Creative Thinking is not just writing copy.  It's a process. You look at lots of bits of seemingly unrelated facts, until - often in an instant - you see a Solution. Logical analysis leading to a leap of faith.

Each of these Ten Case Histories is an example of how I write an ad strategy, then execute it.   Each required a fundamental Brand Turnaround. Either an id-positioning or a truce in a Turf War.

Précis here.  More Details on the referent pages.  Pics link to a blow-out sized ad.

DINOVITE.  How can a baby brand, raised on a formula diet of PPC and SEOPS, thrive in a world of Impulse Buyers? I combined brand image advertising with precision-targeted DR media to drive this brand's weekly revenues from $3,000 to $38,000 in eight short months.

ARMY NATIONAL GUARD.  To correct a common perception of the Guard among 18-22 year olds as a "bunch of pencil-necked geeks," our Creative Thinking said, "Let's make The Guard an Irresistible Force"  The campaign  dramatized the true grit and deep swamp available two weeks a year.  It was the highest-pulling campaign in the brand's history. (DDB/Needham, Washington, DC)

CABLEVISION OF CENTRAL FLORIDA.  Orlando's Time Warner Cable affiliate suffered from persistent operational problems - billing, service, spotty transmission - and required a complete make-over. Creative Thinking said, "Let's brand the programming!"  "See it on CV" sang and talked about movies, sports, pay per view... It gave the company time to debug the internals. TV, Print, Radio, Outdoor, DM, Paint the Trucks... (Gouchenour, Orlando.)

CARNIVAL CRYSTAL PALACE.  This gargantuan white elephant hotel in the Bahamas was much too pricey for Carnival Cruise Line's budget-conscious patrons.  Creative Thinking said, "We need a new clientele!"  "Work Work Play Play" repositioned the brand against upscale Type A+ personalities, and increased occupancy from 59% to the high 80's in a matter of weeks. Carnival was soon able to unload the $40MM White Elephant to a consortium of Type A+ German investors. (Burkhard Works/YPB Project)

DICE.COM.  This IT job board was loping along at $14 million a year in revenues, staying out of site in technical magazines.  Creative Thinking said, "Get out of the back of Dr. Dobbs and PC Week!" My radio/cable net "Click the Dice" campaign drove millions of IT pros to the board and placed an extra 128,000 in jobs.  That earned HURRECS (Human Resource/ Recruiters) an extra $1 billion in commissions). I also persuaded sales and marketing to work together to recoup the ad dollars - before the ads ran - from extra HURREC subscriptions. The campaign drove revenues from $14 to $40 million in 18 months. (Burkhard Works/TBA)

EASTERN AIRLINES.  People hated Eastern; the employees returned the sentiment.  Creative Thinking said "Let's use TV to remind 40,000 employees in 104 markets that the customer expected professionalism, not an attitude. "We Have To Earn Our Wings Every Day" helped Frank Borman resolve a protracted war between management and union labor and keep flying for another eight years.  Y&RNY's Highest recall line of the decade. 

MELLO YELLO.  "The World's Fastest Soft Drink" became Coca Cola's most successful brand launch since Tab only after months of wrestling.  Coke's management said "We must cover Mountain Dew's Sunshine imagery.  Creative Thinking (and research) said, "But kids like MD because they can swig it down in one gulp."  Eventually, Creative Thinking won the pitch. (McDonald & Little, Atlanta.)

NATIONAL DYNAMICS SPEED TAPES. To increase network radio response from 2,000 to 5,000 calls per week, I had to diagnose, then fix the customer's main objection to trying to learn a foreign language - which was "I was never any good at memorizing languages." Creative Thinking said, "Let's give people quickie lessons in Spanish they can memorize instantly."  This is one of those classic radio commercials everyone remembers.  The campaign earned $35 million in three years. (Burkhard Works/TBA)

PARTNERS NATIONAL HEALTH PLANS.  Internal strife between Aetna, the 500 Voluntary Hospitals of America, and 40,000 affiliated doctors nearly killed this brand before it got started.  Creative Thinking said, "The Brand Name has to persuade these fellows to bury the hatchet and work together." (LGFE, Project.)

PULTE HOMES.  When this week's active condo shoppers consistently refuse to visit your overpriced, undersized condominium, Creative Thinking says, "Promote it elsewhere than the Sunday Real Estate Section.  Go after next week's shoppers. Sell against RENT.  Sell out in a couple months. A minor save, perhaps, but tasty.  (Burkhard Works/Gura LeBar, Washington, DC.)  

What have you done for us recently?

Fair question.  

For the past few months I've been working on Dinovite, Red Chip Research, Quality Smith, Homefield Finance, a race for the US Congress, more National Dynamics, and a slew of start-up projects.

Click to The Radio Show or to Grayson for Congress.  Scan my Print Portfolio or download a few spots from The TV Show.

Here's another fair question:  What have you done for yourself recently?

(407) 895-3092.

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