Comcast Entertainment Group / E! Entertainment Television
E! Entertainment Television is a popular cable network with over 94 million viewers in the USA, as well as a large presence in international markets such as France. I worked with the International Marketing Management team on a presentation to Canalsat, France’s largest cable provider. The objective was to demonstrate the rapid emergence of E! as a player in the French market and to persuade Canalsat to renew their contract with E!.
The Walt Disney Company, ABC Television
I collaborated on a marketing and promotional plan for “Traveler”, a primetime TV serial drama that debuted in the summer of 2007. In addition to conducting market research, we devised an advertising framework that included a mix of traditional and new media such as Facebook, blogs and torrents, for the company to implement in marketing the show. My Keynote presentation to Disney and ABC executives wove together the familiar branding elements of the Disney website, including logos, colors and personality, with the look, feel and sound of the edgy, Generation Y-inspired series. The result was a debut night viewership of 8.8 million, 20% above ABC’s target.
Abraxis is a $1.5 billion company in Southern California that develops cancer therapies. I teamed with MC Brand Studios, a branding agency, and Abraxis’ investor relations firm, Pondell Wilkinson, to design CEO Lonnie Moulder’s presentation of the Abraxane cancer therapy to the 2009 Merrill Lynch and Bank of America Healthcare Conference. The presentation was also streamed live over the Internet.
I led the executive teams of the IHOP and Applebee’s business units in creating the annual presentation of their 5-year strategic plan to the Board of Directors. This included translating complex branding concepts into infographics and editing their content into simple yet compelling statements.
L.A. Lawyers Philharmonic
Founded in January 2009, the L.A. Lawyers Philharmonic is a non-profit symphony orchestra consisting entirely of lawyers and judges. I designed the brand identity, website, email marketing campaign and press materials that have exposed this one-year-old orchestra to an international audience of millions through recognition in newspapers such as the New York Times, Miami Herald, Los Angeles Daily News and Metropolitan News, online news outlets such as ABC, CBS and the Associated Press, and the homepage of the American Bar Association.
Founded by Oscar-nominated actress Mariel Hemingway, Mariel’s Kitchen is devoted to selling and promoting packaged raw foods called Blisscuits. I determined the Blisscuit’s market positioning by analyzing health food industry trends, looking at pricing models and developing revenue forecasts. The Blisscuit is now being carried in Tully’s and is slated for distribution by Whole Foods and Target.
the Oomph! company
the Oomph! company is a boutique branding agency founded in 2009. As a consultant, I developed strategic partnerships with the West Hollywood Chamber of Commerce and local business leaders. I also designed the firm’s visual identity, business collateral and corporate website. In addition, I deployed Facebook, Twitter and blog strategies to build an online community around the Oomph! company. I also directed and produced the Oomphcast, an ongoing podcast series designed to educate and inform business owners about the importance of cultivating a powerful brand strategy. Our guests included Lynda Resnick, founder of Roll International, Noah Alper, Founder of Noah’s Bagels, Emilie Veloso, President of O.N.E. Drinks and Jason Nazar, Founder of Docstoc.