As the 3rd-largest healthcare network in the country with a presence around the world, UPMC needs campaigns that speak to local, national, global, and professional audiences.
Living-donor liver transplant is a rare and ground-breaking procedure. UPMC broke with industry norms to go directly to patients in order to save their lives with this little-known operation.
Data-targeted direct response television spurred thousands of patients to take action.
The Pfizer Consumer Health brands include Advil, Nexium, EmergenC, Robitussin, Prep H, and Thermacare. Regardless of category, each needs to stand above its competition and create memorable brand moments.
Nestle needed help dusting off the diet icon Lean Cuisine and finding new relevance for the brand in the modern healthy eating segment. And now we’ve done it twice.
The national advocacy organization needed a fresh perspective in order to change with the mindset of the modern 50+ generation. We have developed campaigns for many aspects of their business including national brand communications, business-to-business, regional “retail” work, and AARP Foundation campaigns to fight senior poverty.
TJ Maxx needed to position its discount shopping model to new customers. We turned the mess of bargain hunting into Maxxing Life, and introduced new categories and new ways of shopping to the country. We also brought the brand emotional connection with a Mother’s Day campaign that engaged in social, digital and on TV.
Founded in Copenhagen, in 1982, the Danish jewelry design, manufacturing and retail giant has become a global presence poised to overtake Tiffany & Co. in sales. Famous for their charm bracelets, and grounded in sentimental memories of the past, Pandora needed to become known for a wider assortment of jewelry to stay relevant in the future and grow sales. We defied category conventions to reposition the brand as an outlet for co-creation in a modern jewerly wardrobe. We worked with franchise owners, created national trade show experiences, introduced the brand to Coachella, and of course, created multi-channel communications for seasonal and gift giving occasions.
Botox Cosmentic was burdened by a daunting “may cause death” warning
and needed to cultivate a new image. We brought a beauty sensibility to the brand along with an FDA-approved digital campaign. Along with the fillers
Juvaderm and Voluma, the brand began a new chapter in its communications.
Over more than a decade of our leadership, P&G’s first beauty haircare brand Pantene became the #1 hair care brand around the world. We created one look, one message, and one voice that was adapted for over 90 countries--and kept it fresh through the years and over dozens of product introductions and restages. Acting as “brand agency leads” across multiple independent agencies and agendas, we ushered the brand into the digital age and created their first activations on the national stage.
Working at the agency that gave the brand its famous tag line “Because I’m Worth It,” we continued the glamorous tradition of celebrity testimonials and dramatic beauty product launches, by creating countless product campaigns and in-store sales materials.
As the anniversary of 9/11 approaches, I have been proud to be a part of the 9/11 Day charity My Good Deed and the Born on 9/11 campaign. It features children born on 9/11/2001 as metaphor for the hope that was also born that day.
The drug and convenience store was confronting retail in the age of Amazon. A strategic decision to lean into their pharmacy as an anchor inspired a new campaign and 52-weeks of 360 marketing.
