Creative Director Online - Peter Burkhard's Resume.

PETER A. BURKHARD - Writer/Producer/Marketing CD

1836 Whitehall Drive Winter Park, FL 32789
CELL: (407) 895-3092 LAND: (407) 647-4691

OBJECTIVE: Long-term contract position with a firm whose senior management recognizes that taste, talent, and broad experience on over a hundred brands can and will produce remarkable results when applied to the established norms of their own niche category or business. Titles and initial compensation packages are irrelevant. What will interest me most is your ability and willingness to challenge your competitors and the status quo with exceptionally well thought out work

TALENTS & SKILLS: Logical Analysis Leading to a Leap of Faith applies universal principles of human behavior to the dynamics of any niche category and leads to a marketing & sales proposition that can be seamlessly executed in print, radio, TV, collateral, and online SEM. I combine solid marketing analysis with first-class creative acumen, accurate media planning, and thorough integration of advertising with in-bound and on-line salesmanship.

SYNOPSIS: Eight agencies including Y&RNY, DDB/Needham and two of my own. 120+ brand assignments. Seventy-one new business wins. Twenty-two national brand launches. Hundreds of awards. Most of the 30 or so marketing and creative coups noted below occurred in categories in which I had little to prior experience.

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Burkhard Works - Orlando, FL 1991-2008 Writer/Producer/CD.

I have assembled a national team of writers, art directors, IT professionals, producers, media planners & buyers whose superb talents and skills I employ to serve the needs of clients and agencies across the country. I can meet a payroll, a schedule, a budget, a client, and a customer eye-to-eye.

Work in Progress :

> "Ooo, get the stinky dog away!" regional and network radio for Dinovite gave dog owners a fast reprieve from the allergy-related maladies that invariably result from an enzyme deficiency in all commercial dog foods. Campaign drives weekly sales from $5,000 to $185,000 in 18 months. (Details).

> My “Click the Dice” Radio/TV for IT board dice.com in Des Moines increased revenues from $14 to $40 million in 18 months; raised job listings from 70,000 to 243,000; placed 128,000 IT pros in new jobs; and earned recruiters $1.2 billion in extra commissions.

I combined classic brand-image building creative, a proprietary GM/C direct response media planning and tracking protocol, and guerilla spot-market sales blitzes. The program secured advance funding for all local and national advertising efforts from HR professionals and recruiters, then delivered deluges of home page hits and detailed page views from IT professionals in 22 major markets. By spring of 2001, dice was the #2 IT job board in the US, second only to Monster.com, which outspent us 20:1.

> My 40-commercial “S-O-C-K-S” DR radio campaign for National Dynamics Speed Tapes tripled call volume Week One; earned $35MM in 2 years; and taught roughly 25,000 Americans to speak passable Spanish, French, German, Italian or Japanese. I devised a no-cost Control Resistance Survey technique that revealed why 78% of callers did not buy, and, logically, why large numbers of listeners did not call. Resolving that main objection quickly increased call volume and conversion rates.

> My “Work Work-Play Play” campaign for YPB repositioned Carnival’s Crystal Palace resort in Bahamas from an expensive add-on option for budget cruisers to a premier meeting & convention site and a seething hotbed of Type A+ personalities – people who needed to jam a 2-week vacation into four days. The radio and print drove occupancy from 58% to 87% in 12 weeks and set up a $40MM sale to a consortium of German investors.

> American General Finance bill-payer DR TV melted the phones in nine Midwestern markets.

> DR Print for MUZZY language videos and Word Master Challenge set new benchmarks.

> Launched Tri-West Lotto (ID/MN/SD) in TV, radio, POP and DM.

> Launched Crescent f/x Funds in high-gloss collateral aimed and financial planners serving clients with $5MM or larger portfolios.

> Developed national print and web presence for Fuel Charger Power Cells, solid-state electrostatic devices that improve emissions, horsepower and fuel consumption in diesel engines and generators.

> Created Gold Ring Energy Efficiency program for Orlando Utilities Commission that persuaded new-home builders and buyers to invest in energy-saving devices.

Gouchenour & Associates - Orlando, FL 1989-1991 Exec VP CD

> My “See it on CV” in TV, radio, print and DM repositioned Time Warner’s CableVision of Central Florida from "price-war utility” to “must-see programming source”. The campaign quickly stabilized churn and doubled subscriber rolls.

> My national TV and print promos for Budget/AMEX, Budget Rent a Truck, Westinghouse Power Generation Business Unit, and Orlando Economic Development Commission exceeded targeted response.

I recruited and managed a team of 11 writers, art directors and producers. I used well-tested new business presentation techniques to increase billing from $9 to $16MM in less than a year.

DDB/Needham - Washington, DC 1986-1989 Sr. VP Creative Director

> Highest-pulling recruitment ads ever for Army National Guard replaced “pencil-necked geek” image with true grit and grime. Launched Washington Post Sunday Magazine and Manor HealthCare’s first Assisted Living Center - shattering traditional perceptions of both brands.

> “Business is War” B2B print campaign won GTE Spacenet assignment and led to $205MM in sat-data tx contracts. My “Company Car Phone” TV, radio and DM was the lowest cost-per-sub promo ever for Cellular One DC/Baltimore (the second cellular market in the US, after Chicago.)

> B-Movie package DM for Disney’s Buena Vista Productions created a feeding frenzy among TV station program directors nationwide. My “Mickey Green” branding concept for McDonald’s salads came within a whisker of winning a $40 million budget away from Leo Burnett (Needham’s main rival in Chicago).

I recruited and managed a team of 16 creatives during the three years between the merger of Needham Harper into Omnicom and the holding group’s sale of the agency to Arnold.

Lord, Geller, Federico, Einstein - Boca Raton/NYC 1985 Project Writer

My strategy and brand name won a $15MM assignment to launch Partners National Health Plans. “Choose Your Partners Well” invited prospective customers to work with Aetna, the 500 Voluntary Hospitals of America, and 40,000 affiliated physicians on ways to improve workplace conditions, reduce claims, and lower premiums. In 2003, the brand netted $1.5 billion in gross revenues.

Beber Silverstein & Partners - Miami, FL 1983-1985 Sr. VP Co-Creative Director

> “The Subject is Excellence” TV campaign for the National Education Association presented snapshots of hero teachers in action. The campaign helped to dispel the union’s undeserved reputation for coddling mediocre teachers.

> My print and collateral for Southern Cross Yachts challenged Hatteras and Bertram in the luxury yacht niche, never the showed the product, and sold out four years of production when the prototypes finally appeared at the Ft. Lauderdale Boat Show.

> My TV/print for 57 instant Citicorp Savings branches (née Biscayne Federal) placated customers of a failed S&L, and launched a dynamic liability/asset acquisition strategy.

> I helped fill six NCL cruise ships weekly with wit & charm bolstered by the line's reputation for flawless Norwegian Seamanship.

I managed a group of nine creatives. We won one local softball championship.

Green & Burkhard - Atlanta, GA 1979-1983 Co-Founder, Creative Director

My first agency out of the corporate womb. $0-$16MM in two years.

> “Go by the Book” TV for Wilson’s Catalog Showrooms won a Gold Clio and boosted sales 16% in eight weeks.

> We grew Taco Bell’s 5% share of SE QSR segment by daring to battle McBurger Boredom. “Take a Taco Bell Vacation” was a pre-test of the “Head for the Border” corporate campaign.

> We moved Interface Carpets off a tedious “Depreciated Present Value of Carpet Tile” claim. Our in-depth research among designers, architects and facilities managers revealed that carpet tiles were far more useful as custom design elements than as theoretical money-savers.

> I doubled WSB-TV Channel 2 News share with “2 Steps Ahead” TV, radio, outdoor, and newspaper/on-air promotion. I took a relatively unknown Savannah congressman Bo Ginn to within 1.75 points of winning Governorship of Georgia.

I built a creative staff of 16 from scratch. We swept the Addys twice. (Many of my early hires are now creative directors at agencies throughout the southeast.)

McDonald & Little - Atlanta, GA 1976-1979 Senior Copywriter

> “World’s Fastest Soft Drink” strategy opposed all collective agency/client wisdom but eventually won the $6MM launch of Coke’s Mello Yello.

> Debuted New Fresca and rolled out Hi-C Powder & Hi-C Artificially Flavored Soft Drink (try singing that name) in national TV and print.

> New twist on standard d’Arque Crystal promotion drove $90MM in new deposits into First National Bank of Atlanta in six weeks.

> I bounced Cathy Rigby on Simmons Beautyrest, “The Physical Fitness Mattress.” The campaign tripled yuppie sales and won an Addy Best of Show.

Young & Rubicam - New York, New York 1971-1976 Copywriter

> “We Have to Earn Our Wings Every Day” helped Frank Borman keep Eastern Airlines aloft by invertising to staffers and disgruntled passengers in 104 markets. (Y&R’s highest recall themeline of decade.)

> Launched Goodyear Ice Radial with an Olympics-theme TV campaign featuring Peggy Fleming pirouetting with a Chrysler New Yorker in St. Moritz.

> Launched Birds Eye Little Ears corn. My first real TV spot nailed the highest Burke score ever in the frozen foods category. Little Ears was General Food’s highest margin brand in 1973. Look for the brand in the frozen foods section of your grocery store today.

> “Come Inside Your Body…” radio for Excedrin won IBA Sweepstakes Award and helped the brand position itself as a remedy for “pain other than headache.”

I was the only Y&R account co-coordinator (i.e. “account executive in training”) ever to switch to Creative. Also, I was one of the few Creatives to understand the value and methodology of precise scheduling, budgeting and strategy.

Education: Phillips Academy Andover. Yale. BA Chinese Studies.

Technicals: English, HTML, JavaScript, Flash, Fireworks, Corel Suite, Excel, Access, PowerPoint, FrontPage, Word Tracker, Web Position Pro, Problem Detection Research, Direct Response Radio planning, placement and tracking. Speak Mandarin & French. Shoot 90 from the whites. Play passable jazz guitar.

Compensation Requirements: I will negotiate with you as ardently as I will with your prospects. I will deliver an excellent return on your investment. If you need an exact number, pick up the phone.

(407) 895-3092