1. a n t h o n y m a s s a
a little peek inside my head
2. “May you live in interesting times.”
This well-known (purported, though not verified) ancient Chinese curse seems designed for our times, which have indeed become a bit
more “interesting” than many of us are comfortable with. The economic, technological, workplace and societal issues of today - increased
regulation and taxation of our agencies and our client’s companies; “diversity,” LGBT concerns, work/life balance struggles, and a changed
work ethic and career expectations among our younger employees; the challenge of anticipating/adapting to new technologies and social
media while insuring a consistent brand message is conveyed across all platforms; the commoditization of the creative product – all
contribute to a climate that too often is characterized by chaos, fear, and poor morale for clients and agencies alike.
As a Chief Creative Officer, I’m charged with leading my groups both strategically and creatively through these “interesting times.” My
understanding of our rapidly evolving world, ability to inspire ideas that transform human behavior, strategically creative mind, and passion
to lead and develop my people is widely recognized, and make me exceptionally well-suited for the position I hold and the responsibilities
that I have.
Since assuming my present post in 2006, I have overseen, directed and led all aspects of creative development, planning and execution
for our clients, including Gatorade, Jockey, cricket wireless, mike’s hard lemonade, Bimbo Bakeries, Safeway, Clorox, Fresh Step Kitty
Litter, Glad, Quaker Oats, Tropicana, Pine-Sol, and Applebee’s Family Bar and Grill. I am responsible for the creative product across all of
tpn’s core disciplines – shopper marketing, consumer promotion, customer specific marketing and environmental design - all influenced by
and driven from a media-agnostic perspective, but strongly influenced by the role that digital plays in our lives today. I am also directly
responsible for supplementing these disciplines with new capabilities that we, as an organization, are developing internally (advertising,
digital, radio, print and OOH).
As marketers seek to break through the media noise and find new ways to engage consumers, I have successfully articulated the vital role
that creativity plays in today's complex marketing environment. The integrity of a core creative idea - the “content,” as we now refer to it -
is essential to any brand communication. The IDEA must be strong enough to unite all channels, engage consumers and drive
transactions. With this point of view, I have led my teams to prestigious, nationally-recognized creative awards and have driven sales and
transactions for my client’s brands and businesses.
Our times are interesting. Our challenges, immense. But our opportunities are infinite. Leadership will determine our success or failure.
I am a leader for today.
a n t h o n y m a s s a
3.
4.
5. LAUNCH INSIGHT:
People would never pay double for other things in life, why are they
still doing it with their wireless?
LAUNCH CONSTRUCT:
• Opening – Establish situation for Todd/Jesus to talk about price
• Engagement – Todd/Jesus gives people the option to pay 2 prices for the same thing
• Seed The Idea – Todd/Jesus makes the turn: “You’d never pay double here, so why are you
doing it with your wireless?”
• Conversion – “Switch to Cricket and get the same plans for half the price of AT&T and
Verizon and do more with the money you save.”
• Closing — We capture people having their “a-ha’ moment and celebrate their smart decision
6. LAUNCH SCENARIOS:
FOOD TRUCK: Todd/Jesus is selling hamburgers from a food truck in a downtown or urban area.
Sign says HAMBURGERS $5 or $10
BLOCKBUSTER: Todd/Jesus is behind the counter at a theater box office selling movie tickets
Sign says Tickets: $6 OR $12.
WATER GUY: Todd/Jesus is working the stands and selling bottled water at an adult recreational
league sporting event. He offers people the option to by the $2 Water
or the $4 Water.
VELVET ROPE: Todd is the doorman at a night club. He opens the door to reveal an incredible
band/DJ playing and people having a great time. He then shuts the door and tells people the
cover charge is either $10 or $20.
PEDI CAB RIDES: Todd is standing in a busy pedestrian area with his rickshaw. He has a sign
that says: RICKSHAW RIDES $10 or $20.
47. “Major Must Haves”
PREFERRED BY
R A C H E L
ZOE
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OFFER EXPIRES 10/31/2012
RACHEL ZOE-CELEBRITY
STYLIST
direct mailer
