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< Back Purina Work - Mostly Cats A collection of pieces I wrote or concepted for Purina over the years. Working in the St. Louis region, it's inevitable that you'll either work on or pitch Purina. While at a digital agency, we had a retainer for the cat litter work. DYK: Cat litter is a more profitable business than the toilet paper business? Here are three programs that came to life. Also featured is an image of the Breeze Litter system, which is by far the best system ever. Ask me why, and I'll let you in on the not-so-dirty secret. What You Gonna Do When They Come For You? Purina challenged us to take their “No More PU” Tidy Cats litter campaign to the next level. They wanted something that was both experiential and digital. “No More PU” was about how this new blend of cat litter worked so well at solving your litter box problem, the brand was ready to take the stink out of your life ... in other areas. Showcased here is the original white paper idea. We came up with the “PU Patrol” – a team of stink fighters whose main mission is to stomp stink wherever it may lurk. Flat tire? Bad layover? Case of the Mondays? The Patrol is ready to pounce. My Specific Contributions: Wrote all white paper and eventual presentation deck copy Led initial brainstorms and developed the “big idea” Presented all creative ideas to agency partners and client Created a social media content strategy for the campaign Connecting With True “Catpanions” You’d be surprised at how excited cat enthusiasts can be about their litter brand. Knowing that true social networking is best left to Twitter and Facebook, the Tidy Cats Community focused on letting its 10,000 members win prizes, download coupons, share photos and vote for the cutest of cute cats in a feline version of “Hot-or-Not” called "Purrfect Pic." Fun fact: Tidy Cats was the very FIRST Purina brand to have a Facebook presence, which we created, launched and monitored for them. My Specific Contributions: Drafted all copy for periodic updates and product launches Developed new site feature concepts, including badges and featured members Wrote call-outs and banners to support promotional activity Wrote all of the Purrfect Pic content (70 cute questions, total) Assisted with user flow and site map creation Worked closely with the social media team in the transition to and launch on Facebook Cat Litter Goes Green. Trees For Tomorrow was a digital campaign for Yesterday’s News brand cat litter from Tidy Cats. It’s a litter made from recycled newspapers, making it extremely eco-friendly. We asked users to create a virtual tree and plant it in a virtual forest. By doing so, the brand would donate $1 to the Arbor Day Foundation to plant a real tree in your honor. It was supported by an email campaign, banner ads and social sharing of created trees. My Specific Contributions: Wrote all site copy, including instructions Assisted in user flow and site map strategy Wrote promotional emails and banner ads Wrote share copy for social media Developed original names and themes for eight virtual worlds Project Gallery Previous Project Next Project

< Back Print Ads & Headlines A collection of traditional print pieces with great headlines. Print ad copywriting will always be one of my favorite pastimes. Project Gallery Previous Project Next Project

< Back Que 42 - Launching Our Own BBQ Brand The journey from cooking in the backyard to store shelves & online sales. I've cooked and participated in the competition BBQ scene for almost a decade. Over those years, I've learned so much from mentors and the overall experience. Living in Buffalo, I wanted to bring the passion and knowledge I had learned to a market not known for its own style of que. Starting with my original two sauce and rub recipes, we began working on bringing Que 42 to life ... The Inspiration The name is inspired by the parallel that Buffalo city sits upon: 42. The ingredients are all real, natural, no fillers. The honey comes from a farm less than an hour up the road. The recipes are authentic to their regional inspiration, and award-winning on the BBQ circuit. First Steps & Background Working with a professional designer, we quickly developed the logo and brand essence. It's gritty, to represent Buffalo city. Black and white, because we're transparent about everything that goes into our products. The horizontal line communicates that "42" is our place on the map. Each product is numbered to represent its inspirational place on the map. Every sauce bottle is batch numbered, and the first seven batches were hand-filled, sealed, labeled and numbered, much like a bottle of bourbon. The biggest challenge in starting your own CPG brand is in how to take a recipe and make it shelf-stable. They don't teach you these things in school. We quickly learned what a "Scheduled Process" is through Cornell University. Testing and testing in the kitchen, I finally had my exact to the .01 ounce of each ingredient in each recipe. With approval from the health department and Cornell's food scientists, we could start producing. It Started with Batch #001 After carefully sourcing ingredients from as many local suppliers as possible, and bottles, caps, seals, labels ... it was time to secure time at a commercial kitchen. We had made and hot-filled every bottle, crafting about 24 bottles per session. With about 50 bottles of each product, we secured our first shelf space at a local craftsmen store, launched our e-commerce website, and social media channels. Our sampling events were a huge hit and gave us early proof of concept. That's when we found co-packers in the Western New York region to help us create a larger batch, allowing us to expand versus cooking sauces and mixing rubs all day. When that first batch was ready, I rented a uHaul to pick up our 128 cases, and unloaded our stock into the house by hand ... just the two of us. We've grown to be featured on multiple store shelves, and have the support of former and current Buffalo Bills players, fellow food influencers in our region, and national influencers. You can dig in and even order your own bottles at www.que42bbq.com . Project Gallery Previous Project Next Project

< Back Behind the Barrel - Wild Turkey Reigniting passion for a worthy brand, through an unforgettable experience. Challenge: Shift Consumer Perception While knowledgeable bartenders know that Wild Turkey is a fantastic and high quality bourbon, for far too long the brand had suffered from misguided consumer perception. Research showed that the average drinker thought of Wild Turkey as a harsh whiskey made for the "good ol’ boys." Solution: Inspire Gatekeepers to Educate Consumers Using industry contacts, we personally invited 30 of the country’s best and most influential bartenders to Kentucky to spend two nights immersing themselves into the Wild Turkey bourbon world and family. The Experience: https://youtu.be/kzBSitmqY8o How The Event Inspired: Private welcome dinner and cocktails with the Master Distillers. Visit to Independent Stave for a hard-hat wearing VIP tour, witnessing bourbon barrels being built and charred. Two-hour VIP tour with the Master Distillers. Skeet shooting on the grounds, while learning about how Wild Turkey earned its name during a turkey hunting trip. The Rare Breed Challenge: Divided into groups, bartenders blended their own small batch bourbon to match the flavor and profile of Wild Turkey’s own Rare Breed bourbon. Drinking bourbon straight from the barrel: The Master Distillers thief’d and served from the oldest warehouse on the grounds. Outdoor dinner, overlooking the Kentucky River and an amazing skyline. Bonfire, music and bourbon with the Master Distillers. Sleeping on the distillery grounds in 5-star tents. This event was such a success, it's been running twice a year ever since this innagural launch. Plus, the program now invites bartenders from all over the world! My Specific Contributions: Led the creative process and ideation for the event, from the original pitch deck through complete execution and expansion. Wrote copy for all communication pieces and talking points. Worked closely with experiential team during planning and on-site to put on a perfect event. Collaborated with the Master Distillers and brand team to ensure integrity. Personally took care of bartenders who partied too hard the first night. Led the creative process for the next iteration of the event based on feedback. Project Gallery Previous Project Next Project

< Back Natty Light - Creative Direction How we increased sales for a value brand in an extremely competitive environment. It’s no secret that Natty Light is a beer best-known for being a favorite at places like ... "educational hubs" AKA: campuses. As the Senior Creative Director on this brand, it was our job to stand out with price, plus the help of irreverent fun retail tools that moved cases in those target markets. My favorite pieces in the gallery are the Natty Kong and Loch Natty Monster. Created from packaging, these popular items that my team concepted, pitched and created encouraged retailers to build mass displays surround by cases of Natty. That’s so important, because it’s a fact that if you get your beer on the floor, that beer will sell. One “white paper” item you’ll see is a TV ad concept. We were afforded the opportunity to pitch one-slide fun TV spot ideas to go against Miller Lite’s Taste Test campaign. The whole agency pitched in with fun scripts and had a blast. The one you’ll see was my favorite from the stack I wrote. You’ll also see a couple of billboards that went up in key markets calling out Miller Lite for having one more calorie than Natty and spelling “lite” wrong. My Specific Contributions: Led the creative team, brainstorms, and presented creative to clients and partners Wrote copy for the pieces and, of course, the decks Worked closely with multiple agencies and our strategy team to bring programs to life Project Gallery Previous Project Next Project

< Back Rock n' Awe - Cabo Wabo When Cabo was still about rock n' roll, this is how we treated loyal fans like rock stars. Cabo Wabo Tequila was in a state of transition, moving on from its Sammy Hagar identity and turning itself into a premium brand that represents the rock n’ roll lifestyle . The challenge: Create an experiential campaign that lets consumers experience the rock n’ roll lifestyle, without relying on music or celebrity endorsement. Concept The Rock n’ Awe experience was three days for winners to party like they were rock stars on tour, but without the burden of actually having to play a show or instrument. We flew winners into LA for a night of decadence on the strip. They then hopped on a bus that drove to Las Vegas overnight. When they arrived, they received VIP access at the casinos and bars to do as they pleased. Finally they hopped on a private plane and landed in Cabo San Lucas for a private beach party. The Rockin' Sweeps Winners were selected through a digital sweepstakes. The fun part was how we conducted entry at sampling events: Consumers gave us their “rock star name.” It was created by combining their middle name with their school’s mascot. (For example, mine would be Johnny Thundering Herd). My Specific Contributions: Developed the original Rock n’ Awe tour concept Assisted in the development of the sampling engagement tactic Wrote all content and copy for the program This was such a success, it became a flagship portfolio piece for the brand Project Gallery Previous Project Next Project

Resume Experience Creative Director, Senior Copywriter Present Bar Chord Marketing, Inc Buffalo, New York Freelance Copywriting & Creative Consulting. 20+ years creative direction, copywriting, execution and consulting, working with a vast-variety of clients all over the country. Pitching and sustaining business, expanding companies into new markets, customer segments, and product launches. Brand positioning, voice and marketing strategy. Client sampling: Alcoholic Beverages, Non-Alcoholic Beverag es, Community Projects, Legal Firm, Childcare, Food Tech and Innovations, Supplements, Health Tech, Restaurants, Industrial, Education Co-Founder, BBQ Recipe Creator April 2021 - Present Que 42 BBQ Buffalo, New York We craft authentic BBQ sauces and rubs in seriously small batches, using Western New York ingredients and partners. From the 42nd parallel, a completely original brand my partner and I developed, from the literal ground-up. Grew from our backyard to being hand-bottled in a Cornell kitchen, to working with local co-packers and on the shelves at numerous retailers and online sales. Award-winning recipes, used at world-renowned BBQ competitions. Co-host and ability to run BBQ competitions and events in the WNY area. Available online at www.que42bbq.com and in select stores. Creative Director, Writer July 2018 - April 2022 Caleres, Inc. St. Louis, Missouri Directly managed in-house creative team for the Famous Footwear brand, including art directors, digital designers and writers. Record growth in revenue for the brand and company during my tenure, with increased sales 38.4%, year over year. Led the creative team through the successful execution of a rebrand, re-igniting the brand to compete and continue increasing sales and relevancy in an extremely competitive market. Pivoted through a pandemic, remotely managing the team. Maintained business through the worst of it, increased business as we worked out of it. Created efficiencies for the team by developing new and effective presentation strategies that moved projects through internal and external review faster and cleaner than ever before. Empowered my team to grow and transition from spectators to participants, to directors on photoshoots and leaders in presentations. 100% creative staff retention. Assisted in the development and implementation of an ideal team structure to maximize the efficiencies between talent and time. Senior Creative Director Sept. 2016 - July 2018 We Are Alexander St. Louis, Missouri We Are Alexander is a global agency that focuses in retail, experiential, digital, production, and brand marketing. Directly managed and mentored the creative team, elevating each team member from behind-the-scenes execution to client-facing creative partners. Retained business, and doubled the number of new and emerging brands assigned to my team within two years, including highly exclusive invites to large-scale RFPs competing and scoring business against the biggest agencies in the world. Assisted in the creation and establishment of the agency's experiential department, expanding agency opportunities and revenue streams. Led the strategy and messaging for national beverage brands, resulting in increased sales and more brands assigned to our team. Creative Director Feb. 2012 - Aug. 2016 Fusion Marketing St. Louis, Missouri Fusion is a full-service marketing agency that specializes in experiential, digital and retail brand marketing. Evolved from senior level writer to middle manager, to managing the entire creative staff, with double-digit direct reports. Increased our core retainer client base from two to more than ten brands in three years. Competed and won business, going up against some of the largest agencies in the world. Sustained business by defending our position during transitions and RFP challenges. Played an essential strategic role in successfully rebranding and reenergizing Wild Turkey bourbon and Cabo Wabo tequila. Performed as a strategic partner and lead writer on projects as large as the Bud Light Hotel during Super Bowl week and Budweiser World Cup activations. Storyboarded and directed video shoots and content creation, showcased by examples of successful programs in my portfolio. Created and managed the original social media accounts for American Honey and Anheuser-Busch. Attended numerous experiential activations as the creative lead along side clients to supervise, participate, and ensure a quality execution. Senior Copywriter Nov. 2010 - Jan. 2012 Infuz Digital St. Louis, Missouri Infuz was a 100% digital advertising agency that had a talented team of developers and programmers who brought creative digital experiences to life. Performed as the senior writer for white papers, presentations, ads, blogs, press releases, social media, emails, banner ads, websites, web tools and event materials. Played an essential role in launching Purina's first Facebook and social media presence. Wrote numerous websites, including large-scale form submissions, dictated by user experience and flow. Saw projects through from ideation to white paper, to development and final digital product. Mentored creative internship staff. Senior Copywriter April 2008 - Nov. 2010 4ORCE Digital St. Louis, Missouri 4ORCE is a digital advertising agency that blends usability, SEO and marketing science with creative execution. 4ORCE calls it, “Empirical Marketing.” An agency focused on branding, digital executions and the use of emerging media and tools. Performed as lead writer for decks, white papers, presentations, ads, brochures, newsletters, events, outdoor, experiential marketing, radio, video, sales kits, branding, direct mail, press releases, social media, digital/web copy and internal branding. Worked closely with user experience team, mastering the then emerging skill of how to write for the web. Sustained core clients, earning more and more business during RFP cycles. Copywriter Feb. 2004 - April 2008 Momentum Worldwide St. Louis, Missouri Momentum is a large, diverse worldwide promotions and advertising agency that’s a McCann-Erickson partner. While the company spans the globe, the creative hub of Momentum has traditionally been in St. Louis. Momentum is best known for the Pontiac giveaway on the Oprah show, Buick sponsored PGA events and Cok e Olympic promotions. ​ Wrote copy for decks, white papers, presentations, ads, brochures, newsletters, events, outdoor, experiential marketing, sales kits, radio, video, direct mail, press releases, web copy. Performed as lead writer through Wendy's successful rebrand from "Dave" to the "Red Wig." Within this large agency, was regularly called upon to participate in the largest and most important pitches. Worked on a variety of teams – as large as 20 and as small as three. Assisted in the development of interns and junior copywriters. Saw projects through from white paper, to development to final product, website or event. Copywriter July 2003 - Jan. 2004 Foot Levelers Roanoke, Virginia A leader in developing high-tech chiropractic products, Foot Levelers plays the role of a partner for doctors and chiropractic institutions, worldwide. Wrote copy for ads, brochures, direct mail, web copy, press releases. Lead wri ter on internal marketing team. Six total on team. Learned about and wrote in-depth marketing materials focused on complicated and proprietary medical information. Copywriter July 2001 - Jan. 2003 O'Connor Group Advertising Roanoke, Virginia A small, 12-person agency that’s focused on print and identity work. Most clients were local and industrial. This was my first full-time copywriting job out of college. Wrote copy for ads, brochures, direct mail, web copy, radio, sales kits, press releases, decks and internal branding. Discovered my writer's intuition by taking on the challenge of writing 14 ads per day for The Roanoke Times, sustaining the agency's largest client. Assisted in the development of the agency featuring a Retirement Community focused branch. Education 1997 - 2001 MARSHALL UNIVERISTY Huntington, West Virginia Bachelor of Arts, Journalism & Mass Communication, with a Focus on Advertising. Minor: Sociology Fun College Time Facts: Enjoyed Theatre Appreciation class with Hall of Fame NFL player Randy Moss. Hosted a radio show on WMUL with future NFL Quarterback Chad Pennington. My first published article was about the 1970 "We Are Marshall" plane crash for an online magazine, in 1998. JUDD DEMALINE MANAGER OF CONTENT CREATION, FAMOUS FOOTWEAR "I worked with Eammon closely for over two years. In that time I watched him lead with his heart and his ethics. He has this ability to get right to the core of what is being advertised and how to promote it. The man is truly an idea generator. He delivers in brainstorms by making everyone in the room feel like they were heard and seen. In advertising, there’s no greater gift than that. Eammon is a Creative’s creative."

lkj This is a Paragraph. Click on "Edit Text" or double click on the text box to start editing the content and make sure to add any relevant details or information that you want to share with your visitors. Section Title Every website has a story, and your visitors want to hear yours. This space is a great opportunity to give a full background on who you are, what your team does and what your site has to offer. Double click on the text box to start editing your content and make sure to add all the relevant details you want site visitors to know. If you’re a business, talk about how you started and share your professional journey. Explain your core values, your commitment to customers and how you stand out from the crowd. Add a photo, gallery or video for even more engagement.

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< Back CAT - Instructional Videos Video Directing & Script Writing CAT needed to create a series of instructional videos that brought their complex operating manuals to life. They needed a director and writer ... which is why I was brought on board for the project. Digging in ... The challenge was distilling complex machinery information into something digestible to someone trying to learn about their machine or confirm that the machine was the best choice for the job. It was my job to develop shot-lists, time-stamps, and then script writing for more than 20 instructional videos. Yes, it was a dirty job. I spent three days on CAT's campus, shooting onsite in their arena and outdoors for specific machine moves. The hardest part was shooting the monitors. Our team definitely got creative in how to position a camera for clear vision while an expert went through the motions. Going through hundreds of motions, actions, and explanations, I then took the audio and notes to develop the scripts. Working closely with the video editor, we went through rounds of revisions, ensuring the information was accurate and clear. While there are more than 20 of these live on YouTube, unless you're in the market for a new dozer, a simple example or two should do the trick in showcasing what this project was all about. These videos have received thousands of views, with the long-form versions receiving the most views. Project Gallery Previous Project Next Project

Portfolio Behind the Barrel - Wild Turkey Reigniting passion for a worthy brand, through an unforgettable experience. Read More Busch Beer - Creative Direction How we brought the sound of refreshment "Buschhhhh" to life in the retail space, and increased sales. Read More CAT - Instructional Videos Video Directing & Script Writing Read More Cabo - Thick Cut Lifestyle How we blazed a path were no tequila had ever gone before. Read More Cabo Diablo - Branding & Social Media Launching a new coffee flavored tequila, from the ground-up. Read More Footwear Marketing Dipping my feet into the retail and digital side of footwear marketing, and making an impact. Read More Natty Light - Creative Direction How we increased sales for a value brand in an extremely competitive environment. Read More Print Ads & Headlines A collection of traditional print pieces with great headlines. Read More Purina Work - Mostly Cats A collection of pieces I wrote or concepted for Purina over the years. Read More Que 42 - Launching Our Own BBQ Brand The journey from cooking in the backyard to store shelves & online sales. Read More Radio Spots Two radio spots - Verizon Wireless & O'Charley's Read More Rock n' Awe - Cabo Wabo When Cabo was still about rock n' roll, this is how we treated loyal fans like rock stars. Read More The Pledge - Anheuser-Busch How we celebrated Anheuser-Busch's 30th anniversary of its landmark “Know When To Say When” campaign. Read More Wendy's "Year of the Burger" A burger making contest, taste tour & more - for the love of a burger that doesn't cut corners. Read More Wild Turkey - Retail, Ads & More A collection of pieces I wrote and/or worked on for this awesome bourbon brand. Read More