Representative results
THOUGHT-LEADERSHIP: OWNING THE DEBATE
For more than a decade, I led intensive media relations efforts for multiple practice groups at Oliver Wyman, a unit of Marsh McLennan Companies. These practices included utilities, aviation, telecommunications, surface transportation, and commodities trading.
My mission was to deliver results that would provide the firm ownership of the media discussion in priority areas where it was aiming for breakthrough growth. Exceeded expectations by consistently securing high-impact coverage in the world’s most influential media that included The Wall Street Journal, The Economist, Financial Times, Associated Press, Reuters, Bloomberg News, BusinessWeek, and Fortune.
This coverage had a dramatic impact on Oliver Wyman’s business development efforts, facilitating wins – and relationship growth – with clients that included Fortune 50 companies and governments throughout the world.
My work with this client won multiple awards from the Public Relations Society of America (PRSA) New Orleans Chapter.
HIGH-IMPACT ENTRY INTO NEW MARKETS
I oversaw my firm’s efforts to win the bid for the grand opening of global home décor retailer, West Elm, on Magazine Street, one of the major high-end retail locations in New Orleans.
The competition among local marketing firms to secure a partnership with this high-profile brand was fierce. West Elm had high hopes – and expectations – for this new location. Millions of dollars were spent building it out, and corporate headquarters kept a close eye on progress. The creativity, keen customer insights, and good-old-fashioned moxie of the team I led won us the business.
We used a combination of high-impact media relations and stellar event management to make the opening a spectacular success. Sales exceeded expectations, and the location has been a consistent performer ever since.
Due to this success, my firm’s partnership with West Elm dramatically grew over the years and led to our partnering with the company to successfully open 40 store locations around the United States.
BRAND DEVELOPMENT SUCCESS & EXCEEDING EXPECTATIONS
Westin Hotels & Resorts had just completed a $30 million renovation of its New Orleans location and was eager to showcase two elements in particular: A spectacular new lobby bar and a new restaurant, both with unique and breathtaking views of the bend in the Mississippi River. Westin’s strategic goal was for these two assets to be significant and sustainable drivers of revenue.
I personally led the effort that developed the names and visual identities for the lobby bar and the restaurant, Observatory Eleven and Bistro at the Bend. Both have been unqualified successes, embraced by visitors to New Orleans and locals alike.
The brand development results generated both local excitement and sales beyond expectations. Check out this story from New Orleans CityBusiness.
https://neworleanscitybusiness.com/blog/2020/01/09/the-westin-new-orleans-completes-30m-renovation/
REINTRODUCING A MATURE BRAND TO A COMPETITIVE MARKETPLACE
As craft beers in the New Orleans area have proliferated, Abita, the original craft beer of Louisiana, sought to reconnect with local beer lovers, leveraging its authenticity.
What makes New Orleans authentic? It’s quirky characteristics, including the ability to walk outside with an alcoholic beverage. This might not be possible anywhere else in the United States…but in New Orleans, It Just Makes Sense. And this was the theme of the campaign. Things that don’t make sense anywhere else are totally normal in New Orleans.
Our mission was to dramatically and measurably increase engagement with local audiences.
I was a joyous member of the team that developed this award-winning integrated marketing campaign. On social media, our advertising campaign generated ten times the industry standard in click-through-rates for the food and beverage category. Client realized sales increases of up to 441% in targeted regions.
Collaborating closely with beloved creative partners, Kansas City, MO-based Novella Brandhouse, It Just Makes Sense reconnected New Orleans beer lovers with the craft beer that launched the Louisiana craft beer movement. Here’s one of the ads that went viral. And it stars my wife, Adriana!