PETSMART
"Tested by Martha"
I've had a few memorable client presentations in my career, good and bad, but this is only time a client was so excited he did cartwheels. Literally.
We leveraged all the Martha-isms we could, including her famous perfectionist personality and her habit of only sleeping for 4-5 hours a night. And, she really did personally test each and every item. Not on her beloved dogs. On herself. Martha was a pro, director Peter Berg was a blast. I creative directed and presented and sold the concept. Creative team was Dan Gier and Bart Ashford; produced by Susan Neuman.
"Tested by Martha" TV
"Tested by Martha" Print
"Tested by Martha" Guerrilla
New Business Pitch
BR had the good fortune to retain the Walmart business for 32 years. But nothing (in advertising at least) lasts forever. When that account moved on, we were under pressure to win another national retailer. And I was available to lead a pitch. That's when PetSmart went into review. We were up against formidable competition, but won them over with our strategy of getting to the "heart" of pet ownership. Because no one gets a pet because they like cleaning up poop or doling out food. It's all about that unconditional love.
Pitch Print - Branding
Pitch Print - Promotional
Pitch Direct Mail - Promotional
Pitch Rewards Program
