For 20 years, Greg Robertson’s ability to mix branding expertise with provocative, intelligent writing and creative development has resulted in product-selling, award-winning work for brand leaders including PepsiCo, Washington Gas, Blue Cross Blue Shield, Unilever, John Hancock, Cigna, Virgin, and others. This has shown not only in his TV, radio, print, video, direct response, and Internet works, but also in his brand positioning, strategic programs, and naming scenarios for Evian, Xerox, AARP, Monarch Health, Pizza Hut, Ryland Homes, Lexmark, Fannie May Candies, Citibank, Holiday Inn, Birds’ Eye, and more.
Especially in recent years, Greg’s cause marketing efforts have paralleled his commercial accomplishments. His work for such groups as the Big Sister Association, the Reader’s Digest Drunk Driving Campaign, American Red Cross, Tolerance.org, Franklin Park Zoo, and others have garnered significant results as measured by increases in fund raising, volunteerism, and event attendance tracked directly to the messages created. He has also seen similar successes in applying his brand development approaches and creative talents to other non-profits such as Quincy Medical Center, Westbrook Hospital, Eliot Hospital, Emerson College, Simmons College, and select human services groups.
In the Short Attention-Span Theatre that is today’s current marketplace, Greg continues to turn notepads full of his clients’ facts, figures, hopes, objectives, and opinions into targeted, quickly-absorbed branding messages that get noticed. And get results. In the effort, he repeatedly finds the one core message – one simple truth – about brands and encapsulates that message in pithy, memorable ways that resonate with people whom his clients need to reach and move.
Another result of this work is that Greg has now won far too many industry awards for his own good, from ADDY, CASIE, IBA and Telly to Caples, NEDMA, NAMA, Silver Microphone, and Summit. More significant, however, are the numerous awards and commendations he’s received from clients, from Washington Gas, Brown-Forman, and Unilever to Big Sister and Blue Cross Blue Shield. They mean more to him because they prove that his work has made a personal difference to the actual people involved.
Prior to launching his own firm, Greg held senior creative leadership positions at top advertising and marketing agencies in Boston, New York, and Washington, DC. He also currently serves as a branding and creative consultant to education and community groups via the Boston Ad Club. A graduate of Purdue University, former comedy writer, and reckless Mensan, Greg is also active in historic preservation through his work with The National Trust, SPNEA, the Boston Athenaeum, and the Bostonian Society. He and his artist wife, Gloria, live with a Bichon and a Lasapalooza in West Quincy, Massachusetts.