Non-Profit / Pro-Bono / Public Service

Painful Lessons

Despite intermodal transportation's benefits of efficiency and value, building a brand as an intermodal freight company is a challenge, because the industry itself lacks a strong definition. Truck and rail providers, distributors, 3rd party agents all patch together freight services to become "intermodal providers". CSXI is the only true, asset-based intermodal company, and the largest in North America. So this work positions CSXI's truly integrated service as the prescient choice not to the traditional decision maker, but to top executives charged with embracing every competitive advantage they can.

Brand: CSX Intermodal
Client: CSX Intermodal
Agency: Parrish Wickersham & Partners
Language: English

Do Diet Dew

In 1994, within a highly competitive environment, Diet Mountain Dew's "Do Diet Dew" campaign drove a dramatic increase in trademark volume at a growth rate which not only surpassed the brand's prior year gains, but was three times that of CSD category, and over five times that of the entire flavor segment. Diet Mountain Dew's "Do Diet Dew" campaign evolved the trademark's historical key selling proposition of "the ultimate, indulgent, thirst-quenching soft drink," achieving or surpassing all business objectives despite an aggressively competitive environment.

Brand: Diet Mountain Dew
Client: PepsiCo
Agency: BBDO
Language: English

Inner-City Anti-Drug Campaign

Brand: Partnership for a Drug-Free America
Client: Partnership for a Drug-Free America
Agency: Goodby Berlin & Silverstein
Language: English