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Effective advertising is never merely informational. To work, it must be transformational. It must resonate with the readers or viewers or listeners by clearly showing how the product or service enhances their lives. It is done with the right word or the right graphic–or a combination of both– articulated in a way that makes them laugh or cry or believe.

It is an art that I have been practicing for more than three decades, providing creative ideas to companies ranging from “Fortune 500” members to small local nonprofits–across all forms of media from print to broadcast, outdoor, web and video.