This was shortly after the financial crash of 2008. Unemployment was 12 percent. The country wasn’t working. Yet GE was still building things, from wind turbines to refrigerators to locomotives. I’d seen a speech that GE CEO Jeffrey Immelt had given.
He outlined the path America needed to take to grow again. He called it the “American Renewal.”
This was a pitch piece for Arnold in Boston. Like most copywriters, I’ve written a lot manifestos and anthem pieces. Lots of brand film and pitch rips. At the time I wrote this, though, there were, like now, two wars taking place that America was in. And I had a nephew in the Marine Corps preparing to leave for one of them. The piece was very important to me.
This was a pitch piece that I put together to try to define the voice of the company.
Y&R had the account. A small group at mcgarrybowen, including Tom Drymalski and myself, were asked to make a short film that would be shown to company’s CEO. He watched it. He liked it.
Who is Chevron?
Joan Didion famously said that “we tell ourselves stories in order to live.” This is our downfall. Because we don’t remain open to the truth.
BANK OF AMERICA
Banks are the new oil companies. People don’t like them or trust them. No bank since the crash of 2008 has really addressed the issues on people’s mind. This was a pitch piece that helped Y&R win part of the business.
A brand campaign a few years back for American Express.
Citi is a large bank that seems unaware that they spell their name wrong. (It was the first thing I suggested when I began working on the business.) Worked with my old partner Tom Drymalski – ECD of Citi at Publicis – to try to redefine Citi’s voice.
FINS.com is the terrible name for an online job search site. They’d never advertised and needed an online campaign to go up against Ladders.com. The spots garnered more than 2 million online hits.
FINS // Dog
NBC NIGHTLY NEWS
Brian Williams was celebrating his 10-year-anniversary as anchor. NBC wanted to say something. Then ABC replaced Diane Sawyer with David Muir, a 40-year-old reporters who looks like an underwear model. NBC was concerned that viewers would migrate.
They wanted a campaign that reminded viewers who Brian was.