HaloEffect
Tom Scheider
TOM SCHNEIDER President

Game changing ideas have always been the Holy Grail whenever Tom is faced with a marketing challenge. It's a process that he has honed over the years with his roster of national clients that include Jose Cuervo Tequila, Anheuser Busch, Cadbury Beverages, Volkswagen, Hasbro and many others. While working with Hasbro, Schneider had the lead role in creating the POX Secret Agent viral marketing campaign widely recognized in BusinessWeek, The New York Times Magazine and the book Buzz: Harness the Power and Influence and Create Demand. The POX marketing plan also became Harvard Business School case study #505-046. As an early adopter of partnership marketing, Tom conceived of the renowned "Jetta Trek" campaign for Volkswagen. The partnership, which became the co-branding model for the auto industry, finally came to a close in 2009 after 14 successful years. Schneider and his team also worked with Jose Cuervo Tequila (Diageo) to create ";Cuervo Nation," an unprecedented, integrated event-marketing campaign that ran for 12 years until its conclusion in 2008.

Tom's career has taken him through two agencies that were co-founded by him: Target Marketing and Promotions and Alloy Marketing and Promotions (AMP), the latter of which was named #1 Agency of the Year" in 2004 by PROMO magazine. Recently, the team at HaloEffect assumed all marketing responsibilities at Target Logistics, a multi-national provider of workforce housing, where they managed every facet of the marketing mix, including insights, branding, creative, digital and traditional advertising strategy, events and public relations. Target Logistics was named one of America's fastest-growing private companies by Inc. Magazine at #305 and #194 on the list of 5,000, with three-year growth of 1,225% and 2,131% respectively. Tom, David Abend and the team at Target Logistics drove the value of the company from $25 million to a total acquisition value of $625 million in three years (see: http://www.marketwire.com/press-release/algeco-scotsman-signs-agreement-to-combine-with-target-logistics-1755787.htm).

Tom also consults and advises for a number of other companies along with stakes in Green Street Fuels, UFO Music, The Real School of Music and Incentive Targeting .

Client Experience:
Volkswagen, Anheuser-Busch, Cadbury Beverages, Jose Cuervo Tequila (Diageo), Hasbro, Pepsi, Avon, Seventh Generation, Burt's Bees, Boston Beer Co.

 

David Abend
DAVID ABEND EVP, Creative/Strategy

Long before HaloEffect, David has been developing creative that has the relevance, the stopping power and the empathy to turn his audience into evangelists.
Like the time one of his ads for Stanley Tools was spotted nailed to a stud at a construction site. Or the time US Banker magazine felt his ad for a bank client was so dead-on, that it didn't simply run the ad, it featured it on their cover…as editorial. That's what you call a halo effect. And that is the kind of effect David has strived for throughout a career that has been highlighted with stops (both full-time and freelance) at many of New England's top agencies including Arnold, Hill Holiday, Mullen, Holland Mark Martin and the VIA Group.

Most recently, David spent five years as VP/Group Creative Director at Digitas. There, he added digital creative awards (like a Bronze and 2 Best of Shows at the HSMA's Adrian Awards as well as a Gold at MITX) to his long list of One Show, CA, Clio, NYAD, Kelly, Echo and Obie creative award credits.

Client Experience:
Holiday Inn, Holiday Inn Express, Converse All-Stars, New Balance, Reebok, Stanley Tools, Home Quarters Warehouse, Priority Club Rewards, CA Technologies, Samsung Business Printers, ManuLife, Progressive Insurance, The Hartford, Titleist, Top-Flite, FootJoy, Etonic, Rider Jeans, American Ski Corporation, Sentient Jets, Flight Options, Fleet Bank, TD Banknorth, AARP Services Inc, AARP Financial, Analog Devices, Boston Ballet, Boston Museum of Science, Wang Center

 

Tim Hanrahan
TIM HANRAHAN Creative Director

In today's world of disposable, just-get-it-out-the-door marketing, it's easy to forget that truly effective marketing begins and ends with a great idea. Unless you work with Tim, that is, because he simply won't let you. With meticulous passion, Tim has a way of disassembling a client's brand and then putting it back together in a way that's at the same time comfortably familiar yet inspiringly novel.

A long time Creative Director at Weiden and Kennedy (both in Portland and the Netherlands) Tim's approach has earned him all kinds of award show hardware including Cannes Lions (gold and silver), D&AD and One Show pencils, Communication Arts, British Television Advertising Awards and the NY Art Directors Club.

Since leaving Weiden in 2004, Tim has worked at his own agency (JohnsonCowanHanrahan) as well as at just about every other agency around as an independent creative resource. Reunited with his erstwhile creative partner in David Abend, Tim partners with HaloEffect to bring a great range of broadcast experience along with the stubborn belief that despite all the new media frenzy, it's still the idea that matters. In addition to his collaboration with HaloEffect, Tim has clients with whom he works independently either directly or in cooperation with agencies.

Client Experience:
Nike, ESPN, AOL, PowerAde, Amazon, Microsoft, Brooks, Fiskars, Regence, Miller, Sam Adams, Belvedere Vodka, AICF, Titleist, Top-Flite

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