NAMING & TAGLINES
HEARST | Tower Campaign/Tagline
A somewhat poetic note in Hearst’s larger story as a leader in sustainability, tagline speaks to Tower’s being called "the most beautiful skyscraper to go up in New York since 1967” AND to its being the City's greenest.
HEARST | Campaign, Name & Tagline
The PROJECT UNIFI change management campaign—launched with a company-wide effort to unify Hearst’s financial systems—spoke to employee reservations with a tagline that positioned them as instrumental to Corporation’s transformation.
HEARST | Joint Venture Name
Launched in 2016, the Hearst/Condé Nast collaboration manages production, procurement and circulation management for global publishers. Pub = publishing; Works = workings or back-office functions; X = new, experimental.
ENVY By Alan Eaton | New Branding & Tagline
ENVY’s ultra-natural looking wigs remove the stigma of wig-wearing, giving women next-level freedom and confidence
AFFINIA HOTELS | Tagline
Having called NYC home for 50 years, Affinia’s owners wanted to communicate: 1) spacious rooms, AND 2) an authentic New York experience. The resulting line does both, capping the promise that "when you stay with us, the city stays with you."
ENVY By Alan Eaton | New “Slogan”
Slogan reimagines a wig industry term (Ready-to-wear), and speaks to the totally-natural-looking innovations that let our wigs go anywhere (and go totally unnoticed).
![HEARST | Title of CEO’s Memoir“[While] it’s not currently fashionable to make the case for the high road,” Bennack says, “It’s quicker, with a better view along the way, and more satisfaction at the summit.” Knowing the memoir’s title had to capture…](https://images.squarespace-cdn.com/content/v1/5faf29cb2624f40e727d62c7/1606123586778-RFRR7F7SAEZZ5EONFO6F/Bennack+Book+USE.jpg)
HEARST | Title of CEO’s Memoir
“[While] it’s not currently fashionable to make the case for the high road,” Bennack says, “It’s quicker, with a better view along the way, and more satisfaction at the summit.” Knowing the memoir’s title had to capture this generous, no-nonsense philosophy, I found that his credo, “Leave Something on the Table” (the key, he says, to his successful negotiations to acquire ESPN), did the job perfectly.
ENVY By Alan Eaton | New “Slogan”
ENVY is helping redefine the “Good Hair Day” with wigs that even outperform natural hair.
MPA | B2B Campaign/Tagline
With 3/4 of Americans falling for fake headlines, "Better. Believe It" touted magazine media's unmatched credibility, engagement and trust (in a 2017 campaign that reached 75% of all adults in the U.S.).
HEARST | Repositioning/Tagline
Charged with contemporizing a 175-year old brand, new tagline communicated: 1) “inclusive not dictatorial,” 2) “for ALL aspects of readers’ lives,” and 3) what few realized—that the Seal is a money-back warranty, backed by the magazine.
CONAGRA | Concept & Branding
With Conagra then having recently acquired Pinnacle Foods, and its 2018 sales conference the first official meeting of its senior teams, CO.LAB was envisioned as a kitchen/lab that would facilitate integration AND encourage collaboration.
HEARST MAGAZINES | Launch Tagline
A monthly, 3-in-1 guide that does the "seeking" for you, SHOP Etc. was conceived as "window shopping (for women with a very small window)."
HEARST BENEFITS | Seminar Name
Personal Finance Seminars were part of Hearst Benefits’ rebranding— which constituted a complete overhaul of its communication strategy to engage multiple constituents: Millennials, Midcareer employees (40-55) and Pre-retirees (55-68).
HEARST | 125th Campaign/Tagline
“Celebrating 125 years of what’s new,” Hearst’s anniversary campaign proclaimed,“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.”
HEARSTLAB | Brand Voice & Tagline
This Hearst Incubator female-led startup promises beauty pros the technology and data to overcome bottlenecks associated with growing their business. Pretty. Amazing.