General Thinker Profile


Nominated by:

Lisa Levy
Brooklyn, United States

My Network Friends

Phil Buehler

EVP, Global Director of Strategic Planning, Analytics and Research | Porter Novelli

New York City, United States

Generally thinking:

Business, Work & Strategy
Technology & The Future
Arts & Entertainment
Creativity & Design

My tags:

AdvertisingArchitectureArtBrand StrategyCommunityCultureEnvironmentHistoryScienceMarketingMediaMuseumsPhotographyPsychologyPublishingSocial ChangeTechnologyVisual Arts

Very good at:
+ Digging really really deep into a topic. I head right down the rabbit hole.
+ Sorting through the clutter to illuminate what's most profound.
+ Bringing friends along on the journey.

About me & my work:

By day, I'm planning director at a New York agency, and by night a visual artist, writer and urban explorer, looking to recover the meaning in abandoned places before they're lost forever.

What I love about what I do is I get to bring consumer insights and strategic ideas to client businesses, while inventing new ways of looking at consumers and brands, as well as the new media that connect it all. And that involves inspiring and guiding strategy, analytics and research people.

I helped develop insights and campaigns for what could be considered the original social media – AT&T, Kodak, and Hallmark. I was also involved in campaigns for the first online services, including AT&T WorldNet, Prodigy, Apple eWorld, as well as the first "smartphones," AT&T's Eo and PersonaLink.

I conducted the first online focus groups (for Qlink, which became AOL). In 1996 I got to see the future of the Internet, when I led a landmark study of the town of Blacksburg, Virginia, which at the time was the most wired town in the world, with 62% of the population online when the rest of the U.S. was only at 8%. I went back this summer to see where they are with social media.

There's always a new way to look at things – I designed Euro RSCG's global brand tracking tool, was one of the architects of Y&R's Brand Asset Valuator and 4Cs, its global consumer segmentation as well as helped develop Wunderman's Brand Experience Scorecard. Right now I'm giving some of that back through teaching in the Masters Program in Integrated Marketing at NYU.

My personal interests also help keep me on top of changes – I set up my first website in 1995 (became one of Yahoo's first "cool sites" with over a million visitors), I started a photoblog the evening of 9/11, and more recently a self-published book on that became their #1 best seller. I like the art and science of advertising, the people and the numbers, and a few years ago added an MFA to my MBA. Perhaps that also follows from having an Italian mother and a German father.

My links:

Modern Ruins | My photography and art projects

Guthrie at Greystone | A public TV interview and story on my book about Woody Guthrie and Greystone Park state hospital.

Adventures in the Forbidden Zone | Popular Photography story on my art work.

Book Trib Review | Review of my book, "Woody Guthrie's Wardy Forty," and art work.

Welcome to the Golden Age of DIY Books | Story in American Photo magazine about the making of my book, which was independently published by Woody Guthrie Publications and used Kickstarter to raise funding.


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