Catching up with an old guy in a hot new job.
a number in excess
of the speed limit
a number in excess
of the speed limit
Catching up with an old guy in a hot new job.
WARNING: Autobiography. Confessions of a rewrite addict.
Channel your inner Swede for advertising that can work locally or globally.
A copywriter’s lament about small projects and big regrets.
For digital B2B marketing that delivers leads as well as likes, LinkedIn is a powerful resource.
A timeline of advertising moments, proving that the medium has always been the message.
Brushing up on my video and eBook copywriting for digital dentistry.
A New Hampshire stonemason and a New York energy consultant move into cozy new homes.
If you haven't looked at your website for a while, chances are that no one else has either.
Tips and tricks to turn that useless lump of generic text into high-performance branded content.
Think attitude instead of altitude, and your drone video can reach new heights.
Eight famous and occasionally hilarious gaffes, showing what can happen when advertising gets lost in translation.
How I corrupted public morals throughout Massachusetts with radio spots for tax-free booze.
An example of online content a la Dave, schooling bank customers in the basics of homeowners insurance.
In the name of online content, I put on my phony expert hat and point out some common homebuying mistakes to avoid.
A brochure revision. A trip to Geneva. An outraged ex-husband. What could go wrong?
A century of adages, aphorisms and wiseass remarks about the advertising game.
Verbind was a software company with a funny Dutch name. To build recognition, I suggested a simple two-finger mnemonic (no shortage of public domain endorsers) and a cheeky headline.
The small pinhole in this flyer demonstrated the incision area needed for Boston Scientific's groundbreaking surgical devices -- and pointed the way to careers that saved lives and reduced trauma.
Overcoming a name that seemed to favor science majors, Boston Scientific used this award-winning campaign to show liberal arts students that passion and initiative were key job qualifications.
This award-winning site for a maker of minimally invasive medical devices used a"Small Openings, Big Careers" theme to show liberal arts students that any major can make major breakthroughs.
Actually daring engineers to join General Dynamics, this ad spoke to those excited by the challenge of designing battlefield products capable of surviving a nuclear strike.
The tipi-shaped "A" in the Digitas name inspired this "Take a New Direction" recruiting campaign, supporting a recent rebranding and showcasing careers on the rise.
It's daunting to do ads for a company that was itself named one of ADWEEK'S top interactive agencies. But this interim campaign after a name change projected sophistication and assurance.
Campaigns dictated by vision statements are always risky, but these ads expressed Digitas' "passionate, insightful and intelligent" mantra in a way that welcomed quirky and offbeat prospects.
"Hit a Hire Note" used Bose's cultural emphasis on sound and music to reward employees for referring top hires. Concerts, trips and huge cash prizes underscored the competition for techs in the dot.com era.
Devising Employee Referral Programs (ERPs) to motivate employees was a fascinating challenge. Anything was fair game in a landscape where an elite engineer could fetch a $25,000 referral bonus.
TMP/Monster.com was my first job in which printed collateral was the exception rather than the rule. This rack brochure for job fairs emphasized opportunities at one of Boston's top banks.
FleetBoston was born in the megamerger of Fleet and BankBoston, emphasizing careers of dynamism, power and expertise. I later applied this to a recruitment theme: "How Money Moves."
A slideshow with details on my recruitment projects, plus an article explaining my Bose "Hit a Hire Note" work.
A string quartet was the natural metaphor for Sony's new four-way videoconferencing system, while offering tie-in opportunities for videos and TV commercials.
This 6-panel gatefold continued the message of easy collaboration highlighted in print advertising, emphasizing Sony's renowned video expertise and user-friendliness. (SEE NEXT)
This eFlyer for IBM's DB2 database product invited users to an online seminar about a new feature protecting critical data assets against unexpected loss or interruption.
An extension of an existing IBM campaign, this email used boxing metaphors to bring emotional urgency to the battle for cost-effective data storage.
Mailed in an envelope marked, "For Every IT Manager's Glove Compartment," this gatefold helped prospects navigate the many challenges of technical training and skill development.
Making parts smaller than a grain of salt, Podmore used this 12-page brochure not only as a general sales piece, but as part of a "Take a Closer Look" mailing with samples and a magnifying glass.
This postcard was mailed on the eve of a major telecom trade show, inviting visitors to squeeze into the booth of Granite Systems, a maker of database software for efficient network provisioning.
Long ago, wireless network operators needed to be convinced that there was money in data. This brochure showed them the rest of the iceberg. (SEE NEXT)
This excerpt from an Ericsson brochure promoted new opportunities in wireless data, showing how network operators could "reap data dividends" from their existing infrastructure.
This R&D brochure for the world's leading bearing maker featured my profiles of company scientists, researchers and process engineers, validating SKF's premium positioning.
A slideshow with descriptions of my tech work, plus an article on my brush with Michael Jackson.
This high-impact statement insert said a mouthful for Merrimack County Savings Bank, introducing customers to “tap and snap” check deposit via smartphone.
More than creativity, knowing your target market is the true essential of rate advertising. The type of customer parking their money in a short-term CD will respond strongly to low risk.
Foreign nationals who use the World Bank's credit union expect frequent relocation, making this "Moving In/Moving On" headline a welcome expression of flexibility.
Rhyming is unfashionable in advertising circles, but so are jingles -- and both work. Big rate, short headline, immediate benefit.
Publicizing bank grants to local non-profits, this email promoted community service without over-promoting CSB's philanthropy.
Upgrading to a responsive design for mobile devices gave me the opportunity to improve Claremont Savings Bank's online experience. See case story here.
I wrote the online content for this landing page, providing easy-to-digest content that helped customers (and the bank) enjoy a smoother homebuying process.
This New Hampshire credit union wanted a midwinter promotion to launch their 24-hour teller. Piles of sand in the lobby and tiki bar decor helped customers forget the snowdrifts outside.
A vertical stuffer is a difficult size to fill convincingly, but this foreshortened gear shift lever was a good fit and tied neatly into the headline.
Product ads were rare for this commercial bank, which typically used customer portraits to convey its attentive personal service. So I applied a similar message for this checking product.
For a little local bank with a surprising array of value-added financial services, I planned every detail of this campaign down to the media unit -- a lower half-page on each side of a spread.
My print campaign extended easily to the bank's annual report, celebrating personal service, local roots and community volunteerism.
I do a lot of research. When I found an ancient newsletter describing emeritus CEO Herb Little's preference for a desk close to customers, I knew I had my angle for this campaign entry.
Bank presidents from the past half century were featured in this campaign, contrasting a 150-year history of local leadership with constantly merging mega-banks.
With CEO Paul Rizzi on the verge of retiring, I wrote a campaign welcoming the new president as part of a 150-year tradition of unbroken local leadership. Then he fired us. Typical.
Old-money traditions and service were key attributes for this rebranded investment arm of Merrimack County Savings Bank.
Old-school New England industry took on a modern look with these materials for the rebranded MillRiver Wealth Management.
The pride of a growing entrepreneur is key to this insert, but I liked my other proposal better: "You've Come a Long Way. Shouldn't Your Checking Account Finally Catch Up?"
Mnemonics and key words drive a lot of my concepts. Tying the home equity line into a benefit headline and visual is the sort of synergy I favor for increasing reader recall.
What's wrong with this picture? Tweaking a well-known visual was an easy way to gain sympathy with bank customers tired of "safe and sleepy" CDs.
I've written a lot of newsletters, including this six-panel foldout for bank customers.
A slideshow with details on my work for banks and credit unions, plus an article on my first responsive design website.