KnowItAll®
KnowItAll®
The great minds at Goodby recruited me based on a blog piece I had written years earlier on how Hyundai was set to be the next great American success story. I was initially brought in to brief their teams for a day, but that quickly turned into an offer and 2+ years on the brand, during which Jeff Goodby himself credits me for being a large part of the account's steady stream of effective and award winning work.
My goal: to position Hyundai as the 'thoughtful' car company that no longer had anything to hide - and by doing so turn Hyundai into the new Honda. We exceeded that goal, more or less positioning Hyundai as a competitor above Honda, in Acura territory.
Hyundai's then CEO was so impressed, he invited me to work at Hyundai's next agency. When I respectfully declined, other clients invited me to be 'the voice of Hyundai' internally and externally.