It began as an Obama initiative; became a Congressional Act in 2010, and resulted in the first international tourism campaign ever undertaken by the United States. Working with JWT and partner John Doyle, we created a multimedia global campaign that invites travelers to 'Discover This Land Like Never Before'. Travel intent is up 15% in advertised markets, resulting in an increase of $3.4 billion in visitor spending, along with the creation of thousands of new jobs here at home.
Back in 1984, there were two Stanford grad students. He liked her and she like him. But he worked in one building and she in another. Until one day, they figured out how to connect their computers together. And the network was born. So too was a company, Cisco, short for San Francisco, where this love affair started. And for their logo, they chose the Golden Gate Bridge because it was emblematic of what the company would do—connect people, ideas and things, and in so doing, make possible a better world.
John Doyle and I first had this idea in 2011 and with the help of Ogilvy Chicago and Cisco’s in-house agency, The Hatch, it’s finally seen the light of day. Proof the truth always wins out in the end.
Before Prius, before Tesla and the Volt, before the myriad of hybrids on the world’s roads today, there was this: the EV1 from the not-so General Motors Corporation. And just as the acclaimed documentary asked, “Who Killed the Electric Car?”, so too might you be wondering. So here’s the thing, I know but I’m not saying. Unless you book me. And then, maybe over drinks.
An evolving world needs a network evolved. The ask: Introduce Cisco's totally reimagined network for the new era in a surprising, intelligent and ultimately compelling way. Enter a compelling, intelligent and surprising voice for the company.
I particularly enjoy the satisfaction that comes from doing work for a cause I believe in. And it doesn’t take huge budgets to achieve results either. Just a great idea and in one instance, a dog.
A decade ago, if you’d asked people to put a face on Chrysler you’d have gotten a very different picture than the one that’s true today. Average age in the design department today: twenty-six years old. Their passion, attitude and quest for innovation is directly reflected in the cars and trucks they are producing today, as this internal campaign celebrates.
The Guy. Every company has one. Trouble with the network? Call the guy. Printer's down; get the guy. Devices need provisioning; find the guy. But here's the thing, if everyone is calling the IT guy, who does the IT guy call? CDW that's who, and this won the pitch.
Several years back, Walt Disney Pictures produced an animated short entitled, John Henry. The film was featured in Disney theme parks around the world. One year, in acknowledgement and celebration of Black History Month a prologue was commissioned. I was fortunate enough to be asked to write it and Academy Award® winner Forest Whitaker graciously agreed to direct it.
As I’ve said, I like telling stories. And for me, brands are just stories waiting to be shared. Here then, in no particular order, are some of the most memorable, to me anyway, told while working at Chiat/Day, Goodby Silverstein, and Hal Riney & Partners.
Chobani means shepherd in Turkish. In fact, the founder of the company is the son of a shepherd. The shepherd's creed says you are to tend to your flock. So one year the shepherd's son asked me to share this story from his childhood. Who knew snowflakes never touch?
Working with Ogilvy on the UPS pitch, the clients kept referring to themselves as a logistics company. What the heck does that mean? So I wondered what would happen if we took it upon ourselves to define what that meant and as an example I found this great quote from General Omar Bradley: “Amateurs talk tactics; professionals talk logistics.” I also found another line, this one from Dean Martin, “That’s Amore!” We changed it to, That’s Logistics! Ogilvy won, shipping increased worldwide and the campaign went on to win an Effie.
If you ski, sooner or later you will ski Aspen. One run, one ride, one breathtaking descent and you'll know why it's just plain different here. I'm not sure the agency ever made any money on this account but I sure had fun working on it.