May 12, 2008
Michael is an award-winning Creative Director with innovative brand building experience in all media including emerging technologies, Interactive, branded entertainment, original content, general advertising and direct relationship marketing.
As a Creative Director at atmosphere BBDO, Michael took the online Cingular brand from launch and built it into it’s leadership position, resulting in it re-acquisition by AT&T Wireless. He also re-positioned the online Doritos brand with a yearlong integrated program. This successful program not only built their opt-in database to over 350K teens, it also influenced the brand to abandon their Super Bowl spend and reinvest that budget online – an industry first.
As Creative Director/Partner at international agency JWT, Michael developed the HSBCdirect brand from launch and built it into its current leadership position. Under Michael’s watch, HSBCdirect grew deposits dramatically and hit their initial goal of $1Billion in deposits nine months ahead of target. Michael also launched L.L. Bean online and developed the first branded social network, which would not only pay for itself; it would also produce over $5M in incremental revenue.
Michael’s experience also includes Acura, American Express, AOL, AT&T, ConAgra Foods, De Beers Group, Gateway, GM, Great White Shark Enterprises, Inc., Heineken, Jockey International, Jose Cuervo International, L.L. Bean, Masterfoods USA, NASCAR, Nautica, PepsiCo, T. Rowe Price and U.S. Army.
He has served as a judge for the International Andy Awards, and his work has received critical acclaim by The Wall Street Journal, The New York Times, Adweek and AdAge.
Michael has been a Winner or Finalist at Cannes, The International Andy Awards, The One Show, Ad:Tech, New York Festivals, MacroMedia, Eyeblaster, Media Post and MSN Creativity.
Michael holds a B.A. degree in Advertising from The Pennsylvania State University.
He is married and the proud father of a son.