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HOME : PORTFOLIO : ADVERTISING
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CLIENT: PROJECT: Businesses that need an educated workforce don’t want to be relocation pioneers. They want go where there already is a thriving “creative class.” That’s why this ad campaign for Arlington County features leaders of the local science, technology, professional and cultural communities telling what makes Arlington such a great place to live and work. |
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CLIENT: PROJECT: Law firms remain slow to adopt technologies, often because they don't see the need. So this lawyer-targeted ad for Equitrac pretty much ignores technology and talks instead about a problem managing partners recognize and a benefit they can understand – the prospect of increasing billings by $5,000 per year per attorney. Case closed. |
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CLIENT: PROJECT: How do you prove to customers or their service providers there’s a more elegant solution to high-speed communication than extra bandwidth? This ad's approach is one way. Another is to sell the company that makes the advertised box for $1 billion to Lucent. Since you're reading this, I guess you can figure out which one I came up with. |
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CLIENT: PROJECT: In a way, pharmaceutical testing is like copywriting ... you save the client a lot of time and money getting it right the first time. No wonder I found this client's main selling point so easy to capture in copy that went from word processor to publication virtually unchanged. |
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CLIENT: PROJECT: I've always been particularly proud of the four-ad campaign that this example is one part of. Not just for the obviously clear and easy-to-read copy, but because I provided complete project management, creative direction and delivery – from initial meeting through shipment of film to the publication. Remember those days? |
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CLIENT: PROJECT: Living inside the Beltway gives me the opportunity to work on advocacy communications targeted to decision-makers in government. This ad was part of a mid-90s campaign promoting the significant benefits to U.S. taxpayers if Newport News Shipbuilding were allowed a shot at building the New Attack Submarine – which it is now doing. |
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CLIENT: PROJECT: I'm as much an advocate as anybody for promoting benefits rather than features. But when your customers are the buyers of test and measurement equipment, if the required features aren't in your product, then you're not going to be in consideration. So this ad hammers away at features, while implying benefits in every paragraph. |
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CLIENT: PROJECT: Today we take online research for granted. But imagine trying to sell online access to federal campaign contribution data over 20 years ago – before there was an always-on Web, Ethernet in every computer, or even a computer on every desk. I didn't help Al Gore invent the Internet. But I have been helping to market online services since before there was an Internet. |