Dan Cunningham

The most influential concept about advertising I’ve ever heard, which later helped me create an agency worth $5 million within two years, came out of a speech by the CEO of an agency where I used to work:

“It’s not enough to think like an advertiser, you have to think like a marketer.”

I realized the conversation with consumers has to happen in multiple locations, on many levels and at the same time, so it’s ready when they are. You build brand integrity through the value proposition given to your customers by talking to them in their language and where they are most comfortable.

It seems obvious, but these tend to happen independently and the messaging completely different, which changed how I work both creatively as a creative and strategically as a project manager.

As an Art Director/Creative Director, I focus on creative that works across media. Stunning creative may get attention, but it doesn’t always guarantee conversion to sale. Sometimes simple, clean and inviting gets the point across best.

As a Project Manager, I partner with companies and clients to create a holistic approach expanding current strategies and stimulating growth with multi-channeled campaigns and seeing them through implementation.

My experience includes:

Brand Identity

Catalog

Direct Mail

Website Design

Directing photo shoots

Press checks & print production

Outdoor

Package Design

Retail (clients include JCPenney, Ivie Inc. & Rapp Collins)

FMGC (brands include Tarantula Azul and KeKe beach)

Business communications (clients include ZixCorp)

The two strengths that make me most effective, are:

1.My ability to either integrate easily into an existing team or draw from a network of experienced professionals to create an effective group.

2. A knack for increasing cooperation between teams by creating an atmosphere of collaboration, making campaigns more efficient and successful.

In essence, ROI is increased by clear strategy, focused teams and effective budgets.