NOT JUST A SERVER COMPANY.
Hewlett Packard Enterprise is one half of the newly split Hewlett Packard - and is looking for a voice. They want that voice to say they are about enterprise software solutions that work well with their well-known expertise in servers and other hardware.
These spots are "found conversations" among people understanding what it's like to work with solutions from HPE
Print is meant to convey HPE's strong (yet under known) credentials in the enterprise software market.
(tv, print, outdoor)
POSITIONING ORTHOPEDIC CARE FOR ALL NEW YORKERS.
NYU Langone Orthopedic Hospital knows that it's not just professional athletes that require expert orthopedic care, but just about anyone - at any point in their lives - who finds themselves in need of surgery to get them back "up and running." Instead of the rather intimidating idea that you have to be on the New York Rangers to get a good surgeon, we positioned NYU as a place to go for the "everyday athlete" in every New Yorker.
(Developed at Munn Rabot Advertising)
YOUR TRADER IS SHOWING
TradeStation is a more advanced trading platform than most other online brokers. And in order to remind active investors that they have developed the chops to trade their own accounts and move beyond passive investing - we show their personalities coming out in non-investing situations. It's a way of demonstrating that there comes a time when you know you are ready for TradeStation's advanced tools.
WELCOME TO THE MOBILE WORLD.
To show how using ATT services could help a business on the move, we went to businesses that are on the move - and demonstrated that most of the work that gets done ... gets done out in the field.
Wells Fargo Small Business Group faced a unique challenge: How could a very large bank foster real relationships with small businesses?
Our goal was to create a broad brand platform that could work across multiple channels – from traditional advertising to innovative online programs and even specialized products and offerings for small businesses.
In order to deliver growth, knowledge, capital and community to small business customers, we created “Wells Fargo Works for Small Business” or “Wells Fargo Works” for short.
We created the platform, and worked with numerous Wells Fargo resources to launch an integrated, multiple channel effort.
Results exceeded expectations. 2.3 million webisode views, 3,500 contest entries, increased awareness and dialogue proved to Wells Fargo senior leadership that this is a brand platform worthy of continued investment, as it seeks to take on the more established American Express OPEN for small business.
"CONNECT MR. FONG"
(integrated demand and social media campaign)
REMOTE DEVELOPERS CAN FEEL LOST OUT THERE...
To combat this problem, IBM launched a new technology platform for remote teams - the Jazz Technology Platform. In order to make developers feel more connected to their teams, we created a Digital/Social Media campaign featuring MR. FONG - a developer lost in space.
To reach the developer audience and tie into the Web 2.0 features of the product, we created targeted Video Emails, Viral Videos, and Interactive Landing Pages where users could interact with Mr. Fong and give him objects to help him re-connect with his team.
We created a real presence for Mr. Fong and demonstrated his desire to communicate through Social Networking, maximizing his connection with the target audience’s behavior, and growing their affinity with him.
This innovative hybrid campaign delivered terrific results both in leads, and at awards shows.
BEAT THE BEST DIRECT MAIL CONTROL PIECES.
During the Bush Administration, we got a "beat the control" assignment from The Economist. During a time of increasing polarity in the media, this "cover both sides" strategy did very well against their tried-and-true subscription mailers.
SOME INVESTORS ARE SMARTER.
When you are thinking about investing, it's probably a good idea to know what those who you are investing with are thinking about. This campaign seeks to demonstrate how the "prepared minds" at Blackrock stay ahead of the market.
POSITIONING AL JAZEERA FOR THE AMERICAN MARKET
Al Jazeera in America? Not an easy sell – and the US media did its best to make them feel unwelcome. But the truth is, Al Jazeera built its name and reputation by keeping its focus on in-depth, intelligent reporting that tells all sides of the story; not the hype and histrionics that the US media would have you believe. Instead, we point out that it’s these very networks that are guilty. Fact is, the news landscape today is littered with partisan rancor, “news-ertainment”, holograms, and a distinct lack of depth. In this campaign, we point this out by pointing to how other networks cover the story.
Welcome to the news that matters.
Building on experience writing adventure motorcycle articles, I now write for 1903 Magazine - a quarterly that combines great writing and great photography centered around the love and lifestyle of Harley enthusiasts. I am in awe of these people, and how deep into it they are. Tattoos are only the beginning.
CREATING A DIALOGUE BETWEEN IBM AND THE C-SUITE
(Global Integrated Campaign)
CIOs want to know where their business is going. In fact, all members of today's C-Suite are charged with driving innovation within their business. Increasingly, technology drives these efforts. And IBM considers itself a thought leader in delivering insights - and wants to be the trusted advisor in charting the path for business.
This campaign promotes a two way dialogue between the C-Suite and IBM, through in-depth studies and other resources.
CHANGING THE WAY PEOPLE FIND A PLACE TO LIVE.
In the early dot com days, the task was to convince people that the first place they should look when they were looking for a new home was a new thing called the internet. These spots took examples of people who had to move fast, or had unrealistic expectations and showed that the web was a vast new resource to find a place to live. These spots are from 1999, when the internet was having it's first revolution.
EMBRACING HERITAGE IN A MODERN WAY.
The client wanted to inject a fresh attitude into this barroom staple, while at the same time celebrating its Russian heritage. We turned the label into a window into a world celebrating the grand tradition of toasting... to just about anything.
COMPUTERS CHANGE THE WAY WE THINK ABOUT COMPUTERS.
n the early days of smart networking, computers could suddenly self diagnose problems and alert IT professionals to their own failings. This was revolutionary at the time, and we captured the idea by making the computers seem a bit human, and a bit able to take care of themselves. In a time when it was all about speeds and feeds, we took the conversation to a higher level.
HOW DO YOU CONVINCE KIDS THE JEANS THEIR PARENTS WEAR ARE STILL COOL?
You have to give them a lot of reasons. 501 reasons, in fact. The fun of working on this campaign was that we all had experience with Levi's 501, and we all contributed reasons. Here are some of mine that got to the top of the pile:
BRANDING A DATA DRIVEN APPROACH TO ADVERTISING.
As part eBay, a company dedicated to commerce, True Action has an innovative and timely approach to advertising that's driven by the numbers. In this age of analytics, social media, google and e-commerce, True Action is a stand out agency with a unique way of doing business. These long copy ads ran in AdAge as well as other industry pubs, and spell out their innovative approach.
I know you'll learn something if you read just one.
KEITH HARING RETROSPECTIVE at SFMoMA
An iconic artist meets an iconic town: Among the shows we were able to promote as the agency for San Francisco Museum of Modern Art was the Keith Haring Show - SFMoMA being the first to curate a major show for the artist. The museum didn't have much money, so all services were donated by vendors - who were happy to welcome the Haring Show to San Francisco. At the dinner for the opening, I met members of the Haring Family, Mayor Willie Brown, and Haring fan Dennis Hopper.
These posters hung in stores for months after the show had left town:
The only uncharted territory lies between your ears: Every outdoor gear maker shows extreme athletes doing extreme things wearing extreme gear in extreme locations. What's the differentiator?
For The North Face, we wanted to stand out by looking in. What’s it like to be inside the mind of an extreme athlete? (The North Face would know; they sponsor the extreme of the extreme.)
That became the insight that drove this campaign: The largely unexplored thoughts of these extreme athletes.
Selling more Printers and Inks
(Integrated Campaign, pop-up store, print, direct, 30-minute TV program)
Everyone has an artist inside of them: And rather than employ a 30-second TV commercial to promote an instructional DVD, we initiated a fully-integrated program built around an art gallery that offered hands-on experience.
Featuring the works of ordinary people doing extraordinary work with HP printers, we documented their stories from start to finish and created a documentary-style long format “documercial.”
Attendance at opening night was exceptional – hundreds of people saw first hand what could be done with an HP photo printer.
Not only did the gallery opening and the subsequent half-hour program show how easy it was to get great results, it also documented the excitement and buzz at the gallery opening – where every day people proudly revealed their work to the public.
Capitalizing on the “digital printing revolution” in this hands-on, product-moving and measurable way certainly couldn’t have been done with a 30-second TV commercial running during the playoffs. Worse yet, that would have cost more money.