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WHAT WE
WISHED FOR

In the 1980s, real men didn’t use menus. Real men gave power commands.

As a cross between flashy salesman and nerdy hacker, I was the first one I knew with a 10-pound phone in a Porsche and a 10-meg drive in a Dell.

While cutting type with an Xacto knife, pasting it up with wax, I wondered when someone would teach these newfangled computers to do something useful.

 

 

 

 

 

 

 

AMERICATEL/1010-123

Direct-mail, insert, and PoP campaigns, as well as business-to-business marketing, 1996 to 2003: Created and produced materials in Latin Spanish to sell pre-paid, dial-1, and dial-around services to US Hispanics.

Supported by television, the aggressive mailing program, sample shown above, transformed Americatel from a $12 million telecom boutique in 1997 to a $300 million common carrier in 2002.

Created catalogs and brochures in US English, sample shown at right, to market VSAT, leased line, frame relay, wholesale internet, and other business services from Americatel's offices in Miami, San Salvador, and Santiago. Click for samples.

 


 

AT&T DIRECT SERVICE

Point-of-purchase consumer marketing in guest rooms around the Caribbean — in US English, Latin Spanish, French, German, and Japanese — plus business-to-business publications like the newsletter shown above, 1991 to 2003:

Worked with AT&T's marketing managers in Coral Gables to create and produce in-room tent cards, telephone overlays, and directories to drive telecom revenue, with installations at Caribbean hotels and resorts of Inter-Continental, Hyatt, Marriott, Sandals, and other hospitality brands.

Each year, made a series of 11 pocket port guides to follow UNITAS, a US military tour, around South America.

The campaigns grew revenue successfully for AT&T Direct service over 12 years. Click for samples.

 


 

CONTACTO MARKETING

Image editing, 2002: Composed elements from multiple photo shoots to create complex, multilayered billboard scenes for Americatel's agency. The image above was built in 15 layers using just 13 models. Click for samples.

 


 

AMERICAN WELDING SOCIETY

Ads and collateral design, 2003: Created original art such as the currency globe at right and designed ads and brochures for the trade association. Click for a PDF file of this ad.

 

 

 


 

CONCERT GLOBAL SERVICES

Print advertising, 2001: Created ads for a joint venture of AT&T and British Telecom called Concert, based in Coral Gables. Click for AT&T samples.

 

 

 


 

CIMA TELECOM

Collateral materials, 2001: Wrote and designed the first catalog of services for Cima Telecom, an interconnect carrier based in Miami. Click for a PDF file of this brochure.

 

 

 


DATA ACCESS

Documentation for the software publisher’s database-development programs, 1989 to 1992: Produced the bimonthly technical journal Flexlines, shown at right. When the new DataFlex 3.0 software suite was launched, produced four case-bound manuals totaling 3,000 pages — the Encyclopedia, Handbook, Reference, and User's Guide, shown above. We trod the bleeding edge of digital design in print production.

 


 

GRAPHNET

Data-networking services for international banks on Brickell Avenue, 1983 to 1987: Opened the South Florida sales office for Graphnet, a data-network operator that handled funds-transfer services for the New York banks. We won Miami’s two largest users — Bank of America and C&S International Bank — by creating custom interfaces to cut manual handling. Became district sales manager. Photo above by Jeff Borg.

 


 

PREDIGITAL ADS

Newspaper ads and radio and television spots for several audio retailers in North Florida, 1980 to 1982: Created, produced, and sold local advertising from junior high school through college — the Analog Age. Click for a PDF sample.

 

 


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