Experience

Cornerstone Brand Communications

• Advertising Services
• 1 - 100 Employee

• President

  • Sep 2011 - Present

  Cornerstone Brand Communications is a strategic planning, copywriting and creative services studio focused on defining and maximizing the influence of business and industrial brands. Following several years of managing this business as a full-service advertising agency, I am now providing freelance consulting services to independent clients as well as marketing firms.

• President

  • Apr 2003 - Aug 2011

  • Maintained Trusted Marketing Partner Relationship - served Fortune 500 Temple-Inland from single trail project into a full-service, multi-brand, agency-of-record account. (20+ years)• Built Trusted Marketing Relationship - served insurance education-provider Vale Training Solutions from small isolated projects into an integrated advertising, web and direct marketing account. (20+ years)• Developed Unique Creative Style - produced client marketing messages that featured powerful, story-telling visuals and persuasive, reader-focused copy. (high audience awareness, recall and response) • Planned/Managed GreenGlass Introduction Communications – handled the largest Temple-Inland building products launch ever that included on-product I.D., literature, traditional and digital advertising, trade show exhibits, micro-sites, broadcast e-mail, traditional direct mail, contact database development and database marketing, video production, digital publications, publicity, sales promotion and dealer support materials. (shifted tactics of market leader)• Initiated Online Technical Notebook – provided a cost-efficient digital solution for a multi-document ring binder that was easy to update, search, save, print and use in sales follow-up contacts through links to timely content in digital posts, e-mail and pdf documents. (reduced production costs by 50+%)• Deployed Digital Asset System - published client marketing library for online access so that often-used resources were available for download whenever needed. (.txt, .rtf, .doc, .jpg, .eps and .pdf formats) Show less



Ferrell & Spell Advertising

• Tyler, Texas Area

• President/Creative Director

  • Jan 1989 - Mar 2003

  • managed client contact, project management and strategic planning • directed and contributed to concept development, copywriting and design • established project objective/strategy input brief and workflow process • employed content marketing to double agency revenue in two-year period • launched agency web services and built in-house capabilities • broadened agency client base from locally focused to regional and national • managed client contact, project management and strategic planning • directed and contributed to concept development, copywriting and design • established project objective/strategy input brief and workflow process • employed content marketing to double agency revenue in two-year period • launched agency web services and built in-house capabilities • broadened agency client base from locally focused to regional and national