thank you for opening this
up and having a bit of curi-
osity as to what Red Iron
is all about. i hope you will
find what you are looking for in
ning agency. what makes Red Iron
different is my understanding of
how business works and how you
just need that go-to-team to get
stuff done and get you promoted.
i am ready to create a small agency made
up of people who used to be in a
big agency who want more. i know
how business works – i am a share-
holder, i know how brands work – i
am a consumer. i know that you want
to make your budget go far, i have
been there, done that – i wanted
that promotion too!
here are some of the agencies where i have worked, learned and played. >>>
i say my lexicon is simple, fun, smart, and please don’t hate me for not
inventive, intelligent, conversa- liking the phrase low-hanging
tional. i say things like crave- fruit, or synergy, or relentless
worthy, and passionate, and bril- pursuit, or web 2.0. it’s just not
liant. it’s more about talking who i am, i’m not a BS bingo play-
things through, asking the right er. let’s just talk and leave all
questions, using words that are the buzz at the door. >>>
both emotional and vocational.
let’s just talk, we are bound to
come up with the right language to
frame your brand. keep it simple,
i am already impressed with you for
the position that you are in.
btw, isn’t your
brand better than
the fruit that
anyone can easily
grab? you don’t
know where their
hands have been
get a ladder,
i can we are all students of marketing, here’ a TAG CLOUD of what i have
branding, creative, experiential, done before and any combination of
interactive, right? we are con- these things can be pulled together
stantly learning, trying, teaching, for you. >>>
analyzing and going around another
time. i can do a lot and there
isn’ much i won’ attempt. you’
t t ll
find that i am honest in my capa-
bilities and limitations. i m not
afraid to say i don’ know, but am
excited to learn. above all, we both
want you to succeed, so together
we’ do what it takes.
engaging your tribe
a u d i e n c e brand values integration
insight event production
art direction pitching
strategy brainstorming graphic
planning copywriting design
channel social media
i did >>>
a lot of work in a lot of different
areas at a lot of different compa-
nies with a lot of great people.
in short, i have done...well, a lot.
as you will see, it’s done with
integration in mind. it doesn’t
have to match like luggage, but the
strategy, tone, message should all p print
feel like it’s coming from the same
brand. your customers don’t really
understand or care about your org
chart, so don’t show them.
i Little Little
im Your health supply superstore
1. Wall Street Journal Full page launch ad 2. EcoEasy microsite 3. Easy Button microsite with commercials, games
and programs 4. Easy Button billboard 5. Easy Delivery Man viral flash game 6. NASDAQ board in Times Square
To successfully launch the Finally, this was a con-
repositioning and rebranding certed effort across various
of Staples from “Yeah, We business units, so integra-
Got That” to “That Was Easy” tion was mandatory.
Create a comprehensive shot- Brand attribution is at an
gun blast of media and mar- all-time high for Staples
keting to introduce Easy and the actual Easy Button
through the use of the Easy has gone on to rockstar sta-
Button tus and over 3 million have
been purchased to date.
First things first, the team
had to determine what the
button was. Was it real?
Was it rendered? What is its
personality? Does it talk?
What does it stand for?
What’s its promise?
Second, we needed to support
this launch with an arsenal
of tactics including out-
door, PR, interactive and
social responsibility ef-
1. Staples Rewards statement insert - front 2. Statement insert - inside 3. Online banner 4. InkDrop micro-
site 5. InkDrop self-mailer - outside 6. InkDrop self-mailer - inside
Create a brand identity and of logo marks and overall look
launch program for Staples’ new and feel. InkDrop was born.
ink recycle and replenish Staples
from Finally, the cross-channel
synchronization of messaging
pulled the online team, the
Strategy operations and fulfillment team
Develop a name, identity and together with the direct mar-
communication pieces to help keting team. Messaging was
get this program off the determined, pieces were creat-
ground — using all channels ed and a program was launched.
This group took on everything
from designing the Tyvek re-
Approach turn envelopes, to the DM, to
The team first set out to the email campaign, to the
understand the marketspace, site design.
the audience and any competi-
tive pressure. With this Results
information in hand and the
Enrollment went through the
Easy Brand Promise - make
roof. We had developed a
buying office products easy —
product and service offering
they then explored dozens of
that was a no-brainer for many
potential names for this
small businesses. The brand
is still going strong today.
Once InkDrop was identified and
legally secured, the team then
developed an exploratory
1. Jared’s 10th anniversary site 2. Pants Dance game 3. Health Promise pants signing 4. Pants Dance objec-
tives 5. Congratulations shout-outs 6. Auditions for next TV spot 7. Pants Dance game play 8. Level Up!
Celebrate Jared’ 10th
s Jared did to himself 10 years
anniversary and create aware- ago. People sent in stories
ness and participation in SUB- of how Jared was an inspira-
WAY’ commitment to fighting
s tion and motivation for them to
childhood obesity. change their lives and to stay
Strategy We even created a clever viral
Create a website destination to game called Pants Dance where
celebrate Jared’ anniversary
s you try to catch the good for
and highlight the continued you items and avoid the not-so-
benefits of eating at SUBWAY. good for you ones.
We wanted to create a time- Like any marketing site, you
line site like none other. Not need to drive traffic for it
only can you slide back and to work. We implemented a
forth between the years with campaign of sync banners and
Jared as a green screen host, email blasts to drive traffic
but you can contribute to the to the site. In addition, the
timeline yourself. Pants Dance was featured on
VH1 Best Day Ever. The game
Users engaged in the site and racked up game play time that
sent video and text congratu- equalled over 2 years of cal-
latory messages to Jared. They endar time.
signed a virtual clothes line
of giant jeans in a pledge to
make a Healthy Promise as
1. Video street teams in Time Square capturing shout-outs to Jared 2. Photos of participants with Jared’s giant pants
on the NASDAQ board 3. Jared and Michael Strahan on stage 4. Check presentation from The Jared Foundation 5. Sign-
ing the promise board for the prevention of Childhood Obesity 6. Double decker tour bus wrapped in Tour de Pants
Create awareness and partici- giant pants which was posted
pation in SUBWAY’ commitment
s both online for them to
to fighting childhood obesity retrieve and on the NASDAQ
and celebrate Jared’ 10th
s jumbo board.
The photo moment came when
Jared and Michael Strahan took
Strategy the stage and kicked off the
Create a multi-channel event tour. It was followed by the
highlighting SUBWAY’ commit-
s initial donation to Jared’s
ment and Jared’ 10th. Drive
s foundation by SUBWAY’ dairy
press awareness and PR value. partner which segued to the
reveal of the new Got Milk
campaign featuring Jared.
Drafting off the Jared’ 10th
anniversary website, we staged
the start of the Tour De Pants We had great PR pick-up on this
in Times Square on Military event thanks to Jared and Mi-
Island with the help of SUBWAY, chael Strahan. Our press kit
Jared, Michael Strahan and was even featured in US maga-
other sponsors. zine as the premium in their
weekly sweepstakes. From here
Here, we flooded Time Square the tour moved around the
with street teams who spent country and generated a higher
time intercepting people awareness score than simulta-
inviting them to have their neous broadcast initiatives.
picture taken with Jared’s
1. Online auditions for next TV spot 2. Casting Agents 3. Stage for open casting call 4. Street team handout
5. Hollywood Blvd. aerial view 6. Open Casting Call leaflets
Continue the buzz around auditions hosted by Talk
Jared and SUBWAY’s Tour De Soup host Joel McHale.
Pants as it arrived on the
People were able to post
their own audition tape in
recording tents set up with
Strategy the hope to be pulled up on
Create an integrated event stage and try it live with
that generated awareness for Jared himself and impress
the fight against childhood the panel of experts who
obesity, the commitment from will determine one of the
SUBWAY to keep kids healthy, winners that day.
to celebrate Jared’s 10th an-
niversary with SUBWAY and to Results
find the next star of a SUB-
We had everyone out for
WAY commercial. Whew!
this, including Marilyn Mon-
roe and Zoro. The audition
Approach was a great success and con-
We created a contest for the tinued well after the event
public to audition for a role through the online posting.
in SUBWAY’s next TV spot, and Results for the Tour De
hosted it both online and Pants far exceeded SUBWAY’s
live on Hollywood Blvd.. expectation for impressions
and extended their marketing
Street teams flooded the area budget with the lowest CPM
up and down the boulevard as of all their broadcast-like
Casting Agents and drew peo- initiatives.
ple into watch the live
1. Fidelity Investments Recruiting semester planner for undergraduate students 2. Flipped over to become a
notebook with Investment Management terminology
To increase applications for tually curious to a landing
employment from top tiered page with a challenge ques-
undergraduate and graduate tion. Eventually, this lead
schools. them to the recruiting site
and information about on
campus visits with Fidelity.
Show a new, untold side of The journal worked to keep
Fidelity and position it as students organized dur-
the place where the best of ing the semester, introduced
the best go to work. them to the people at Fi-
delity through profiles and
educated them with invest-
ment management terms on the
With the print side of this notebook side.
assignment, we used the same
research and audience in-
sight and the same platform
of “best of the best” as we We have had to reprint this
used for the web and video as they have been scooped up
components of the campaign. by undergrads. Applications
have exceeded all of their
However, in print we focused expectations and overall
on the on-campus audience consideration for Fidelity
and developed a blind teaser as a choice is setting a new
campaign called If You Only high water mark. Anecdot-
Knew and created IfYouOnlyK- ally, we are hearing students
new.com. The student center say that they never knew Fi-
and shuttle bus shelter post- delity was such a cool com-
ers were without the Fidelity pany to work for.
logo and drove the intellec-
To increase applications for We needed to tell a differ-
employment from top tiered ent story about Fidelity, one
undergraduate and graduate that highlights some pretty
schools. amazing facts and points to
a different brand of a com-
Show a new, untold side of We used the platform of “Best
Fidelity and position it as of the Best” to determine
the place where the best of what we said, how we said
the best go to work. it, even down to the quality
of the paper used for the
leave behind journal. Only
the best would do.
To start, we hit research
hard. Cultural trends, au-
dience insight, focus groups
all pointed us in a direc- Applications have exceeded
tion that was hard for Fi- all of their expectations
delity to swallow at first. and overall consideration for
Fidelity as a choice is set-
Fidelity wasn’t even on the ting a new high water mark.
consideration list, so great Anecdotally, we are hearing
candidates and future fund students say that they nev-
managers weren’t even show- er knew Fidelity was such a
ing up at events or submit- cool company to work for.
ting their applications.
1. Kids controller module and various skins and screens 2. SUBWAYKids.com main page for both kids and parents
3. Parents site path and various subpages
Create an online destina- to SUBWAYKids.com? What was
tion for kids and parents to in it for them?
learn more about eating well
After a brief but intense
and staying fit with help
period of planning and in-
sight, we created two plat-
forms: “I choose” for kids
Strategy and “advantage” for parents.
Develop a space for kids
Now we were able to build,
which is grounded in the
test and deliver a site that
insight of “I choose” and
meets the needs of two very
a parallel site for parents
different audiences, but
focused on “advantage” in
communicates the singular
helping their kids to lead
message that Subway is the
healthy choice for kids.
When we first started this
Overall, site traffic is up
assignment, we set out on
with repeat visits topping
the path to just build a
site. We had the require-
ments, the tech specs and Additionally, this insight
the design standards. has lead to an overhaul of
their SUBWAYKids program,
But what we didn’t have was
messaging and communication
a deep understanding of our
audiences — kids and par-
ents. Why would they come
1. Fauxbesity definition ad 2. Attack ad for Happy Meal audience 3. Attack ad for Kids Meal prizes
To grab the attention of were flipping through their
mothers and shake them about favorite magazines. This
the realness of childhood would accomplish that.
obesity and how SUBWAY is a
For Fauxbesity, it is a term
solution to help them and
that SUBWAY coined which
would also get moms to stop
and think about what is re-
Strategy ally in their kids meals.
Show mothers that they have
All in all, we were able to
a choice when it comes to
create branding, awareness
feeding their children while
and attack ads all from the
on the go. Walk right up to
same core insight.
the line and perhaps put a
toe over it.
Approach This series is just starting
to run nationally, but the
The hardest part of this as-
preliminary testing proved
signment was probably do-
that it was built to grab
ing the photo search and
attention and in some cases
plugging in key words like
was emotionally offensive.
“chubby kid”. The truth is,
this is what grabbed the at-
tention of the mom’s we test-
ed it on.
SUBWAY wanted to get moms to
stop in their tracks as they
1. The Desk Apprentice microsite 2. Desk Apprentice flash game 3. Event photos from the Invention Quest finals at
NASDAQ Marketplace 4. Internal Communications poster for The Apprentice Staples episode 5. Invention Quest homepage
6. Associate Invention Quest office/cubical hang tag
Find the next easy office Synchronization for this
product invention, to pro- initiative was intense, with
duce and sell, by reaching an appearance on NBC’s The
out to a mass audience as Apprentice, we synced the
well as internal associates. introduction of a new prod-
uct from the show with the
ability to purchase it
online that night.
Develop a campaign for the
launch of Invention Quest
that triggers positive par-
ticipation and awareness in Overall program participa-
all channels. tion was through the roof
and the Desk Apprentice,
which was developed through
a weekly challenge task on
This was a full-court press the show, sold out in under
to create a multi-channel an hour.
initiative that spanned re-
tail, interactive, events
Our cross-functional teams
worked together for messag-
ing and look and feel to
ensure that we are sending
the right brand message to
all various audiences.
1. Overview panel for EMD Serono 2. Aerial view of booth space 3. Community donation tower
Make EMD Serono look like a Then our content was simple,
big player as a new comer in a clear, concise about the prod-
well-established arena—without uct and therapy offerings.
the big budget.
But the twist was the donation
thermometer in the center of
Strategy this booth. Every one who en-
Reach the audience of physi- ters the booth can contribute
cians not with just product $1 of EMD Serono’ community
content, but with their hearts. budget to the Children’ Sci-
ence Center of Atlanta where
the show was hosted.
It takes a lot more creativity
than you think to come up with
a presentation on a small bud- This booth has yet to be in-
get. We knew that EMD Serono stalled, but seems like we are
would either have to shout on the mark for success.
louder than the next company
or be quietly confident and
flip the table on their booth
For starters, we pulled all
the content into the core of
the booth vs. pushing it to
the perimeter, people will
have to come in to see what is
1. Architecture for Site Modules and Wrappers 2. Grid structure to the pixel
Create the lightest band- We created short-hand for
width e-commerce site in the code that was measured in
world and separate content bytes, not K.
from presentation from func-
On top of that we were able
to build thousands of pages
to be on brand and near per-
Strategy fect in a fraction of the
Develop a core architecture time. This allowed on the
for presentation of content fly swaps of overall look and
that no one else is doing. feel with a few key strokes.
Our initial approach took First, the site disappeared. ®
6 months to develop and 1 In the NOC, the homepage had
month to build out. We cre- and initial hit, but then
ated a website that was the fell off the cliff because
lightest and fastest in the everything was preloaded on
world for its time. a series of style sheets.
We knew that spending the Second, the site ripped.
thinking time up front would This was the fastest e-
save us thousands of hours commerce site in the world
on the back end build cycle. without adding additional
servers to the farm.
We found the authors of CSS
II and helped to pressure Last, it looked great. We
test it well in advance of were able to separate con-
universal acceptance. tent from presentation.
1. Print Ad for key decision makers and CIOs 2. Print Ad for Product Managers
Find a way to influence de- What we found is that there
cision makers, CIOs, CTOs, is a universe of data that
and product managers to stay these providers are collect-
with ALU as more LAN lines ing and ALU is the only one
are going away. who can help you make sense
of it and productize the re-
Leverage innovation which is
at the core of Bell Labs to
make sense of the customer Too soon to tell, the client
data to then develop profit- loved it. Felt it clearly
able products and services. captured the solution that
ALU can provide using its
technology and its innova-
This is tough stuff. VOIP,
LAN lines, hard wires, cell
services, lots of data. With
open source, customers are
no longer customers for life.
We learned that products
that your cellphone provider
can charge you a monthly fee
for quickly become parity
with other providers and are
now free. It’s hard to find a
differentiator in this space.
thank you for taking the time to
get to know us a little better .
i hope you can appreciate my inter-
est in brands, in marketing and in
creating meaningful experiences.
i look forward to the chance to work
and learn with you. give me a call,
i am up for the conversation and
a cup of coffee.
3 Haven Way
Hopedale, MA 01747