWN ROYAL ANTHEM
As ECD I strategized the “Reign On” platform, wrote the tagline, then co-concepted this epic launch anthem and oversaw a spectacular creative team of 8 talented creatives. This included TV, Radio, OOH, Digital, and social components.
CROWN ROYAL REIGN ON
As ECD I oversaw another spectacular creative team led by two genius CDs who created these “Reign On” extensions used in TV and as digital “liquid content”. I also socialized the platform and co-ordinated a team of a dozen outside partners.
As ECD, I strategized the re-launch of 3Ms Nexcare bandages, oversaw a team that included two rock star CDs, co-concepted this “granny” platform, and executed the following “liquid content” for TV, digital, social, and engagement extensions.
3M SCOTCH EXPRESSIONS
As ECD, I strategized the launch of 3Ms boldest new product launch in decades – Expressions Tape. I wrote the tagline “Make Amazing” and oversaw a team of 6 super creatives who made amazing TV, print, digital, and social extensions.
3M POST-IT NOTES
As Co-CCO, I helped strategize the “Go ahead _____” platform for the refurbishing of the Post-It brand. The first since its inception in the 80s. I oversaw another spectacular team of 12 creatives who brought “Go Ahead” to life in a 360 fashion.
MIKE’S HARD LEMONADE
As Co-CCO and ECD, I strategized the platform and single-handedly concepted the campaign that won the Mike’s Hard Lemonade business for Grey. The work that won the business was produced and led to TV, Digital, and Social extensions.
As Co-CCO and ECD, I helped co-concept the “reality” campaign for Ally Bank. It was the first work Grey did after winning the business. I oversaw a team of 12 creatives including an ECD and 3 CDs who took this platform into a complete 360 juggernaut.
As Co-CCO, I oversaw ECDs, CDs, and a small army of outside partners who brought “Breathe Happy” to the world in stunning fashion. From new product extensions, to Olympic sponsorships, to social campaigns. A battalion of integrated campaigns.
P&G 175TH ANNIVERSARY
As Co-CCO and ECD, I strategized and Co-concepted “The Everyday Effect”, a campaign platform for P&Gs 175th anniversary that Grey won from Weiden & Kennedy. It took co-ordinating a global village of outside partners.
As Co-CCO and ECD, I led the pitch that won Grey the $200M RadioShack business. I then oversaw a team of 60 creatives who generated countless quarterly campaigns across every conceivable retail channel. This was not 360, it was a 720 campaign.
SCHOOL OF THE LEGENDS
As Co-CCO and ECD, I strategized, co-concepted, and ran a team of 12 creatives who launched this social platform – Facebook for the NFL elite. We did everything from TV to digital product development. Immersive experiential and engagement.
As Co-CCO, I oversaw the creative team that took Purolator digital with “liquid content” digital shorts like this one.
This is the case study that I am most proud of. It’s not 20 years old, it’s 20 years great. My partner Michael Wilde and I helped invent and launch not only this brand but this company from the ground up. It speaks for itself. And on Wikipedia.