Work
Six problems, the system built for each, and what came of it.
None of this work could be mine alone. Agency and production partners are named.
Sponsorship · Operating model · With Thornberg & Forester and Six+One
Running 45 sponsorships as one brand, not 45 campaigns
Fifteen partners became forty-five with no added headcount, because one strategy and one toolkit let any agency publish for all of them.
Brand campaign · Mobile · With Something Different
Selling value without owning the lowest number
A character and a format that carried price, proof and partner launches for seven rounds, with the five highest brand-recall scores of any Spectrum ad tested.
Testimonial platform · Brand · With Nomad FC
Turning a savings tactic into a testimonial platform
Real Customers. Real Stories.: seventeen stories in two languages, five of six beating the category consideration norm and one in the top 1% of industry ads.
Destination · Platform · With Connelly Partners
A platform built in a crisis that outlasted it
A tourism platform built in 2020 by a three-person department and its partners, and run by the destination for nearly five years.
Sponsorship · Activation · With Spire Motorsports
Finding the communities within a NASCAR community
A race team's fans, met one sub-community at a time: 10.4% engagement on sponsorship posts against a 1.15% benchmark.
Community · Story platform · With the in-house studio
Getting a company’s good works believed
One lead voice per story, the brand in the background, four pillars: three tested stories, all above the telecom norm, half of viewers saying they'd appeal to anyone.
Also
Work I led or helped lead that isn't a case.
Hi!
Introducing Spectrum to 166 new markets after the Cox merger. Residential connectivity lead across TV, social, OOH, digital and radio. With VCCP.
2026
Life Unlimited
Led the campaign and creative strategy for Spectrum's 2024 brand relaunch. Among exposed prospects, consideration rose from 39% to 59%.
2024
Partner launches
One place in the frame for Apple and Samsung, carried through Spokesperson, Spectrum 101 and Clarity without a redesign. With Something Different.
2021–2025