Bill Fahber, Creative Consultant

Bill FahberCopywriter

+33 6 61 329 [email protected]

First, some quickbackground stuff

Started out in1994 in my homestate of New Jersey.

At 22 years old, I created a free advertiser- supported city tabloid.

It was called ‘Our Town’.

Early footsteps: newspapers.

As publisher, I handled every aspect, including

advertising sales, copywriting,

layout, photography, editorials,

circulation – even ran the press it was printed on.

A crash course in communications.

I later worked as a freelance writer for other publications, and had my own monthly column covering local sports.

This was enriching, but I wanted to move on to bigger things, so…

That created new opportunities.

In 1996, I moved across the pond tothe Big Apple.

Worked five years as both a Marketing Analyst and freelance writer for Foot Locker Worldwide.

Also spent some timeat L’Oréal USA.

Next came New York…

For a change of air, in 2000, I crossed a bigger pond, this time settling in Paris, France.

Spent six months doing translation work and Direct Marketing copy for a start-up called Come and Stay.

Then Paris…

In September 2001, I solidified my move to Paris, when I was hired full-time as aSenior Copywriter forBBA Paris.

For three years, Ilearned to adapt mystyle to Europeanaudiences and to a wider diversity of topics, including B2B.

Then agency life…

Then freelance…

By 2003, now with nine years of experienceunder my belt, I madethe transition to freelancer.

Ever since, I’ve been providing copywritingand creative consulting to a wide scope of clients that need to communicate globally and effectively.

Today, with morethan a decade of experience, my work covers a vast range of products, solutions and services – from perfume, printers and boat engines to iPods, financial software and telecom.

Fifteen years later.

Some of the brands that have put food on my table.

Quantifiable results

Am I worth yourtime and money?

How do you know?

Can I prove that my clients are happy? Almost always?

Can I show that myclients stay with me? Almost always?

Does my work helpagencies win budgets? How often?

Does my work helpagencies earn recognition? Awards?

Does my activity reflect asuccessful ongoing history? In revenue?

Let’s take these one by one…

Firstly, my clients are happy and almost always stick around.

Since 2003, as a freelancer, I’ve completed:

more than 450 major projects billing 30 direct clients and for about 50 different brands

(Yes, my clients really jump around like this.)

On average, that’s 15 projects per client.

Not one client has officially severed contact.

And only 3 clients out of 30 have not come back for more.*

(* yet)

Upon request, I’m willingand able to provide

a name and phone number forany client I’ve ever worked for.

Oh, yes sir, I can assure you, Bill

really is awesome!

Two of mybiggest direct clients

have been

and

For

…

As their primary Direct Marketing copywriter in Europe, I was with them in 2004 when they launched

their CRM activities.

Through smart segmentation and persuasive B2C copywriting,

I helped them explode their e-DM results in terms of opens, clicks,

revenue and conversions.

Five years later, they’re still a happy client.

I helped them gain valuablemarket share in key segments.

To date, I’ve written for them 135 brochures, 300 Web pages, 60 e-mailings, 40 press ads and

465 other deliverables, ranging from banners to videos

to reseller tools.

Eight years later, they’restill a happy client.

For

…

My work helps agencies win new budgets…

8 of 11 Winning Creative Agency Pitches(includes only creative pitches, average pitch includes 3 or 4 agencies)

Client Date Product / range Competing for Agency Result

1 Lexmark May 2003 Laser printers Family range brochure bbaparis Won2 Adisseo Jun 2003 Animal feed nutriants Corporate campaign Munier BBN 2nd3 Rohm and Haas Oct 2003 Neolone (preservative) Product launch Munier BBN Won4 LeasePlan Nov 2003 Fleet management 2003 annual report Munier BBN Won5 Carvantis Apr 2004 Automobile leasing Corp. branding camp. Munier BBN Won6 Lexmark Feb 2005 Laser printers Product sales kits Infoflash Won7 Rohm and Haas Mar 2005 Rocima (coatings biocide) Product launch camp. Dan Hayon Won8 Euler Hermes Apr 2007 Banking services Press ad campaign JWT Lost9 Coty Dec 2007 Home Skin Lab online Creation of new Web site Digitas Won10 IOC May 2008 Olympic Games Revamp of new Web site Digitas 2nd11 Nissan Jun 2008 Automobiles Revamp of new Web site Digitas Won

Since 2003, I’ve been hired to work on a total of 11 agency pitches, usually involving three or four agencies.

Eight of these have resulted in victory. That’s a 73% success rate.

73%

And what aboutrecognition?

My interaction with agencies has contributed to winning key awards.

Most recently, these include:

World Luxury Award Goldfor Lancôme Trésor-is-Love campaign(Digitas)

Top Com Bronze for NoBottle interactive campaign (Sidiese)

Annual turnover tells the same story,representing a healthy, ongoing activity…

Total turnover in € HT

208 522,00 €

204 780,00 €

9 360,00 €

125 145,00 €

158 216,00 €

151 742,00 €129 925,00 €

0,00 €

50 000,00 €

100 000,00 €

150 000,00 €

200 000,00 €

250 000,00 €

2003 2004 2005 2006 2007 2008 2009*

* 2009 estimate based on mid-year forecast

Close to

€1 millionin billing

Total turnover in Euros (pre-tax)

So, in summary, there’s a solid quantitative case

to be made…

The clients are happy The clients stick around The agencies win budgets The agencies win awards The billing shows success

Now, on to the subjective side of things…

Work samples

Please don’t just look at the pictures! To understand what I do, you need toread the text and see how it works with the concepts. I was usually involved in the creative ideas as well as the headlines and copy.

Direct Marketing

Sometimes you’re baffled by yesterday’s technology.Sometimes you’re illuminated by tomorrow’s.

Now showing on the big screen! Lexmark's new mono MFPs include an incredibly large, fully customisable touch screen, which gives you fast, easy access to a rich range of advanced functions and features – including scan previews. It's your ticket to the greatest performance in the office. Just step up, touch the screen and enjoy the show! Popcorn not included.

Sometimes you lack the right tools to win. Sometimes you have everything you need. In today's competitive business arena, having high-performance products is just part of the game. To win, you also need functionality that makes working easier, more secure and affordable than ever before. Lexmark redefines multifunctionality to bring you that industry-leading edge, and to meet your most critical document-workflow needs. Enjoy the match!

E-mailings

Online interactive

Kate Winslet

Lancôme welcomes its new ambassador,the captivating Kate Winslet

Personifying grace and elegance, Kate Winslet is the ideal ambassador for Lancôme’s Trésor perfume. She’s been wooing fans and critics for years, from her blockbuster roll as a star-crossed lover in Titanic (1997) to her recently hailed performance in Little Children. One of the most successful young actresses of all time, Kate already has five Oscar nominations to her credit, four of which came before her 30th birthday. Both on-screen and off, Kate radiates with style and sophistication, and Lancôme is thrilled to be working with her!

Banners

Magazine & Print

WHEN THINGS DON’T MATCH, PEOPLE WORK LATE WE THINK THAT STINKS If your intercompany accounts don’t agree, your books don’t close. With Cartesis ICS, your subsidiaries now have a shared, Web-based solution that streamlines their account reconciliation and makes sure the accounts are balanced in real time. When closing starts, the head office has the right numbers instantly. No phone calls. No detective work. Just a speedy closing and an easier process for everyone. And because it’s so simple to roll out across your enterprise, your ROI could be just as fast as your reporting cycles!

REMEMBER ACTUALLY LOOKING FORWARD TO STAYING UP ALL NIGHT?

WITH CARTESIS MAGNITUDE™ YOUR GLOBAL CLOSE IS JUST A DAY JOB. More than any other financial-analytics package, Cartesis Magnitude™ accelerates your global closing cycle, getting you faster to the numbers you need to build competitive advantage. It integrates strategic, financial and operational information in a way that gives you a complete global picture. And because it’s Web-based, that picture can be shared easily across your organization. You’ll have access to one system and one database for total consistency and reliability. Best of all, you’ll possess the strategic tools required to add value at every level of your company. Now that’s something to look forward to! For more, contact [email protected]. You can also visit our website at www.cartesis.com.

If you want to strengthenyour company’s resistancein 2009, then just…

Tomorrow’s forecast is bleak: cooling markets, falling budgets and a flood of tough new challenges! Now more than ever, it’s critical to plan for the future and make the most of what you have. And that means bringing out the best of your most valuable assets of all – your people. Com’in is perfectly positioned to help you do that. Our specialty is mobilizing and optimizing ‘people power’, while cultivating and valorizing your company’s true human potential. Founded in 1990, Com’in is a subsidiary of DDB Communications Group and an expert in training, motivation and internal communication. Through innovative solutions and new technologies, we help you revitalize human value with a pragmatic, sustainable and truly results-driven approach. For bluer skies, call us today at 01.53.32.54.32 or visit us at www.comin.fr.

…Com’in

He didn’t have much luck on the greens today,

but he still had the best drive! A full-service partner in vehicle leasing and fleet management, LeasePlan is giving enterprises more reasons than ever to hit the road with confidence. That’s because we take care of every detail, from insurance and automobile maintenance to management reporting. So you can steer your way to greater savings and efficiency. With LeasePlan, you always get to be the winner! LeasePlanFleet Management in Motion

Impressive performance. From the bottom line to the finish line. He was an auto-racing champion before he was even old enough to have his license. Last year he became the youngest driver ever to win the Formula One. What fuels Fernando Alonso’s success? Ambition. Determination. Knowing what’s around every corner. Like in your business, the course isn’t always smooth. But when you need big results, having a reliable partner can be reassuring. LeasePlanFleet Management in Motion

Remember when you could manage your fleet at your fingertips?

eBusiness Suite

Playtime is over. The real competition is just warming up, and you need to be ready for the road ahead. LeasePlan’s eBusiness Suite empowers you with a rich range of Web-based solutions that make managing your fleet easier and more efficient than ever before. See everything. Know everything. Make effective, confident decisions based on real-time information. And have fun doing it. You’re in the driver’s seat

LeasePlan

Why should big workgroups get all the fun?

Introducing the new Lexmark X460 SeriesEnjoy big-business benefits in a small package!

Maybe someday you’ll evolve into a complex workgroup with mega high-tech systems and a huge intricate network. Until then, there’s the Lexmark X460 Series. These compact multifunction devices give you the features you need to play big, even when you’re small. This includes an intuitive colour touch screen, rapid two-sided printing, scanning and copying, paper-saving workflow solutions, robust security tools and a front-side Direct USB port – to name a few. To liven up your workgroup, visit us today at www.lexmark.co.uk.

“My industry is all about perfect fits. I wish someone would offer me one for a change!” Vector by Lectra. Cutting solutions created specially for your industry. “Performance is nice. But, for my products, anything less than total precision just won’t cut it.” Vector by Lectra. Cutting solutions seamlessly adapted to your production type. “It’s the 21st century… when is someone going to make a solution smart enough to think for me?” Vector by Lectra. Ultra-intelligent cutting solutions for extreme reliability. “Times are tough and budgets are tight. If it won’t save me money, I don’t even want to look at it.” Vector by Lectra. Cost-efficient cutting solutions with rapid ROI.

MORE SERVICES. MORE EFFICIENCY. MORE BENEFITS.

IT’S TIME TO EXPECT MORE FROM YOUR MAIL! Mail matters. And no one knows that better than Neopost! We understand that your enterprise needs practical, high-performance solutions that let you save time and boost productivity. Which is why we’ve created the “IS” range! To check out our new mid-volume solutions and see how they can power up your workflow, visit us today at www.neopost.com.

New “IS” features include:• Flexible shape-based pricing • Handy rate wizards• Intuitive online tracking• SBP-compliant Dynamic Scale• Color touch-screen dashboard• and much, much more!

A diesel just did it.

Shell V-Power Diesel fuels Audi to victory at Le Mans A diesel just did it! For the first time in the history of France's 24 Hours of Le Mans, a diesel-powered race car has roared to victory. Though it was a big surprise to many, Shell has been counting on it. That's because the winning car, the Audi R10, was armed with a remarkably innovative fuel technology – Shell V-Power Diesel. Powerful, ultra-clean and surprisingly economical, this high-endurance fuel is completely revolutionising diesel as we know it. And best of all, everyday drivers can get in on the action. So fuel yourself with the winning formula today. Now available at service stations everywhere.

Seeing our products won’t change anything.Seeing with them might change everything. In X-ray imaging, it’s often the smallest details that count the most. That’s why Thales goes further than anyone to ensure you the most reliable, highest-quality image possible. Collaborating closely with the majority of equipment manufacturers, our solutions enhance the entire imaging chain, from pickup to pre-processing. The result: accurate, higher-quality images in hundreds of millions of exams across the globe each year – through both conventional and digital systems. Confidence is essential to your world. We make sure that confidence starts from the inside.

Ouch!!!A 10-meter tree, a 3-meter fall…His practitioner depended on equipment that integrates Thales innovation to obtain the full story.

Do you really have timefor equipment that doesn’t integrate today’s most advanced imaging technology?

Posters

Brochures

LEADING THE WORLD ON LAND AND SEA For over 50 years, the Honda name has been synonymous with commitment to perfection. And today, Honda is as dedicated as ever to performance and innovation, manufacturing cars, motorcycles, engines and power equipment – delivering customer satisfaction around the world. On land, that means developing everything from robots to the million-selling Civic to the Formula One with past and present wins. On sea, that means applying our experience in engineering, reliability and technology to outboard engines, offering you the same award-winning innovation for all your nautical needs. With the widest range of 4-stroke outboard engines, Honda delivers power, comfort and reliability you simply won’t find anywhere else. In fact, it’s no wonder we’re full-speed ahead of the competition. We invented the 4-stroke outboard engine, and we’ve been making waves ever since!

WHICH HONDA IS PERFECT FOR YOUR SEA ADVENTURE? The world’s largest engine manufacturer, and a global leader in nautical innovation, Honda is offering today’s sea lovers a wide variety of inflatable boats for just about any adventure – yacht tenders, leisure craft, sports vessels. Ranging from 2 to 4 metres in length, they come in multiple decks: slatted, aluminium and inflatable. And even the smallest models provide a large choice of equipment, such as repair kits, pressure gauges, oarlocks and much more. Backed by profound research and a steadfast passion for perfection, Honda boats are built for comfort, safety and reliability. But most importantly, they’re built to last. Whichever Honda you take out to sea, you can be sure to make a splash!

Power and flexibilityfrom start to finish

Introducing a smart new alternative to copiers! The fully equipped Lexmark X658de multifunctional laser family brings you all the benefits of a departmental copier, yet in a compact, affordable A4 device. Get everything you need to power through your busy workday, including rapid output speeds, smart workflow capabilities, cutting-edge security and flexible paper handling.

Driving performance from East to West Twenty years and growing strong! Founded in China in 1988, Huawei Technologies is a world leader in tailor-made products, services and solutions designed especially for telecom operators. Boasting some 87,000 employees in over 100 countries, close to three quarters of the biggest names in telecommunications count on our expertise. Every day, we help a billion people across the globe communicate via simple, low-cost solutions.

In Europe since 2000, and France since 2003, we’ve stayed true to our philosophy, guaranteeing an independently owned and operated structure and successfully managing our growth. Even after two decades, Huawei is still directed by its founder and is 100% employee-owned.

Leaflets

Do you experience pain from contact with hot and cold, sugary foods or simply brushing? If so, then you’re like one in four people suffering from sensitivity. What’s behind sensitive teeth?Teeth are protected by a hard layer of enamel. When this is damaged, worn away or when gums recede, the dentine underneath is exposed and unprotected. This dentine contains tiny tubules – microscopic cracks – that allow sensations to seep straight to the nerve, causing pain and discomfort. The level of pain can vary, from mild to sharp, sudden throbs. How Colgate Sensitive worksArmed with proven, active Potassium citrate, Colgate Sensitive goes to work instantly on your teeth, penetrating the tubules inside the teeth and reducing nerve stimulation fast. Building a protective shield, it soothes – even eliminates – aggravating tooth pain.

Videos

Watch at www.predis.biz

Inside of a fully stocked grocery-store shelf with all sorts of bottles and brands. JOE: Hey, you’re the new guy, right? MARVIN: Yes, hello. JOE: So, is it, uh… is it true what they been sayin?’ MARVIN: What have they been saying? JOE: You know, that you’ve never been, uh… you know… bathed. MARVIN: Oh. Yes, this is true. Suddenly we hear loud gasping noises of astonishment from the other bottles. JOE: Really? Then how come you’re all clean and ready for sale like the rest of us? MARVIN: Because I was sterilized with Predis, an innovative new dry-decontamination system by Sidel. JOE: You mean, no water? MARVIN: That’s right.

(cont…)


JOE: Wow! What was that like? MARVIN: I don’t remember. It happened when I was… (pauses to think) …very small. JOE: Really? How small? MARVIN: I was just a little pre-form – no bigger than three inches. We hear a bunch of kindhearted expressions like people would make when they see a picture of a cute baby. JOE: Wow, what a story. Why did they do that to you? MARVIN: Because it’s efficient, economical and better for the environment. And best of all, my contents last as long as yours – whether in a refrigerator or on a room-temperature shelf like this one. So it’s just as secure as the old-fashion way! JOE: (a bit offended) Hey, who you callin’ old-fashion? Suddenly, a customer’s hand reaches into the shelf to take MARVIN. MARVIN: Sorry, I’ve got to run. PREDIS logo slowly appears on screen.“Predis. Purifies pre-forms. Doesn’t use water.”


Watch at www.no-bottle.com

ACTRESS: Now more than ever, the fate of the planet is in our hands. To protect it, we need to rethink the way we make things. We need to face the fact that plastic will have a major impact on our future. Why? Because the PET resin used in most plastic bottles is principally composed of petroleum, an increasingly limited fossil resource. We see an oil well, then an arrow, then a plastic bottle. ACTRESS: In the past several years, bottled-water consumption has skyrocketed. And, naturally, so has the mass manufacturing and disposal of plastic bottles. The plastic bottles multiply rapidly. ACTRESS: It’s time to weigh in with real solutions! As before, new title appears on the side of the screen in the same shabbily composed black-marker typeface, jumping forward like out of a 1930s film: Chapter 2 - How? ACTRESS: To reduce the burden plastic places on our environment, Sidel has decided to lighten up… (sucking in tummy to symbolize getting slimmer) On plastic! Actress turns around and grabs a classroom pointer as she makes her way over to a virtual chalkboard. ACTRESS: Why? Well, it’s basic math, really. The chalkboard rapidly fills up with complex formulas. (cont…)


ACTRESS: The less plastic we use, the less petroleum we consume – and the less plastic we throw out. The only dilemma is, until now, no one’s been able to create a truly lightweight bottle without compromising on performance, reliability and design. (pause, smiling) But fortunately, that’s changed! New title appears but is then quickly crossed off and replaced by an alternative word:Chapter 3 - Problem? Solution! ACTRESS: Being lighter has typically been a sign of fragility. So Sidel had to devise an innovative process to preserve bottle strength. Actress turns to the side and signals with her finger to invite someone, or something, to join her. Then NoBottle appears. ACTRESS: Introducing NoBottle. It’s ultra-light with a captivating design. But when it comes to performance, it’s no lightweight! Thanks to a flexibly robust design, NoBottle can handle getting banged around – without getting all bent out of shape! Actress takes NoBottle in her hand and presses on it once or twice. NoBottle buckles for an instant but then quickly glides back into its original shape. ACTRESS: That’s because it’s designed with a special new technology called Flex, based on “Shape Memory”. Shape Memory enables NoBottle to spring back to its original shape. ACTRESS: And that’s the story behind NoBottle, the first plastic bottle weighing in at a mere 9.9 grams. That’s almost 40% lighter than the typical plastic bottle on the market today. (smiling) This package really measures up! (pause) Want to learn how you can lighten up with NoBottle? Then enjoy your visit.


Watch at www.youtube.com/fahberbill

Google Earth zoom on Shin in South Korea neighbourhood.VO: This is Shin. Shin playing basketball with his buddies in the local park.VO: The basketball court is his second home. Shin looking confused in front of a CIO flag.VO: For him, the Olympics are just a bunch of colourful rings. Rapid slideshow of NBA highlights frames.VO: His real primetime is the NBA… Photo of Shin sitting in front of his computer.VO: …and all the online media that surround it. Zoom in on an NBA blog with an Olympic Friend push banner.VO: One day while surfing the Web… Zoom in on the Olympic banner: “Think you’ve got what it takes? Prove it.”VO: Shin discovers a captivating banner with a torch that’s just daring him to click it. Close-up of Shin with a curious regard.VO: So he clicks. We see IOC home page demo of Olympic Path.VO: And what a slam-dunk discovery! Display of Olympic Path animations.VO: The Olympics is more than just a bunch of rings – it’s a real human adventure! (cont…)


We explore the page from top to bottom, left to right.VO: It’s young. It’s dynamic. And they’ve got everything here! Zoom in on the various media and sections.VO: Look at all these fun features: games, photos and highlight videos! Then we go back up to the top to watch the path animation again.VO: And who are these characters? Real people telling real stories! Stop on the portrait of young bball player.VO: There’s even a young basketball player from another country. Global Village page, then click to Basketball Without Borders.VO: And he looks a little like… me! Basketball Without Borders page.VO: Hey, he’s playing in real cross-border competitions, and meeting NBA stars! Photo of Shin hanging out with, talking to, his friends.VO: Over time, Shin becomes a regular visitor and shares stories with his friends about basketball around the world. Photo of team playing on the playground.VO: Before long, they all start to catch the Olympic Spirit. Back to IOC home page with bball player highlighted.VO: Now they all carry a torch that shines brightly. Logo header on dark background.VO: Welcome to the Olympic Path


Google Earth zoom on Lucy in Paris, France neighbourhood, then Lucy playing in her bedroom.VO: This is Lucy. Photo of Lucy with her camera, filming her little brother.VO: Her favourite sport? Making videos! YouTube home page with IOC featured video contest.VO: One day on YouTube she discovers a fun new video contest called Capture the Torch… We see IOC’s personalised channel on the YouTube site.VO: People across the globe film the Olympic torch, upload their clips and win awesome prizes! Zoom in on Lucy’s eyes as if she suddenly has a new idea.VO: Lucy discovers that the torch will soon be coming her way. Lucy filming the torchbearer as he runs by.VO: Of course, she has to go film it! Fade to: photo of Lucy in front of her computer.VO: And she can’t wait to share it. YouTube upload page.VO: Lucy hurries back to YouTube to upload her masterpiece. Photo of Lucy in front of her computer with a content expression.VO: And she’s thrilled to see that her video is part of a huge international experience… (cont…)


We see lots of the different video thumbnails.VO: Full of diverse people with a genuine passion for the Olympic Spirit. Slow zoom on the Follow the Torch banner.VO: But where does all this passion come from? IOC Follow the Torch page.VO: Lucy discovers the IOC website, where her video is now featured on a dynamic user gallery for the whole world to watch. Photo of Lucy very proud of herself.VO: This is Lucy’s Oscar-winning moment! Lots of photos of Lucy calling her friends, sitting in front of her computer.VO: She’s telling everyone she knows about it. Wide shot of the view counter on the Follow the Torch page.VO: And they’re all watching. The views counter flies fast to a ridiculously high number.VO: Lucy’s torch is shining brightly. Zoom back onto all the videos merging into a single row.VO: And so are theirs. Logo header on dark background.VO: Welcome to the Olympic Path


So, that’s a glance at what I’ve been doing for the last

15 years.

Contact info

If you’d like to get a hold of me…

+33 6 61 329 720 [email protected]

Thanks!

Bill Fahber, Creative Consultant

Design

Transcript of Bill Fahber, Creative Consultant