FAQ

My company is not based in BOSTON. Are you willing to relocate?

Definitely. I am open to relocating for the right opportunity.
 

What is the best way to contact you?

By clicking here.
 

What is brand/advertising strategy? What do you do?

The simplest way I can describe it is this:

In advertising, our goal is to create the Sistine Chapel. While an artistic marvel, Michelangelo would not have been able to paint without the concrete and the foundations drying.

I’m the one who is in charge of the concrete, the bricks, the foundation.

I must have enough rationale and logic to allow my creative partners to be audacious and actually creative.
 

What is your favorite ad?

Bell Environmental’s commercial for their Bedbug services. I think it captures the spirit of New York City, it presents its functional benefit clearly, and they have freaking Roscoe the Bed Bug Dog. It’s memorable as hell and if you asked me to name you a company to help with your bedbug problem, Bell is literally the only company I can name off the top of my head.
 

What makes a good ad?

A good ad resonates and immediately makes all the associations they need from you. The company should be top-of-mind both as a functional answer to a problem (which drives sales) and as a cultural artifact where people remember you as a brand (not just a product).
 

What would you want to see from marketers in the future?

An attitude of bravery. The willingness to let the market decide which version of your advertising is most effective. I think it is a much more efficient and reliable way to test ad efficacy when you create small-scale tests in-market across audience segments. That way, you get a real-life, in the right context (not a controlled focus group) engagement with your ad that, at best, can result in a sale. At worst, it is just another media impression you would have paid for later anyway.

From there you can double down on the content and audiences that you want to launch at scale.