rolando r neghme \m/

Short story. In the brainstorm with the CD, I got excited, “If you can, he can, she can…EVERYONE CAN. Every. ONE. Can.”

Enthusiasm is more rare than excitement.

I am of the former, daily.

My work on the pitch helped the agency not only win more internal business with a flagship brand, but also expanded the portfolio, scope of work, and work force for the agency which included me moving from freelance to a full-time ACD.

POS, Social, Digital.

Freelance at the time and initially contracted to work on various P&G brands. As the marketing-machine would have it, I was stolen to work on a new business pitch for Kraft Singles.

I was brought to the project to bring the energy that wasn’t the status quo.

The pitch work produced was quoted by the New Business Team as, “The most exciting and creative work they’ve seen in a long while.” That sentiment was echoed by the Creative EVP as well.

POS, Secondary Packaging, FSI, Social Engagement, Digital.

The client asked for a static post. But, the GIF was my tactic born from thinking out loud during the Creative Review. "If it's on social, why does it have to be static? Let's animate it."

The :30 was let's be anti-ESPN-style montage of greatest hits. I brought up having the two guys that knew Chipper best. Bobby Cox & John Schuerholz. They agreed and in their candid talking of Chipper, I found the story within his story to give Atlanta Braves fans some insight into the man and his feats.

POS, Social, Digital, Regional Broadcast.

MADE FOR TX & UNITED IN TASTE are two platforms I created for Miller Lite’s Texas Equity program. Lite wanted to celebrate that it is proudly brewed in Texas and deep in its heart, for Texans too.

I enjoy Regional-insight work for local quirks and sensibilities to engage those passions that hit home.

It's not enough to say whatever branded message and localize it, as in, "Blah blah Brand-blah, Texas!" 

Amateur move, marketers & advertisers. 

OOH, POS, Event.

The Way It Ought to Be and values of the Heartland.

I found the tagline and Red Seal RTB’s respectively, very fertile ground to create a brand story for guys who just want to get a coupon and get out.

Your Two Cents was my idea to create UGC & name-gen, and more-time-on-the-site efforts. That's what the big thing to nail was...the digital objective in the brief.

Brand Site, UGC, Direct Mail.

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When pitching new business, having the coveted 4th Idea in the mix shows that the agency can still be on-brief but more importantly, can rock the proverbial box.

My concept attacked the comfort zone of “what the client would buy.”

IDEA: Invisible Fight

Everyday—you brush, floss and rinse. And everyday—the bacteria, plaque and gingivitis germs you can’t see fight their way back into your mouth. Hit back with 7x the clean. Win the invisible fight with the Pro-Health Regimen everyday.

POS, Digital.

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How do you spotlight a super-food like avocado during what Subway calls a health window AND tie back to an existing “avocado equity” AND play up the fact that it was the Olympics WHILE NOT being an official sponsor AND make this window sign stand out while driving at 50mph so that you stop AND get a sandwich?

Thank god for client brief single-takeaways. Here’s my answer. Blam!

Creating your own language + the POWer of words inherently speaks volumes.

POS.

This was a new business pitch scenario. One of our challenges was to stand out among the clutter of bike porn in triathlon and cycling magazines. And with this target, they covet Personal Records and a bike that feels like an extension of them.

Pitch mode--for me--brings out the right amount of pressure balanced with big-picture deep breaths when you're in the trenches. 

My idea was to create a war-wall full of competitive ads and sneak these in there for the ICR. It worked. The CEO noticed it immediately—and he was the target.

Print, Digital, POS.

This was super fun me for me. It was the perfect marriage of high-end romance copy, the Parliament brand voice and all its sensibilities. From theme to simple engagement tactics, the whole process allowed me to take-off copy wise all the while adding yet another promotion under my belt.

Escape your everyday and venture above the clouds toward crystal waters, and the pristine beaches of the Perfect Recess. Now imagine me writing for your team.

​Blogvertising: This is when I made an amalgam of journalistic, blog and brand-voice writing styles for Parliament’s Inner Circle Vol. 4. Part newsletter via quarterly email and part website driver that would whet the reader’s appetite to visit MyParliament.com.

Brand Site, Direct Mail.

IDEA: The boondoggle. What to do when you want to squeeze in a round? As an HHonors member those dreams can be a reality. Golf. Dreams. Reality. Membership. It’s Your HHonors. Join today and play a few rounds.

My mind's eye saw it all and it was able to write itself.

A guy sleeping on a dreamy tee box at a bucket-list course. Twas what I saw. Plus, the HHonors name just begged to be used as golfing nomenclature. It’s Your HHonors.

This program did well. 50k entries were expected but the reality was over 200k+ entries. The client thought that a 10% lift in membership would be dreamy and they got 20+%.

Print, Digital, POS, Direct Mail.

These email reminders were a lot of fun. Swagger as a brand tone was an easy get for me even when given the box of writing around WIN.

Sometimes, you have to write within the figuratively proverbial box. In it, I still find room to be free, every time.

Brand Site, Direct Mail.

Indy 500 isn’t just, “Race Day.” It’s the entire month of May with a lot of moving parts program-wise for the Official Beer Sponsor of Indianapolis Motor Speedway.

After going to Indy 500, I had lots of ideas, thematic-, display-, and activation-wise. The whole program: May Drives Us, Carb Day aka Ditch Day aka Low Carb Day, the Pagoda Display, all aspects revving in my head, and that’s on the road back to Chicago—

v v v r r r o o o m.

This is your Pit Pass into how I crafted all the agency’s love-letters to this exciting American tradition.

​Plus, I heard Kelly Clarkson rehearse the National Anthem from the grandstands, and, I’ll admit, got a little teary-eyed.

POS, OOH, Event.

A snapshot of the Beer & TBA work over the years…

From loyalty programs, launches, POS and promotions—I’ve rocked it. The plethora of brands I juggled honed my ability to write in many styles, mindsets, passion points and targets.

What a great category to go “brainstorm” when it’s 5:00 somewhere.

POS, Secondary Packaging, Distributor Sell-In Kits, B2B, Events.

Here’s some fun for those would-be foodies on the ‘gram.

Inspiration struck in the aisle while seeing the vibrant colors. The words “Our Palette For Your Palate” struck me and wrote it up.

the idea: Dash or Splash

Can’t resist can you? Those near-future noms are already missing something. It’s a quick fix the instant your tried-and-true dash or splash of El Yucateco adds a pop of flavorful color. Our palette turns any culinary item into a masterpiece of yum.

Next time, you tantalize your palate with El Yuca just snap a pic of whether you dash or splash and tell us #DashElYuca or #SplashElYuca. Your accent of flavor could have Rick Bayless come over to cook up a feast for a special occasion of your choosing. Every meal is a celebration with El Yucateco no matter how little or how much you enjoy.

Social, Digital, POS.