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Imagine That
“Imagination is more important than knowledge. For knowledge is limited to all we now know and understand, while imagination embraces the entire world, and all there ever will be to know and understand. - Albert Einstein
Debatable? Maybe. As far as the exact mix of imagination, creativity and knowledge, Mr. Einstein never really elaborated. He was a smart guy. But I do very much agree with Albert that the best of advertising, marketing, branding and social networking of all kinds succeeds by the strength of the imagination behind the efforts.
That is not to say you don't need a solid strategy, great planning, attention to target audiences and superior execution. All are vital. But the idea is the thing. I have developed strategies and creative to promote everything from Foundations to Gatorade to Cap'n Crunch (sorry moms) to Oldsmobiles (sorry everybody). The need to communicate is universal. The ideas that make a communication successful are not.
The best concepts always take a spark of inspiration backed by great strategy and thoughtful, tactical follow-through. Otherwise, you're just a flash in the pan (sorry Snooki).
A sampling of video and broadcast work Click on the buttons to view.
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Portfolio - A showcase of my latest work
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The California Endowment
Social Networking and Viral Marketing
It’s all about starting the conversation. Your conversation. The art of it all surpasses the technology in how we position and frame the messaging. When the conversation about you, your product or your service takes off and goes viral (or we help it go viral), the discourse needs to head in the direction intended. Once out to the net, it takes on a life of its own – and it’s very hard to modify. Precise development of a compelling message and the targeted use of the right social networking and viral marketing tools is one of the most effective and inexpensive forms of marketing communications available today.
United States Post Office
Product Development and Marketing
My Dad had a stamp album. As a kid, I had a box of stamps I thought were cool. But electronics and television had diverted the attention of younger generations from this traditional hobby. The development and marketing of themed collecting kits – like this wildlife series – helped to reawaken this time-honored hobby for both parents and their children. All kits sold-out within six months of their release dates.
Logos
Identity Development
A logo is the Cliff Notes of a brand and identity. It can’t say everything but should provide enough of the flavor, attitude and information needed to allow you to bluff your way through an oral report about the organization. Found here are a sampling of the identities, campaigns and clients I have worked with. Many of these marks and brands have continued to morph – as they should. Consumer responses and tastes change. A brand should remain true to its core while still evolving with the times.
The California Endowment
Identity and Branding
As we embarked with the foundation on a strategic plan to pull its identity out of the shadows and into a greater public awareness, we employed the best of the newest tech and marketing tools. Compelling web sites, e-marketing, viral marketing as well as social networking were all keys to The Endowment’s renaissance. An impressive 37% increase in audience awareness was achieved in the first two years.
Frito-Lay
Market Segmentation
My generation grew up with this snack brand’s family of products. More recently, however, many more products have come along and caught the attention of younger generations. Marketing and promotions elements, like this in-store display, helped to refresh and revitalize this stagnant brand – making it more relevant to its younger consumers. Lunch-sized packages realized tremendous market gains almost immediately.
Grisanti’s
Franchise Development
A small chain with big dreams. The family-style Italian restaurants had become a success. But their capital was still focused on expansion not the advertising budget. An email to employees offering a bounty for each of their personal family photos that we would use in the marketing campaign produced endearing, one-of-a-kind images that helped clearly define the eatery to consumers. Expansion plans doubled in the first two years.
Valparaiso University
Brand Perception
A beautiful, highly accredited school virtually lost in the middle of the Midwest’s cornfields. This campaign and collateral materials focused on revealing there is true quality education alongside the produce in the plains of Indiana. Enrollment applications exceeded the University’s capacity in the first year.
McDonald’s
Entertainment Licensing
Until very recently, this fast-food mega-giant did not have much of a nutritional story to tell. You might argue it still doesn’t. But through the careful selection and use of entertainment licensing and marketing, we were able to help keep the brand current, interesting and relevant to diners all over the world.
Kemper
Service Industry
This insurance giant’s move to reinvigorate its lagging business insurance line targeted the small business owner. Eye-catching, approachable and respectful imagery with precise media placement quickly generated millions in premium revenues.
Hilton
Travel and Tourism
The Chicago Hilton and Towers – an expensive and meticulous renovation of this downtown Chicago landmark warranted an elegant and persuasive launch strategy. This campaign employed a wide range of target-specific medias – including newspaper, magazine, e-marketing and television. These efforts drove reservations to full-capacity before the front doors ever opened.
United States Post Office
Online and Retail Store Launch
The US Post Office generates a significant amount of its revenue from the purchase of stamps that are bought but retained and never used. Purchase without fulfillment. We launched the opening of USPS online and retail stores with beautiful, stamp collector series and collector pieces featuring icons such as Marilyn Monroe, James Dean and Louis Armstrong. Sales, especially online, were strong and immediate.
Target
Consumer Experience Design
Conceptualizing and bringing to life “age appropriate toy shopping segmentation” was as exciting as it was challenging. Many resources were involved. How to best organize and promote merchandise organized by age brackets was a new concept. The key was not parents. They know what their kids want. Friends and relatives, however, appreciated the guidance in age-appropriate gift-giving. Toys catapulted, and still remain, one of Target’s largest profit centers.
About Mike
Mike is a Capricorn who adores sushi, romantic movies and long walks on the beach. At least I’m sure that Mike must be out there. It’s just not me. But I tried.
After many successful years in the advertising agencies of Chicago, I decided to “…load up the truck and move to Beverly” or at least Beverly Hills adjacent.
We (me and an ancient pet monkey) piled into the largest Ryder truck I’d ever seen – creamed the front gate on the way out of the rental lot, ran over my cell phone and headed West. Then, I lost my wallet to a chain-gang cleaning the highway during a rest stop in Oklahoma. I finally arrived in LA – ready to be a beach bum. But it just didn’t take. I was back hard at work within three months.
I very much like what I do. Communications, marketing, branding and social networking come naturally to me. And my references will tell you I’m very good at it. I tried surfing just once. Swallowed a lot of seawater. My stomach still shifts a bit at high tide.
Contact Mike
Please feel free to contact me with any questions.
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