Nescafe is the largest selling brand of coffee in the world. Remarkably, not so in the US. You may remember it as a really bad instant coffee in the orange jar. Well, that was then, this is now. The goal was to reinvent the brand for a new generation — the Starbucks crowd. Younger, thirstier for a bold taste they could brew at home. As it turns out, this was the most successful new product launch (reinvention of a brand) in Nestle's history. And much to McCann-Erickson's dismay, they had to adopt the thinking of another agency. Which turned out to be a good thing since their TV efforts on the brand were voted worst of  the decade.

Porsche North America was parked for a spell in Reno, NV. The Goodby, Silverstein and Partners work at the time was big on image but failed to tackle the tough stuff — presenting all the new engineering built into the 911. That's where we come in. This work out performed the incumbent. Not unlike the car, however, the account sped through the agency with the turbo engaged. We're great at branding and advertising. Not so good at politics. Nevertheless, we have a lot to be proud of.

Direct response is the newest foray into the world of branding. The reason is that DR is instantly measurable. So, if you can build the brand and generate immediate sales at the same time, why not? DermaSilk, a "facelift from within" supplement, is the perfect candidate for synergies of brand building through DR. We were assigned the task of creating a 28:30 infomercial and a series of print ads. Yes, the new face of branding. And it looks good.