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Recently I lost a good pal —someone I’ll miss far more than I ever expected and much sooner than I ever imagined. This post is dedicated to Wil Elrick : to the ideas we built together, the creative strategies we shaped for Broadway Theatre League, and all the fun, chaotic, wonderfully human moments that happened in between. I didn’t know him for many years, but the time I did have left a lasting mark. Wil had a rare talent for making work feel like play. I’ve always believed

Marketing often relies heavily on data, analytics, and statistics to guide decisions. Yet, some of the most memorable and effective campaigns come from a different place—imagination and creative thinking by provoking an emotional reaction. Achieving emotional reactions by far are more successful than any data driven analysis and should outweigh data every single time. I want to share one of my early success stories that proves how thinking outside the box can produce results