2. WHO…we are
is an idea-generating duo—a proven, prolific writer/designer team that you can
hire when you’re pitching that mega-buck account and want to make sure you
have enough concepts to totally wow the client and win it.
Sure your own team is terrific and will come up with a batch of brilliance, but
we can add to that awesome mix so you can plaster the walls during your
presentation with work that would dazzle Leonardo and Michelangelo, an
equally awesome writer/designer duo.
WHAT…we do
is ride to the rescue with a slew of concepts that are on target strategically and
just what the doctor ordered, whether you’re pitching a medical or
pharmaceutical account or something less ethereal like cereal. We’re not flakes
either. We wrap our minds around the challenge and use your input coupled
with our research to ideate and execute a range of concepts with different twists
on the same positioning or different positionings entirely. We’re complete too,
providing ideas, words and graphics. Get the picture?

3. WHY…use us?
Because we’re not you. We’ll approach the problem differently and come up
with fresh stuff, first of all because we’re creative but also because we will work
without knowing all the constraints, can’t do’s or already done that’s that your
creative team confronts every day. We won’t know enough to know what not
to do—which doesn’t mean you can’t give us parameters and tell us what the
CEO or you hate, or have already tried. It just means we won’t come from that
position from the get go.
Other reasons? Experience, wisdom, wildness, youthfulness, vision, electricity,
passion, gobs of creativity and a compulsive need to awe our clients. We’re fun to
work with too and are not opposed to ribbing mixed in with the meat and potatoes.
Yes, we’re serious, but there’s no need to be gravy (er) grave about things even
when we’re talking turkey. Wanna discuss this over lunch?

4. Senior • With over 50 years
combined experience
Copywriter
in the communication
business
and • With over 2,000,000
years engaged in
Art Director thought processes
since the first
Team caveman said, “Lucy,
you have some
splaining to do”

5. The Process
Step 1 (Big picture meeting)
We get together and you tell us wazzup. You provide project information, needs,
parameters, deadlines, do’s and don’ts, creative briefs (if available), Hanes briefs, (if
available) and related materials.
Step 2 (The ponderosa)
We ponder a little then quickly provide a project estimate including costs
and deliverables (what you get for how much by when).
Step 3 (Complete immersion)
We immerse ourselves in your materials, conduct research and contact you with
questions in order to thoroughly understand all aspects of your challenge.
Step 4 (Testing the waters)
Over the next few days, Jim and Gary create and liberate one or two initial concepts,
including graphic approaches, headlines, subheads if appropriate and a short, written
rationale explaining why we chose the direction(s) we did. Concepts are usually self
explanatory because if they’re not, we’ve probably missed the boat and have made a
titanic mistake. (Glub, glub, glub.) We get the concept or concepts to you for review.

6. The Process cont.
Step 5 (Digesting and feedback)
You review the concept or concepts then get back to us asap with approval and clear,
constructive (versus destructive) comments.
Step 6 (Batch delivery)
Concepts for Hire spends a few more days thinking, designing, writing, honing and toning to
narrow the concepts to our best 5 or 6. If you need more concepts, we can discuss it. If less will
do, we’ll discuss that upfront too. We get the whole batch to you and probably present the
ideas so we can answer any and all questions.
Step 7 (End of the road)
That’s usually as far as we go, though we generally include tweaks to concepts after our
presentation as part of the contracted price. By “tweaks,” we mean 3 or 4 hours total for both of
us—copy and graphic design. If you want further refinements beyond that, it’s no problem—
just a matter of price and timing.

8. Objectives
• Re-invent the Swingline
image and take it from
being an expected
“staple” on peoples’
Swingline
desks to being a hip and
cool tool for today and
tomorrow
• Emphasize innovative
features that make
Swingline models
“fashionably
functional”

9. 9 concepts that take Swingline from stationary
to swinging. We start way out there…
Talk about positioning it as hip Swingline makes a broad Yes, this is out there, but you’re
and cool…it is “the ultimate statement—and backs it up! not hiring us to be boring and
accupuncturer” bland, are you? We take a
visual and copy stand.

10. ..then draw back with concepts, that while
corporate, are still cool
Three pictures, six words sum Product positioned as an A fabulous fashion
up our message accessory since it it fashionably statement—literally
functional

11. 3 more completely different directions
—to take concept selection to perfection
What’s hotter and cooler New sexy shapes keep Swingline Swingline evolves from
than the salsa? Swingline ahead of the curve Austraelectricus to Surperbus
steps it up… Electrocanis
(circa now)

12. Objectives
• Bring life to the Hi-C
package and actually
make the package part
of the value equation
HI-C • When it comes to
concepts that are
delightfully childish and
compel a purchase, we
don’t kid around

13. Making Hi-C Hi-Fun
A series of super Vita-Man comics is a
delicious, hip idea that kids and moms
can flip for

14. Creating a little
character—or a
lot of them is a
natural

15. The final fabulous
concept straw:
an awesome,
interactive idea
The ability to collect all 5 Huggabug
designs adds continuity and value to
the concept

16. Objectives
• Our goal for Koelnmesse —
a conference and expo
organizer—was to get
“green” folks to attend
Koelnmesse Carbon Forum America,
an expo on the dangers of
CO2 that featured ways to
capitalize on the market
that make it a gas

17. Variations on a Green Theme
Buying and selling CO2 points The conference provided a Down to earth concept
has emerged as a major game breath of fresh air in terms of an providing a big picture
in the commodities markets. If opportunity view of CFA impact
you want to play the game to
win, better attend the
conference

18. Ironically, the trade show environment shifted. A new name—Carbon TradeEx
America—required a new graphic look and positioning. To get people to elect
to come in 2008, messaging was both elemental and presidential
Our first black president was This positioned the
For game-changing shifts on
gung-ho green. Need more conference as an
environmental issues, check
colorful reasons to attend? amazing place to get green
out the conference, mate
market guidance

19. Who are
these Jim Ardito
Gary Carbon
Guys?

20. • Jim Ardito — Jim has been a professional writer for over 25 years with experience at
Foote Cone & Belding Advertising, as an independent writer, and as a senior writer for
Purohit Navigation, a healthcare communications company. One of the area's most versatile
writers, Jim offers skills in concept development, broadcast and print advertising, electronic
media including Websites and interactive, journalism, promotion, training, employee
communications, positioning and brand strategizing. He has written for the world’s largest
corporations and organizations; had a nationally syndicated newspaper column; was a
speechwriter for singer/environmentalist, John Denver, was on television three times (not
once because he was arrested) and may be the only writer in history to turn a 90-page
training manual on a potassium supplement into a riveting murder mystery called “Face in
the Flambe.”
• Gary Carbon — Gary has been working in marketing for more than 20 years as a
Creative Director, Art Director and designer. His resume includes such clients as Campbell’s
Soup, Disney Entertainment, Abbott Labs, Ford Motors, Caterpillar, Inc. He brings a strong
background of strategic thinking and implementation focused on helping clients achieve
their company’s goals with each project. He’s more humble than Jim so his write-up is
smaller.

21. Call Jim Ardito @ (847) 902-6562 or
Gary Carbon @ (773) 588-9730
Call now, call immediately. Operators are standing by!