B2B CAMPAIGNS & BRAND COMMUNICATIONS
HEARST | B2B Campaign
STAYING ORIGINAL. Hearst’s belief that great minds SHOULDN’T think alike has attracted many who were ahead of their time. Yet most people would be hard-pressed to name them.
Using a mash-up of faces associated with some of its 360+ brands, the campaign changed that—and told the world how media’s original startup stays original.
ENVY WIGS | Rebranding
LIVE YOUR HAIR TO THE FULLEST. To mark its 10th anniversary, I gave ENVY a bold new look AND voice—reimagining the logo, packaging, website, retail signage and wholesaler communications to reflect (literally) the next-level style and sophistication that has fueled the ongoing wig phenomenon. .
MPA | B2B Campaign
BETTER. BELIEVE IT. With 3/4 of Americans falling for fake headlines, the time was right for the MPA to tout Magazine Media’s unmatched credibility, engagement & trust (online, in print, on mobile & video) in a campaign that reached 75% of all adults in the U.S.
WINNER, 2017 Big Apple Award, PR Association of America
GLOSS GENIUS | Brand Voice
PRETTY. AMAZING. The Hearst Incubator startup, Gloss Genius, promised beauty pros the technology and data to overcome bottlenecks associated with growing their business. I positioned the brand as, “The Brains Behind Beauty—its voice that of “Gloss,” a trusted executive assistant who handles “business,” while you handle beauty.
HEARST | B2B Campaign
“CELEBRATING 125 YEARS OF WHAT’S NEW,” Hearst’s anniversary campaign proclaimed that “Content that moves the world forward should always move us first. Is it valuable? Trusted? Is it on our screens because it’s on your mind? These will always be Hearst’s criteria.”
HEARST MAGAZINES | B2B Campaign
UNBOUND SUCCESS. Asserting its leadership position across platforms and its belief that every corner of the industry was ripe for fresh thinking, Hearst’s UNBOUND positioning & campaign immediately became a rallying cry. A means of attracting talent. And the envy of the industry.
SEVENTEEN | Study & B2B Campaign
DRIVING THE FAMILY CAR AND THE BUYING DECISIONS. Challenging advertisers’ assumptions, our research study and campaign affirmed the teen market's true power and influence. And proved that while others “talk fashion,” Seventeen sells it.
HEARST | HearstLive Launch Campaign
57th & WOW! Part content platform, part digital canvas, HearstLive debuted at the corner of 57th & Eighth Ave. in September 2016 with a massive street party. Charged with creating pre- and post-launch buzz, campaign communicated State-of-the-art, Sharable and Global.
EVOKE Communications | Repositioning
WHY EVOKE? The answer lay in how well the boutique Brand Comm. agency was positioned for today’s gig- & purpose-driven culture.
Recognizing that mature organizations must compete with startups that have built “purpose” into their business from the ground up, I reimagined EVOKE’s 3 core disciplines (Brand Communications, Executive Branding & Internal Communications) as a new Business OPPP—Optimizing Purpose, Passion & People.