2009-2010. CREATIVE LEAD FOR BBDO NY'S HEALTH/WELLNESS GROUP. In a bit of karmic payback, I went from years of deep-frying Gorditas and stuffing crusts with cheese, to unclogging arteries. Getting my own workout in the process-- leading 5 creative teams in service of over a dozen brands, simultaneously. We did it all: OTC, DTC, even a Corporate Wellness initiative for J&J.
ALKA-SELTZER. (After causing gastric distress selling pan pizza and drive-thru burritos, I was finally able to alleviate some). This iconic brand was rapidly fizzing out with younger audiences. We changed that with poster-inspired content, channeled through nightlife and college media outlets. On social media, we quickly gained a following as a hang-over remedy. Might say we put some fashizzle back into the original plop-plop-fizz-fizz.
ART and SCIENCE: In traditional pharma, I've worked within various categories, including Allergy control, Contraception, Diabetes, Cholesterol, Cancer, Alzheimer's and MS. In every case, I've searched for ways to meaningfully connect with audiences first as human beings (emotionally), while delivering the information they need as patients, care givers and scientists.
