BEFORE CONTENT came agency brand STRATEGY
Prior to content I worked in ad agencies defining messaging, including 20 years in one that pioneered modern brand concepts in the enterprise space. We eventually became the tech practice of global agency JWT (now VML). As head of business development I was engaged in initial brand strategy and implementation for dozens of clients.
During that time, we grew from 10 to 300+ people and $60M+ revenue while creating great success for our clients. While I can't claim responsibility for writing the work showcased below, I played a key role creating and nurturing the environment it emerged from. I credit the many talented people I worked with for inspiring me to become the kind of insightful content writer I am today.
And that is where I learned how to make people give a damn about your company and your product.
great Strategy, ideas and results
CDW: Fred the IT guy, season 2 (TV)
CDW: The right technology, right away (print)
CDW: Fred the IT guy TV, season 3 (TV)
Fred the IT guy helped CDW step out front of the direct tech class by showing their audience CDW knows exactly what it's like to be in IT.
CDW: Fred the IT guy TV, season 3 (TV)
CDW: The right technology, right away (print)
CDW: Fred the IT guy TV, season 3 (TV)
After a few years, Fred stepped from behind the camera, ready to mess with end users a bit. IT types loved it and the results showed it.
CDW: The right technology, right away (print)
CDW: The right technology, right away (print)
CDW: The right technology, right away (print)
Most CDW print was co-op partner solutions but, like the TV, brand print illustrated CDW knew IT buyers' sense of quirky confidence.
CDW-G: Showing empathy for gov/edu IT, too
Level 3, now Lumen: Brackets worldwide (TV)
CDW: The right technology, right away (print)
CDW-G was created to serve the unique needs of government and education. As always, our work for them screamed, we get IT, we get IT.
Level 3, now Lumen: Brackets worldwide (TV)
Level 3, now Lumen: Brackets worldwide (TV)
Level 3, now Lumen: Brackets worldwide (TV)
Our work for IP service provider Level 3 used their logo's brackets to show stability at a time when their next gen IP rivals were in freefall.
Level 3, now Lumen: Brackets (print)
Level 3, now Lumen: Brackets worldwide (TV)
Level 3, now Lumen: Brackets worldwide (TV)
Level 3 began as an IP backbone provider for other carriers, but as they grew they expanded to the enterprise and we were right with them.
Internet Security Systems, now IBM: Hacker (TV)
Internet Security Systems, now IBM: Threats (print)
Internet Security Systems, now IBM: Threats (print)
We helped startup Internet Security Systems put a face on the wide range of threats facing the enterprise and positioned dynamic security as the solution.
Internet Security Systems, now IBM: Threats (print)
Internet Security Systems, now IBM: Threats (print)
Internet Security Systems, now IBM: Threats (print)
Translating great TV to print can be hard but putting faces on external and internal security threats came easy. ISS was a big success and was soon acquired by IBM.
Cabletron, now Extreme: Networks that make sense
Internet Security Systems, now IBM: Threats (print)
Cabletron, now Extreme: Networks that make sense
Cabletron solutions lacked a key feature rival Cisco always delivered; built-in obsolescence. This led to the position, "Networks That Make Business Sense."
Texas Instruments DLP: It's the mirrors (TV)
American Software: ERP takes on the supply chain
Cabletron, now Extreme: Networks that make sense
Before LCD was affordable, DLP projection TVs led the field. We made them look even more magical and turned "It's amazing, it's the mirrors" into a catchphrase.
Texas Instruments DLP: It's the mirrors (print)
American Software: ERP takes on the supply chain
American Software: ERP takes on the supply chain
A little girl, an elephant and a box of light with 1M tiny mirrors translated well to print. The ingredient brand's star shined for years until LCD prices fell to Earth.
American Software: ERP takes on the supply chain
American Software: ERP takes on the supply chain
American Software: ERP takes on the supply chain
First ERP to focus on SCM. We positioned them them as "The Supply Chain Management Company." SAP took notice and had to up their game to stay ahead.
UUNET, now Verizon: Business side of the Internet
UUNET, now Verizon: Business side of the Internet
UUNET, now Verizon: Business side of the Internet
We told early ISP UUNET to build brand fast before the sleeping telco giants awake. They went from $17M to $4.5B to be the world's leading ISP.
UUNET: The Business Side of the Internet print
UUNET, now Verizon: Business side of the Internet
UUNET, now Verizon: Business side of the Internet
UUNET was also an early hosting leader, making them a pioneer in what we now call the cloud. Today UUNET is the IP backbone of Verizon.
RIM: BlackBerry goes deep, enterprise print
UUNET, now Verizon: Business side of the Internet
DCA IRMA: The enterprise goes cross-platform
Before the iPhone, BlackBerry was a ubiquitous symbol of success. As their their first US agency we helped target the enterprise showing BlackBerry takes you deep.
DCA IRMA: The enterprise goes cross-platform
DCA CrossTalk: PCs take to the early Internet
DCA IRMA: The enterprise goes cross-platform
DCA's IRMA enabled cross-platform connectivity at the dawn of the Internet (PC, LAN, mainframe). They were pioneering providers of The Freedom to Communicate.
DCA RLN: Enterprise networks go remote
DCA CrossTalk: PCs take to the early Internet
DCA CrossTalk: PCs take to the early Internet
Hard to believe but remote access wasn't always easy. Remote LAN Node changed that. One more way DCA created The Freedom to Communicate.
DCA CrossTalk: PCs take to the early Internet
DCA CrossTalk: PCs take to the early Internet
DCA CrossTalk: PCs take to the early Internet
In addition to the enterprise, DCA's Crosstalk let PC users go anywhere online, e.g., "the net." Our fun campaign helped them become leader of the early online pack.
Sharp Thinking: Global leader in fax, copiers, etc.
Sharp Thinking: Global leader in fax, copiers, etc.
Sharp Thinking: Global leader in fax, copiers, etc.
In early PC days fax/copiers were integral office tech and Sharp led the market (printers and scanners, too). Sharp Thinking helped make that happen.
Sharp Wizard: Mobile predecessor to smartphones
Sharp Thinking: Global leader in fax, copiers, etc.
Sharp Thinking: Global leader in fax, copiers, etc.
Long before smartphones, the tech savvy carried PDAs (personal digital assistants). Sharp's Wizard helped introduce users to the concept of the app.
Commodore Amiga: Pioneering multimedia PC
Sharp Thinking: Global leader in fax, copiers, etc.
Commodore Amiga: Pioneering multimedia PC
Before the color Mac, Amiga was the multimedia PC of choice for creatives of all sorts. We helped launch it, along with the position, Only Amiga Makes it Possible.