About

Pavlov or Picasso? Or both?

I enjoy being directly accountable for my work. I enjoy working with companies that track and measure their advertising investment. I love it when an idea becomes a control, and I’m passionately curious to understand why an idea fails. I’ve presided over thousands of marketing campaigns that have won and lost — so I’ve learned to understand why people respond and why they ignore. And I apply that knowledge to every new assignment.

I’ve been in the direct response business since 1988. Today, I lead creative teams in developing highly effective marking campaigns across many channels — including television, direct mail, and digital. I help clients understand when it’s necessary to call on Picasso to inspire customers to fall in love, or when to call on Pavlov to inspire them to buy. I’ve learned to embrace the fluid media landscape, so I enjoy helping agencies redefine their mission. What was once a fairly standard marketing discipline has now become a very complex and unpredictable challenge. But I see the opportunity. Brands are becoming more reliant on direct marketing agencies because they need partners who master complexity and measure results. I’ve grown up in that world, and it’s where I belong.