The document summarizes the rise of "hybrid" creative professionals who are capable of working across advertising, marketing, digital, and other disciplines. It notes that rapid technological changes have disrupted traditional agencies and created demand for generalists with cross-platform strategic and tactical skills. It introduces Steven Weiss as an example of such a hybrid creative professional, providing an overview of his experience in roles spanning branding, advertising, digital, shopper marketing, and more. His work examples illustrate campaigns that have effectively engaged target audiences across multiple platforms.

1. THE HYBRID CREATIVE YOU’VE BEEN LOOKING FOUR.
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2. STEVENWEISS
HYBRIDCREATIVE
THE RISE OF THE HYBRIDS
OUT WITH THE OLD
Almost overnight, advertising and marketing agencies experienced extreme business as usual interruptus. Rapid advancements in digital techno-
logy changed the old and familiar landscape of finite media and marketing platforms. [Now there’s also online, tablets and smart phones; videos
rich media, social media, branded content, banners, apps, in-app advertising, and “ZERO TV” streaming households.] The technology-propelled
platform proliferation continually challenges agencies to stay current, utilitize the new platforms, scramble for limited specialized talent and build
a forward-thinking agency model to remain relevant and better serve cleints’ total needs, in the new age of omnichannel marketing.
IN WITH THE UN-SILOED
Thee challenges have given rise to a more generalist style agency and a [demand for a new kind of well-rounded, tech-savvy creative professional.]
On who’s capable of strategic development with a holistic, cross-platform perspective vs a single-discipline lens. One who’s capable of leading the discovery
of new, different, better thinking to differentiate and win in a constantly cheaging marketing ecosystem. One who’s capable of shaping ideas so they have a
motivating human purpose, and reshaping technology to integrate with marketing activitues and human behavior. One who’s capable, with seamless agility
of tactically executing across traditional and new media platforms, and who understands we’re not in the business of winning advertising awards or building
websites with the latest bells and whistles (although each has it’s place) but in the business of creating change, through creative business solutions that move
brands and improve clients’ bottom line.
HYBRID4RELENTLESSLY PURSUING NEW, BETTER, DIFFERENT [ FOR THE NEW AGE OF OMNICHANNEL MARKETING.]
PG 2
DIGITAL SHOPPER PROMOTION TRADITIONAL
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3. STEVENWEISS
HYBRIDCREATIVE
PG 3
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PROFILE
Business-minded, multiple award-winning creative director, conceptor, writer and documentary filmmaker, with global, large account and division management experience
across [digital, shopper and promotion, with a career foundation in branding and advertising via Chiat/Day NY.] Expertise in developing large scale, cross- platform
campaigns that engage and change behavior, and executing across traditional and new media. Practiced in leading the discovery of new, better, different thinking; mining
gold from dozens of raw ideas and turning them into brand-building campaigns that get clients excited and buying, up through C-Level. Skilled in running a buttoned-up
operation, with reverence for budgets, timelines and ROI; motivating high-performing, cross-functional teams; winning new business ($140M in last six years).
EXPERIENCE
SURGE! CREATIVE / CHICAGO, IL / MAY 2009-PRESENT / FOUNDER, CONSULTANT
A unique hybrid creative collective providing on-demand backup bandwidth for corporations and agencies. [Won over $25M in new business for clients since founding
the company, including saving $15M Nissan direct/digital business for Epsilon/Aspen in 2012.] Clients: DivaMall.tv, Epsilon/Aspen, Fanaxcess.com, HMT, Leo Burnett/ARC,
Liquidus Digital, MIXX NY, MSI, Jim Beam Brands, The Marketing Store, Rhea Kaiser, Ryan Companies, Tri3ect
Featured Work: Intel Out With The Old, In With The Ultrabook retailer/shopper digital assets / Mercedes new CLA SetYour Soul Free digital launch strategy, creative and brand
activation platform / Kraft Huddle To Fight Hunger Pro-Award winning shopper cause promotion, and Mom’s A Mealtime Hero multi-brand shopper solution / Conagra New
Go Tos multi-brand shopper dinner solution / Nissan WhenYou Do Something, Do It Better Than Anyone RFP coffee table book and Preseo response presentations.
LEO BURNETT/ARC / CHICAGO, IL / SEPT 2005-JAN 2009 / CREATIVE DIRECTOR
Directed development of new product global branding campaigns (advertising, digital, launch events, design guides, store environments, and sales collateral) plus shopper
promotion and sponsorship activation programs. [Won $115M Global BlackBerry business and took Curve to #1 worldwide in 2008. Convinced Sara Lee’s newly acquired iconic
brands to fund co-marketing efforts, with a Portfolio Shopper Platform based on shared equities.] Clients: BlackBerry, Sara Lee (Jimmy Dean, Ball Park Franks, Hillshire Farm)
BB Work: Life On BlackBerry global branding and four new product campaigns / Videograms From The Edge of Doing GENY entrepreneur targeted website/activation concept
John Mayer Summer 2008 and Madonna Sweet and Sticky tour sponsorships SL Portfolio Work: Real Food, Real Life shopper platform / In The Kitchen with Julia (Louise Dryfus)
$15M year-long shopper concept / The Holidays Aren't What They Use To Be shopper meal solution SL Brand Work: Ball Park Hungry For Challenge Mountain Dew AST
activation (Cited by Tour management as new sponsor best-in-class example) and Hungry to Win Nintendo game (Over indexed against teen target; 80% coupon redemption)
DIGITAL SHOPPER PROMOTION TRADITIONAL
HYBRID4RELENTLESSLY PURSUING NEW, BETTER, DIFFERENT [CROSS-PLATFORM CREATIVE BUSINESS SOLUTIONS]
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4. STEVENWEISS
HYBRIDCREATIVE
PG 4
EXPERIENCE
NOLINE MARKETING / NEWYORK, NY / MAY 2004-AUG 2005 / EXECUTIVE CREATIVE DIRECTOR
Directed freelance pool for this Soho boutique agency, operating under a remote-work model and“staffed” with account planners, program architects and creatives to solve
business/marketing/creative challenges for corporations, agencies, non-profits and start-ups. [ Won four new clients in year one, doubling agency net profits. ] Clients: Ameri-
can Prostate Research, ARC, Chivas Regal, Chiat/Day, Crown Royal, Chock full ’O Nuts Coffee, HBO, NYNEXYellow Pages, SKYYVodka,Tracy Lock,Voltaire BusinessVOIP
FeaturedWork: Chivas Regal BeautifulWomen Always Get In guy targeted loyalty program (Won $150k fee project) / Crown Royal Community Champions documentary
featuring motor sports drivers (Won $75k fee assignment ) / Peanut Chews Chew It Up X Games snowboarding sponsorship (Increased sales by 30%, turning a forgotten candy
into a brand with a future) / SKYYVodka Eat My Shorts film school scholarship contest (Provided client with unique web content, while engaging 21-26 y/o target)
TRACY LOCKE /WILTON, CT / JAN 2003-MAY 2004 / DIRECTOR, CONCEPTS AND SPONSORSHIPS
Hired to revamp department. Conceived, sold in and implemented an innovative development model, successfully overhauling agency’s entire creation process. [Delivered an
80% improvement in Pepsi‘s agency concept rating score.] Clients: PepsiCo (Frito Lay/Mountain Dew/Lipton/Tropicana) AOL, Cuervo, Grand Marnier
FeaturedWork: PepsiYoda Jedi Challenge online interactive game/sponsorship activation (Won summer 2005 sales) / Pepsi 1IN 3Wins iTunes UTC instant win game (First
iTunes partnership won a Gold Reggie and lifted summer 2004 sales to a record level) / It’s HowYouWatchThe Game NFL season-long retail platform and promotion)
Grand MarniaTurn OffYour Cell/Start Up A Conversation campaign (Won $8M advertising/promotion business)
CYRK / NEWYORK , NY / NOV 1997-DEC 2002 / MANAGING CREATIVE DIRECTOR
Ran 75-person marketing/premium design division for this $1B loyalty, promotion and custom premium company. [Rebuilt the operation leaving the red behind and
exceeding revenue projections every year, after first year.] Clients: First USA Bank, British Airways, Kraft, NACAR, NFL Properties, Pepsi, Philip Morris
FeaturedWork: NASCAR new sponsor activation, and branding/advertising businesses (Won account via free marketing services, in exchange for premium business valued at
$50M+) / Marlboro Miles loyalty promotion catalogs, refresh sweeps, custom premiums, retailer pos and incentive programs. (Generated $150M+ in annual agency revenue)
PRIORTO 1997
OGILVY / NEWYORK, NY/1994-1997 (IBM GLOBAL PROMOTION CREATIVE DIRECTOR) / ARDTV/BERLIN, GERMANY/1993-1994 ( DOCUMENTARY FILMMAKER INTERNSHIP)
CHIAT DAY/NEWYORK NY/1987-1993 (COPYWRITERTO ACD / BRANDING, ADVERTISING, PROMOTION, DIRECT)
EDUCATION
MA ADVERTISING/MICHIGAN STATE UNIVERSITY / BA TV PRODUCTION/EASTERN MICHIGAN UNIVERSITY / COURSEWORK/KENDAL SCHOOL OF DESIGN / MANAGING DIGITAL BOOT CAMP
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5. DIGITAL
dd
HOME DEVICES APPS & MEDIA SOFTWARE SUPPORT WHERE TO BUY PROPEL YOUR DO LIFE
A BlackBerry For Every Doer.
Chad Muska
Do LIFE
Curve 8900
Pearl 8200 Bold
Stella McCartney/Fashion Designer Chad Muska/Skateboarding DJ Jake NIckell/Founder Threadless
Storm
CAPITALIZING ON GEN Y/X ENTREPRENEURIAL SPIRIT.
BLACKBERRY GLOBAL CAMPAIGN (WEBSITE)
CONTEXT
“Life on BlackBerry/Connect to Everything You Love
in Life” collage idea won $110M business to develop brand’s
first global branding and launch four new devices, each with
its own branding, under the umbrella campaign, to broaden
appeal beyond historical business tool user base, compete with
iPhone and grow the business.
ROLL
Manage team of cross-functional creatives/UX staff, deve-
loping cross-platform global campaigns, including advertising
digital, brand/devise guides, APPS, carrier launch
promotional events, store environments and sales collateral.
STRATEGY
Capitalize upon GEN Y and younger GEN X entrepreneur
trend via “Do Life on BlackBerry” thematic campaign ex-
tension, activation concept, devoted website section
on main site.
CONCEPT
Use an eclectic group of aspirational, yet relatable celebrity
DOERS (Stella McCartney, Chad Muska, Jake Nickell, Sam
Mendes, John Mayer, Madonna) to connect with/inspire
target via Videograms From The Edge Of Doing” documen-
ting their ventures and demonstrating how BlackBerry
enables their “Do Life”.VIDEOGRAMS
FROMTHEEDGEOFDOING
BlackBerry® presents:
STELLA LAUNCHES ECO-FASHION TERRORISM CHAD SPINS AT JOHN MAYER’S ASPEN BIRTHDAY
JAKE STARTS YOUR START UP SAM MAKES YOUR REVOLUTIONARY IDEA INTO A MOVIE SHORT
Do Life On BlackBerry®
CROSS-PLATFORMS: GLOBAL BRANDING & ADVERTISING FOR EACH NEW DEVICE PLUS WEBSITE SECTION, SOCIAL CONTENT ACHIEVED #1 POSITION WORLDWIDE 1ST YEAR.
BANNER ADS, OUTDOOR, APP, PROMOTIONAL LAUNCH EVENT, STORE ENVIRONMENT, DESIGN GUIDE, SALES COLLATERAL
ROLL OVER TO DISCOVER HOW THE LATEST SMARTPHONES CAN PROPEL YOUR DO LIFE
S C R O L L T O V I E W M O R E D I G I T A L W O R K
STEVENWEISS
HYBRIDCREATIVE
Sam Mendes/Director

6. VISUALLY CONNECTING TO EVERYTHING YOU LOVE IN LIFE.
B L A C K B E R R Y G L O B A L C A M P A I G N
( W E B V I D E O S E R I E S )
CONTEXT
“Life on BlackBerry/Connect to Everything You Love in Life”
collage campaign idea won $110M business to develop
brand’s first global branding initiative, and launch four
new devices, each with their own branding, to broaden
appeal beyond historical business tool user base, compete
with iPhone and grow the business.
ROLE
Directed development of website videos for four new devices
and conceive/wrote copy for two, based on LOBB collage look &
feel. Wrote “Touch everything you love in life” tag line.
STRATEGY
Instead of laundry listing device features, add emotional value
by visually conveying the humanity of connecting to passions
enabled by the device.
VIEW
sweissportfolio.com/482949/blackberry-web/
DIGITAL
Touch everything you love in life.
S C R O L L T O V I E W M O R E D I G I T A L W O R K
STEVENWEISS
HYBRIDCREATIVE

7. STEVENWEISS
HYBRIDCREATIVE
STARRINGWILLEM DAFOE / USHER /YOU
MERCEDES AND NOKIA PRESENT
AUDITION NOW FOR PAID ROADTRIP
REPORTER GIG ANDYOU COULDWIN IT ALL
NEWMERCEDESCLA (SOCIAL & OFFLINE ACTIVATION)
CONTEXT
Launching Fall 2013, the CLA (under $30k) is built to
connect with GEN Y/X who perceive brand as out of
reachand out of touch with their life. Client wanted an
idea that pushes the fascinating, edgy, contemporary
and leveraged the “Set Your Soul Free” Super Bowl spot
to engage target, create awareness, an emotional
connection, relevancy, interaction, consideration.
ROLE
Developed a brand activation platform, digiital
strategy. contest idea, visual direction and copy.
STRATEGY
Emotionally connect by aligning with target’s life-
style, passions via “ Experiential” platform, tapping
into targets desire for one-of-kind lifetime experiences
they can enjoy with friends and family.
CONTEST
Via facebook page video entry, top 10 selected based on
Likes, then 3 road trip paid reporters selected by judges
and win it all then take off on their dream road trip exper-
ience with buds. Posted pics/videos with most LIKES win
a weekly bonus check and reporter with most total LIKES
at end is edited into an extended version of existing SYSF
TV spot.
CAPTURING GEN Y/X HEARTS, MINDS AND EYEBALLS.
HAVE IT ALL WITHOUT THE
UNHOLY AGREEMENT
TNEW MERCEDES CLA. PAID ROADTRIP REPORTER GIG. STARRING ROLE.
CROSSROADS OF DESIRE
SET YOUR SOUL FREE
CROSS PLATFORMS: TV SPOT, INTERACTIVE CONTEST, PARTNERSHIP WITH NOKIA, PROMOTIONAL/INSTRUCTIONAL VIDEO
YOUTUBE HOMEPAGE RICH-MEDIA BANNER, BANNER ADS ON TARGET RELEVANT SITES, CLA FACEBOOK ENTRY PAGE
OFFLINE “EXPERIENTIAL” ACTIVATION, E.G., THEMED DEALER MERCHANDISING MATERIALS, IN MARKET EVENTS, ETC.
DIGITAL
S C R O L L T O V I E W M O R E D I G I T A L W O R K
STEVENWEISS
HYBRIDCREATIVE

8. ROLL
S C R O L L T O V I E W M O R E W O R K
STEVENWEISS
HYBRIDCREATIVE
*//////////*
CONTEXT
Ultrabook form factor, the new thinner, lighter, more
powerful mobile laptop made possible by Intel 2013
generation processors, was created as a strategic way
for OEMS to compete with iPad, Surface and other
branded tablets, and increase processor sales. OEMS
license it to manufacture a branded Ultrabook. Intel ad-
vertises to drive generic form factor awareness and
provides retailers with shopper marketing digital and
in-store assets.
ROLL
Conceive retailer shopper campaign based on
“Out with the old. In with the Ultrabook.” ad campaign
and execute various retailer digital/merchandising
assets.
STRATEGY
Create an energetic campaign using simple, single
CTA verbs that speak to key benefits/features and
establishes a sense of competitive superiority, coupled
with simple, playful, eye-popping visuals that reinforce
messaging.
.
1. Animated banner series 2. Interactive product pages
3. Online shopper recommendation tool
2.
1.
2
3
3.
I N T E L U LT R A B O O K ( S H O P P E R C A M PA I G N )
DIGITAL GETTING EVERYONE TO FLIP, TOUCH AND SEE INNOVATION.
CROSS-PLATFORMS: BRAND TV/PRINT, RETAILER BANNER AD SERIES, WEBSITE PAGES, SHOPPER WEBSITE RECOMMENDATION
TOOL, STORE ZONED MERCHANDISING, SALES COLLATERAL

9. S C R O L L T O V I E W M O R E W O R K
STEVENWEISS
HYBRIDCREATIVE
DIGITAL CONNECTING WITH TEEN GUYS AT THEIR CORE GUYNESS.
BALL PARK BRAND ACTIVATION (PROMOTIONAL GAME)
CONTEXT
Hot dogs historically marketed to moms. Brand disrupted
category by directly targeting largest consumer segment
(teen guys). Charged with developing a program to engage
target, reinforce new “Hunger Gets What Hunger Wants”
advertising, create awareness, establish a cool factor
relevance, preference, capture data, start a 1 to 1 conver-
sation, and turn guys into “sales associates” selling to
their moms and friends.
ROLL
Managed project from brief development through product-
ion, plus hands-on creation of activation strategy/platform
tactical concepts, creative execution and copy.
STRATEGY
Create an umbrella program with a series of promotions
tapping into guys “competitive” nature via “active” lifestyle
interests, and partner with teen-fav products to create a
cool cache. In addition to game, program includes Six Flags
(“Hunger Wants to Ride the Five Challenge”) and Mountain
Dew AST (Hunger for Challenge”) sponsorship activations.
See Shopper/Promotion Section.
CROSS-PLATFORMS: PRINT AD, PROMOTIONAL CONTEST, MICROSITE, BANNER AD, ON-PACK, STORE TEEN GUY PARTICIPATION OVER INDEXED
MERCHANDISING MATERIALS 80% DOWNLOADABLE COUPON MOM REDEMPTION
Game
Microsite
Banner Ad B

10. S C R O L L T O V I E W M O R E D I G I T A L W O R K
STEVENWEISS
HYBRIDCREATIVE
DIGITAL
CONTEXT
Chamberlain needed an ongoing rich media campaign
that could be adapted for multiple test markets with
variable messaging and images - with first banner
launching in only three weeks, to capitalize upon spring
storm increase in power outages and brand-exclusive
battery power backup.
ROLE
Direct Jr. team to develop banner campaign and five
variable banner concepts, executions and copy.
STRATEGY
Create an umbrella creative platform based upon
(1) an original idea of “PowerFull” battery backup
executed as a battery charging phonemic, and (2)
a consistent tone & manner/look & feel playing off
horror/thriller movie trailers.
VIEW
http://megalomedia-inc.com/stusmith/wp-content/
uploads/stu/banners/chamberlain/weather/
.
3
...
STRIKING CONCERN IN CONSUMERS’ MINDS DURING POWER OUTAGE SEASON.
C H A M B E R L A I N G A R A G E D O O R O P E N E R
( B A N N E R C A M P A I G N )
Below the fold expandable with product info & power outages
and causes by region, drive to website.
CROSS-PLATFORMS: FIVE VARIABLE RICH-MEDIA TEST BANNER ADS, POWER OUTAGES CONTENT, RE-SCREENED
WEBSITE LANDING PAGE SEASONAL BIG BOX MERCHANDISING MATERIALS

11. LIFTING GARAGE ORGANIZATION OUT OF “WORKBENCH” MENTALITY.
CONTEXT
Client wanted to leverage #1 upscale garage door opener
position and their national dealer network to create a new
revenue stream, in a category where big box, local and
online retailers historically market to men, and don’t cater
to the more discerning needs of upscale homeowners or the
female decision maker.
ROLL
Contracted to direct Jr. creative team and production, develop
positioning, write SEO copy, create video content and function
as lead client liaison.
STRATEGY
Tap into female targets’ desire for an organized garage
and storage products that are as beautiful as their home
and where they don't have to do any of the confusing and
and ultimately frustrating work,
CONCEPT
Employ an upscale fashionesque look & feel and tone & manner that
speaks to the female target’s mind set/sensibilities and makes it
clear that the venture is pain free because we do all the work.
DIGITAL
L I F T M A S T E R N E W B U S I N E S S L A U N C H
( W E B S I T E / V I D E O S )
S C R O L L T O V I E W M O R E D I G I T A L W O R K
STEVENWEISS
HYBRIDCREATIVE
CROSS-PLATFORMS: WEBSITE, BANNER ADS, DIRECT MAIL AND EBLASTS

12. DIGITAL
INTRODUCING THE WORLD’S FIRST MUSIC ARTIST SEARCH TOOL
BRINGING BANDS, FANS AND BRANDS TOGETHER.
FANAXCESS NEW BUSINESS LAUNCH
(WEBSITE / TURNKEY SPONSOR ACTIVATION PROGRAMS)
CONTEXT
Aretha Franklin's former manager created a marketer's agency’s, music
supervisor’s and music artist’s tool powered by Next Big Sound, offering
over 500 big name and new artists. Tool provides search & match based o
n brand’s and artists' fanbase demos, and other key decision data.
ROLL
Define//crystallize business concept, features and benefits
write site copy, video script, sales presentation and develop
a range of turnkey, multi-component, multi-level sponsor
activation programs.
STRATEGY
Use language that speaks to marketing and music business
professionals, framing proposition in terms of traditional
problematic ad-hoc method vs the FANAXCESS sophisticated
easy to use database solution. Recommended offering turn-
key activation opportunities.
CONCEPT
(Currently developing turnkey marketer social media and
offline activation programs)
VIEW
fanaxcess.com
,
LAUNCHING GAME-CHANGING MUSIC SPONSORSHIP TOOL.
TAKE THE AMAZING DEMO TOUR.
FIND ARTISTS WITH FANBASE DEMOS MATCHING YOUR BRAND’S. SEE ARTIST SOCIAL TRENDING
PERFORMANCE VIDEOS AND OTHER KEY DECISION TOOLS.
S C R O L L T O V I E W M O R E D I G I T A L W O R K
STEVENWEISS
HYBRIDCREATIVE

13. STEVENWEISS
STEVENWEISS
HYBRIDCREATIVE
DIGITAL
Launched Holiday 2011 via venture capital funding
offering latest celebrity fashion looks for a fraction of the
cost, via commission based affinity model. As of Q1 2013
business had generated few sales. Partners needed to make
serious strategic and site changes to get additional venture
funding.
ROLE
Initially contracted as retool Project Manager working with
remote partners and “free” staff, write SEO Holiday copy.
Evolved to overseeing social content interns, and consulting
on site fixes, monetization model recommendations.
STRATEGY
Repositionfrom“RockYourLookforLess”to“ShopDiva’sClosets.
Upto70%Off”; turnsiteintoafashiondestinationbyadding
fashioncontentandfashionvideospokesmodelanddeveloped
“PathwaytoRapidMonetization”consultingproposal.
VIEW
divamall.tv
TURNING E-COMMERCE BIZ INTO CELEBRITY FASHION DESTINATION.
DIVAMALL.TV RETOOL (BUSINESS MODEL RETHINK
SOCIAL CONTENT/PROJECT MANAGEMENT)
CONTEXT
CROSS-PLATFORMS: WEBSITE, YOUTUBE CELEBRITY VIDEOS, YOUTUBE BANNER CAMPAIGN, SOCIAL PARTNERS RECEIVED 2ND ROUND OF FUNDING
MEDIA CAMPAIGN