Every brand needs a centering point. A compass. A rallying cry. A reason to believe. Following the dot.com bubble, the Critical Mass brand had strayed from its feisty, entrepreneurial roots. The brand lacked a clear visual style and failed to convey the creativity, energy and passion at the core of the agency. Working with executive stakeholders, I helped relaunch the brand, establishing a fresh look and feel that captures the CM spirit and showcases our extraordinary client work. The relaunch […]
As an agency known for creative excellence and meticulously crafted digital experiences, we naturally placed our work front and center—a calling card for new business prospects, employees and industry influencers. Visitors to our site were immersed in a rich portfolio of case studies featuring vivid colors and dynamic Flash animation. Yet despite its beauty, the site was increasingly at risk of becoming a “Flash” in the pan—cumbersome to update, not search-friendly, and invisible to an ever increasing number of mobile […]
One of the biggest challenges for agencies in this fiercely competitive landscape is driving differentiation. In a sea of sameness, how do you stand out from the crowd? The answer: by defining what you do better than anyone else and carving out a space that you can truly own. With an impeccable client list that included some of the world’s preeminent luxury brands, we saw an opportunity to tell a unique story centered on our unmatched vertical expertise. From luxe […]
Thought leadership is an essential component of the marketing mix. While case studies can deliver the “wow” factor, white papers reveal the why—establishing credibility, demonstrating the agency’s expertise, and inspiring new business prospects as well current clients. I wrote a series of white papers designed to highlight the agency’s thinking and support new business prospecting efforts.
“Sea Glass” is my personal blog featuring original photography and reflections about finding everyday inspiration. Like the shards of glass or tattered fragments of everyday life, moments can easily be missed, forgotten about, thrown away. Our bustling, chaotic existence, with all of its meetings and deadlines and practices and appointments and never-ending to-do lists, can prevent us from truly experiencing the awe-inspiring moments in life. “Sea Glass” is about opening yourself up…finding transcendent moments in every day. + Click on […]
Who is the “face” of our agency? For Critical Mass, it’s the collective voice from our executives, discipline leads and subject matter experts. From paid sponsorships to earned speaking opportunities to presentations with clients, my team manages CM’s presence at some of the industries biggest events, including SxSW, Cannes, OMMA, Forrester Forums and more. Forrester Consumer Forum booth: Forrester EMEA, CM President & Adidas Client presentation: CM Innovations booth graphics:
Cutting through the clutter requires a deep understanding of what stories will resonate. What’s the hook? The most compelling angle? What are the trends shaping the industry and how can we add value to the dialogue through a compelling case study or unique point of view? Below are a few placements I secured, including a mix of client work, thought leadership POVs and agency profiles. Client Work Features: Thought Leadership: Agency Profiles:
How do you build excitement for an entirely new product set to raise the bar on fitness equipment? A world leader in commercial and home fitness equipment, Life Fitness was launching the Elevation Series of cardio equipment with state-of-the-art video consoles. We teased the launch with a bold question for consumers and health clubs: “Are you ready?” for a revolution in total fitness engagement. I served as lead content strategist and writer for the integrated campaign, which encompassed print, ads, video […]