I got into this business because I love to create things. I love to create stories that bring a brand to life. I love to create solutions to challenging marketing problems. I love to create ideas that connect a consumer to a brand. But when I looked back on my 30+ year career, what I realized is that what I’ve created most is change that positively impacted the agencies I have been fortunate enough to work at.
Building a reputation, and a profitable business, for CDMP as the lifechanging agency: In 2018, I was hired to lead the creative teams at CDM Princeton. But we were seen as a conflict shop for CDM NY. So we leaned into our positioning as a "lifechanging agency," focused our efforts on winning first-of-their-kind brands, and went on a new business win streak. Today, we've rebranded as CDMP, the agency has seen over 30 consecutive months of growth, I sit on the ELT of the agency, and oversee creative, tech, and editorial departments.
Evolved greyhealth group from a pharmaceutical agency to a health & wellness agency: In 2016, I was recruited to help lead the global network of ghg. While certainly not the obvious choice, the challenge was too good to pass up - help take advantage of the expanding definition of health to broaden its offering, capabilities, and clientele. And I was able to do just that, adding clients like Essilor, Helen Keller, and Mars Nutritionals. Since leaving, ghg has been merged into Wunderman Health.
Grew Arnold New York revenue and portfolio: In 2013, I was asked to help Arnold build a consumer healthcare practice on the back of their one shrinking brand. Three years, four new brands, and 20 million fresh Benjamins later, success. Transformed Rosetta from a digital consultancy into a full-service digital agency: When I started at Rosetta, the company was known as a strategic consultancy (or the language company). But in less than 3 years, I helped transform it into a true interactive agency. So much so, that AdAge named it the #1 agency to watch in 2011, calling out our creative as one of the main reasons why, and Forrester rated us #2 in their 2012 Customer Engagement Wave Report. We defeated many established agencies to win AOR status. What’s more, our work was featured in Creativity, Archive, Communication Arts, The New York Times, and The Wall Street Journal. I also helped merge 4 disparate creative departments over 4 acquisitions, then helped take Rosetta public. Today, Rosetta is an independent brand within the Publicis Groupe.
Built TBWA\WorldHealth: In 2007, TBWA\Chiat\Day had $0 in consumer healthcare business. They hired me, in part, to build a new line of business. In just two years, we won 7 new clients and generated over $12M in new revenue. And our work won everything from Clios to Kellys to PhaMe Awards.
Launched Rivet Global: When FCB and Draft merged, I was asked to launch a spinoff agency called Rivet Global and co-lead the NY office. When we opened our doors, we were a $500M startup with 5 offices and Fortune 100 clients.
Reinvigorated FCBi: FCBi had lost its way and hadn’t won significant business or accolades in years. After restructuring the department and refocusing our efforts, we won more than $70M in new billings in just two years, and won a boatload of awards, including the Diamond ECHO, the first ECHO of any kind in five years. I also turned around the second largest client in the New York office, Quest Communications, growing it from $9M to more than $17M in annual revenue in just 6 months.
Set the bar for MRM Worldwide: My career was defined during my 10 years at MRM Worldwide. Here, I rebranded the agency (from McCann Direct), was promoted over six other more senior people to become Creative Director of the New York office, integrated offline and online disciplines, and helped make NY the most awarded office in the global network.
Give back to the industry: I believe in serving the industry that has served me well. I sit on several industry boards, including the Executive Committee of the Caples International Awards (I am also its Director of Judging), the Executive Board of the DMA ECHO Awards, the Ad Council Campaign Review Committee, and the IAB Review Board. I also sit on numerous award show juries, including Cannes (twice), the Clio Awards Executive Jury, and the Global Awards Executive Jury. And I have been a guest teacher at the 4As and Miami Ad School.