The Entire Point is Creativity

Hire me to improve your org’s approach to Marketing and Brand Strategy.

One of the most important decisions an organization can make is to decide the purpose of its marketing. This can be surprisingly difficult, given so many options. But without purpose, marketing becomes an expensive circus of tactics with few lasting results.

Over the past 20 years, I’ve led successful marketing efforts across sectors including agriculture, automotive, CPG, finance, non-profits and technology. From brand design systems and packaging to creative campaigns across major media and live events, to public relations and social as well as performance-driving e-commerce, I’ve worked alongside C-Suite leaders and executives to define strategies, hire and manage teams and produce campaigns leveraging all facets of marketing. I believe:

Marketing has a singular purpose: to affect change that drives growth.

And a campaign is the typical engine for growth. The graphic above outlines how I think about and operate campaigns. This framework provides a solid structure upon which to consider and address common issues including awareness, loyalty, and conversion.

Even more specifically, I believe:

The most effective change harnesses creativity.

Take Volkswagen. The brand was seriously considering leaving the North American market in the early 1990s. A decade later, the creativity throughout our “Drivers wanted” campaign helped sell over 2 million vehicles, turn the business around and re-position the brand for a new generation of buyers.

Or consider Land O’Lakes. From sustainability initiatives to carbon credits, technology recruiting to celebrating a century in business, the creativity I led drove positive change across the enterprise generating record growth for the cooperative.

Creativity differentiates. Creativity creates advantages. Creativity sells. I’ve proven it for marketers including:

📅 Need more info? Use my scheduler to set up a free 15 minute Zoom conversation. We’ll discuss your situation and how I might best address your needs.