Print Ads

Good Sam offers emergency roadside assistance service to RVers. Their differentiator: a large national network that allows them to get RVers back on the road faster. I highlighted this benefit by playing on the RV world's love of sharing road stories.

Kozmo.com was a pioneer in the get-it-now delivery market, paving the way for giants like Grubhub and Fresh Direct. I helped this startup grow to a national brand by capturing the voice and spirit of the kick-back-and-chill couch culture that drove their success. This campaign, which ran as ads in magazines and OOH, focuses on the most absurd and disparate combo of items offered, celebrating the breadth of products and, ultimately, the diversity of Kozmo customers.

For these direct response print ads for Primedia, I tapped my inner adventure junky with strong CTAs combined with a bit of story and the right attitude helped them achieve exactly what they were designed to: increase subscribers and grow readership.

I've done a lot of direct response ads for various media brands. For Lonely Planet, I leaned on the connection travel experience and story for one. Another tugs at the traveler's desire to see more with a powerful headline. For SELF, a playful headline sets up a clever re-packaging of a standard subscription offer in the form of a gift card. For This Old House, a benefit-heavy copy platform is introduced through the understanding that all DIY begins with a daydream idea. And a Time ad aiming at college kids.

Another for Good Sam. I know ... kind of corny. But if you'd seen the data and done the research as I did, you'd know this tongue-in-cheek approach was smart, on message, and a great way to connect with the target audience. The kicker? That red burst about free coverage for spouse. That sets Good Sam apart. Turns out a growing number of bikers are going all Easy Rider with spouse and even kids in tow.

Next Issue (later rebranded Texture) was a digital magazine app offering subscribers hundreds of titles for one low monthly price. The key of benefits of the platform (owned by Conde Nast, Hearst, and Time Inc among others) was its incredible range of high-quality content. I wrote this print campaign to showcase that breadth, focusing on convenience, choice, and mobility.