My career is a tale of two careers. The first was in ad agencies learning advertising, account leadership and brand strategy on accounts like DuPont, Kodak, Bausch & Lomb, Xerox and Citibank. In the second, I built UR Medicine, a leading health system brand in Upstate New York and #5 "Most Humanized" health system brand in 2023 as ranked by Monigle and reported In Becker's Hospital Review.
That is what I do. It allows me to develop the strategies, plans and narratives to fuel campaigns that change things using everything from traditional and digital media to content strategy. Without that, it's easy to get sidetracked just trying to attract attention. But attention without purpose is fleeting. The real goal is to give people a reason to pay attention and keep coming back for more.
The power of brands is in their ability to create preference that's acted on in the moment as well as in the future. The most powerful brands are built where strategy meets storytelling. Stories make the promise of a brand's experience relatable. That is where my best work lives. Lasting success comes when the stories reveal what makes the brand what it is,
what only it can do.