MOTTO #1: Advertising without Strategy is Art.

For years, I've based my creative approach on this premise: great marketing simply cannot be great unless it connects and moves the target. Building powerful brands is a long term objective. It's a relationship. Loving. Tender. Passionate. Funny. Sad. But always true. True to the target and to the brand's essence.

As a brand planner, writer and designer, I strive to create advertising and public relations solutions that interact physically and emotionally with the right person at the right time. And since everyone is so damn media savvy these days, the best strategy is usually dressed like a sheep. People see the big wolf's hard-sell coming well in advance and they run. Fast. To be compelling, brands need to become part of our culture, conversations, thoughts, dreams and ultimately, our pocketbooks.

These days, you can't throw a star bust in the corner, and expect it to do shit. Interaction is key.
 

MOTTO #2: Strive to Make a Difference.

On an individual or organizational level, I strive to use the power of brands to improve people's lives. To make our communities prettier, healthier and happier. I'm not trying to save the world (maybe I am). I want to ride my bike more. Give more. Help more. Make someone's day. That's why I coach youth soccer -- it fuels my soul. And now that I have son of my own, I feel passionate about leaving him a planet with clean water and air. I'm ready to do more. And I firmly believe that great brands should as well. As advertisers, we need to seriously cut the amount of junk mail that is produced. Use the Internet. Save some trees.

MOTTO #3: Nobody Likes Mottos.

They're too preachy. You want some portfolio action? Go for it.