1. Why ?
You won’t find chaps or lassos in the office. And though some of
us prefer wearing boots, it’s not a job requirement. As for guns...
well, that depends on what time of the day you drop by.
We’re not called Cowboy because of an affinity for leather. We’re
Cowboy because we believe in moving past the frontier into the
unknown with the Cowboy mentality of innovation, hard work,
resourcefulness and fearlessness.
Ella Fitzgerald was a cowboy. So were Albert Einstein, Gandhi,
Walt Disney, Martin Luther King and Elvis. They had the guts to
think for themselves, but more importantly, they simply went
further and inspired those around them. It’s undeniable they
created great brands for themselves. The kind of distinctive
brands we build for our clients every day.
What is ?
We live in a different world that requires a different approach
to advertising. Consumers these days are ultra savvy about
marketing and choose brands who perform beyond the hype.
By communicating the authentic values of a brand, we create a
personality. One with real emotions and a genuine point of view
that consumers aren’t forced to engage with, but choose to
embrace. We speak. They respond. We dialogue.
How do we do it? Well, that goes back to our unique agency
evolution. What started out five years ago as a creative-driven
interactive boutique has become a holistic solution to client’s
needs. While many agencies have grown into the new media, we
have grown out of it. It’s this inside-out philosophy that marries
measurable consumer impact with award-winning consumer
branding experience. We get it, and we get it done.
2. The Work. Read on for three examples of our latest client case studies.
3. The Challenge “I’m not only the president of Hair Club, I’m also a client.”
Sure, we all remember Sy Sperling and those infamous com-
mercials of the eighties. Not exactly the sexiest client to
take on...or is it?
After years of educating consumers about the ‘process’ and
‘technology’ surrounding hair restoration, Cowboy’s strategy
was to infuse sex appeal and a bit of humor into the equa-
tion to attract a younger male audience. We tackled this
challenge with the one-two punch of online and offline com-
munication that directed traffic to the Hair Club website;
their portal for appointment sign-ups.
The Positioning For a lot of men, a lack of hair is directly related to a sense
of insecurity. “Experience More” simply means living with
confidence. More romance, more success and more options.
“More” is exactly what Hair Club has to offer. With over 30
years experience, more locations, more expert consultants,
physicians and world-class stylists,. ‘Experience More’ is the
Hair Club competitive advantage.
The Results Hair Club launched their new website in January ‘07– their
key driver for customer acquisition. After integrating the
print campaign in men’s lifestyle magazines, Hair Club ex-
perienced a 200% increase in online appointment sign-ups
within the first month.
4. Website Redesign
The first project we executed for Hair Club was the
design and development of their new website. Instead of
simply re-skinning the old framework, we presented them
with a strategic blueprint for their communication goals.
In tandem with the website construction, we created a
styleguide and corporate standards package to be used in
all the online and offline communications. The revamped
Hair Club brand voice and aesthetic was implemented
within every deliverable. Because the website was the
> portal for 75% of all appointment leads, we designed the
experience to be visually seamless from offline to online
and banner ad to website.
These four images represent a storyboard for the Flash-based intro
animation for the Hair Club website.
5. Print Ads - Male Lifestyle Magazine Focused
The print ads featured here targeted a male acquistion in lifestyle magazines such as Playboy and
Penthouse. The goal of these ads was to increase traffic to the website. –Mission accomplished.
6. Print Ads - Male Lifestyle Magazine Focused
Cross-Promoted Viral Online Game
Double Page Spread
This double page print ad, which appeared in Penthouse magazine, was designed to
parallel the ‘before’ and ‘after’ transformation between restoring hair and restoring
confidence. We enlisted Penthouse Pet ‘Shay Laren’ to cross-promote HairClub.com on
both the Penthouse website and the ‘Photo Hunt’ viral game.
7. Online Advertising - Direct Response and Email Acquisition
An integral part of the Hair Club marketing plan is direct response
online media placement as well as targeted emal drops. The above
‘Flash’ based banner ads direct traffic to microsites (below) and
landing pages for appointment sign-up.
8. ‘Viral’ Online Gaming
Welcome Page Game Play Page
The landing page and game dashboard above are part of a targeted
online game initiative. ‘Photo Hunt’ is a game that challenges users
to spot the differences within the ‘Before’ and ‘After’ photos. The
one constant is ‘hair’ vs. ‘no hair’ and ‘no girl’ vs. ‘girl.’ Quite simple,
really: get the hair, get the girl. We combined rich media ideas such
as an edited verision of Hair Club long-format TV commercial, ‘Refer
a Friend’ and complimentary wallpaper designs. We are seeding the
game with the Playboy email database, Hair Club email database,
gamer websites, blogs, Myspace and a variety of other channels.
Various links direct traffic to an appointment sign-up landing page.
9. The Challenge How do you dust off a 135 year old company which is the
global leader in energy and metals commodity futures? And,
more importantly, can this be done in only 12 months?
The Process We developed a brand identity and advertising campaign for
The New York Mercantile Exchange to redefine their position
of leadership. The campaign had to be strong enough to carry
the brand through a management/ownership overhaul
and platform change (from floor trading to electronic). To
keep things uniform, we also overhauled their logo and global
visual identity. Additionally, we created a campaign for the
London exchange launch as NYMEX scaled up global business
development—all within the same twelve month timeframe.
Using extensive national market research among customers,
management and traders (both internal and external), Cowboy
developed a communications platform, positioning statement
and tagline; ‘Vision is our greatest commodity.’ Once the core
elements were developed, the campaign was extended from
trade print to interactive communications and specialized
The Results Both the Exchange and campaign have been recognized by
the financial media and advertising community as successfully
delivering against a hefty challenge. The “Vision” campaign
has been embraced internally and externally as achieving
its goals. The platform of the campaign has proven strong
enough to hold up under an intense level of international
scrutiny. Brand recognition and message recall are both high
and, as a result, we are currently applying the positioning to a
broader, multinational media plan.
10. Global Brand Architecture
Original Corporate Identity Redesigned Corporate Identity
11. Brand Print Campaign
Brand Launch Ads
12. Product Print Campaign
Only one ma
Reflect, refine, evolve. Only on
Reflect, refine, evolve. IT TAKES UNPARALL
Where metals become worth their weight. AS THE WORLD’S LARGEST ENERGY FUTURES EXCHANGE, NYMEX KNOWS THAT MARKET EVOLUTION IS
TRUE PRICE DISCO
IT TAKES UN
INEVITABLE. IN ANTICIPATION, THE EXCHANGEFUTURES EXCHANGE, NYMEX KNOWS THAT MARKET EVOLUTION IS
AS THE WORLD’S LARGEST ENERGY POSITIONS ITSELF ON THE CUTTING-EDGE OF PRODUCT
Where metals become worth their weight. FUTURES PRICE IS
DEVELOPMENT AND TECHNOLOGICAL SOLUTIONS—REFINING THE TRADING PROCESS AND BOLSTERINGPRODUCT
INEVITABLE. IN ANTICIPATION, THE EXCHANGE POSITIONS ITSELF ON THE CUTTING-EDGE OF PREMIER EXCHANGE
RISK MANAGEMENT OPPORTUNITY IN A WORLD OF PERPETUAL CHANGE, REFLECT ON YOUR POSITION,
DEVELOPMENT AND TECHNOLOGICAL SOLUTIONS—REFINING THE TRADING PROCESS AND BOLSTERING
REFINE YOUR STRATEGY AND OPPORTUNITY US.A WORLD OF PERPETUAL CHANGE, REFLECT ON YOUR POSITION,
RISK MANAGEMENT EVOLVE WITH. IN
REFINE YOUR STRATEGY AND EVOLVE WITH US.
FOR FURTHER INFORMATION, PLEASE CALL 212-299-2301, E-MAIL MARKETING@NYMEX.COM, OR VISIT WWW.NYMEX.COM
FOR FURTHER INFORMATION, PLEASE CALL 212-299-2301, E-MAIL MARKETING@NYMEX.COM, OR VISIT WWW.NYMEX.COM FOR FURTHER INFORMATION, PLEASE CALL 212-299-2301, E-MAIL MARKETING@NYMEX.COM, OR VISIT WWW.NYMEX.COM
FOR FURTHER INFORMATION, PLEASE
FOR FURTHER INFORMATION, PLEASE CALL 212-299-2301, E-MAIL MARKETING@NYMEX.COM, OR VISIT WWW.NYMEX.COM
FOR FURTHER INFORMATION,
Metals Product Ad Crude Oil Product Ad
13. Product Print Campaign
390503_Gold_MASTER 2/6/06 4:01 PM Page 1
Only one market price is the world benchmark.
IT TAKES UNPARALLELED TRANSPARENCY, LIQUIDITY, AND TRADING VOLUME FOR TRUE
PRICE DISCOVERY. THAT’S WHAT NYMEX DELIVERS. OUR COMEX ® GOLD FUTURES PRICE
IS THE GLOBALLY ACCEPTED BENCHMARK, MAKING US THE PREMIER EXCHANGE FOR
TRADING PRECIOUS METALS.
FOR FURTHER INFORMATION, PLEASE CALL 212-299-2301, E-MAIL MARKETING@NYMEX.COM, OR VISIT WWW.NYMEX.COM
Gold Product Ad European New Contract Ad
14. Marketing Collateral
15. Interactive Campaign
> Interactive CD-ROM Resource Library
Web Banners (Flash Animation)
Cowboy created an interactive CD-ROM for current and prospective NYMEX
customers. This interactive library provided information on energy, metals,
safeguards and standards, trading practices and protocols as well as key contact
information for NYMEX. It was introduced by a video featuring the Exchange
Chairman, James Newsome, and a :30 second TV spot created by Cowboy.
16. International TV
> > >
“Vision is our greatest commodity.”
VO: The future is upon us. Not the future with
> > >
flying cars and jet packs, but where the
world of business becomes more efficient,
more profitable, and more accessible.
Where the real tools of progress lie on
the desktop right in front of you. Where
technology and experience work side-by-
side. Evolution does not reward those
who adapt first, but those who adapt best.
Who can see beyond the present and
embrace what lies ahead. While history is
at the heart of the New York Mercantile
Exchange, vision is our greatest
LOGO/TAG: NYMEX. Vision is our great
17. The Challenge How do you cut through the dense digital fog of mobile media
content providers to help launch a business to business company
into the consumer world?
Zingy is the third largest player in this space, offering content such
as ring tones, wallpapers, games and applications to a 14-22 year old
Cowboy’s two major objectives:
• Drive customer acquisition and retention through 57-777 call to
action and www.zingy.com.
• Develop a brand idea that differentiated Zingy from the
competition and created the foundation for a lifelong brand/
The Barriers Not only was the market crowded with major players such as
Jamster, but Zingy had the added challenge of living in the direct
response category. How do you build a brand while pushing massive
content? Cowboy tackled this problem by creating a campaign that
progressively added content over time while developing a strong
brand message via a direct response mechanism.
The Process Although Zingy already had a functional website, it was merely an
online catalogue of content and lacked a thorough brand personality.
The Cowboy interactive and advertising teams worked side-by-
side from the very beginning to ensure a cohesive brand look and
functionality. The interactive advertising and branding concepts
were also created during this time period.
The Positioning From the start, Cowboy worked with Zingy to differentiate their
brand and plant a flag in the ground for their future in the mobile
media space. We understood that the quality of the content set them
apart from their competitors and the ‘premium’ tonality of the ads
had to erase a lot of baggage within the category. The ‘Get DFRNT’
tagline did just that.
You know that one thing that everybody has? The most popular
thing on the block? That thing that reminds people of something
they’ve heard or seen or experienced before? Now, imagine the
exact opposite of that.
Zingy.com Get Dfrnt.
18. Web Design + Relaunch
Customer Acquisition Page
Exclusive Content Promos (Flash Animation)
19. Consumer Print Campaign
Launch ad targeted to male ‘suburban’ teens. Launch ad targeted to female ‘suburban’ teens.
20. Consumer Print Campaign
Launch ad targeted to male ‘urban’ teens. Launch ad targeted to an ‘urban’ male, 17-22 years old.
21. Consumer Print Campaign
Print ad targeted to ‘gamers.’ Print ad targeted to ‘urban’ males, 17-22 years old.
22. Interactive Campaign
Rich Media ‘Floating’ Banner
(Skydiver moves from out of the banner and down the
web page. Then back up, before type animation begins.)
Flash Animation Banner
23. Web Viral Videos
End tag: www.getdfrnt.com
A landing page for Zingy content.
These viral web videos were seeded during the
summer months and complemented the print and
interactive launches. These video links were sent via
email, bulletin boards, MySpace community boards as
well as a host of free online content venues, including
YouTube, Adrants and Collegehumor.com.
24. Promotional Ads — Exclusively Licensed Content
Zingy signed with Paramount Mister Cartoon, one of the
Pictures to promote ‘Nacho most respected urban-minded
Libre’ starring Jack Black. cultural icons in the country,
The tie-in was a seamless teamed up with Zingy to
connection to the dfrnt. brand promote his line of exclusive
promise. The release of the mobile content. Cowboy
movie and the launch of the conceived this ad with Zingy
Zingy advertising campaign and Mister Cartoon to push
commenced at the same time. authenticity and credibility to
the target audience.
25. Interactive Showcase.
We’ve been at the forefront of New Media for over six years now. It’s the backbone of what we do.
This, combined with our strategy and creative excellence, is what sets us apart.
26. Interactive Showcase
Save Your Money
‘Move out. Move up!’, ‘The Great Race’,
Viral Campaign Internal Incentive Program
Cowboy created this viral campaign initiative Cowboy created this interactive solution
to push the Orange Mortgage product for ING for an internal knowledge development
DIRECT. This micro-site was designed as an outlet program for the Global Transactions division
for people who can identify with the horrors of of Citigroup. It engages the Citigroup
renting. We identified 3 emotional tipping points employees with a fun way to learn a critical
that motivate home buyers in the 25-35 year old new operations program while competing
demographic: having a baby, moving in together for high scores and prizes. The internal
and bad neighbors. Videos, games, tips and tools competition aspect of the game has proven
were created to engage and push people to to be a very effective way to train and
explore the ING DIRECT component. communicate change initiatives in the
financial services industry.
27. Interactive Showcase
“Hope” Campaign “Monster/ eBay Powerseller Website”
A great example of an integrated, data-base
Being a private healthcare facility comes with the
solution. Monster asked Cowboy to combine
stigma of being “for-profit” (and therefore pretty
three portals into one database-driven site
greedy) in the arena of public opinion. CTCA
that instructed ‘eBay Powersellers’ on how
seeks to eliminate government and university
to build their small business into a much
bureaucracy while trying to beat cancer. Our
larger enterprise. Cowboy created rich media
communications centered on that one crystal
solutions such as the ‘One Click Ad Writer’
objective. We delivered a host of tools to get
(figure 2). This allowed viewers to pull up pre-
the message out to cancer patients, families of
written resumes within specific categories, edit
cancer patients, government officials and cancer
and save them to their computer. The site also
survivors. Quite simply, a great campaign for a
featured instructional videos (figure 3) on how
to use Monster.com in the most efficient way.
28. Historical Work.
Not quite recent, pre-Cowboy stuff that still knocks our socks off.
29. Historical Reel | Television
Miller Brewing Co. Miller Brewing Co. ESPN- The Life ESPN- The Life Coca-Cola DeBeers Pringles
This showcase represents some outstanding work members of our creative department
dreamed up (with the collaborative talent of creatives from former agencies) before
starting Cowboy. Looking at our history only shows where we’re headed.
30. Print Portfolio
This showcase represents some outstanding print work members of our creative department
dreamed up (with the collaborative talent of creatives from former agencies) before starting
Cowboy. We have a collective experience with some of the most prestigious brands in the world.
31. Capabilities + Philosophies
Account Service Our Account Service department is the gatekeeper to good client
relationships—the lifeblood of Cowboy. We immerse ourselves in your
business without losing sight of our own. The fundamentals of good project
management for Cowboy are simple; Expectations, Time and Money (ETM).
Clearly communicating these three fundamentals on a routine basis takes the
pressure off and keeps the agency/client relationship focused on succeeding in
your category, not negotiating with your Agency. Account Services strategize,
organize and coordinate the client/agency dialogues around brand strategy,
competitive intelligence, emerging technologies and most importantly, the
Brand Advertising Many agencies today can say they do everything, but few can say they do
everything the way we do. All of our senior executives touch every piece of
business we develop. From conception to execution, our ability to integrate
Radio • disciplines seamlessly is the hallmark of our agency mission. We don’t wear
Out of Home • multiple hats because we have to, but because it’s the best way to get things
Viral/Media Neutral • done. From a branding position our creative standards are the best in the
business with a pedigree of award-winning talents of like-minded people.
Electronic Communication Interactive advertising was once the ugly stepchild of the happy, tried-and-
true print/TV/radio family. Not any longer. We have been at the forefront of
HTML and Rich Media •
interactive communications with a five-year background working with clients
such as ING DIRECT, Citigroup, King Pharmaceuticals and Novartis, just to
Video on the Web •
Web Design • name a few. We have put together a best-in-class team from around the world
who work seamlessly with the advertising department from the beginning to
make sure no stone is left unturned and every option utilized.
Corporate Communication Good designers are a dime a dozen. Great designers who can strategize with
Account the client, however, are a very rare breed. Our graphic designers all have an
understanding of brand-building combined with a passion for reinvention. They
Sales Incentives •
Collateral Materials • are the ones who put the polish on all the great ideas we put forward. From
Advertising ETM Corporate
logos, brochures to wild postings, they do it all.
Partnership-Based We are a media neutral creative agency that develops brands and ideas that
Media Planning/Buying transcend the vehicle, by design. However, the media vehicle is a critical
component of any campaign and anyone that tells you different is selling
Media Planning, Buying and Campaign Maintenance • you something. We understand the importance of the partnership between
Search Engine Marketing and Organic Search Optimization • creative and media, so we have allied ourselves with some of the most
Marketing Planning and Strategy •
respected media companies in the industry. They ensure that we have the
Advertising Technology Consulting •
appropriate knowledge to make our ideas become a reality, sharing both our
Internet, Print, Broadcast and Alternative Media •
views about what works and our approach to creating impact for our clients.
Business to Business •
It is this understanding that has helped Cowboy guarantee solid, seamless
Consumer / Mass Market •
32. Executive Management
Dana founded Cowboy with the purpose of Scott has been creating award-winning
developing a client-focused, creatively driven advertising for the past 16 years at some of
organization. Dana always puts the client in the most creative advertising agencies in the
the center of the business and has extensive country such as Fallon and Wieden + Kennedy.
knowledge in the financial services arena His work has been recognized with all the
working with ING DIRECT, NYMEX, Citigroup, major international advertising awards such
Acala Partners and others. In addition to as a Gold Lion at the Cannes Film Festival, One
the financial industry, Dana focuses on Show, D&AD and the Clios.
other highly regulated industries including
After Fallon, he spent two years working with
Russell Simmons at RUSH Media, helping
Dana Farbo Scott Davis
Before founding Cowboy, Dana was Vice shape popular culture and close the gap
CEO Executive Creative Director
President of Client Services for Nethod LLC, between Madison and Vine, collaborating with
a Euro RSCG Company. One of his primary such Platinum recording artists as Ja Rule.
responsibilities was to help American The results were successful campaigns for
Home Products companies achieve global Coca-Cola and HBO.
leadership in interactive marketing.
Scott’s experience is as varied as the industry
Awards for Dana’s work include the London
is wide, working with clients such as Miller
International Advertising Award, an Effie and
Lite, ESPN, DeBeers, Smirnoff, Wall Street
Journal, Procter and Gamble, United Airlines
Dana’s focus the past 8 years has been and Kodak just to name a few.
building businesses in the underdeveloped
Scott would love to tell you how he loves to
internet landscape. Dana’s management
hike, sculpt and fashion racing boats out of
style is simple. Hire the best people to do the
expensive ivory. As creative as that may
work and then create the best environment
sound, it’s untrue. He does, however, fancy
to allow it to grow. Dana is the one wearing
himself a talented photographer.
Cowboy boots in the office and lives by the
idea that ‘once a cowboy, always a cowboy.’
33. 27 West 20th Street Suite 901 New York, NY 10011 646.442.4494 Fax: 212.691.6584