Schwab wanted to target enthusiast traders, the ones who look past the charts to find ideas.
We focused on what gets them going.
Fake NBA gear had flooded the marketplace.
To stop the counterfeiters and better control its trademarks, the league created the official NBA Apparel brand. With this campaign, we introduced fans to the real stuff.
Schwab has some of the best Trading Specialists in the business. But few independent traders knew.
So, we gave these traders an easy way to experience the expertise of Schwab’s Specialists first-hand.
We invited them to ask these Trading Specialists questions right in a banner. Then, we had the Specialists answer. In real time. In the banner.
For decades, NFL teams slapped their logos on everything from T-shirts to underwear, with little regard for brand or quality.
The league believed one central brand would give the fans what they really wanted: real NFL gear.
When Lenovo bought the ThinkPad and ThinkCentre computer business from IBM,
barely anyone had heard of them in the U.S.
We created this work to help introduce the new Lenovo ThinkPad and ThinkCentre as the more powerful, secure and reliable next generation of PCs.
"Talk to Chuck” was a very well known and successful campaign for Schwab Investing.
But after a few years, it needed a boost.
So we decided to engage people on a deeper, more intimate level by inviting them to talk about some of the truly important things in their lives.
Most people think of PayPal as just an online payment system, mainly for eBay. To introduce the true power of PayPal, we created this work as part of the #PeopleRule campaign.
Research by Golden 1 showed that most parents put off saving for their child’s college education until their child is in high school.
With this spot, we set out to change that.
In the first year, new 529 accounts increased by 21%.
The NBA and Reebok decided to bring back the gear of teams that were long gone.
They wanted to target guys 18-34 who weren’t even born when these teams were playing. With this campaign, we introduced these guys to a stylish, funky past.
For most people, getting into shape is a major battle. At Gold’s Gym, professional trainers can show them how to identify their opponent. Then help them defeat it.
This little chain, with around 300 stores in the Western states, was getting knocked around by Pizza Hut, Domino’s and Papa John’s.
To battle back, we focused on their fresh, authentic taste and branded their large pepperoni pie as the “Shockeroni”. This spot helped increase sales 34% within its first 2 weeks on the air.
Reebok did something that few marketing experts would ever recommend: they gave Allen Iverson his own shoe brand - “The Answer”.
We were asked to introduce the latest edition of his shoe. We answered with this spot. The shoe sold out within 2 hours.
Here’s a selection of the direct work I’ve created.