Miguel H. Gonzalez Portfolio 2010


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Work I created from teams I've managed including campaigns and programs from Momentum Worldwide, DraftFCB, Marketing Drive/FCB, Leo Burnett and Leapnet.

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Miguel H. Gonzalez Portfolio 2010

  1. 1. Miguel H. Gonzalez Digital Creative, Content and Management Director
  2. 2. Bio is a digital creative Miguel Gonzalez 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 Morris. 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- 1990s. At his first agency, Gyro Worldwide in Philadelphia, Miguel helped make the notorious Zipperhead campaign that appears in the book Advertising Today (Phaidon). 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
  3. 3. 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.
  4. 4. New management, outreach and moni- Balance Social media toring were handled by Momentum’s Engage- ment Intelligence group in London under an in- ternal finance cooperation agreement I initiated.
  5. 5. 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 Chair award.
  6. 6. Winner oF the 2008 TasTy award for BesT Lunch Performance “this is perFect For our liFestyle.” “We have a liFest yle?” “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.
  7. 7. 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.
  8. 8. KFCto leverage an existing asset, the Here’s how 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.
  9. 9. RollingNew York-based team that Rock 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.
  10. 10. 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 Strength.” 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.
  11. 11. :: Miguel H. Gonzalez :: 708 445 9096 :: miggon@hotmail.com :: U.S. presented this launch kit that was Army 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.
  12. 12. 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.
  13. 13. U.S.theArmy 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.
  14. 14. 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.
  15. 15. U.S. the creative development of the Army I supervised 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 values himself.
  16. 16. U.S.toArmy sub-contractor 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.
  17. 17. Shout and a great deal of trust for Wipes 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.
  18. 18. American Express The way to break through the current stalemate of client-agency of record relationships is to present a campaign that is both strategically and creatively undeniable. 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 client’s success.
  19. 19. Busch Gardens 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.
  20. 20. HP in an entertainment property and a HP invested retail partnership with Office Depot. We pulled it together with an integrated retail and consumer promotion platform, “The Monster Makeover.”
  21. 21. Microsoft (MSN) 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.
  22. 22. 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.
  23. 23. 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.
  24. 24. Worlds of Discovery 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).
  25. 25. 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.
  26. 26. 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.
  27. 27. COMMENTARY THAT HITS BE LOW T H E B EL T W A Y What matters. Slate team went on a new business The Internet’s informed look at politics and culture. Read it FREE at www.slate.com. At Leapnet, my tear with Microsoft after solidifying our MS- NBC relationship. For Michael Kinsley’s ground breaking political magazine, I led the strategic effort and wrote the brand manifesto with the tag line “What Matters.” © 1999 Microsoft Corporation. All rights reserved. Slate is a registered trademark of the Microsoft Corporation. Slate became number one in its category, and we had a lot of fun with it.
  28. 28. Concern 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.
  29. 29. IBM 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.
  30. 30. QVC QVC.com was itself a precursor of The original 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 relevant.
  31. 31. 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