With a unique background encompassing creative leadership, strategic innovation, communications strategy and integration, and business transformation along with experience managing multiple businesses, Scott brings a holistic perspective and expertise to his role in serving large, complex organizations requiring constant brand stewardship, messaging, integration and growth. Jeff has particular expertise in health care, with advertising and marketing experience and successes embracing both the payer and provider sides of the continuum. Currently, Jeff oversees all brand and business unit/product line advertising and social media marketing for Blue Cross Blue Shield of Michigan, and Karmanos Cancer Institute, in addition to other clients. Jeff led the team creation of the enduring University of Michigan Health System "Michigan Difference" campaign, and was previously responsible for advertising and marketing work for the West Penn Allegheny Health System, American Heart Association, the Michigan Ministries of Ascension Health, McKesson, and more. These clients attest to his ongoing ability to manage communications for complex, regulated organizations. Previously, as President, Managing Director of Campbell-Ewald, Jeff helped Alltel Wireless achieve brand and business gains unprecedented in its 70-year history prior to acquisition by Verizon. He oversaw the Farmers Insurance account in Los Angeles and integration work with its parent company, Zurich Financial Services, in Switzerland. He also led the long-term engagement with super regional retail bank, National City, prior to its acquisition by PNC. His personal ahead-of-the-curve understanding of its potential assisted OnStar in becoming a ubiquitous brand name. Scott also helped bring XM Satellite Radio to market. He helped grow his agency's communications capabilities including launching its Digital group in 1994, revitalizing its custom publishing operation with a migration to digital, sustained its CRM and direct marketing and helped lead communications planning transformation. In addition, Jeff has experience in both the travel and hospitality verticals, with client engagements including airlines and hotels.Jeff was graduated Phi Beta Kappa from the University of Michigan in Ann Arbor, with continuing education at Harvard Business School. He is an accomplished songwriter -singer with multiple Detroit Music Award nominations.