Positioning, branding, and promotion of agency.
No one loves this business more than we do.
Some of the reasons are obvious...a paying job that is intellectually challenging. A growing and stable environment. An opportunity to express ourselves creatively.
Yet, like any business, our lives are filled with memos, meetings, and mind-numbing travel. Years are spent on projects that never see the light of day. And in some circles, pharmaceutical marketing is seen as superficial, profit-driven, and opportunistic.
But for us, the true rewards are not the ones that we see on a frequent basis. In fact, what we love about this business is something that we rarely see at all. Our true reward...the thing that gets us up early in the morning and lets us sleep at night...is the knowledge that somewhere, at some point in time, there's a grandfather, aunt, daughter or loved one who is benefiting from our client's medicines that we work so hard to promote. Somewhere at tha end of all the mountains of paperwork and presentation boards, is a person who is enjoying a birthday, wedding, or anniversary with their loved ones. Someone is leading a healthier and more rewarding life. And that is something we love. Something we can believe in.
Believe in health
The great John Racik, founder and CEO, as well as everyone who ever worked at Stonefly.
Advertising, Branding, Web Design
Re-medicalizing a brand and creating the category of Therapeutic Hydration.
In order to combat category confusion and product substitution we repositioned Pedialyte as “Therapeutic Hydration that comes to the rescue” and the only choice for mom’s who need to prevent dehydration due to diarrhea and vomiting.
Consumer media connected the medical benefits of Pedialyte with the urgency of stomach flu scenarios by showcasing mom coming to the rescue when little bellies misbehave, making an unpleasant condition charming and memorable.
In professional media it was important to educate healthcare
professionals that many household beverages, including sports drinks, contain sugar that can make diarrhea worse.
The website was designed to be easily updated using modular components that create relevancy based on seasonal flu activity. The site’s store locator lets moms locate the right flavor and form of Pedialyte nearest them. To reinforce the medical heritage of Peidalyte, we enlisted Dr. Sandy Chung as our spokesperson. Her credibility helped deliver the appropriate medical advice through videos, a downloadable survival guide, and PR efforts during flu season.
Associate Creative Director
Senior Art Director
Advertising, Art Direction, Creative Direction
Sketches from video villages
around the world.
Creating work for Pringles
proved to be addictive..
Advertising, Branding, Creative Direction
Danielle Williams, Sasha Bohn, John Steimle
The positioning and branding the team did for the Canzani Gallery perfectly captures the sophistication and intelligence of the exhibits curated by its director, Michael Goodson. The grids and guideline are derived from research into the architectural surroundings and its artist-led mission. I encourage anyone visiting Columbus, Ohio, to make a point of visiting the gallery. You will be impressed and inspired.
Creative Direction, Graphic Design, Interaction Design
The MindMarket was approached by the Ohio Department of Natural Resources to develop an eductional video about fire prevention featuring Smokey Bear. The cross-discipline team conducted research, analysis, story development and animation in collaboration with 2 Tall Animation studio. The resulting video was selected as JUDGES CHOICE at the 2014 Columbus Society of Communication Arts anual awards.
Animation, Character Design, Entrepreneurship
The Berlin School of Creative Leadership is a not-for-profit organization dedicated to research and leadership education for executives in creative industries. I am currently participating in their EMBA program with anticipated graduation in July of 2016. Presentations from industry leaders is a key component of the curriculum.
1. Tom Bedecarre, Co-Founder & Chairman / AKQA - Presentation on their approach to brand expansion through marketing.
2. Michael Zimbalist, SVP Advertising Products, Research & Development / New York Times Comapny - Presentation on native advertising within news media.
3 & 4. Presentation of cognative computing and big data at IBM Watson
5. Alberto Savoia of Google discusses the advantages of Pretotyping over Prototyping when launcing new products
6. Steve Blank, recognized for developing the Customer Development methodology - Presentation on the history of Silicon Valley and it's impact on innovation.
7. Presentation by FACTORY, Germany's largest startup campus.
8. Todd Cullen, Chief Data Officer of Ogilvy & Mather - Presentation on how creativity can use big data.
9. MIchael Conrad, Founder of the Berlin School and former ECD of Burnett, calls in.
10. Dr. Lechner - Presentatio on complexity, change, and big data.
11. Class is in session.
12. My Berlin School friends.
More information about the program can be found at:
Creative Direction, Entrepreneurship, Information Architecture