I've written copy and produced media plans aimed at multi-cultural audiences including African American, Hispanic, Asian and GLBT for brands like Lysol, Virgin Atlantic and MLB's World Baseball Classic. As a contractor in the media department at Virgin Atlantic's in-house agency (CMG); I led a panel of GLBT employees on Virgin's outreach to the gay market. Here, you'll see text for a brochure targeting gay investors. The company that hired me wanted a stand-out non-conservative approach.
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Project: Business Development
Agency: Kendrew Group, Ltd. (New Canaan, CT)
Situation: The agency had a successful history with HBO and Cinemax and wanted to work with gay network, Logo.
Solution: I developed a concept to warm up our call to Logo. We sent over a Betty Boop lunch box, complete with retro candy and a sassy lunch invitation from Betty.
Result: Logo was absolutely delighted and took our call for an exploratory discussion. We did not earn the business, unfortunately. The Westchester Ad Club awarded us a Bronze for agency self promotion, however.
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Multi-Cultural & GLBT
