The Work of Robert C. Leung Pharmaceutical

ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 [email protected]
The Work of
Robert C. Leung
Pharmaceutical
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.
ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 [email protected]
Online Portfolio: rcleung.com
“I have discovered the most exciting, the most arduous
literary form of all, the most difficult to master, the most
pregnant in curious possibilities. I mean the advertisement.”
- Aldous Huxley
Stiefel Laboratories, Inc
Stiefel Laboratories is a family owned international skin care pharmaceutical company that’s been around for
150 years with offices in over 100 countries. Starting out with specialty soaps a century and a half ago they
have developed into a major player in the dermatological arena. I was responsible for the design and
development of creative for DTC, and DTP advertising, promotional and collateral materials.
ROBERT C. LEUNG C 914-830-9507 30 WILBUR PLACE BRONXVILLE NY 10708 [email protected]
Online Portfolio: rcleung.com
“Advertising may be described as the science of arresting
the human intelligence long enough to get money from it.” Stephen Leacock
New Business Ad Concepts
Kogenate is a drug for hemophiliacs. A target that consists of mostly young boys who are often deprived of the
ability to play like other boys their age. These were corporateimage campaigns. One campaign focused on
Dramatising how precious each drop of blood is. The fact that one drop of blood spilled was too much.
The other used celebrities that would appeal to the target such as Daniel Radcliffe from “Harry Potter” and
Shia Lebouffe of “The Transformers” to help raise awareness of the problem.
ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 [email protected]
Online Portfolio: rcleung.com
“What is the difference between unethical and ethical
advertising? Unethical advertising uses falsehoods to deceive
the public; ethical advertising uses truth to deceive the public.”
- Vilhjalmur Stefansson
New Business Adcepts
Havilen is a third stage cancer drug that is gentle on healthy tissue and powerful on the cancer.
ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 [email protected]
Online Portfolio: rcleung.com
ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 [email protected]
“Special interest publications should realize that if they are
attracting enough advertising and readers to make a profit,
the interest is not so special.” - Fran Lebowitz
Soriatane Promotional Materials
The makers of
SORIATANE
have a new tale
to tell
Connetics Corporation
3290 West Bayshore Road
Palo Alto, California 94303-4043
www.connetics.com
PRM-SOR-042
July 2004
Online Portfolio: rcleung.com
ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 [email protected]
“The vice-president of an advertising agency is a bit of
executive fungus that forms on a desk that has been
exposed to conference.” - Fred Allen
Direct Mail, Logos, Graphic Design
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Your Starter Kit
Online Portfolio: rcleung.com
ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 [email protected]
“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
Online Portfolio: rcleung.com
“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 to Pharma Industry
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.
ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 [email protected]
Online Portfolio: rcleung.com
ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 [email protected]
“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 - DTC Campaign
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”
Online Portfolio: rcleung.com
ROBERT C. LEUNG C 914-830-9597 30 WILBUR PLACE BRONXVILLE NY 10708 [email protected]
“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
Pharma Clients
Consumer Clients
Products
Able Labs
Belmay Fragrances
Anacin
Amgen
Florsheim Shoes
Beefsteak Breads
Astellas Pharma
Heinz Foods
Centrum Vitamins
Bayer Pharmaceuticals
JW Childs
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
Johnson & Johnson
March of Dimes
Chloraseptic
Stiefel Pharmaceuticals
Minolta
Combat
URL Pharma
Mitsubishi Motors
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
Noven Therapeutics, LLC
Nissan Automotive
Compound W
Pajama Program
Cutex Nail Care
Pharma Products
Prestige Brands
Danskin
Enbrel
Rolodex
Dynatrim Diet Aid
Ethicon Endo Surgery
Ronzoni Macoroni Co.
Elations Joint Drink
Kogenate
Spic and Span Co.
Fibercon
Luxiq
Tambrands
Florsheim Shoes
Mimyx
The March of Dimes
Heinz Gravy & Pickles
Olux
Wyeth Healthcare
Izod Lacoste Fashions
Pexeva
Z-Coil Footwear, Inc.
Minolta Cameras
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
Protopic
Mitsubishi Cars
Soriatane
Pine-sol
Stavzor
New Skin
Verdeso
Nissan Cars
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