What's The Idea? develops brand strategy -- the organizing principle behind product, experience and messaging. What's The Idea? deliverables Include: brand briefs, marketing plans, communications plans and consumer research. Client brands include: Abbott Nutrition, Biz2Credit, ConAgra, Handcraft Manufacturing, Isopure Plus, JPMorgan Chase, Microsoft (Bing, Office, Web Apps), North Shore-LIJ Health System (Northwell Health), Samsung, Sunkist, and Trail Of Bits. Agencies assisted include: JWT, Possible Worldwide, Starfish Brand Experience and Stein IAS.

Responsible for brand and product marketing for 12 brands including Sunkist Protein, Sunkist Energy, Profect, Puriva Yogurt and Simplifast.

Created the company's first brand plan while establishing the strategic underpinnings for moving from reseller of educational hardware to a professional development and training company.

Employee #1 at Zude.com, a social networking start-up. Led the market research team that created Zude’s initial product spec. Generated 20,000 Beta users and extensive media coverage by the tech community. The satellite media tour featuring NBC Heroes’ Hayden Panettiere and platinum recording artist Anna Nalick generated millions of media impressions. Coverage by MTV.com also generated a huge influx of new users.

Introduced strategic planning to the agency and as marketing lead increased revenue by 300%.WNG clients included: Adecco Employment, Capgemini, CMP Media, Gentiva Health Services, GetSmart.com, North Shore-Long Island Jewish Health System, Newsday, St. John’s University and TruFoods.• Directed the agency to 400% revenue growth over the first three years through client acquisition and billings increases. • Led the successful new business pitch for the $3B North Shore-LIJ Health System. • Wrote the strategy and marketing plan for NS-LIJ that reduced cancer patient outmigration to New York City by 24% over two years.• Won an ECHO Award from the Direct Marketing Association on behalf of Capgemini for a mailer that generated $14M in first year revenue. The effort led to the tripling of agency billings with Capgemini and positioned the agency for a global branding project. • Created the Newsday strategy that increased circulation 7% and cut into The New York Times market share.• Developed the integrated program for ZDNet.com which resulted in double digit awareness gains, 1+ million new unique Web site visitors, an increased rate base, and positioned the company for IPO and purchase by C|Net.

Managed $24,000,000 emerging services national broadcast campaign. Won Ad Age business-to-business campaign of the year. Appointed the agency representative of an AT&T marketing task force on emerging services. Recommended realignment of the McCann account team from service lines, e.g., long distance, data, etc., to customer segments, e.g., national accounts, mid-size accounts. Managed the WorldPartners business, a worldwide consortium of international carriers. - LUCENT TECHNOLOGIES - Consumer Products, Business Communications Systems. Wrote and tested the brand strategy for the re-launch of Lucent Consumer Products. Participated in marketing planning of Lucent's wireless introduction into Canada. - MOTOROLA - Designed the segmentation plan of worldwide cell phone adoption used to help win this $100 million+ piece of new business. - U.S. AIRWAY - Launched U.S. Airways Envoy Business Class service to Europe, including a 5-country multi-cultural advertising and collateral program.

AT&T Network Systems, NCR - Provided a key business insight that helped FCB win the $250M AT&T Consumer Long Distance business. Developed first ever global ad campaign for AT&T Network Cable Systems. Increased sales leads for Microelectronics unit 150% with a reduced budget. Developed the research and advertising strategy that landed the AT&T Global Information Solutions (NCR) account.

AT&T Business Communications Services and AGFA Film