The ABCO Expo trade show is the leading independent trade show for HVAC/Refrigeration contractors and students. The ABCO Adventure Trip is an reward points annual excursion for HVACR owners

Direct marketing was treated by many as the stepchild of advertising. Gevalia may have been the first Effie Award winner, to be greeted with a chorus of boos at the awards presentation. It was a continuity campaign that also resurrected the brand and delivered results in all media. One key ingredient was the European positioning and appetizing graphics. While a free coffeemaker was still a part of the equation, it no longer dominated the advertising. Today Gevalia is a premium brand available at stores.

With Ogilvy and Mather Direct NY we set the standard for achieving results with brand-worthy creative and data-driven direct marketing for American Express. The work was adopted world wide through the Ogilvy global network.

Pro-bono campaign for a smoking cessation program at Sloan Kettering was designed specifically for those who tried to quit in the past, and failed.

ABCO HVACR Supply + Solutions had outgrown its name and the previous name certainly did not reflect their capabilities and services. The former name, ABCO Refrigeration, was limiting. Refrigeration only represented 25% of their business as HVAC flourished. The logo and brand identity was updated with their trucks leading the way with imagery that shows off their super-powers as more than a mere distributor. ABCO is a force that goes above and beyond for the success of its customers–sharing knowledge, experience and opportunity.

MasterCard as a providerof payment service for businesses was a distant third to Visa and American Express. This multi-media campaign was aimed squarely at CFO’s and their departments of fortune 500 companies. It reflected a real understanding and empathy for their role.

Nobody loves the CFO, and they are underappreciated. A featured component was the the chrome lemon juicer and lemon sent to really underscore the points we needed to make.

Weight loss surgery has become increasingly popular and profitable, and thus has attracted many more practitioners. How does one know who to choose. This campaign leveraged the company’s superior and experience

A sampling of television commercials and videos produced quickly and efficiently, yet with superior production values.

New Baby promotes a new branch opening. Luxury for All is a TV and digital designed to drive homeowner leads to the ABCO/Luxaire Dealer Groups. Successful Tomorrow is a look at everything ABCO does to help customers succeed. Vocational Day shows what ABCO proactively does to attract the young people needed to come into the industry. Hyper New Year highlights news about the amazing capability of H2i Hyper-Heat delivered as a New Year’s greeting.

Thornburg clients are unique in that they hold large 3 to 7 -Year Variable Rate mortgages from 1.5 million and up, rather than conventional loans, to maximize investment opportunities. The copy and art direction in all media reflects a smart but playful intelligence that is carefully crafted to help, but not hype, like traditional financial messaging in this category

Typically, when credit is offered to people that have already been identified as risky, the creative work takes on a stern tone that talks down to the prospects. I created a positive, empathetic and entertaining approach that informed about how to use credit wisely.

Citibank Dream Rewards upped the ante and offered the best of the most successful programs from travel to merchandise to cash back. There was even an option to have your point go towards whatever was your own Personal Dream.

Citi also launched a debit card that also added to your American Airlines AAdvantage miles to promote usage of the card for everyday purchases.

With many medications and medical conditions, people follow a predictable behavior that can be marketed to. With high cholesterol, a large percentage of newly diagnosed patients will resist a prescription, hoping to improve their condition with diet and exercise. When they finally go on a drug, they often stop when their condition improves.

For Pfizer we marketed Lipitor to the those unique behaviors with branded and unbranded campaigns that informed people about the risk factors of heart disease. When other drugs in the same category went generic, a defense strategy was employed to keep people from switching and users are encouraged to keep up their good results.

The net results were shortening the delay in accepting the prescription and improving the consistent and proper use.

ABCO HVACR Supply + Solutions keeps its B2B customers informed about product advancements, ABCO University training classes, promotions, and new business opportunities. Manufacturer partners include Mitsubishi Electric.

For Luxaire parent company Johnson Controls Inc. funded a regional muti-media campaign that I managed. Television, radio, digital PR, SEO, banner ads and even yard signs were employed to create awareness and drive leads to ABCO/ Luxaire Dealers.

it’s never easy doing creative work for the company you work for, especially if it is an ad agency. It can take years to get done. At Ogilvy, it was a creative person’s biggest fear was that David Ogilvy himself might fire off a scathing criticism when a produced piece landed on his desk.

Fortunately for me he liked this promotional folio for Ogilvy & Mather Direct. I got to have a few chats with him and was honored that he remembered me, not by name, but as one of the Direct marketing people. He would quote himself whenever he taled with one of us. “Direct marketing! My first love and secret weapon.”

I also started a series of booklets that featured case histories of our most successful and interesting direct marketing learning that was distributed to the global network. I titled it We Sell, or Else. David loved it and said it was brilliant. I revealed that I swiped it from a foreword he had written and elevated to the cover. He reacted with another of his quotes, “if you steal, steal from the best.”

This reference guide is the ultimate resource for residential HVAC that makes it simple to choose the system that provides the most efficiency for every home and budget.

Contractors carry it on their trucks and competing distributors copy it.

For Pfizer we executed branded and unbranded advertising for Celebrex and Bextra, which are Cox inhibitors. Part of the strategy included a campaign that raised awareness of the dangers of over-the-counter NSAID pain relievers such as aspirin and ibuprofen (Advil). The purpose was to equate the risk of Celebrex and Bextra with the risks that come with popular non-prescription meds. It also promoted proper use of all medications.

Stamp collecting had dwindled since its peak in the 50’s and early 60’s. Serious collectors had all started as kids, but now there were far more pastimes and hobbies competing for their attention. At FCB we won the assignment to revive interest with children and casual collectors.

Stampers was a club for kids that used the postage stamp imagery to create collectible products, folio and keepsakes that were kid-centric in design, humor and attitude. A series of trading cards was one of the most popular examples. The campaign was highlighted by the release of Looney Tunes stamps that also attracted great interest from adults.

FCB also won the Priority Mail business as the USPS was being ridiculed by Fedex. We raised the awareness that it was foolish to overnight every letter and package when a Priority Mail 2 day option costs as little as $3.

The position was “ F*** You Cancer. A new center was opening in Philadelphia. CTCA is also noted for the attention they give to providing the best bedside manner, counseling, nutrition, spiritual well-being and the immediacy of on-site testing. it’s as important as any of the medical treatment.

Regus specializes in providing immediate office space and amenities for businesses that need to get up and running. This was created for their launch in Los Angeles

The Daytrana Patch was designed to help tolerate the side effects of the Parents of kids with ADHD are frustrated by their behavior and often feel guilty about having to medicate them as well with Adderall. To make matters worse, the side effects of this stimulant cause issues at home.. Children are not hungry at dinnertime and not tired at bedtime.

The Daytrana Patch applied in the morning can help a kid face the day ahead. After school, it an be removed in to reduce or eliminate the side effects of insomnia and loss of appetite.

This campaign conveyed the benefits of Daytrana in a way that proved to be a powerful rallying cry for the parents

Groundbreaking multi-media campaigns for Ryder include consumer and B2B truck rental, Road Ready Used truck sales and Ryder Logistics. Direct response television featuring Comedian Steve Landesberg won numerous awards for creativity and results for Ogilvy & Mather Direct.

It was most appropriate that this invitation for an event at the Boston’s Children’s Museum used art that I asked actual children to create. Since the museum is interactive, the invite needed to be too. It was delivered with an oversized crayon that was personalized with the name of each guest. They were instructed to draw themselves into the picture of the party.

Most New Yorkers are unaware of how many elderly or disabled seniors have are on their own and how daily activities that we take for granted can be life threatening for them.

KnderCare Learning Centers offer daycare, preschool and after school programs in 39 states. At Ogilvy & Mather we expanded their positioning to demonstrate to mothers that their main concerns were understood . New moms were especially conflicted and faced with guilt leaving their kids behind each day. At KinderCare they will take on babies as young as 6 weeks old.

YouCanHelpKids.org is an anti-drug campaign for the Ad Council that promotes expanding community activities for kids. simply staed it is proven that when kids have things to do, they are less likely to use drugs.

It was most appropriate that this invitation for an event at the Boston’s Children’s Museum used art that I asked actual children to create. Since the museum is interactive, the invite needed to be too. It was delivered with an oversized crayon that was personalized with the name of each guest. They were instructed to draw themselves into the picture of the party.

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At Kirshenbaum & Bond, Revlon positioned itself like a premium glamor brand instead of a common store brand. That enabled them to be the top store brand. This was their first real commitment to building superior online presence. Ron Perlman, the head of Revlon, fired K&B within 2 years, but he fires everyone. He did keep our digital group for the work that was done on the website.