MY CLIENTS KNOW THEIR BUSINESS BEST. I LISTEN VERY CAREFULLY AND PLAY BACK MY UNDERSTANDING CREATIVELY. THAT IS WHAT I DO IN A NUTSHELL.

More information is below if you need it, but calling Don Easdon at 617.510.9370 is faster.

• THE CARROT AND STICK APPROACH: Have you ever clicked “buy now” because of a tempting reward or a ticking clock urging you to act quickly? The carrot-and-stick strategy is a classic and practical marketing approach that combines rewards (the carrot) with consequences or urgency (the stick) to influence consumer behavior. All marketing appears to stem from this simple tactic. 

• RISK AND PROFIT: Peter Drucker said, "All profit is derived from risk." If you want to make more money, you must take more risks. Standing out in a category has always been my first creative goal. People want to be part of what is new; it differentiates them from everyone else. That empathy with your brand is hard to establish, but when established, it is hard for a competitor to knock it down.

• VISUALLY STANDING OUT: is essential. It’s what all users see first – before they’ve read a word about it, seen any products, or listened to a sales pitch.  An optimal visual identity creates instant credibility, signals your personality, and begins shaping a positive perception—Scan my book of work. You will notice no two visual identities look alike. Each was intentionally distinct and grown from the unique personality of each brand.

• RESEARCH IS ONGOING: What is not often said is research goes beyond implementing strategy; it also provides comfort. Take, for example, the partners of a law firm, knowing creativity has been tested and proven to resonate with current and prospective clients with no hidden problems arising in the future. A quantitative and qualitative audit that assesses brand strengths and weaknesses is often paramount to get past bias and preconceptions. Such would be the case for understanding investors, employees, and influencers on social media, attractiveness to the brand messages, and where to make improvements.

• LOCATIONS I’VE WORKED: New York, Santa Monica, San Francisco, Dallas, Tokyo, Boston, and London as an executive creative director, partner, freelancer, or founding principal.

• AWARDS FOR STANDING OUT: The globally prestigious Gran Prix at the Cannes Lions International Festival of Creativity was awarded for the John Hancock Financial Services rebranding. Other awards included Clio, ADDY, and American Advertising and being included in Communication Arts Annuals and Webbies for digital and internet marketing.

MEDIA MENTIONS: The New York Times, in three separate lead articles in the business section, wrote about my campaigns: John Hancock (“one of the top 10 campaigns of all time”), Wang Laboratories, and the Nissan Infiniti launch of a new line of luxury cars (“the most talked about campaign of the decade”). My work has been included in several books. Harvard Business Publications has case studies on the brand stories of the international law firm Bingham McCutchen and the rebranding of John Hancock Life Insurance to financial services.

FIRSTS IN CATEGORIES: When I first became Executive Creative Director of Backer Spielvogel Bates worldwide, I created the first digital studio for an advertising agency. Before that, at Young & Rubicam, New York, I helped pioneer Y&R’s “The Whole Egg” integrated marketing platform, both precursors for today's ad agency. Reinventing is creating and pushing the envelope for myself and for a client in any category the ultimate goal.

LET’S WORK TOGETHER.