MY APPROACH
CREATE A REASON TO CARE
My work is driven by desired action, whether it’s click, call, comment, swipe, like, or buy. To achieve action, your constituencies must care; in today’s cluttered and frenetic world, they must really care.
NORTH STAR NAVIGATION
I work with marketing and business leaders to develop their North Star. This drives success, powers ideas, and gives life to campaigns and tactics throughout organizations and channels.
BRAND STRATEGY & POSITIONING (& NAMING)
Whether growth-focussed or transformational, I use language to create interest and demand among various constituencies; I also help you find them… your actual audience.
CREATIVE DIRECTION & CONTENT DEVELOPMENT
As a creative director and career-long copywriter, I root myself in the foxhole with my teams to lead our clients to the promised land.
WORDS FROM COLLEAGUES
TESTIMONIALS
Over the years, I’ve worked alongside executives and creative leaders for many well-known and beloved brands within financial services, consumer goods, technology, and entertainment; they’ve had nice things to say.
Martin Lenoir
Chief Marketing Officer
American Advisors Group
“Eddie thinks differently than most; he's always focused on the consumer and he's able to think broadly about how to activate against those insights… from his rehash insight from listening to calls to exploring new ways to deliver info kit content to pushing to get more consumer insights and using those surveys to improve our marketing and PR efforts. This is the stuff that Eddie is best at and makes him valuable to AAG.”
David Zweig
Executive Creative Director
Guitar Center / Harman
“Edward is by far one of the best, most complete creative directors with whom I've ever had the pleasure of working. I learn from him every day, and his expertise in branding, strategy, copy writing and overall communications is thorough, detailed and incredibly valuable. Edward is also quite creative, bringing startling wit, detailed nuances, precision clarity and presence of mind to every meeting and project. His concepts are often chosen as the best for the project at hand, and he is usually a crucial building block to any creative team.”
Brad Armistead
General Manager
Naked Juice / Izze
Eddie has done some fantastic work for us at Naked Juice and IZZE. Eddie takes the time to understand a brand, and then can translate that into an excellent creative end product. Eddie is fully connected to the ‘what's new now’ but also recognizes how the latest ‘thing’ might authentically apply to a brand (or not). Oh, and Eddie's copy ROCKS!
Eric Perez
Group Creative Director
Blitz
“Eddie and the Status Quo are not friends. They're not even on we'll-give-restrained-head-knods-as-we-pass-each-other-in-the-hallway kind of terms. It's the type of animosity you want your creative/conceptual thinkers to have towards the common and the mundane. This quality about Eddie made me confident that on any creative project he was tasked with, whether it was on the new biz front or for an existing client, he would come through with solutions that both challenged the client and garnered solid results. Eddie's wit ranges from wry to downright comedic. It wasn't an uncommon thing to hear the loudest laughter coming from brainstorm meetings in which Eddie was participating. That kind of enthusiasm is infectious and often led to clients forming quick and trusting relationships with Eddie. Last point. Unlike his relationship with the Status Quo, Eddie and Digital are fast friends, beyond drinking buddies...more like best-man-at-your-wedding kind of buds. I could always depend on Eddie to figure out the most impactful methods in which to utilize the digital medium within his projects.”
Sally Kim
Head of Consumer Strategy
Naked Juice / Izze
“What makes Eddie such a valuable asset to any brand is that he just gets it. He gets the consumer, the brand, the business, and most importantly the creative. One of the best copywriters in the business, his creative direction and copy captures the brand's voice and essence in unique, smart, and distinct ways. Best creatives are usually the most strategic and Eddie is no exception. His creative executions are grounded in solid strategic thought and unleashes the 'big idea' in smart and relevant ways. I wish we could keep him all to ourselves!”