Abbott Nutrition Health Institute (ANHI) provides science-based, nutrition-focused educational resources to health care professionals (HCPs), many in emerging markets. However, the vertical was having an identity and awareness problem. After defining the what and the how, we created a new positioning and campaign concept with a simple and impactful idea that gets right to theContinueContinue reading “Nutrition Changes Lives (Abbott)”
Author Archives: The Management
Get your TV on. (Philo)
What do you do when you find out about a streaming service called Philo that gives you 58 channels for $20 a month with a seven-day free trial, plus a bunch of other cool stuff? It’s a no-brainer. You get your TV on. My roles: concept, pitch development, copywriting, art direction.
Guardian Life is ready.
There’s no other way to say it: Annual reports are boring. Charts. Graphs. Generic headshot of the CEO. So, how do you make an annual report that’s not an annual report? You create an impactful, conceptual creative campaign with a digital content package. The key to it all, though: Embody the brand’s lived values throughContinueContinue reading “Guardian Life is ready.”
How do you spell tomorrow? TMR.
Tokio Millennium Re, an innovative, forward-looking reinsurer saddled with an awkward name and clunky identity was in dire need of a glow-up as it grew up. So we seized upon their industry acronym, TMR, recast it as modern, digital shorthand for tomorrow, and posed a playful question with a wink: How do you spell tomorrow?ContinueContinue reading “How do you spell tomorrow? TMR.”
A Healthy Obsession (Coway)
With a product offer including premium air purifiers, water purifiers and bidets, Coway is a health and wellness leader in Korea. However, they’re still unknown in the US. Shifting from a product to brand strategy, we developed a creative platform that would embrace our idiosyncratic core persona, the Home and Health Optimizer, and lean intoContinueContinue reading “A Healthy Obsession (Coway)”
The Human Dimension (G-Star RAW)
G-Star RAW’s core innovation is the concept of 3-D denim. Here’s how it works: G-Star uses a pattern technique that accounts for not only length and width, but also volume and angles of articulation, which is how humans actually move through space. We call this The Human Dimension. My roles: concept, copywriting, content, social media,ContinueContinue reading “The Human Dimension (G-Star RAW)”
Mastercard Thought Leadership
While working with Mastercard, I had the opportunity to develop complex and high-level B2B thought leadership. In one project, we created a narrative around emerging digital trends that combined the insights of over a dozen internal stakeholders, presented to senior executives. In another, we created a whitepaper that distills the concept of “payment gateways” intoContinueContinue reading “Mastercard Thought Leadership”
Mastercard Sales Suite
Mastercard has an ongoing need for sales decks and one-sheets to support its global B2B2C sales efforts. Every time a new product comes online, for example a feature-rich card targeted to gig workers, it requires a detailed sales deck and a concise one-sheet leave-behind. The trick: Working with product managers, tell a clear, clean, engagingContinueContinue reading “Mastercard Sales Suite”
Living Confidently (Guardian Life Financial Services Content)
Here’s an ask for you: Combine two content sites into a single, robust content hub and build-out a content strategy with blog posts, videos and infographics to “drive a conversation between the client and the financial representative.” So we did it. My roles: client-facing, creative concepts, creative direction, content strategy, storytelling, voice, style, assigning, editing,ContinueContinue reading “Living Confidently (Guardian Life Financial Services Content)”
20 Years of Samsung and the Olympic Games
Not many people realize it, but Samsung built its brand on the back of Olympic sponsorship, beginning in 2000. We elevated this brand strategy to the realm of brand mythology by creating a definitive, visually-driven 300-page history with the heft of a vintage phone book. My roles: client-facing, concept development, messaging, assigning, writing, editing.
David Pfister 