Eric Lachter

This was the first ad campaign Roku ever created.  I hired the agency, wrote the strategy, managed the creative, oversaw the media, and owned the measurement.  In the end, the sales and awareness gains were staggeringly good.  Plus the work was hilarious and something about which I remain quite proud.

Repositioned Ray-Ban to regain its heritage as an iconic American brand by focusing on the wearer, not the glasses.  Drove record retail growth at Sunglass Hut and LensCrafters.  Worked with famous photographers and renowned creative genius Chuck McBride and traveled extensively including to Ray-Ban’s HQ in Milan.

Global Microsoft campaign in 11 countries with budgets exceeding $100MM.  Idea was to compete with Google’s free software and to appeal to parents as consumers, not just to office workers for productivity software.  Oversaw TV, print, rich media, FB apps, streaming and mobile.

Had the opportunity to work on one of the most iconic American brands of all time, Harley Davidson.  Learned to ride an 883 Sportster, went to Milwaukee to Harley HQ, helped plan the 100 year anniversary, and worked on a Motorclothes catalog.  

Headlands is a beer that I pitched and won for a great local agency called Division of Labor.  I found the client, pitched and won the account, oversaw the strategy and creative development, helped sell in the great ideas below, and I led the initial project management.  I also got a free baseball hat and a "friends and family" deal on a keg.

McPherson was a new Australian wine brand that Brown Forman acquired while I was working on Korbel and Bolla.  I had the opportunity to create the first campaign for McPherson, using an upside down wine bottle as the idea for the brand during a surge in Australian wine consumption in the States.  I really loved this job, because of the client Andy Mansinne, my bosses Costello, Karlson and Colasanti, creatives Jack Supple and Dave Damman and our photographer Shawn Michienzi.  Plus I love the wine category. 

Launched a new version of Microsoft Office for Mac to finicky Mac users encouraging them to simplify their work.  The campaign won a OneShow pencil, and gained the highest percentage of organic web traffic of any Microsoft site in the history of the company.

iShares is an Exchange Traded Fund (ETF) and is owned by BlackRock, the world's largest asset manager.  For this campaign we showed actual innovative ideas that you could invest in via iShares.  A bullet train in China, a pill Ed Burns swallows to check that your insides are healthy, a wind farm on the North Sea of Norway and many more.  Cool campaign that used real stories to bring life to a lesser known financial product.  

This is an amazing tech startup in Tel Aviv.  This video describes the product and what makes it a unique way to explore the physical world. During my year abroad in Tel Aviv I led marketing efforts including: positioning, research, brand efforts, digital, video, site, messaging, tagline, go to market strategy, product launch, sat in a cold room and did work in Hebrew at least part of the time.  

Personified intense “cravings” that people have for Long John Silver’s food by showing the cravings visiting people during their daily routines.

I pitched and won this local Minneapolis beer that was and is all about giving back all profits to those in need.  
Worked with Dave Damman and Dean Buckhorn, two smart and nice guys, and we made their first ever marketing including award winning outdoor, plus we designed their  packaging, logo and overall brand.

This is the best commute in the world.  We made the video as an entry to a contest put on by the San Francisco Chronicle.