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I f your creative sensibilities are
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COPY CONC E P T CONT ENT CREAT IVE DIRECTION STEVENWEISS

Contact: [email protected] / 312.909.5346 / Chicago, IL CREATIVESALVATION
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DIGITAL SHOPPER PROMOTION TRADITIONAL
FOUR A NEW KIND OF TECH-SAVVY, MULTI-DISCIPLINED PROFESSIONAL. FOUR HOLISTIC, CROSS
PLATFORM CREATIVE SOLUTIONS. FOUR THE NEW AGE OF DIGITALLY FUELED, OMNICHANNEL MARKETING. ]
AWARD WINNING, SENIOR-LEVEL CREATIVE, CONCEPTOR, DOCUMENTARY FILMMAKER AND TRANSMEDIA WRITER — WITH DESIGN SKILLS, GLOBAL, DIVISION MANAGEMENT AND 25 YEARS OF MULTI-DISCIPLINE EXPERIENCE.
Expertise: Creating a Concept Collaboratory — an environment, framework and methodology designed to foster non-linear thinking (e.g., improved Pepsi’s agency concept rating score for
Tracy Locke +80%); mining creative gold from dozens of raw ideas (e.g., Kraft‘s Pro Award -winning (5) Huddle to Fight Hunger multi-brand, multi-year shopper/cause program); recognizing when another idea is better than
mine and championing it; turning core concepts into large-scale, cross-platform campaigns that win and keep business (e.g., helped win $140M in last six years, alone, including: BlackBerry, Bayer CropScience B2B
Conagra, Office Max and more); running a buttoned-up operation, with reverence for on budget, on time and on revenue (e.g., as the new Managing CD at CYRK NYC, I took the operation into the black and won NASCAR, in the
first year); leading, inspiring and empowering high-performing, cross-functional teams (e.g., successfully managed a staff of 75, working from NYC and Boston office locations); building client trust/confidence, up
through C- Suite ( e.g., credited by Sara Lee’s CMO as instrumental in convincing brand management, from recently acquired companies, to co-market, vis-a-vis a shopper platform that uniquely positioned the brands in the modern American family’s life).
Categories: Ag, Automotive, Beer/Wine/Spirits, CPG, Drug Retail, Home Improvement/Office Supplies Big-Box Retailers, Fashion, Technology (Computers), Telecommunications (Smartphones)

SURGE! CREATIVE COLLECTIVE | CHICAGO, IL | CONSULTANT 2009 - PRESENT

Lead this unique talent resource, providing on-demand backup bandwidth (without the temp agency mark-up) for corporations, marketing, digital and ad agencies (helped win over $25M in new
business/new assignments for clients, including saving the $15M Nissan direct/digital business for Epsilon/Aspen). Clients: Leo Burnett/ARC, Divamall.tv, Epsilon/Aspen, Liquidus Digital, Jim Beam Brands, The Marketing Store, Rhea Kaiser, Tri3ect
Highlights:
Digital: Mercedes new CLA Set Your Soul Free social media launch strategy/contest concept | Divamall.tv Shop The Diva's Closet e-commerce re-launch | Liftmaster From Eyesore To Envy garage storage and organization new business launch website
Shopper: Conagra New GoTos multi-brand meal solution concept won the $1.5M account | Kraft Huddle to Fight Hunger customized program for 62 retail partners | Intel Ultrabook Flip, Touch, Do retailer digital & in-store global assets
Promotion:* Red Stag Bourbon Does Gone Wild bar events | Sauza Tequila Roof-Top, Beach-Front, Lake-House Pop-up Parties summer-long loyalty promotion concept | Wrigley & Walmart Back To School Swag Bag backpack cause promotion
Traditional: Bayer CropScience Man Vs Weed new product launch integrated campaign got excited clients to double the budget | Red Stag Bourbon Always Answer The Mating Call Of A Doe In Heat print ad and bar events

LEO BURNETT/ARC WORLDWIDE | CHICAGO, IL | CREATIVE DIRECTOR CONTRACT: FEB 2006-JAN 2007 | STAFF: JAN 2007-JAN 2009
Direct cross-functional teams developing BlackBerry global branding and new-product launch campaigns and Sara Lee Portfolio Brands (SLPB) shopper and promotion programs (helped win
$115M BlackBerry account, with Life on BlackBerry campaign thematic; conceived SLPB multi-brand shopper platform and guided client into the age of shopper marketing). Clients: BlackBerry, Sara Lee, Ball Park, Hillshire Farm, Jimmy Dean
Highlights
SLPB Shopper: Real People, Real Food, Real Life multi-brand shopper platform | In the Kitchen with the New Julia (Louis-Dreyfus) multi-brand, multi-year campaign concept won client approval to proceed with negotiations | The Holiday’s Aren’t What They
Use To Be multi-brand meal solution increased sales +28% | Fresh & Fast Weekday Breakfast multi-brand solutions and store demos at Walmart Superstores delivered +20% bump and sustained lift

»
»
SLPB Promotions: Ball Park Franks Hungry For Challenge teen-guy targeted brand-activation campaign, including: Mountain Dew AST sponsorship/events cited by Tour as best-in-class new sponsor activation | Ball Park Franks Six Flags Ride The Five
Challenge sweeps generated 30,000 participants | Ball Park Franks & Nintendo Prize Every Hour online instant-win game over indexed against teen guys and “mom bribe” coupon redeemed at 80% | Hillshire Farm Go Meat! Fan Club won $1.5M budget
approval for brand’s first foray into loyalty programming
BlackBerry Global: Four new-product branding and launch campaigns (advertising, website, videos, social content, custom apps, music sponsorships, promotions, store environments, brand guides) drove Curve sales to #1 worldwide
*Promotion includes: sports & entertainment activation, experiential/events and loyalty programming

COPY CONC E P T CONT ENT CREAT IVE DIRECTION STEVENWEISS

Contact: [email protected] / 312.909.5346 / Chicago, IL CREATIVESALVATION
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HYBRID [
DIGITAL SHOPPER PROMOTION TRADITIONAL
FOUR IDEAS THAT ARE BORN OF THE BRAND AND RISE FROM NON-LINEAR THINKING. THAT ARE STRATEGICALLY SMART, INSIGHT INSPIRED
BUILT WITH A MOTIVATING HUMAN PURPOSE AND DESIGNED TO TURN SHOPPERS INTO BUYERS AND BRAND-LOVING SOCIAL ACTIVISTS. ]
NOLINE MARKETING | NEW YORK, NY | EXECUTIVE CREATIVE DIRECTOR STAFF: APRIL 2004 - FEB 2006 / FREELANCE: FEB 2006 - JAN 2007
Manage a freelance pool for this unique, privately held boutique — operating under a remote-work model and “staffed” with account planners, program architects and creatives to solve
business, marketing and creative challenges for corporations, agencies, non-profits and start-ups (expanded agency value, services, client base, revenue and profitability). Clients: American Prostate Research, ARC Worldwide
Aspen Marketing, Chiat/Day, Chock full ’O Nuts Coffee, East/West Creative, NYNEX Yellow Pages, Sharp Left Marketing, SKYY Vodka, Tracy Locke. Highlights:
Promotion: Chivas Regal Beautiful Women Always Get In guy-targeted concept won the business | Kellogg’s Eggo & Lego’s Help ‘em Get ’em interactive online game and contest, partnering with National High School Science Fair won the assignment for ARC
Sports Activation: Crown Royal Community Champions race car driver documentaries generated $125K per doc | Peanut Chews Chew It Up snowboarding sponsorship increased sales +30%, turning a forgotten candy into a brand with a future
Entertainment Activation: SKYY Vodka Sexy Shorts film school scholarship contest, in partnership with Sundance Film Festival, created a lifestyle-relevant connection with 21-29 year olds
Branding/Advertising: Chock full ‘O Nuts The Coffee with a Little New York Attitude repositioning, revitalization strategy and integrated plan connected with young urban target and increased distribution +22% and sales volume +16%

TRACY LOCKE | WILTON, CT | DIRECTOR, CONCEPTS AND PROPERTIES MARCH 2003-MARCH 2004
Hired to revamp department (conceived, collaborated and sold in an innovative development model, successfully overhauling the agency’s entire creation process in 90 days). Deployed a
new staffing strategy, bringing in partnership marketing pros from record labels, movie studios and sports properties; added account planning function and trend-casting service; estab-
lished interconnected accountability among Concepts and Properties, Account Planning, Account Management and Creative department, linking outcome with incentives (improved Pepsi’s annual
agency concept rating score + 80%). Clients: PepsiCo (Frito-Lay, Mountain Dew, Lipton, Nestea, Tropicana) AOL, Cuervo, Grand Marnier (Note: left after one year to care for a seriously ill parent.) Highlights:
Trend-casting: Conceived and led development of an annual Pepsi Pop Shot Report — showcasing what’s going to be hot, hip and happening, as a precursor to beginning 56-week program planning cycle, helping pre-sell program concepts
Entertainment Activation: Yoda Jedi Challenge interactive game increased Summer 2005 grocery sales +25% | Pepsi 1 IN 3 Wins UTC instant-win-game was first iTunes partnership and won Spring 2005 at Grocery and Convenience
Sports Activation: It’s How You Watch The Super Bowl multi-entertainment promotion was sold into Pepsi and Viacom properties, including CBS, Comedy Central and MTV
Advertising/Promotion: Grand Marnier Conversation G-Spot campaign won $8M integrated branding, adverting and promotion business

CYRK | NEW YORK, NY | MANAGING CREATIVE DIRECTOR NOV 1997-JAN 2003

Ran 75 person loyalty and promotion marketing agency division, overseeing account management, analytics, trend forecasting and custom premium design, for this $1B premium company
(re-built operation, bringing it intothe black, by end of first year; conceived innovative pricing model, offering free services in exchange for client’s premium business. NASCAR was first free-for-premium-biz client worth $40M) Clients: British Airways, Becks
Beer, Kraft, Planter’s Peanuts, NASCAR, NFL Properties, Pepsi, Philip Morris, U.S. Bank, Kirin Beer. Highlights:
Sports Activation: Won NASCAR branding and multi-sponsor property development and new sponsor sales-pitch development businesses
Loyalty Promotion: Developed Marlboro Miles annual themes, quarterly refresh promotions, retailer incentive programs and materials; designed and produced custom premium collection and catalogs generating $150M in agency revenue
PRIOR TO 1997 OGILVY/ New York, NY & London, England /1994-1997/IBM Global Promotion Creative Director on integrated brand team | ARD TV/Berlin, Germany/1993/Documentary Filmmaker Internship
CHIAT-DAY/New York, NY/1988-1993/From Jr. Writer to ACD, across branding/advertising and promotion for Bushmills Irish Whiskey, Nissan, Sara Lee, Very Fine Juices, Wines of Spain
EDUCATION MA, Advertising, Michigan State University, E. Lansing MI | BA , Creative Writing, Eastern Michigan University, Ypsilanti MI | Associate Degree Coursework, Kendal College of Art and Design, Grand Rapids MI

COPY CONC E P T CONT ENT CREAT IVE DIRECTION STEVENWEISS

Contact: [email protected] / 312.909.5346 / Chicago, IL CREATIVESALVATION