On Ideas Credentials

OnIdeas.com 6 E Bay Street, Suite 100 /// Jacksonville, Florida 32202

+02+ OnIdeas.com

O 904.354.2600 /// [email protected]

OnIdeas.com +03+

An idea that is not

dangerous is unworthy of

being called an idea at all.

Oscar Wilde


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Capital isn’t that important

in business. Experience isn’t

that important. You can get

both of these things. What is

important is ideas.

Harvey S. Firestone


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Human history is, in essence,

a history of ideas.

H.G. Wells


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We are On Ideas.

We are not an

advertising agency.

Tom Bolling


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On Passion.We are a team of people who love coming up with ideas that help clients create stronger brands and grow stronger businesses.

Think about that for a moment.

We don’t focus on TV. Or digital communications. Or media. Or account management. Or any of the things that advertising agencies focus on (even though they all happen to be an important part of what we do).

We work in multi-disciplinary teams, and we focus on creating ideas. Lots of them. We help good ones get better, and we help bad ones die faster. To be a great one, an idea must survive one simple test: does it help solve a business problem for our clients?

Sometimes, it can help re-launch a fading brand.

Sometimes, it can help a parity brand achieve greater market share.

Sometimes, it can help tactical initiatives become more than tactical.

And sometimes, it can help a C.M.O. sleep a little better at night.

We call the best ideas – Silver Bullets.

Note: If you’re happy with the current advertising agency model, you may not want to read on; on the other hand, if you share the opinion that the current advertising agency model is broken and it’s about time for a new, more business solutions-centric model, well, you’re in the right place.

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We believe creative ideas should be business solutions.

Frank Costantini

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On Point.We take great pride in creating and nurturing those kinds of ideas. Because the only way that our business, can grow is by helping your business grow.

When you’re in the business of solving client problems, you let the solutions dictate the media, not vice versa. That means sometimes you build a brand strictly through digital and mobile communications, sometimes traditional media is the answer, and sometimes you connect them all together into a self-perpetuating pattern called a viral loop.

We have come up with Silver Bullet solutions for healthcare. And retail. And financial services. And sporting goods. And just about anything else you can think of.

And we do it for companies around the world, and across the Southeastern US.

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On The Silver Bullet.

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It’s about ideas that connect on many levels, to engage with your customer. Something everyone needs in today’s competitive marketplace. Our ability to combine world-class experience in brand development and strategic thinking with today’s digital tools gives On Ideas’ clients the edge that they need to win.

Branding +

eCRM & Loyalty Programs +

Public Relations and Advocacy +

Lead Generation +

Social Networks & Community + Engagement

Promotions +

Rich Media +

Semantic Web +

Behavioral & Contextual Advertising +

SEM/SEO +

Mobile Marketing +

Direct Mail +

Emerging Media + (QR Codes, Proximity Marketing)

Tracking & Measurement +

Web Development +

SpecialtiesThe way consumers want and need to communicate is constantly changing, and constantly growing. At On Ideas, we create customized solutions from strategy to execution to measurement using the best tools and talent available to deliver ideas, no matter what the form. From traditional branding, to online behavior and the role that search and social networking play, to iPhone apps, relationship and loyalty programs, and even DRTV and proximity marketing, a “Silver Bullet” can take many forms. When you think you need a “Silver Bullet,” think of On Ideas.

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A new kind of business solution: the customized creative digital strategy.It has never before been easier to listen to your customers and understand exactly what they want. No society has ever had the ability to publicize their opinions so openly, and to connect with so many people. Never before have businesses been able to measure brand connection based on actual conversations with consumers en masse.

We empower our clients to make proactive business decisions and help them develop digital strategies from real-time data.

We don’t just focus on social media, we develop viral loops. We don’t just measure clicks, we segment data to target behavior. We empower consumers to engage with your brand on their terms, thus giving them a voice, a sense of belonging, and ultimately a sense of loyalty.

On Digital.

To understand you must do the following:

Interact

Identify where people are spending time and what they’re doing

Develop a culture of listening to gain superior consumer insights

Align brand initiatives with the brand promise

Engage with consumers on their terms

Be ready to make rolling adjustments

Invest in content that consumers want

Pillars of Digital Brand

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www.BistroX.com

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Second Harvest North Florida

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On Public Relations.Today’s Public Relations arsenal hardly resembles that of the last decade. RSS feeds and Twitter have replaced the electronic news release of yester year, delivering news in real time.

Consumers and business professionals are connecting with brands in so many different ways, making communication with various publics ever more challenging and requiring PR practitioners to be tuned in 24/7.

Of course, the On Ideas PR Silver Bullet is the most powerful weapon of all. We can help to guide both the novice and the most accomplished Public Relations professionals through this new online obstacle course, boosting reputations, generating contacts, expanding networks and managing crises.

Whether it’s investors or consumers, legislators or journalists that you’re trying to reach, Public Relations is an integral part of the marketing mix.

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There is no point in putting a “Silver Bullet” into a gun that won’t shoot straight.

At On Ideas, we believe that everything you say, and the company that you keep, sends a message to consumers. That’s why team strategy and planning is at the core of everything that we do. Whether it’s traditional, digital or viral media, smart efficient buying is a servant of the strategy.

We also like to use media focus groups. From these, we start to understand people’s media consumption habits, when and where they are most receptive and why. We probe how the choice of media colors the message and how the medium is sometimes the message.

This result is a truly consumer-centric media plan.

Moving media upstream in the creative process improves our strategic and creative thinking.

So our multidisciplinary teams include a Media Director from day one.

It’s no surprise that our strategic and creative thoughts are infused with informed media insights.

A “Silver Bullet” can’t change a thing if it never even hits the target.

On Media.

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On Clients.

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On Work.

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Specialty inSurance | reinSurance

But this is not the red eye to Hong Kong. this is the catlin arctic Survey. and while we do have employees jetting off to Zurich and london and new york on a daily basis, we also have scientists camped out in the arctic. From our ice Base, located on the frozen surface of the arctic Ocean, scientists and explorers are working together to gather data regarding potential changes to our environment – changes that could impact how insurers and policyholders manage risk. to learn more about the catlin arctic Survey and how catlin can underwrite your ambitions, visit catlin.com. this is catlin.

This is our BusiNEss Trip

CTLN-2886_CAS_BizTripAd_InsTimes_4.26.indd 1 4/29/10 2:49:28 PM

VEOL964 • Waste Age • 7.875”x10.75” • CMYK •. 125” BLEED

Our symbol represents our mission – protecting our earth and its people. Sustaining the earth’sgrowth and development in an environmentally responsible manner is the most important issuethe world community faces. To achieve that goal, Veolia Environmental Services continuallytests innovative technologies to discover ways of turning waste into a resource.

SolidWaste • Technical Solutions • Industrial Services • Waste-to-Energy

Our business is environmental services.Our passion is the environment.

Turning waste into a resourcewww.VeoliaES.com 630.218.1600

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VX™. With a reptilian grip that brings some seriousvenom to your game.

love at first sight.

W W W . P O I S O N B I L L I A R D S . C O M

TAKING STYLE TO A DANGEROUS LEVEL, THE SPORTY, CUSHIONED GTX™

POLYURETHANE GRIP OF A VX HELPS IMPROVE YOUR PLAYWHILE LEAVING YOUR OPPONENT FEELING RATHER CONSTRICTED.THE COMPLETE VX LINE FEATURES POISON’S ONLY THREE-PIECE BREAK/JUMP CUE, PLUS A TWO-PIECE PLAYING CUE –SOWITH THIS POISON,AT EVERY PHASE OF THE GAME,YOUR OPPONENTSWILL FEEL THE STING. LOCATE A DEALER IN YOURAREA AND GET ALL THE DANGEROUS DETAILS AT WWW.POISONBILLIARDS.COM.

HOUS980 • VX Poster • 24” x 33.75” • 4 Color • Full Bleed

Poison_Posters.qxd:Layout 1 3/19/08 12:01 PM Page 2

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Winn-Dixie Take Back Jacksonville Campaign

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Our Positioning After Winn-Dixie refurbished all of its stores in the Jacksonville market, the Client wanted to evolve from the “promise of constant improvement” to a new positioning. The “Fresh Checked Every Day” campaign was introduced with this double page newspaper ad, and followed by TV that reinforced the Winn-Dixie new “Fresh Checked” positioning.

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Winn-Dixie Sports Sponsorships

The man may be retiring, but the legend never will. Good luck in the Gator Bowl, Bobby, and go ‘Noles!

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A new day has begun. Congratulations to the Saints on a championship season, and thanks for everything you do to make this city great.

The Official Supermarket of the New Orleans Saints.

May they rest in peace.

Our Positioning From the Jaguars to the Saints, to every college football team in-between, Winn-Dixie has shown its team support and pride through memorable occasions, like the Saints Superbowl XLIV Title and Bobby Bowden’s retirement.

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Winn-Dixie Back to School Promotion

“Brand new year, brand new ways to save.”

“New school year, endless possibilities to save.”

”Back to school essentials from lunchroom to classroom.”from lunchroom to classroom.

from lunchroom to classroom.



”Back to school essentials from lunchroom to classroom.”









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In-Season Produce Promotion

But not for long.

Juicy, sweet, hard-to-find, Cantaloupes are in season today.

They’re Here!

They’re Here!

Artisan Organic Peaches

Peaches & Your HealthA great source of vitamin A and C, as well as potassium.

Low in calories, saturated fat, cholesterol and sodium.

High in fiber, which helps with weight loss.

Selection & Storage TipsLook for peaches that are blemish-free, fragrant and slightly soft.

Allow peaches to ripen outside of the refrigerator.

Once ripened, a peach will keep in the refrigerator up to one week.

These sweet, juicy peaches will never taste better than they do right now. Enjoy them on their own or slice them over cereal, ice cream or yogurt.

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Cultural Council Drive the Arts Campaign

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Our Positioning A poster campaign that was created to convince people to “Drive the Arts” with the Cultural Council of Greater Jacksonville. Enthusiasts can show their love for the arts by getting a special edition license plate to support cultural activities, organizations and education in Duval County.

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VX™. With a reptilian grip that brings some seriousvenom to your game.

love at first sight.

W W W . P O I S O N B I L L I A R D S . C O M

TAKING STYLE TO A DANGEROUS LEVEL, THE SPORTY, CUSHIONED GTX™

POLYURETHANE GRIP OF A VX HELPS IMPROVE YOUR PLAYWHILE LEAVING YOUR OPPONENT FEELING RATHER CONSTRICTED.THE COMPLETE VX LINE FEATURES POISON’S ONLY THREE-PIECE BREAK/JUMP CUE, PLUS A TWO-PIECE PLAYING CUE –SOWITH THIS POISON,AT EVERY PHASE OF THE GAME,YOUR OPPONENTSWILL FEEL THE STING. LOCATE A DEALER IN YOURAREA AND GET ALL THE DANGEROUS DETAILS AT WWW.POISONBILLIARDS.COM.

HOUS980 • VX Poster • 24” x 33.75” • 4 Color • Full Bleed

Poison_Posters.qxd:Layout 1 3/19/08 12:01 PM Page 2

Poison Brand Introduction Campaign

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Our Positioning The introductory “Looks Can Kill” campaign emphasized the unique design of Poison Billiards’ pool cues. The visual images allowed the reader to associate the poisonous animals and substances with personality attributes of each cue line, like the textured snake-like GTX grip on all VX cues and the tough Hummer SUV appeal of the Anthrax cue line.

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Cat

lin:

2010

Arc

tic S

urve

y C

amp

aig

nCatlin

2010 Arctic Survey Campaign

But this is not a corporate retreat. This is the Catlin Arctic Survey. From our Ice Base, located on the frozen surface of the Arctic Ocean, explorers and scientists are working together to gather data regarding potential changes to our environment. In our view, underwriting decisions should be based on hard facts and expert knowledge, which is precisely what we hope to acquire by sponsoring this Arctic endeavor. To learn more about the Catlin Arctic Survey and how Catlin can help underwrite your ambitions, visit catlin.com. This is Catlin.

This is our ice breaker

SpeCIAlTy InSurAnCe | reInSurAnCe

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Our Positioning The 2010 Catlin Ice Camp is a scientific expedition aimed at gathering real-time, authenticated facts to inform the debate on climate change. Visually, the campaign uses the expedition as a platform on which to demonstrate Catlin’s way of doing business that is uncommon in their industry today: the leadership, courage and innovation to go to the far reaches of the planet in search of answers to questions that will profoundly affect their clients.

Specialty inSurance | reinSurance

But this is not the red eye to Hong Kong. this is the catlin arctic Survey. and while we do have employees jetting off to Zurich and london and new york on a daily basis, we also have scientists camped out in the arctic. From our ice Base, located on the frozen surface of the arctic Ocean, scientists and explorers are working together to gather data regarding potential changes to our environment – changes that could impact how insurers and policyholders manage risk. to learn more about the catlin arctic Survey and how catlin can underwrite your ambitions, visit catlin.com. this is catlin.

This is our BusiNEss Trip

CTLN-2886_CAS_BizTripAd_InsTimes_4.26.indd 1 4/29/10 2:49:28 PM

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Second Harvest We Nourish Hope Campaign

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www.WeNourishHope.org

Our Positioning Second Harvest of North Florida had a dull, outdated website that needed a facelift and improved navigation. On Ideas had rebranded the non-profit a year earlier, giving it a modern, dynamic fresh look and a positioning of “We Nourish Hope.” The new website utilized the branding elements, along with emotionally charged photography that clearly demonstrates the mission of the food bank in the community.

Second Harvest went on to commission On Ideas to develop a unique Facebook page to improve upon the static one that they had implemented. The result is a page that builds support through solicitation of donations and the ability to spread the word to those who care about hunger in North Florida.

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Cott Beverages Brand Introduction Campaign

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Our Positioning A brand introduction for SuperValu corporate branded soft drinks that were designed to compete with Coke and Pepsi.

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Astro Yogurt Brand Introduction Campaign

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Our Positioning Introduction of a fat free yogurt line extension with an “attitude.”

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Allen Street Beer

Introductory packaging for a new microbrewery.

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Indian Summer

Introductory packaging for a fruit juice flavored drink.

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Häagen-DazsRe-positioning Häagen-Dazs to appeal to passionate ice cream users.

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It is a land where the sun and rain dance,undaunted, in soil as dark and deep as night. Where pristine snow from the highest peaks of the Andes Mountains melts

and feeds the valleys below. It is here that the grapes of Viña Santa Carolina are born.

Hand picked with pride, these are the grapes which cometo life in our Cabernet Sauvignon, Chardonnay andMerlot. Varietals with flavors reflecting the purity of the country they come from. Estate-bottled Reservawines to be cherished the world over.

Yes. This is Chile. And this is Viña Santa Carolina. Drink in the beauty of an undiscovered paradise.

Tierra del Fuego

Iquique

Archipiélago

This is Chile.

N

S

W E

Santiago

Valdivia

Imported by Medallion Wine Imports, Madera, CA.

Visit our website at www.vscwine.com

Vina Santa CarolinaIn 1998 there was a North American shortage of red wines due to a grape crop failure because of a harsh El Nino winter. Canandaigua Wines (now Constellation brands) turned to us to introduce a Chilean brand. We proved that if you own the geography, you can own the category.

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On Your Team.

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Tom Bollingceo/partner

+ Winn-Dixie — Created and implemented the advertising strategy that brought the company out of Chapter 11 bankruptcy.

+ Häagen-Dazs — Re-positioned the brand to recapture gold standard status at grocery and c-stores.

+ Astro Yogurt, Parmilat — National introduction of yogurt in Canada and U.S.

+ Fisher-Price — An 18 year relationship. During this time Fisher-Price was listed in the top three most trusted brands in the world by USA Today.

+ Uniroyal — Re-branded as the performance, premium family car tire.

+ Dirt Devil — Put the Dirt Devil electric broom into Fred Astaire’s hands and recreated the famous broom dance scene.

+ HSBC — Launched the HSBC brand in North America.

Key Facts: Became a Creative Director at age 27.

By age 29, owned his own agency.

Branding Success Stories

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Frank Costantiniexecutive creative director/partner

+ EPT — First “real people” campaign. Parodied by SNL.

+ Pepsi/Lipton — Still has a spot on the top five Super Bowl list.

+ Advil — Wrote “Advanced medicine for pain.”

+ Kodak — Wrote “True Colors” and “Take pictures further.”

+ Burger King — “Best food for fast times” campaign.

+ Merrill Lynch — Successful re-introduction of the “Bull” campaign.

+ Halls — Branding that resulted in achieving #1 brand in the category worldwide.

Key Facts: Has a top five Super Bowl commercial to his credit.

Became the number two creative person behind James Patterson while at J. Walter Thompson.


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+ Winn-Dixie – Launched Customer Reward Card, realizing 18% sales lift.

+ Winn-Dixie – Re-branded “The Beef People”, critical in the company’s comeback after bankruptcy.

+ Super Bowl XXXIX – As a member of the Super Bowl Host Committee, created and managed a temporary supermarket for cruise ship passengers at the Jacksonville Port.

+ Created Supermarket Singles Nights.

Key Facts: Has over 20 years experience in the food retail industry, in the areas of Consumer Affairs, Marketing, Advertising and Public Relations.

Served as corporate spokesperson and is skilled in all industry issues.

Served on the Consumer Affairs and Communications Committees for the Food Marketing Industry and was a regular presenter at FMI’s national conference.

Managed all research functions for both Price Chopper and Winn-Dixie.

Skilled focus group moderator.

Accredited in Public Relations by the Public Relations Society of America.


Joanne Gage, APRmanaging director/chief operating officer

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+ Top Flite — Led the integrated “Don’t be a Wuss” Campaign to drive this leading golf brand to the top of its category.

+ AGA/ Pfizer — Created the awareness campaign that alerted consumers of the risks behind taking too many over-the-counter pain medications.

+ Philips — Launched the “Let’s make things better” campaign that positioned doctors as the miracle-workers with miracle technology to boot.

+ National Geographic — Developed an integrated campaign that pushed kids to have more global knowledge through the launched website, MyWonderfulWorld.org.

Key Facts: Began his career at Ogilvy & Mather, a two-time Agency of the Year award winner.

Has extensive advertising experience by creating some of the top campaigns for brands like Top Flite, Fram, Panasonic, Ace, Touchstone Energy, AGA/ Pfizer, Philips, CUNA and Bloomberg.


Bill Connorscreative director

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+ Catlin — Managed online media planning, buying and analysis of the Arctic Survey Campaign, establishing record click-through rates and overall awareness amongst C-level executives.

+ Jack in the Box — Designed, recommended and implemented regional marketing plans which resulted in record sales of over 10% above prior years, while preserving profit margins.

+ Winn-Dixie — Created BDI analysis, changing clients historical plans of buying the same weight levels in all markets to a market by market analysis.

Key Facts: Over 30 years of experience creating, implementing and analyzing marketing strategies.

Has managed broadcast and print media budgets in excess of $75 million.

Has overseen media planning and buying, marketing and regional economic analysis for a range of clients including Proctor and Gamble, Pizza Hut, Bristol Myers, Taco Bell and Jack in the Box.


Patricia DiPietromedia director

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+ Neiman Marcus — Senior Advertising Account Manager at Neiman Marcus for Precious Jewelry, Watches, Designer Jewelry divisions. Lead marketing contact for all vendors for creative work and negotiations of print ads in the book and the point publications.

+ Winn-Dixie — Key member in launching the new store remodel initiative. Managed strategic partnerships with the Jacksonville Jaguars and New Orleans Saints. Established a partnership with MayoClinic.com, supporting Winn-Dixie’s efforts for health and wellness online.

Key Facts: Over 10 years experience in the retail industry, both on the client and agency sides.

Has managed executive roles in advertising strategy, branding and media planning, as well as sports marketing and contract negotiation.

Implemeneted advertising strategy for Neiman Marcus for over 35 retail stores. Developed marketing promotions and literature for the customer loyalty program.


Katie Oleckivp/management supervisor

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+ Halifax Health – Further extended the outreach of this Southeastern medical center to reach new audiences through Facebook advertising and the “Heart Campaign” that launched across Facebook, microsites and the web.

+ Second Harvest – Increased this non-profit organizations social media presence through a Facebook brand page and Twitter involvement.

+ National Lipid Association - Built the organizations’ online presence through an online system for healthcare professionals collaboration.

+ CME Cell - Established this mobile learning management system to launch medical education learning programs on handhelds. CME Cell has been used by Temple University and the American College of Chest Physicians.

Key Fact: Established Three.54, a digital strategy consulting and web development firm.

Leads all digital strategy for clients, with specialized brand solutions in the areas of Social Media, web development and mobile.


Justin Dennisdirector, digital strategy

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+ Fast-5 Corporation — Co-created and executed guerilla, word-of-mouth, social media & PR campaign resulting in worldwide expansion, awareness and adoption of the dietary lifestyle.

+ Halifax Health — Contributed subject matter and communication expertise to the “World Class Care” campaign, increasing efficiency in the development of collateral materials.

Key Facts: Only surgeon / researcher to join forces with the masters of persuasion — advertisers — to advance health and wellness.

Communication expertise and skills in gaining patient trust and quieting fears provide her foundation for successful account strategies for health & wellness programs.

Known as the ‘Trust Analyst’ for providing corporate training to address trust issues as a means of improving the bottom line.

Avid researcher and strategist, responsible for account planning and measurement strategies for all client accounts.


Judi Herring, MDconsumer insights & measurement director

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Tommy Hobindigital marketing manager

+ Leveled and increased home delivery EZ-Pay subscriptions by 30% in 2009 after a huge downturn. The campaign stretched print, radio, direct mail and online.

+ Increased local business’ website click throughs by 1400% through SEO and PPC advertising.

+ Full search engine optimization

+ Online PR and Monitoring

+ Pay per click advertising placement and management

+ Website usability

+ Mobile marketing

+ Analytics

+ Competitor research and analysis

+ Guerilla/Viral marketing

Key Facts: Lived and worked in Cologne, Germany at Action Concept GmbH as a script editor, translator and compositor for production and postproduction of German Action format films.

Has worked in the university system as a professor and as a marketing specialist in the newspaper industry.

Received a Master’s degree in Internet Marketing from Full Sail University in 2010.


Functions

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+ Irish Government — Developed “National Drugs Awareness”campaign, integrating media relations, advertising, website development and country-wide event coordination.

+ Veolia Environmental Services — Led the North American rebranding, incorporating media relations, internal communications and social media, as well as strategy and implementation of crisis communications.

+ Catlin — Led brand repositioning for this global brand, allowing the company to operate fluidly throughout the U.K. and North America.

Key Facts: Over 15 years of marketing communications experience, having worked in-house and on the agency side in the US and Europe.

Served as Account Director at Ogilvy PR Worldwide on accounts like the Irish Government, Nokia, B&Q, JCDecaux Ireland, Brittany Ferries and the Irish Bankers’ Federation.


Denise Graham pr management supervisor

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Vern Weissdirector of broadcast production

+ Winn-Dixie – Continues to lead all broadcast production for this Southeast grocery retail chain, including the most recent “Fresh Checked Every Day” campaign.

+ McDonald’s – As a film editor in Chicago, he edited commercials for this international fast-food empire.

Key Facts: Handles all estimating, scheduling, workflow, and pre and post-production for all broadcast projects for the agency.

Experience in handling projects for Blue Chip clients like United Airlines, McDonald’s and Proctor and Gamble.

Previous agency experience at William Cook, VML and Cramer Krasselt.


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The Perfect Fit.All agencies are going to position themselves as being the perfect fit for your business.

Here’s why we’re more perfect:

+ Our team approach can quickly recognize and develop a “Silver Bullet” idea for your business.

+ We do our homework — understanding your product, your category and your competition.

+ We’re nimble and quick. We can move faster than most of our clients. We impress our clients each day with our responsiveness.

+ We spend wisely, and understand your ROI responsibilities.

+ We believe any client we work with deserves having a relationship built on mutual trust and respect.

+ We have a cool, easy to remember name.

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Here’s a good idea (for free). If you’ve read this far, you just may want to speak to Joanne Gage, our Chief Operating Officer, at 904.354.2600, or email her at [email protected]

Thank you.

Documents

On Ideas Credentials