Advertising awards are nice, but advertising is about selling products and services.

Throughout my career my work has been based on creating smart platforms that enable client and agency to build the kind of marketing programs that inspire consumers.

My rule is simple. Be smart first. Develop an idea that will resonate with people. An idea that will work in all kinds of media. An idea that has staying power. An idea that will get people to stop what they’re doing and pay attention. Then and only then, start pushing the envelope creatively.

The results speak for themselves.

                                                  

Sprite

When we introduced the “Obey Your Thirst’ Campaign for Sprite, sales increased immediately. Within three months, this tired brand became the fastest selling carbonated beverage at the Coca Cola company.   Sprite went from the seventh biggest soft drink to number four.

                                            

Mercedes Benz

In 1986, Mercedes sold 90,000 cars a year. By 1993, they were down to 60,000 cars a year. That’s when I started working on the account. Within 9 months we were hitting new sales records every month. By 1999, annual sales had grown from 60,000 cars to 175,000 cars.

Heineken

With the introduction of the Heineken “It’s All About the Beer” campaign, sales grew almost immediately. There was an amazing jump from 45 million to 60 million cases in 3 years.

Diet Coke

Agencies love talking about getting more bang for the buck. When we introduced the “Diet Coke Break” spot with the shirtless construction worker, the media spend was approximately $25 million. By the end of the year, we calculated that we had received almost double that figure in free publicity. The following year, the spot never ran but it continued to generate another 25 million dollars in free media exposure. Diet Coke sales started to increase again after years of flat sales.

New York Lottery

During the six years that I worked on the New York Lottery, sales grew from $3.5 billion to $7 billion.

I would be happy to discuss in greater depth the successful results for all of the clients I’ve worked with.