Robert Sandelman
Robert Sandelman
master rest three
Once you master those three concepts, the rest comes easy.
ahead audience card executives felt special spend target turned
I felt that there should be a special card for high-earning executives who spend a lot. After identifying this target audience to American Express, they went ahead and did it. The card turned out to be a big success.
category decided defined eventually ourselves promotion sales transform trend turned
We eventually decided to transform ourselves into a sales promotion agency, which turned out to be the first one in America. We had started a trend and defined a new category of communications services.