“Creativity Is a Fancy Word for the Work We Have to Do By Friday.” – David Ogilvy
When the Chief Marketing Officer of American Express asked his marketing firms to create something that would inspire people to choose his brand over Mastercard or Visa, the Creative Director and his team had a non-traditional solution: partner with Robert DeNiro and launch The American Express Tribeca Film Festival.
When Enterprise Rent-A-Car challenged its marketing firm to communicate how a rental car company could make customers feel so important that they would choose an upstart over the more established Hertz and Avis, the same Creative Director had a solution: the “Pick Enterprise, We’ll Pick You Up” campaign that helped grow the brand to #1 and over $10 billion in revenue.
When Bacardi wanted to launch the first line of flavored rums while still building its flagship brand, that same Creative Director, now with McCann-Erickson, developed the “Bacardi By Night” campaign and came up with “Shake Up Your Night” for Bacardi Limon, O, CoCo, and Razz.
And when the Florida State Fair wanted to get younger people excited about coming to the Fair, that Creative Director launched a campaign that used YouTube and Facebook as platforms for a contest to create real-life super heroes based on Fair attractions and food. This campaign raised Web site visits and attendance at the Fair by 20% while lowering the average age of Fair goers.
What do all of these success stories have in common?
None of them started life as a “TV idea” or a “Web idea.” They all started as a solution to a client’s business challenge. They all began as an idea that would engage and entertain, no matter whether people experienced them as an event (Tribeca Film Festival), 15 or 30 second mini-movie (a.k.a. Enterprise or Bacardi TV commercial), or social media interaction (Florida State Fair).
And they all had the same Creative Director: Evan Brownstein.
Evan had the privilege to work with great people at American Express, Enterprise Rent-A-Car, Bacardi, Nestlé, and Claritin. At Columbia University Film School he learned how to tell stories from Martin Scorsese, Paul Schrader, and Terry Southern who taught him that when you work with great people, you can do great things.
Working with great people is what drew Evan to Schifino Lee.
Clients universally say that Schifino Lee genuinely listens to them and learns about their businesses. Then that learning is translated into creative work that is fresh and compelling—in both digital and traditional media. All with the goal of growing clients’ businesses.
Schifino Lee is proud to announce the appointment of Evan Brownstein as Chief Creative Officer. We welcome you to put his creativity to work for your business. Call us at 813 258 5858. Evan’s extension is 240. His email is Evan@SchifinoLee.com. You can connect with Schifino Lee on our Facebook page or via Linkedin. Let’s start a conversation and see where it grows…
