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BRAND MESSAGING
Guild Bay Advisors_TC2.jpg
Guild Bay Advisors_TC1.jpg

Anyone can make money in a bull market. Guild Bay protects you from lions, tigers and bear markets.

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HomeExchange wanted a tagline that combined curiosity and generosity...

It's your world. Share it.

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Get a room—a clean room! Clean-critical environments demand world-class screws.

Once upon a time (true story) ...

A tiny web developer competed against five huge companies for a six-figure contract with The Museum of Food, Wine & the Arts ("Copia").  They hired Todd to write the RFP proposal, and he began the proposal with this...

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A week later Copia called: "Who wrote this?  We're going to frame it and put it on the wall!"  And that tiny developer won a very big contract.

 

Moral of the story?   1) Know your audience.  2) Know their brand as well (or better) than they do.   3) Make sure they know that you know their brand—and prove it.

JAPAN TOBACCO INTL (JTI)

Agency: Infinibrand, New York

Served as 360° marketing copywriter for five cigarette brands and one vape brand over a six-year periodwriting taglines, CPG product copy, trade ads, web content, videos, B2B/D2C emails, posters, romance copy, mailers, POSM.

 

Stewarded the evolution of JTI's flagship brand, LD cigarettes, resulting in a 50% increase in their market share.

Led internal communications for successful rollout of Global Business Services to 46,000 JTI employees worldwide, reporting to EVP of Global Communications.

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Japan Tobacco
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Designed and wrote copy for die-cut mailer to introduce new e-cigarette brand LOGIC. Outside of mailer could not indicate this was a tobacco product, so with each successive unfold, we revealed...

1) Teaser copy:"Smart, Simple, Sleek... Meet Logic"  2) circular LOGIC logo,  2)"GUESS WHAT'S IN STORE FOR YOU" (seen through die-cut circle),  3) Inside message: Per new federal laws, LOGIC can only be bought "IN STORE," not online. 

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