Unleashing the fun and magic of brands, while managing the mayhem.
A proven creative leader with particular skills in uniting and inspiring teams, developing retail and promotional products, and building captivating retail and engagement programs for the globe’s most beloved kids and family brands, including McDonald’s, Kellogg’s, Coca-Cola, Hallmark, and General Mills.
A Truly Holistic Creative Approach
Leading the creative isn’t just about a big idea. It’s about bringing together and orchestrating cross-functional teams to unearth insights, share perspectives, and integrate the realities and the potential of the businesses and brands.
An Expert in Kids and Family
While my experience extends into categories like mobile (T-Mobile), auto (Nissan), and spirits (Southern Comfort), I have focused a significant part of my career capturing the ever-changing heads and hearts of kids and moms. I have managed the development of over 100 Happy Meal programs (from toy development to packaging and point of purchase) and multiple national retail events for both Kellogg’s and General Mills (including in-pack premiums, packaging design, and sweeps). And, if that is not enough, I have translated some of the world’s most exciting licenses, from Disney and Universal to Mattel and Hasbro, into experiences that have families coming back for more.
Unparalleled Breadth of Experience
From co-founding (2) agencies to managing the concepting and delivery of the world’s largest retail promotion (Monopoly at McDonald’s), few creatives can match my unique mix of experiences. Sure, I have deep experience in promotional gaming in both traditional and digital channels, package design, and merchandising. But, I also have experience, from concepting through execution, in product design, app/web/social development, and CRM programming.
EXPERIENCE
The Marketing Store
(The HAVI Group) Chicago, IL
SVP, Creative Director 2017-2019
Chief Creative Officer 2008-2017
A global customer engagement agency. The Marketing Store is the agency arm of the HAVI Group - one of the largest independently-owned logistics, supply chain, and marketing companies in the world with over 10,000 employees serving brands such as the McDonald’s Corporation, Nissan, and T-Mobile.
Responsible for running both creative agency and product development creative teams for manufacturing including: industrial design and engineering groups – up to 50 people. Accountable for inspiring and delivering award-winning promotions that met or exceeded identified Key Performance Indicators and delivered Return on Investment. As the agency’s creative lead, served as a critical bridge, translating the business and brand insight into successful promotional programs for key clients such as: McDonald’s, Coca-Cola, General Mills, Nissan/Infiniti, and T-Mobile. Managed world’s largest retail event: McDonald’s Monopoly. Led conceptual and executional development for McDonald’s Happy Meal program, including all 2019 Disney Happy Meal/Family activations:Wreck It Ralph, Avengers, Toy Story 4, The Lion King, Frozen, and Star Wars.
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DRAFTFCB Rivet
(Interpublic Group) Chicago, IL
VP Creative Director 2004-2008
Led creative group for Kellogg’s National/Account Specific Marketing creative. Responsible for all ideation thru final execution for premiums, sales materials, packaging, and point of sale merchandising.
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Imagine It
Naperville, IL
Owner /Creative Lead 2002-2004
Start-up company focused on development of retail product. Created multiple, seasonal product lines from concept through manufacturing. Sold in successful Licensed Plush Easter/Halloween basket line for Target and Walmart (still available at retail). Owned licensed rights for Celebrity Poker Show on Bravo. Designed custom product line sold in retail and created on-line store: CelebrityPoker.com.
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Premium Surge
(DraftWorldwide Company) Chicago, IL
EVP Creative Director 2001-2002
Co-founder of Premium Surge at DraftWorldwide. Created a full-service promotional premium group starting with a team of 15 employees, representing creative, engineering, industrial design, safety, operations and account service. After an extensive Request for Proposal process, Burger King Corporation selected Premium Surge as their new Agency of Record.
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Simon Marketing
Downers Grove, IL
Chief Creative Officer 1996-2001
SVP Creative Director 1996-1998
Assistant VP Creative Director 1994-1996
Creative Director 1991-1994
Built a multi-discipline department from 3 to 60 creatives with concentration in strategic ideation, integrated promotions, premium development, packaging design, and in-house production, with the ability to execute from start to finish. Clients included: McDonald’s, Blockbuster Video, Chevron, Kellogg’s, Old Navy, Target, Hallmark, California Lottery, and Disneyland.
Lead creative on top-performing McDonald’s promotions of all time, including Teenie Beanie Babies self-liquidating premiums, Quarter Pounder with Cheese QPC Code Name Game, 101 Dalmatians Snow Domes, Space Jam Plus, Flintstones Mugs, and all McDonald’s Monopoly Games since 1993.
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Frankel & Co / ARC
Chicago, IL
Sr. Art Director 1985-1991
Sr. Art Director on multiple facets of the McDonald’s business. Happy Meal, New Products/Menu. Focus on Promotions, Packaging and POS.
AWARDS
1stPlace Golden Marble: McDonald’s 102 Dalmatians All-Family Promotion
1stPlace Mobius: McDonald’s Toy Story 2 Candy Dispensers
2ndPlace Mobius: Chevron Cars Packaging
Silver Reggie: McDonald’s QPC: Code Name Game
1stPlace Mobius: Chevron Cars Packaging/Campaign
1stPlace ARC: McDonald’s Batman Forever Glassware
1stPlace ARC: McDonald’s Flintstones Glassware