Consumer Insights, strategy, focused alignment and integration behind the big idea, across the enterprise. Developed proprietary RECSE strategic model, and have adapted it for insight-driven queries for generative AI platforms. Redirected the strategy for Hulu TV to better differentiate and support acceptance of original content. Created discrete insight-based strategies, funded by the Hewlett Foundation to support women’s maternal health and drive acceptance of modern methods of family planning for the five west African nations. Created the strategic identity and promise for the rebranding of the Zuckerberg San Francisco General Hospital. Provided envisioning strategy to Lucasfilm regarding the future of the Star Wars franchise in advance of successful sale and successful franchise expansion by Disney. Created varied green/sustainability strategies or ethics reboots for large brands including Seventh Generation, TOMRA Systems and Yara International. Rebranded the California Institute of Integral Studies, leading to 8 awards in 2023. Expanded insight strategy to include values alignment. And much more.

By embedding integrated insight strategy, I helped evolve JDK into a leading integrated brand design studio via the Living Brand framework, winning major new accounts that expanded the scope of the agency.Developed global brand and design strategy and positioning for Merrell Footwear that ran for 9 years, drove Merrell into household name status and supported an expansion into apparel. Established entire design identity and communication for Seventh Generation leading to successful sale to Unilever. Significant contribution to XBox 360 launch and design. Drove acceptance of new WL Gore performance products.

Won account and created the first brand strategy for Amazon, supporting evolution from book focus to digital retail hegemon, balancing “everything” with “accessibility/familiarity.” Provided strategy for Miller (Henry Weinhard’s, High Life) and evolution of Diet Coke. Coined the phrase “media/solution agnostic” and left to pursue it in design strategy.

Exclusive to Microsoft, led global strategy for Windows, Media Player, MSN, MSNBC, mobile devices, and cloud. Worked directly with CEO Steve Balmer on antitrust messaging. Won Adweek’s global agency of the year award based on my brand, MSN.

GM Driversite - An early click and mortar experiment for a no-haggling certified used car experience. Global strategy to convert from printing hardware to software-based workflow solutions for AGFA. Initial strategy for MSNBC to make first large convergence media initiative compelling and accepted. Repositioning of home theater experience in an online retail environment for Creative Labs. Strategic expansion into a broader lifestyle brand based on core values and extendable experiences for Swiss Army.