R. Leung Portfolio 1109 Consumer.indd

Transcription

ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 [email protected]
The Work of
Robert C. Leung
Consumer
Portfolio Online: rcleung.com
Online PoRtfolio: rcleung.com
passionate logic
Biography of Robert Leung
When was the last time you felt passionate? Yesterday? A moment ago? Can you remember? I’ve always
wanted to make people feel something. That’s how, and why I got into advertising. I wanted to influence people,
impact them, inspire them. I believe if you can make someone feel something that’s true, good or bad, you will
make a connection. And if that truth is relevant to them, good or bad, you will get their respect and perhaps
their loyalty in return. I believe every ad is a conversation with someone, just as if you were speaking to them in
person. If you don’t believe in what you say, it shows and they can tell.
I graduated from Pratt Institute with a degree in Industrial Design. I decided it wasn’t for me. I bounced around
a bit and fell into a job at an ad agency and found that I loved it. I’ve created advertising and integrated
communications for national brands ranging in diversity from Nissan Automotive to Minolta cameras. Tampax
feminine hygiene products to Izod Lacoste fashions. From Centrum nutritionals to The March of Dimes, Bayer
Pharmaceuticals to Cutex Nail Polish. From fashion to fitness, automotive to cosmetics, food to floor cleaners.
I’ve amassed well over 150 commercials in the process and accumulated a great repertoire of marketing and
strategic skills, while working for big and small agencies alike.
One thing I really enjoyed was creating and teaching a class in advertising philosophy at Parsons School
of Design in NY. It was really about teaching creative people how to function more successfully in a business
environment. It was the class I wish someone had taught me.
I also had the unique opportunity to work on feature film development in Hollywood and on location in the
wilds of Utah. That was one of the best, most collaborative creative opportunities I’ve ever enjoyed.
I’ve even had the opportunity to art direct a music video.
I have had several successful exhibitions of my personal artwork (a sample of which is on the right) in NY,
Westchester and Connecticut. The work takes a very different look at love and the heart as a symbol of love.
You can see my work on my website at: www.heartworx.com. I’ve also written and published articles for a
national magazine and on the internet. I am an avid scuba diver and as you might have guessed a rated
competitive chess player.
Online Portfolio: rcleung.com
“Chess is as elaborate a waste of human intelligence
as you can find outside of an advertising agency.”
- Raymond Chandler
The Centrum Franchise
Centrum Is a modern day marketing success story. Centrum was created at Carrafiello Diehl & Associates.
And under CDA’s 25 year stewardship Centrum has risen to be the #1 multivitamin brand in the world with
$1 billion in sales.
For the past 15 years I have been proud to have played a key role in the development of the creative work and
marketing strategy that has catapulted the Centrum franchise from $200M to $1 billion dollars in worldwide
sales. I have been intimately involved in managing every aspect of Centrum’s marketing, advertising and
promotion. Print, TV, Radio, Internet, Packaging, Promotion, Research and New Product Development.
This includes Centrum Silver and Centrum Performance as well.
One of my specialties is the development of unique and compelling demos. After 15 years of research and
development creating thousands of demos, I’ve refined the use of the demo to be the persuasion point of a
Centrum “Truck” TV
commercial. I’ve developed a system to create specific strategies for the demo itself. Creating a demo that
closes the sale without losing the entertainment value of the spot is an art, believe me.
The latest advertising takes a fresh, new look at the old side by side comparison. Using 2 trucks in a dramatic
desert locale and 2 elevators on a futuristic skyscraper they both make a powerful and persuasive proposition
from device as old as advertising.
I helped create and launch Centrum Silver. The #1 vitamin brand for people 55+. We pioneered the Boomer
nutrition market with the introduction of this brand. I also helped launch and create Centrum Performance.
A 20-something energy focused brand.
Centrum “Elevator” TV
Centrum “Elevator” Demo
“Advertising is the modern substitute for argument;
its function is to make the worse appear the better.”
- George Santayana
Elations
Elations was a brand new product introduction. A tasty, glucosamine enriched drink that soothes the
aching joints of baby boomers. We called it: “The best drink in the joint.” The commercial received
one of the highest recalling test scores in it’s category. Perhaps this stems from the unique testimonial
voice we used, that of a person’s joints. When you think about it each joint has it’s own personal
history. The knee that took a fall for you as a toddler, got bruised competing in high school
gymnastics and bounced your newborn baby.
The shoulder that stretched to make a Little League catch, helped support a friend, and had more
than a few tears shed upon it. All are part of creating a memorable brand personality that helped
power a successful launch and a national rollout.
This unique voice translated into a beautiful print campaign that allowed the parts of the body to
speak their mind.
“Advertising is a valuable economic factor because
it is the cheapest way of selling goods, especially
if the goods are worthless.” - Sinclair Lewis
Caltrate Plus Soy
After listening to a lot of women frankly discuss “it,” I learned there’s a whole lot more to menopause
than just mood swings. I learned that today’s woman did not want to suffer in silence. They were
willing to discuss this formerly taboo biological milestone openly. So when Caltrate Plus Soy was
being introduced into an already crowded market the problem was how could we use that
emotional insight to educate and separate ourselves from the rest of the pack.
Targeted toward a different generation of women who were not going to have their mother’s
menopause, we chose not to commiserate or to mourn but addressed the issue with a smile
and a take charge attitude. The good news is, there’s life after menopause.
The ads were very well received for their irreverence and refreshing honesty.
The result was a better than projected share of market year one.
“Political advertising ought to be stopped. It’s the
only really dishonest kind of advertising that’s left.”
- David M. Ogilvy
Belmay Fragrances
Belmay Fragrances is an international company that creates fragrances for everything from the most
expensive designer perfumes to those little cardboard pine tree car deodorizer. They pride
themselves on being experts at creating the latest olfactory fashion trends and they use an
enormous computerized data base to help them accomplish their earthy, citrusy, musky magic. Well
I thought, they’re sort of like Gypsy fortune tellers who read the future with their noses. And Voila, the
line and the campaign idea: “What tomorrow smells like” was born. Ahhh, the sweet smell of success.
“Time spent in the advertising business seems to
create a permanent deformity like the Chinese
habit of foot-binding.” - Dean Acheson
Carrafiello Diehl & Associates Advertising - Agency Self Promotion
These ads were directed at the pharmaceutical industry and the medical advertising community
in general in an attempt to re-establish a presence with both. They focus on the changes in the
“Boomer” community and leverage the agency’s expertise. We discovered that there are really three
kinds of Boomers - front end, middle and back end. All with different experiences and motivations.
It’s a provocative and relevant marketing insight that the drug generation of the 60’s is still the drug
generation but for very different reasons. They are now challenging the medical establishment and
these ads help position us as uniquely able to answer those challenges.
I know half the money I spend on advertising
is wasted, but I can never find out which half.
- John Wanamaker
The March of Dimes
I don’t think there are many things more emotional than the thought of a child dying at birth.
Premature birth. A compelling issue but in a world of compelling issues and a tidal wave of requests for
donations to numerous charitable causes how do you breakthrough to an audience of women who are
instinctively sensitive to this issue without alienating them? When we won the March of Dimes account we
discovered that their message wasn’t clear. Women didn’t really know what the problems of premature birth
were because they are so many consequences. From death to a myriad number of life-altering birth defects.
And women had no idea of the scope of the problem. Over half a million babies born premature every year.
So we simplified the message focusing on how many babies actually die. And we focused on the scope of the
problem. Thousands at risk. Thousands will die. The site of thousands of babies in the stands of a stadium
dissappearing brought many women to tears in its story board form. We added a haunting original soundtrack
to enhance the message.
I should point out that when this commercial was tested in focus groups and not one woman selected it.
But when asked which commercial would make them actually voulunteer or donate their choice was
unanimous. I have to give the client credit for having the courage to produce and run this spot.
March of Dimes “Stadium” TV :60
“The very first law in advertising is to avoid the
concrete promise and cultivate the delightfully vague.“
- Bill Cosby
Cutex
When Cutex decided to relaunch their line of nailcare products into an already crowded marketplace we
began searching for an unique entrance point. We knew that romance novels were a part of our target’s library
so I came up with the idea of letting the heroines of some potboilier romance novels make the sale. The copy,
written as excerpts from these faux novels, was an intriguing and eye catching way to deliver a simple sell of:
costs more but worth every penny. The ads succeeded in helping to re-establish Cutex as a player in the
market. The client received much favorable mail, some requests for books and a significant increase in sales.
cutexnails.com
cutexnails.com
cutexnails.com
“Advertising is legalized lying.” - H.G. Wells
Able Laboratories
Selling the best generic drug as the only one may sound like an oxymoron but that’s exactly what Able labs
does. And they do it very well. How to let the trade know in a colorful, breakthrough way? Standing out in most
conservative trade journals isn’t the problem. Getting conservative clients to agree to stand out sometimes is.
But to the management at Able’s credit they loved this campaign. I made good use of their logo swoosh as a
integral graphic element in the design of the layout. I used broad, bright colors to draw attention and add an
element of the contemporary. And while you may not have heard of them rest assured their industry has taken
notice.
“Early to bed, early to rise. Work like hell and advertise.”
- Ted Turner
Burke Rehabilitation Hospital
The Burke Hospital account presented a unique problem. By far one of the top facilities in its class with state of
the art equipment and staff. Known for their innovative personalized treatment and a dedicated, resourceful
staff second to none. But they were losing patients to nursing homes and regular hospitals.
We created a campaign that tapped into the concerns that patients and families of traumatic illness or injury
could relate to and used the iconic graphics that every hospital uses in a unique and ownable way. So much
so that patients staff and even doctors from competitive hospitals remark when they see that wheelchair
symbol anywhere that it reminds them of Burke. The tagline was a quote taken from one of the patients who
enthusiastically pronounced: ”When they said rehab, I said Burke.”
Burke liked our ads for their hospital so much they asked us to develop a campaign for their state of the art
health facility that catered too a 45+ market. We created a campaign showing hip, healthy matures working
out in a no nonsense environment, safe from spandex and loud music, summed up with the line
“Fitness Comes of Age.”
Burke “What’s the Difference” TV
“Advertising is the rattling of a stick inside
a swill bucket.” - George Orwell
Chromax
Chromium picolinate is a nutrient vital to our health. Chromax is a branded form of what Newsweek dubbed
one of the “Super Nutrients” that is better and more effective than any other brand. Unfortunately the trade
doesn’t know their name. That’s where I came in with a campy campaign that capitalized on comicky icons
to increase name awareness. Orange and blue are their logo colors and it was the perfect compliment to this
approach to use the offset graphics that mimic the old 3-D glasses.
A conservative company in a conservative industry it took some convincing to get them to try this approach.
But it’s easy to see that these ads would stand out in any trade journal and so would the name Chromax.
“Many a small thing has been made large by
the right kind of advertising.” - Mark Twain
The Pajama Program
What a wonderful charity to be affiliated with. Started by Genevieve Piturro’s in 2000. The Pajama
Program has grown from one person’s vision to a nationally recognized charity that has helped tens
of thousands of underprivileged children who are awaiting adoption in the US and abroad stay
warm through the winter.
I gave the program a face with a little girl we called “Nicole”. She represents all the children in need
and has been very successful in getting people’s attention and moving them to help. In fact one
man who spent his childhood in the very orphanage where the Pajama program is
headquartered, and who is now a very successful businessman, saw our ad with Nicole
and was so moved he called Geneveive and said he wanted to help in any way he could.
He returned to the orphanage for a very emotional tour and has been one of the
charities biggest benefactors ever since.
You can learn more about The Pajama Program at: www.pajamaprogram.org
“You can fool all the people all the time if the
advertising is right and the budget is big enough.”
- Joseph E. Levine
Carrafiello Diehl & Associates Advertising - New Business Direct Mail
The agency signed on to a new biz program, pioneered by the Saatchis, called “The Canal System.”
The system is predicated on cultivating relationships over the long term and being opportunistic.
We needed a series of clever posters and a little something to send along with them to increase
memorability and make the follow up conversation a little easier for our agency prospectors.
In these cases we sent out lottery tickets (unbelievable response), tootsie pops and for our boomer
presentation some incense. While they may seem very simple we got a remarkable response from
almost everyone we spoke to and we found those who didn’t have work for us to be more than
willing to share information and refer us to others who might.
Many people commented how the promos made them smile or chuckle. It also resulted in a number
of meetings, projects, new business and some promising new relationships.
“The trade of advertising is now so near perfection
that it is not easy to propose any improvement.”
- Samuel Johnson (1709–1784)
Ethicon Endo-Sugery
When Ethicon Endo Surgery, a division of Johnson & Johnson, wanted to do a DTC spot to make consumers
aware of their new minimally invasive technology to relieve GERD (Gastroesophageal Reflux Disease) we went
right to the heartburn of the matter with hard hitting tesimonials based on real life experiences. The result was
a hugely successful call rate wherever whenever the commercials ran. And a successful launch for their new
product.
Ethicon Endo-Surgery TV :60 “Treat It of Fix It”
“Advertising is 95% confusion and 5% commission.”
- Fred Allen
Ward Acting Studio
When I first saw the off Broadway production of “I Wish You A Boat” I was so moved by the talent and
passion of the actors I felt compelled to somehow participate in some way with this wonderful project.
My opportunity came after speaking with the founder of the school, Wendy Ward. I discovered she had been
struggling to market the show for some time. The play, which she wrote, depicts a 19th century shipwreck from
the perspective of the upper and lower classes, . “There’s so much to tell but I don’t want to give it away.” She
just couldn’t find the right line to capture the magic of the show.
I really wanted to help. I was inspired by the commitment of this group of students and their instructor who built
sets, sewed costumes, and spent countless hours in rehearsals all for the love of their craft. Their work made for
a powerful emotional journey which I was determined to encourage more people to see.
The answer came to me in the line: “Sometimes the difference between life and death is simply a matter of
class.” The complete separation of these classes literally above the water and below made the psoter design
a natural extension of the story. Everyone loved it. The show was very successful in helping the school and it’s
students get some well-deserved recognition.
For more on “I Wish You A Boat” go to: www.iwishyouaboat.com
For more on The Ward Acting School go to: wardstudio.com
“The trouble with us in America isn’t that the poetry
of life has turned to prose, but that it has turned to
advertising copy.” - Louis Kronenberge
EXPERIENCE
Clients
Products
Able Labs
Anacin
Belmay Fragrances
Beefsteak Breads
Bayer Pharmaceuticals
Centrum Vitamins
Florsheim Shoes
Cinch
CENTRON MEDICAL ADVERTISING NY 5/07-3/08
VP CREATIVE GROUP SUPERVISOR
ALL CREATIVE WORK ON STIEFEL DERMATOLOGICAL BRANDS: OLUX • OLUX-E • LUXIQ • VERDESO • SORIATANE
Heinz Foods
Chloraseptic
Johnson & Johnson
Combat
JW Childs
Comet
CARRAFIELLO, DIEHL & ASSOCIATES, NY
5/89-3/07
SENIOR VICE PRESIDENT, ASSOCIATE CREATIVE DIRECTOR
CENTRUM VITAMINS • PATRICK EWING SPORSTSWEAR • PINE-SOL • COMBAT • DYNATRIM WEIGHT LOSS PRODUCTS
BAYER PHAMACEUTICALS • CALTRATE • BELMAY FRAGRANCES • Johnson & Johnson • ETHICON ENDO SURGERY
March of Dimes
Compound W
Minolta
Cutex Nail Care
Mitsubishi Motors
Danskin
Nissan Automotive
Dynatrim Diet Aid
Pajama Program
Elations Joint Drink
Prestige Brands
Fibercon
Rolodex
Florsheim Shoes
Ronzoni Macoroni Co.
Heinz Gravy & Pickles
Spic and Span Co.
Izod Lacoste Fashions
Stiefel Pharmaceuticals
Minolta Cameras
Tambrands
Mitsubishi Cars
The March of Dimes
Pine-sol
Wyeth Healthcare
New Skin
Z-Coil Footwear, Inc.
Nissan Cars
RCL & ASSOC. INC, NY
3/08 - PRESENT
CREATIVE DIRECTOR
KPR ADVT NEW BUSINESS CONCEPTS • FLAUM COMM • PROTOPIC, ENBREL, DEPOMED, STAVZOR
• Z-COIL FOOTWEAR INC. • WELCOME HOME NY REALTY
CAMPBELL-MITHUN, NY
VICE PRESIDENT, CREATIVE SUPERVISOR
ANACIN • NISSAN AUTOMOTIVE • MINOLTA CAMERAS • TAMPAX
GREY ADVERTISING, NY
VICE PRESIDENT, CREATIVE SUPERVISOR
MITSUBISHI MOTORS • RENAULT AUTOMOTIVE • DANSKIN • IZOD LACOSTE • NO-NONSENSE PANTYHOSE •
HEINZ FOOD PROUCTS
McCAFFREY & McCALL, NY
SENIOR ART DIRECTOR
ABC-TV • ZENA JEANS • ROLODEX OFFICE EQUIPMENT
EDUCATION PRATT INSTITUTE HS OF ART & DESIGN
GRADUATED B.A. INDUSTRIAL DESIGN
GRADUATED: MAJOR - ARCHITECTURE
TECHKNOW INDESIGN • PHOTOSHOP CS3 • ILLUSTRATOR CS3 • GOLIVE • FLASH • QUARK 7
PERSONAL
INTERESTS
No Nosense Panty Hose
Spic and Span
Teen Tampax
Paragon Diapers
COMPETITIVE CHESS • SCUBA DIVING • COMPUTER GRAPHICS • TEACHING • DEVELOPMENT OF MEN’S TEAMS • PUBLISHED MAGAZINE/INTERNET AUTHOR • COMMUNITY SERVICE
Patrick Ewing Sportswear
Z-Coil Pain Relief Footwear

R. Leung Portfolio 1109 Consumer.indd

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