Miguel H. Gonzalez
Digital Creative, Content and Management Director
Bio is a digital creative
and management leader for advertising,
integrated and digital marketing firms.
Most recently at Momentum Worldwide,
Miguel reorganized the agency’s digital
practice across North America while
launching 10 initiatives in 9 months for
Coca-Cola, HP, Microsoft, American
Express and more.
Previously at DraftFCB, Miguel led
the emerging platforms team that
spearheaded digital and cross-media
campaigns for Boeing, Kmart, KFC and
SC Johnson. Miguel was Vice President,
Creative Director at Leo Burnett where
he co-led the launch of “An Army Of
One” for the U.S. Army, managed
the unprecedented “Basic Training”
webisode series, and launched the first
social networking community for Philip
During the dot-com era at interactive
agencies including Leapnet (Chicago),
Poppe Tyson (NY) and Ogilvy Interactive
(NY), Miguel developed and launched
interactive experiences and campaigns
for LendingTree, a startup brand
he named, Valvoline, Dean Witter,
Prudential Securities, IBM, MSNBC and
Slate online magazine. Miguel launched
media mogul Barry Diller’s first web site
at TV shopping network QVC in the mid-
At his first agency, Gyro Worldwide in
Philadelphia, Miguel helped make the
notorious Zipperhead campaign that
appears in the book Advertising Today
Miguel’s work has received awards from
Cannes, the One Show, the Effies, Art
Director’s Club of New York, Addys,
Reggies, New York Advertising Festival,
the Yahoo! Big Idea Chair and ad:tech. Photo: Sandro
New Balance needed
At Momentum, we faced clients who
breakthroughs in digital and
social media as the economy tanked.
Season In The Balance garnered enough buzz
and positive sentiment that New Balance re-
newed the effort for another year. Season two
will launch in 2010.
New management, outreach and moni-
toring were handled by Momentum’s Engage-
ment Intelligence group in London under an in-
ternal finance cooperation agreement I initiated.
Hamptonthe Cloud Nine Bed to
Hampton was introducing
mid-tier business travelers. I thought, If you’ve
had a great night’s sleep, it shows.
The idea was produced in national print, TV,
radio, OLA, web videos, web site, a national live
event tour and experiential Bed Head interven-
tions at airports for weary business travelers.
Then we won the prestigious Yahoo! Big Idea
Winner oF the 2008
TasTy award for
BesT Lunch Performance
“this is perFect For
“We have a liFest
“Feed your appetite For a good Film.”
“Finally a Film that leaves you satisFied.”
KFCcategory, you work with what you’ve
In the QSR
got. You deliver within razor thin margins. And
your results count.
When we launched the Life Tastes Better With
KFC brand platform, we ran print and digital
advertising that re-inforced the mainline effort’s
“Friday Night Lights” brand world.
KFC that needs explanation , a
For a new product
promotional microsite can be fun and smart. We
built this one using internal resources for only
$95,000. So it can be cheap, too.
KFCto leverage an existing asset, the
national TV spot, for interactive media. For the
expanding banner, you guess what Mom will say
and see results. On the left is a dvMail experi-
ment in video email that outpulls conventional
email by double digits.
RollingNew York-based team that
At Momentum, the
had been the core of Amster Yard collaborated
with the St. Louis-based account and creative
teams to develop “Born Small Town” for newly
acquired AB-Inbev brand Rolling Rock.
We activated the campaign through a music tour
and local bar events featuring Bloodshot Records
artists and a really relaxed vibe that resonated
with Rolling Rock’s indie cred.
U.S. Army the U.S. Army
My contribution to reinventing
brand began with the key strategic insight
that I wrote on an airplane napkin: “Army Is
The results were incredible. We turned the
brand and the recruiting mission around in the
first year. Plus, the campaign won a gold Effie.
After presenting at the Pentagon and traveling in
the U.S. and Europe with the senior-level clients,
I remain closely connected to members of the
client team to this day.
:: Miguel H. Gonzalez :: 708 445 9096 :: firstname.lastname@example.org ::
U.S. presented this launch kit that was
I wrote and
drop shipped to more than 3,000 recruiting
offices. It included a briefing manual, the iconic
posters from the launch campaign, banners,
window decals, post cards and mouse pads.
U.S. Army of the U.S.
Basic Training became the heart
Army campaign after its launch. The agency
and client leadership came to loggerheads over
creative differences, and the media was al-
ready paid for. So, this truly ground breaking
campaign of webisodes, spots, print, POS and,
importantly, online advertising driven by search
effectively inhabited the brand. And it worked.
We also took home a bronze CyberLion.
I wrote up concept, storyboarded webisodes,
plotted the editorial calendar and supervised
casting. Then I sold the idea in a tiny Pentagon
conference room full of Generals. No pressure.
U.S. Army content itself.
Basic Training actually became
The History Channel picked it up and ran it as a
13 week cable TV series.
U.S. the creative development of the
U.S. Army’s important sports marketing effort.
Originally, we named the NHRA dragster “The
Sarge.” But champion driver Tony Schumacher
quickly embodied the moniker and Army brand
In addition supervising the
agencies at Leo Burnett, I actively managed the
more than $55 million dollar U.S. Army direct
response budget, production and creative duties.
Shout and a great deal of trust for
It takes patience
CPG clients to approve innovative work. If the
idea stinks, you’re dead. The idea stems from the
benefit: Shout Wipes bring clothes back to life.
This viral video won a Gold Medal at the New
York Festivals. The campaign included live
events in six markets and online social media
support supplied by New Media Strategies. Fam-
ily company CEO Fisk Johnson loves it.
The way to break through the current stalemate
of client-agency of record relationships is to
present a campaign that is both strategically and
As a platform for converting NWA cardholders
into Delta SkyMiles members, Make Miles Mat-
ter was produced in live events, online and good
old TV and radio. Importantly, the idea provided
the catalyst for everybody’s contribution to the
This site for Colonial Williamsburg gives con-
sumers personalization and a calendar applica-
tion to explore and enjoy the real-world experi-
ence of visiting the historic vacation destination.
HP in an entertainment property and a
retail partnership with Office Depot. We pulled it
together with an integrated retail and consumer
promotion platform, “The Monster Makeover.”
Like more contemporary online promotions, this
effort for MSN Internet Access demonstrates
how brand relevance can inform a promotional
platform idea. At the time, MSN was mailing 35
million discs every quarter. With this brand ben-
efit driven program, we got them a 10 percent lift
at $32 per acquisition. It’s a case study for why
“buy this, get that” is never enough.
Kraft Foods of con-
I spent three solid years in the trenches
sumer promotion, experiential and entertain-
ment activation marketing as VP, Deputy Execu-
tive Creative Director of FCB/Marketing Drive
plus as a contractor at Frankel/Arc Worldwide
and 141 Worldwide.
In my quest to completely understand the
consumer decision journey, I was compelled to
understand how all marketing communication
and brand-building campaigns can derail at the
fateful “point of decision” in stores.
I learned to love the spider chart while winning
Reggies, Promo, Ex and POPAI awards.
DiGiorno platform and
My team developed the thematic
POS for DiGiorno’s NCAA partnership from its
inception. We were kickin’ it old school while
partnering with AOR partners for advertising,
digital, PR and media.
As lead agency for Busch Entertainment Corpo-
ration, we partnered with them through their
post-InBev transition as the stand-alone corpo-
rate brand Worlds Of Discovery. Our challenge
was to keep the new umbrella above its constitu-
ent theme park brands without losing its identity
in the mix. The site used Papervision 3D and
Actionscript 3 techniques for visual interest and
a truly contemporary feel (beyond the look).
Boeingfor Emerging Platforms at
As Group Director
DraftFCB, I took on a hybrid role that was part
creative idea starter and part innovation strategy
thought leader. For Boeing, we took the client
to the IPG Emerging Media Lab and immersed
them in digital and social media.
Storyscape came from that off site as a ground-
swell for the brand idea. The people of Boeing
embody its brand proposition because at any
given hour there’s somebody at Boeing working
on innovation all over the globe.
Monsantoreally B2F ... farmers
This looks like B2B, but it’s
are actually among the most wired business-
people in the U.S. Momentum launched the
Genuity brand and defined its Brand World. The
site was developed using Adobe Flex, the latest
generation of Flash, on top of a dynamic content
management system to accommodate all the me-
dia it takes to explain genetically modified traits
and stuff like that.
This pro-bono project introduced a one-day
event in the US in the form of a do-it-yourself
word of mouth marketing kit that was mailed in
an interoffice envelope complete with push pins.
We asked people to make their own copies and
pass the whole package forward.
The campaign included a series of web videos
that would today be used as “social media ob-
jects” to increase awareness, conversation and
buzz through online social networks.
As a design-oriented copywriter I’ve often been
asked if I can lead designers -- especially in digi-
tal. This IBM site won gold from the Art Direc-
tor’s Club of New York and the unambiguous
praise of CEO Lou Gerstner.
QVC QVC.com was itself a precursor of
integrated marketing to come. I’d developed the
name “The Quest for America’s Best.” And I cre-
ated the site based on giving fans exclusive ac-
cess to original content they couldn’t get on TV.
This was not only one of the first advertising
campaign web sites of its kind, it was Barry
Diller’s first web site. The design’s dated. But
the idea and content strategy remain vital and
Development and Production AvVenta, Charleston Electric Artists, New York
Digital Arbor, Boston Eye Wonder, New York/Chicago
Resource Contacts Blockdot, Dallas Feed Company, Los Angeles
Digital is far too diverse for any agency to go it alone. Even the digital The Hyperfactory, New York/Auckland dvMail, Evanston (IL)
agencies need support here and there.
eatdrink, Las Vegas/Chicago egg strategy, Denver/Chicago
I have fostered a network of best-in-breed suppliers for strategic in- Interpolls, Pasadena/New York Impact Mobile, Toronto/New York
sights, mobile programs, rich media, kiosks, projections, content man-
agement systems, rich Internet applications, social media monitoring
Phenomblue, Omaha The Seventh Chamber, London
and outreach, multimedia email and more. New Media Strategies, Washington DC VerveLife, Chicago
Sia Interactive, Miami/Buenos Aires BzzAgent, Boston
Admob, San Mateo/New York MotiveQuest, Evanston (IL)
Nearpod, Miami Klip Collective, Philadelphia
MonsterMedia, Orlando Protein Editorial, Chicago
Pointroll, New York Mekanism, San Francisco
Oddcast, New York Eyeblaster, New York
The Viral Factory, London/Santa Monica Domani Studios, Brooklyn/Chicago
sixteen30, Chicago Driftlab, Atlanta/St. Louis