How on earth could my direct response expertise from 1996 benefit you today?

In myriad ways. Because despite the latest tactical modi operandi and the latest polemics touted by the latest graduating class of technophiles, getting measurable business results from your marketing investment still comes down to intelligent strategies, captivating concepts and well-crafted content.

As the Senior Copywriter on the GE creative team at McDougall Advertising, I developed strategy, branding, creative and wrote all marketing communications direct response collateral for an integrated national program to persuade the most resistant employees, at all GE job levels, to switch from GE Medical Benefits, an indeminity plan, to GE Health Cared Preferred, a managed care health plan. The program helped GE save more than $5 million in the first year and continued to save GE millions of dollars.

Strategy-Address Head On: I conceived the brand proposition, "The Benefit of Choice," to rectify the misconception that GE's managed health care plan offered fewer care choices, constrained freedoms and reduced treatment options in comparison with the then current GE employee indemnity health care plan.