Purveyor of Problem Solving Ideas™
Marketing and Advertising | Greater New York City Area, US
Jan
2012 - Present
Principal & CCO / LU©AS & Co.
PURVEYORS of PROBLEM SOLVING IDEAS™
Jul
2011 -
Dec
2011
Freelance Creative Director / Blast Radius
Creative lead on Bacardi & Novartis [GasX, Prevacid & Benefiber].
Client-facing creative lead developing social & digital campaigns for a wide variety of audiences and brands.
Developed unwrapthenight.com for Bacardi and full programs for three very different pharma brands.
Jun
2010 -
Dec
2011
Network Creative Director / MDC
Creative Director at large deployed against opportunities at the 40+ agencies within the MDC network - pitches, projects and consultancy.
Creative & strategic lead on site development for MDC agencies and network digital resorces: hlgrp.com, www.accentonline.com, insidemdc.com, mdcevents.com.
Drove client business and pitches through network agencies, including: Alpina, Heineken, Bill My Parents & Three Olives Vodka.
Dec
2009 -
Jul
2010
Chief Creative Officer / Kirshenbaum Bond Senecal + Partners
BMW, Pinnacle Foods [Birdseye], Kao Brands [Jergens, John Frieda & Curél], Cablevision, Vanguard, Homegoods
Invited to be the agency's first Chief Creative Officer with responsibilities over all operating units/disciplines at kbs+p, including digital [dotglu], direct [company c], and experiential marketing [lime].
During this time the department was restructured and rebuilt, attracting high-caliber cross-discipline talent and new business, while maintaining client relationships, securing existing revenue streams, and raising quality of work.
Jan
2008 -
Dec
2009
Executive Creative Director / Razorfish
Freelanced on a pitch.
Asked to lead Razorfish's digital advertising group as GCD.
Won 10/12 new business pitches in first year.
Promoted to ECD of the New York office.
Built and evolved Razorfish's advertising offering.
Instrumental in helping Razorfish secure global digital AOR for AXE.
Feb
2008 -
May
2008
Creative Director / LU©AS, Brooklyn.
Saatchi & Saatchi, BBDO, SS+K, Razorfish
Generating ideas that solve problems :: online, film, print events, product ideas... whatever it takes to make people think about your product or business the right way :: marclucas.net for the whole magilla
Oct
2004 -
Jan
2008
Creative Director, Vice President / SS+K
Song Airlines, Delta Airlines, Blue Cross Blue Shield Association, Lance Armstrong Foundation, Massachusetts Teacher’s Association, Starbucks, New York Knicks, CitiBank, Barack Obama, Anheuser-Busch.
Create traditional and non-traditional communications for a mixture of consumer, trade and public affairs clients.
Aug
2003 -
Sept
2004
Creative Director / LU©AS, Brooklyn
Freelance @ Ogilvy: American Express, SAP, DHL, Fosters, Discount Office Furniture.
Creative and strategic consultant for agencies and direct to clients.
Created impactful and effective campaigns for DHL, created a very different cinema spot for American Express Blue and created a global TV campaign for Foster's Lager.
Jan
2003 -
Aug
2003
Creative Director & Partner / AKA Advertising
Foot Locker Worldwide (Foot Locker, Lady Foot Locker & Champs), Puma, Converse, adidas, Reebok, Everlast, Nike.
Took an active role in raising the creative output of the agency, forging strong ties with clients and vendors, and helped guide the agency through its next evolution.
Persuaded Foot Locker’s vendors to support and underwrite our clients. Seeing those efforts pay-off in increased awareness, sales and attention for the client and the agency in trade and business publications.
Nov
2000 -
Dec
2002
Executive Creative Director / D'Arcy Hong Kong
Philips Lighting (Regional), Western Union (Regional), Hyatt Hotels (Regional), Continental Airlines, Whiskas, BMS, Vietnam Airlines, MLC Insurance, Soho-Soho, HMV, SPCA.
Maintained a high creative profile while cutting staff and overhead.
D’Arcy Hong Kong became a bright star in the Asian industry, with wins at The One Show, Cannes, Clio and The MAX awards, D’Arcy’s award scheme. Within two years the agency went from unranked to #3 agency in Greater China. (One year after the agency closed, it is still ranked as one of the top ten agencies in Greater China.) We ran global and regional business with a very small passionate team.
As Chairman of the HK4As Creative Committee, I was responsible for our annual award show and launching our portfolio school, AdSchool.
Appointed to the D’Arcy Sounding Board, an advisory board that met the Worldwide Board quarterly to advise and implement recommendations.
Sat on The D’Arcy Asia/Pacific Creative Council.
Nov
1998 -
Nov
2000
Executive Creative Director / Ogilvy Philippines
Unilever (Ponds and Comfort), San Miguel, Magnolia, La Tondena, Crown Asia, The Economist, Nestle, Old Asia, Casa del Tobacco, McCormicks, Northwest Airlines, Seagrams, Ayala, Kodak, Kimberly Clark.
Lead an award winning creative department of 12 and an agency billing around a billion pesos a year.
Named Creative Agency of the Year by the Philippine 4As and brought home the most awards from the Philippine Ad Congress.
Jun
1993 -
Oct
1998
Copywriter / Ogilvy New York
IBM, American Express, Jaguar, Kraft General Foods, Hershey, GTE, Phillip Morris
Sept
1992 -
Jun
1993
Copywriter / Chiat/Day
MTV, Nickelodeon, Nynex, New York Life, The Rainforest Foundation, SAS Airlines
Jan
1989 -
Aug
1992
Copywriter / The Ball Partnership
Remy Wines, Davidoff, HKTA, DHL, Newsweek, HSBC, Sandy Bay, Toshiba, Mung Tong Thani, Porro Computers.
HK4As: Best Freshman Copywriter.