President & Creative DIrector
Originally founded in NYC as Brenard Advertising & Promotion with mostly major packaged goods clients. Relocated this full-service agency to Long Island adding local clients including Symbol Technologies, Norwood Computer Services, Mercy Medical Center and Winthrop Hospital. Some marketing success highlights include:Pepsi-Cola- Achieved unprecedented 11% redemption of a self-mailer “Ad Box” I invented for a national proof-of-purchase continuity program, successfully creating trial and increasing repeat purchase. The “Cash Box” program received the Silver Reggie Award from the Promotion Marketing Association of America for creativity and exceeding sales goals.
Thomas J. Lipton Co.- 3.8% coupon redemption and 5.6% return of sweepstakes entries circulated in national F.S.I.’s, magazines, and P.O.S. placed this program among the most successful of Lipton’s annual national multi-brand promotions.
Wilkinson Sword- Historically high 22% redemption of the trial offer utilizing the “Ad Box” successfully relaunched the new, improved Retractor disposable razor. Winner: PMAA Silver Reggie Award.
Sunshine Biscuits- 15% return of all “Gourmet Kitchen Sweepstakes” entry forms circulated in Sunday F.S.I.’s, on-pack and P.O.S. successfully repositioned Vanilla Wafers as a “quality improved” cookie from a commodity brand.- 23% increase in Vanilla Wafers volume was credited to the custom Time-Life Cookbook proof-of-purchase offer.
Buckingham-Wile Co.- Retained as brand advertising and promotion Agency-of-Record for Dry Sack, Metaxa and Amanda Cream Liqueur.Conceived, executed and implemented all on-premise and off-premise trade and consumer programs.- Successfully repositioned Dry Sack with a new, premium, upscale brand image and achieved: - 20% increase in volume versus prior period and the same period of the prior year - highest share increase in brand history - highest level of product features and displays in brand history
Symbol Technologies, Inc.- Conceived, produced and implemented all program components of “The President’s Club”, an annual international sales force incentive program utilizing extensive direct mail to 19 countries, the Internet and the Symbol intranet.