Category Archives

18 Articles

Smithsonian Institution

 

Project: Create a print advertisement promoting the entire Smithsonian Institution just one month after 9/11.

Execution: Reminded people that this is America’s attic of treasures – without referencing 9/11 directly.

Creative: Copywriting, Positioning: “Where everything old is new again.”

Result: The healing began; people started to come down to the National Mall again.

Newspaper, Local Washington, DC magazine

(as Creative Director, copywriter, Tim Kenny Marketing, Bethesda, MD)

FlavorX

Backstory: Flavorx had been highly successful in providing flavorings for children’s medicines and had developed a range of flavorings for the veterinary market to make medicines palatable to animals.

Situation: Their research had shown that a very lucrative market was the pet industry and the difficulty in getting “pets to take their medicine.” They wanted to market this flavoring kit via veterinary product representatives to vets worldwide.

Creative Solutions: Giving the vets a sample seemed an obvious way to get the product into the hands of the vets – the flavors would be purchasable through representatives that dropped off the samples. The kit would include POP display posters as well as the flavorings. We developed a ‘sampler leaflet’ that provided a small vial of one of the flavors, like a perfume sample card. (Shown here).

20 of the sampler leaflets would then be placed in a Flavorx branded box to provide the veterinary reps with a supply to hand out to their veterinary customers. A branded calculator was included in each box as a gift for the veterinary reps. The promotion proved extremely popular with both the veterinary reps and the vets.

Using the visual approach and marketing messages from the sampler, a trade show display, an advertising campaign to appear in veterinary magazines and a poster campaign for veterinarian waiting rooms to increase product awareness among pet owners was developed.

Flavorx, which had been sending their vets a small monthly newsletter took our direction and created a full-fledged four-color quarterly news magazine featuring success stories, follow ups, “how-tos” from other vets and “letters to the editor.” This quarterly newsletter became their number one sales tool.

Results: Sales skyrocketed;  the popular “Flavorx” is now available at vets throughout the country.

(Gary James/Patrick Ind, creative/ art directors; Gary James, lead copywriter (ads), Patrick Ind, POP/newsmagazine; Jamie Stockie, graphic design)
Tim Kenny Marketing, Bethesda, MD; ICBM, Washington DC

POP | Branded promotional items | Trade show display | Newsmagazine | Posters | Print advertising |

Watershed Associates

WatershedAssociates2002Creative Direction | Web Content | Account Management

This is a global Washington DC-based organization. A firm specializing in negotiating best practices, they work directly with GSA and government agencies, their employees and contractors.

In working with the partners and interviewing them, I discovered they were passionate about teaching these negotiating tools and introducing these practices so vendors and contractors better understood outcomes that were mutually beneficial.

“So, I started out by first asking “Need help negotiating?” Simple.”

From there, it was a case of organizing pages of white papers, content, bios and links.

When I worked with them on this website design, back in 2002, a flash opening was all the rage. We originally created a flash home page that features the word “negotiate” in 10 languages as this was one of their unique selling propositions. It was a wall paper and three seconds later, the flash evolved to the home page. Since then, the essence of the original design without the flash intro has remained the same, for over 14 years.

With the help of a very talented web developer, we created the flash intro, and I wrote most of the content you still see here and managed the uploading of pdfs and white papers. Back then, everything  – including the thumbnails – were all created in size, individually and originally. How times have changed.

Click here or on image to visit website

For Tim Kenny Marketing, as creative director and copywriter
Creative Direction | Positioning | web content |

A Kiss From Alexander

Picture 1Website Design direction ( website designed and created by Bednar Multimedia).

Website content

News release communication

Poster design: Winner, Bronze Hermes award, Association of Marketing Communications. Susan Meyer, Art Director and Production.

[swfobj src=”http://jamesgangcreative.com/wp-content/uploads/2011/01/intro_internal.swf”]
Click here or on image to access website

Smithsonian Institution (proposed)

Creative Direction | Copywriting | POP | Outdoor | Print

This was a campaign created for the entire Smithsonian Institution.

From high praise from the Freer and Sackler’s Director of Public Relations – based on their research on the success of the “Zen in the City” campaign –  we were given a chance to pitch the new “Business Ventures” division of the Smithsonian Institution.

The concept was simple: Instead of trying to show everything, choose iconic images from the various museums and feature in bus shelters, on the metro, postcards, print. I created the campaign off the ad I had created for the “Be A Tourist in Your Own Hometown,” citywide campaign just one month after the horrific attack in New York and on the Pentagon.

My tagline, “16 museums, galleries and the National Zoo” was to remind people that the Smithsonian Institution wasn’t just one building. And because each ad represented something special to “wrap ourselves in” I added “Wrap Yourself in America” to bring us all closer together.

As the story goes, this was a campaign that was “ours to lose,” which we did. We’ll leave it at that for now.

I personally think it is a fantastic campaign. So did the Smithsonian.

(Sorry, don’t have larger shots. Still searching old backups)

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Kermit at the Museum of American History

Kermit at the Museum of American History

 

ALIS_Gloves

Ali’s Boxing Gloves at the Museum of American History

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Dinosaur Bus Wrap to “follow” to the Museum of Natural History

To visit the Air and Space Museum

Synergy Point Interactive

Copywriting: Home Page and content

Sample from home page:

What’s the point?

Synergy Point is where client and agency collaborate in creating marketing that gets results. No egos. Just teamwork. And the result is greater than the sum of the parts.

Synergy Point is an award-winning, full service interactive multimedia design and web-hosting agency that combines strategic expertise with motivating tactical elements.

We offer everything from traditional print and collateral to cutting edge website design, video-to-web and secure e-commerce services. Need more? Add back-end programming, proprietary CMS software, database customization and web-hosting.

One Provider. Total Integration.
Market Driven Solutions. Isn’t that the point?

Get to the Point. Synergy Point.


Sample from “Branding” landing page:

Branding & Identity

We give your business a face.

And a position and a direction.

Branding is more than just a logo. It’s a process that includes your employees understanding who they are when it comes to your business. And, it’s how the public perceives you in the marketplace.

Synergy Point has state of the art technology and state of the art designers and creative directors all working together to build your identity.

  • Logo
  • Positioning statement
  • Strategic Planning
  • Graphic design and traditional print media
  • Website design
  • Integrated marketing communication