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B I O G R A P H Y
Kevin is an Advertising and Marketing Consultant, specializing in green & sustainable products and programs. Earlier, through shrewd strategies and smart creative, his companies --Advertising Rising, Inc. and Collins Creative -- were a dominant factor in the growth of emerging companies since 1988.
2003-05 Advertising & Marketing Consultant, San Francisco. Principal
- Developed comprehensive Advertising, Marketing and PR services for "green" and sustainable products and programs; financial service and publishing clients.
- For an energy-efficiency program funded by the Calififornia Public Utilities Commission, Kevin was asked to take over a project that was adrift and rapidly burning money. In two weeks he delivered a detailed, marketing plan and tight budget; plus comprehensive positioning, branding, creative and marketing strategies.
Commercials were on the air a week later. Within a few weeks, the project was so successful that media spending had to be slowed because the advertising was generating sales leads faster than contractors could handle the business.
- He also came to the rescue of a trade association conference that had virtually no registrations with only five weeks to go. After the intensive outreach campaign he designed, the conference turned out to be the promoter’s most successful regional meeting ever, attended by over 300 home improvement contractors -- a notoriously difficult-to-motivate audience.
- In another branding and positioning assignment, Kevin took a startup's stock trading software (targeted at hedge fund managers) and turned it into HEDGEMONIX, The Hedge Fund's Edge.
1999-2003 Advertising Rising, Inc., San Francisco. CEO/Creative Director.
Developed comprehensive Advertising, Marketing and PR services for advanced transportation, energy-efficiency, green buildings, financial services and technology clients.
- Kevin created a broad advertising and marketing program for the rollout of DaimlerChrysler's GEM electric vehicle in California, utilizing the state's unique chain of college towns as a springboard. Other marketing plans targeted gated communities, resorts and government entities. He also constructed extensive branding and positioning strategies for the neighborhood electric vehicle.
- He produced high profile advertising that helped defeat an attempt by Detroit Automakers to relax California's ZEV Mandates.
- Also, he was an active member of the Calif. Air Resource Board's ZEV Outreach Committee, and wrote the creative strategy the agency adopted in 2002.
- In1999 In advance of the anticipated introduction of electric vehicles in California, Kevin crafted plans for an "Electric Village" EV demonstration project for CALSTART, the advanced transportation consortium.
- And he was asked to help develop an electric vehicle research program at the Institute for Transportation Studies at UC Davis.
- Earlier, Kevin worked extensively with clients in the mortgage banking and financial services industries. Among his accomplishments was helping a startup mortgage banking company in Austin, TX become one of the nation's top FHA Title I lenders in just 18 months.
- For several years, Kevin has done pro bono work for The St. Vincent de Paul Society of San Francisco, creating successful fundraising materials for its programs helping The City's poor, homeless, addicted and abused.
Prior to opening his own agency, Kevin had a 20-year career at several of the country's top ad agencies, creating successful ad campaigns for some of America's best known brands:
- Conceived a major brand building campaign for Rice-a-Roni that significantly increased market share. No, he did not write "The San Francisco Treat." :---
- Created a compelling ad campaign for Schiff Vitamins: "You're in Schiff Shape - The Feeling You Get Feeling Good.
- Helped Ampex Grand Master become the market leader with his "Tape of the Stars" campaig.
- Was Northern Calif. Press Secretary for John Anderson's historic Presidential bid.
- Created numerous major brand-building campaigns for Clorox, 409 Spray Cleaner, Soft Scrub and several other consumer products.
- Created the campaign that introduced Lead-Free Amoco Gasoline (the first cleaner burning fuel) to a national audience. The campaign featured the Company's CEO as spokesperson. The technique is common today, but 'a first' when Kevin did it .
Ad Agencies:
San Francisco
Vantage Advertising. Writer/Producer/Creative Director/Acct. Exec. (TV, Radio, Print)
New York
The Advertising Workshop. Writer/Producer/Assoc. Creative Director. (TV, Radio, Print, PR)
San Francisco
Bozell & Jacobs. Writer/Producer/Assoc. Creative Director. (TV, Radio, Print)
FCB/Honig-Cooper & Harrington. Writer/Producer/Acct. Exec. (TV, Radio, Print).
Chicago
Foote, Cone & Belding. Copywriter. (TV, Print)
D'Arcy-MacManus. Writer/radio producer. (TV, Radio, Print)
Fuller, Smith & Ross. Rookie copywriter. (primarily print)
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"I hired him when he was a 'kid copywriter' because he was just a little nuts for our ad agency that was just a little too straight-laced. His excellent creative work on the national rollout of Lead-Free Amoco gasoline, Gerber and Diet Rite Cola made me look like a genius! I've known Kevin for 35 years and he's still a little nuts -- the kind of nuts great trees grow from. If you want to grow, maybe you should talk to this nut."
Bob Elliott
Assoc. Creative Director
D'Arcy MacManus Advertising
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