Since beginning my career in 1988, my objective has been to help companies communicate more effectively with their prospects, customers and employees. Drawing from my experience as a leader on the account service and creative sides of advertising agencies and as a director of corporate marketing, I can successfully balance the needs of individuals and the organization to create highly effective marketing communications.
Creative Development and Direction
Experienced in print, broadcast, direct mail and the full array of new media, my strength is combining it all to create breakthrough campaigns. From my first assignment to my last, my goal has been to let the benefits of the product speak for themselves. Fresh creative is simply added to amplify the sound of the offering above the din of competition.
Manage a growing freelance copywriting business as well as provide ongoing business consulting to agencies to help build effective creative and account service teams.
Regularly assemble and lead teams that include designers, film directors, photographers, art directors and programmers to produce broadcast, web and printed communications that address my clients’ goals
Served as Senior Copywriter and Creative Supervisor to rebrand Farash Corporation, a 50-year old Rochester, New York real estate enterprise. Turned their completely newspaper marketing strategy into a print, radio, TV and outdoor campaign that halved apartment vacancy rates in one year at nearly the same expense.
Served as lead copywriter while managing six-person creative department with $3 million in billings
Oversaw TV and radio production for local, regional and national brands on location and in studio
Executed integrated campaigns for clients including Excellus BlueCross BlueShield, Ameriprise Financial, The Blue Cross and Blue Shield Association, Bausch and Lomb and Mutual of New York (MONY).
Assumed final responsibility for production/art buying and quality control. Managed printer, programmer, photographer, contractor and other vendor relationships.
Account Supervision and Management
At my first agency, management noticed that the new copywriter was asking the right questions to get solid creative input. He could also present the finished product to the client and get it produced. I soon became copywriter/account executive, and the two disciplines have been married in my career ever since. Now, clients benefit from my understanding of their market and competitive pressures while I'm developing strategy, and the creative teams I work with know that I understand and will support their process.
Orchestrated a six-month research and strategic development process for PSC Inc., a $200 million laser-based scanner manufacturer
Grew over $1 Million in revenues through account development and referrals in 12-month period
Managed creation, production and distribution of four-color, 16-page, 25,000 quantity, monthly newsletter for General Motors for two years
Marketing Strategy and Management
The agency I worked for once was merged with a fast growing communications corporation. So I promptly assembled a staff of product managers, lead generation specialists and research personnel to launch and serve as director of its first marketing department.
Created the identity of the corporation including name, tagline and collateral and web site content
Designed and implemented a closed-loop lead generation and management system in 30 days that immediately produced 50% response and 10% quote rates through direct mail and telemarketing
David J. LeVant, Roberts Communications, Adams Colway & Associates, Stites and Roeding, Media Logic, The Idea Factory
American Express Financial Advisors, American Red Cross, Ameriprise Financial, Blue Cross Blue Shield Association, BCBS of Minnesota, Bausch & Lomb, Corning, Cummins Power Generation, Curtice Burns, Dow Chemical, EDS, Eastman Kodak, Excellus Blue Cross Blue Shield, Farash Corporation, First National Bank, Frontier Corp., General Motors, HSBC, Ithaca Peripherals, ITT, MasterCard International, Mobil Chemical, MONY Group, Polaroid Corporation, PSC Inc., Rochester Gas and Electric, SE Technologies Inc., Ultimate Technology Corp., Verizon Wireless, Xerox.
Hobart College, Geneva, NY, BA English, 1988