18 YEARS OF CREATING IDEAS AND PLATFORMS
THAT EARN PEOPLE'S ATTENTION

Boulder, CO based Creative Director, Writer and Strategic Thinker with 18 years experience bringing earned-centered and purpose driven ideas to life. My passion lies in storytelling that deserves people’s attention. In today’s media landscape, attention is earned — not given. I look for insights and write ideas from a human, earned perspective and build out ideas and platforms so to ensure high earned-media capability. My work has impacted name-brands and been awarded in the major award shows. From Cannes to the New York Festivals.

Only on Airbnb

Selected honors: One Show, Adweek, Webby, Sabre

I have been working on Airbnb since 2018 . First by developing the creative that would earn their business and trust and later by supporting them on existing programs and net new activations. “Only on Airbnb” is an example of such existing programs where I have continuously been contributing with earned-centered activation ideas, insights and territories.

VAC FROM THE SEA

Selected Honors: Cannes PR Gold, Cannes Titanium Shortlist, United Nations, New York Festivals, ANDY, Bees Awards, Guldägget

I was tasked to launch a vacuum cleaner using only social media and PR. Its main feature: high content of recycled plastic. In the context of house-cleaning, that wasn't enough to earn attention. So by asking in which context this information could help build a valuable story for the target audience, the solution magically appeared. I reasoned, if a clean home is the start of a clean world, how might it be demonstrated? The solution was to tap into the high-momentum environmental issue of the Texas-sized plastic debris patches in our oceans. How? By announcing a quest to build vacuums using plastic from these patches. Work with environmental ambassadors to collect the plastic, and use Electrolux's authority to draw attention to their important work.  And Electrolux vacuums that saw a 300% distribution increase.

PROUD TO BE

Selected Honors: Think LA! 

Sometimes I join a team and help amplify an idea. In this case, the agency team had created a powerful spot that sought to humanize the polarized debate over Washington's professional football's team’s use of the word "Redskin." The media-budget was zero. The video content was all made using stock photos.

By crafting more news angles to the story and developing a strategy of pinpointing the right outlets, the story exploded. Now mainstream media was as onboard as sports media. The new momentum led to Native American groups co-financing a broadcasting of the spot during the NBA finals. That further sparked the story and got CNN Situation Room and John Oliver to cover the human side of the issue.

In June 2020, said football team announced it’s new name will be the “Washington Football Team”.

CARWINISM

Selected Honors: Cannes Lions PR Gold, Audi Global Brand Award, Sabre Awards

When Audi Sweden was looking to get buzz for their 100-Year Anniversary, the global car industry was facing its worst crisis ever. The national symbols, Saab and Volvo, faced bankruptcy and thousands of jobs were in jeopardy. A German import that was celebrating itself would not earn any attention in this media environment.

The solution was to have the market-leader celebrate the car industry as a whole. To make it topical to people beyond car magazines, Audi tapped into the Charles Darwin anniversary the same year. Carwinism, the evolution theory for cars, was born. It was written in the form of a blog by contributors from the Nobel Prize Jury, academia, industry design and environmental research. The content generated news stories that catered to all media segments imaginable. It won best PR Project of the year in Audi's own global award show.

SILLYCON VALLEY

Toshiba wanted a 30s TVC to promote the Encore Tablet 2 for the back-to-school season. The product was great, but in no way envelope-pushing or heavy on features. However, features or not, the product did deliver on Toshiba's brand promise -- to always offer solutions and never make empty promises. The polar opposite of that? Much of the tech scene that's full of empty promises. Embodied by Silicon Valley. Solution: Sillycon Valley. An idea on which to base the 30s spot and social- and earned media activation. Toshiba had built a strong Facebook following of 1.5 million. Here, Toshiba would release true/false tech stories and encouraged followers to vote and crack their own too-good-to-be-true tech.

NO NEWS IS BIG NEWS (SURF INDEX)

Selected Honors: Cannes Lions PR Bronze

Broadband provider Telia knew sales of subscriptions strongly correlated with the amount of branded media exposure. In 2011 the media's attention were no longer as much on the carrier as the manufacturers of mobile devices, and Telia couldn't afford taking a backseat. I was tasked with taking back its 40% share of voice. But how could Telia possibly compete with the news overload?

Solution: Look for the slowest day of the year using Telia's broadband data to track it (and share human insights of online behavior in the process). The "Surfindex" became the go-to source for journalists to make sense of online habits, as Telia's analysts could connect online behavior with pop-cultural events and news stories. The process of guessing the year's slowest day engaged journalists like never before. Share of voice didn't just stay at 40% it jumped 66% and 7% more broadband subscriptions were sold.