Brian Gardenhire Resume

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Experience

Education

Achievement


Professional Experience

Camelot Communications (2007-present)

Chief Integration Officer leading integrated media planning for key Camelot clients, including Southwest Airlines and AirTran Airways.

AOL Media Networks (2003-2007)

Director of Business Solutions responsible for maximizing value from network assets relative to specific marketer/advertiser needs.

Yahoo! (2001-2003)

Category Marketing Director responsible for assessing, packaging and promoting Yahoo! network marketing services in the automotive and travel verticals. Also assisted in development of horizontal products and packages targeted to traditional media decision-makers.

Formerly served as Manager of Media Strategies in the Advertising Sales department. Helped penetrate major agencies/accounts in order to better compete for traditional marketing dollars.

marchFIRST (2000-2001)

Media Director for this major digital agency formed through the merger of USWeb/CKS and Whittman Hart. Client work included AT&T Broadband, Harrah's Casinos and ServiceMaster.

Temerlin McClain (1985-2000)

Director of New Media from 1996 to 2000 with responsibilities for all agency accounts, including American Airlines, Bank of America, Bell Helicopter, Centex Homes, GTE, GroceryWorks.com, JCPenney, Nationwide Insurance, Nortel Networks, oneworld and Subaru.

Formerly served as Group Media Director overseeing all media planning on American Airlines account. Responsible for planning and executing $130 million annual budget. Other former assignments included work for Armour Foods, AT&T, Blue Cross/Blue Shield, First Texas/Gibraltar Savings, Greyhound, Long John Silver's, Pace Foods, Reno Air, Quaker State, 7-Eleven, Southwestern Bell Mobile Systems, Terminix, and the U.S. Air Force.

DBG&H (1984-85)

Director of Media and Research for this $50 million Dallas agency. Accounts included Ebby Halliday Realtors, Rosewood Properties, State of New Mexico Tourism, etc.

S.L. Brown & Associates/Mediacomp (1983-84)

Media Director for this Houston agency and media buying service which also marketed broadcast-buying software. Accounts included Colortyme, Dr. Pepper, Remco Appliance Rental, Taylor Wines, and others.

Barkley & Evergreen (1982-83)

Media Supervisor for this agency in Kansas City. Accounts here included Bumper-to-Bumper Auto Supply, ERA Real Estate and Helzberg Diamonds.

Broadcasting Magazine|Business Card

Bozell & Jacobs (1980-82)

Media Planner on Godfather's Pizza, then the third largest pizza restaurant chain in the U.S. Prior to that, Broadcast Buyer responsible for purchase of spot television and radio time on behalf of American Airlines, Fox Photo, Lee Jeans, Minolta, Paramount Pictures, Quaker Foods, United Artists, Warner Bros. and others.

Other (1975-80)

Worked at various radio stations as Program Director, Music Director, Announcer, PSA Director and News Reporter. Also wrote/produced spots, sold advertising time and appeared in television commercials.

FCC License
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Education

Southern Methodist University, Graduate Marketing Certificate

Brochure quote

Stephen F. Austin State University, Bachelor of Arts in Communications
Major in Radio-Television-Film, Minor in General Business.

Trinidad High School. Graduated third in class. President of Senior Class. President of Beta Club. Active in University Interscholastic League competition.

Beta Club article | UIL article 1 | UIL article 2
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Major Achievements

2011

Assumed responsibility for AirTran Airways integrated marketing upon acquisition by Southwest.

Helped Southwest successfully launch new destinations of Atlanta, Charleston and Greenville/Spartanburg.

Provided Taco Cabana with reach/frequency campaign analysis across online and mobile channels.

Helped Southwest successfully relaunch their Rapid Rewards loyalty program, exceeding both awareness and acquisition plan metrics.

Provided Guitar Center with recommended online display weight levels for an integrated campaign targeted to unacculturated Hispanics.

2010

Initiated online display campaign leveraging third party data, DSP media and dynamic creative that doubled awareness of key Southwest brand perceptions.

Attended partner summit in New York hosted by AOL executives.

Provided reach/frequency delivery analysis to Novamex for Jarritos brand online display campaign.

Initiated online co-registration campaign that increased email newsletter subscribers for Southwest by 33% without sacrificing list quality.

Won OMMA award for best integrated online campaign in the travel category for Southwest's Bags Fly Free campaign, collaborating with Yahoo and creative agency VML.

Mediapost OMMA award

Developed process for Belk Department Stores to establish local online budgets relative to local broadcast plans.

2009

Helped agency win an effie award for the Southwest Airlines Bags Fly Free campaign leveraging online video, mobile, consumer activation and cross-platform promotional components.

Effie Showcase

Recommended Google TV to Ace Cash Express as a low-cost alternative to national broadcast/cable.

Initiated Facebook fan drive campaign that increased Southwest's fan base by a factor of seven in less than one month.

Aggregated industry data on creative performance in order to deliver presentation to Southwest Airlines on interactive creative best practices.

Helped Southwest successfully launch new destinations of Boston (Logan airport), New York (LaGuardia airport), Minneapolis/St. Paul and Milwaukee.

Attended Future: Direct event in New York hosted by key executives at Google.

Recommended online video to Gold's Gym as a low-cost alternative to broadcast in less-penetrated markets.

Provided pricing guidance to sales team responsible for selling advertiser access to Southwest customer touch-points including on-board items, ads in Rapid Rewards email newsletters, dedicated emails to Rapid Rewards subscribers, ads on ticket jackets and boarding passes, decals on aircraft, etc.

2008

Collaborated with Razorfish on interactive branding effort for Southwest's "Low Fares, No Hidden Fees" positioning. Campaign exceeded market norms for awareness, message association and brand favorability.

Won new business from Clif Bar working with agency partner Sherry Matthews that integrated print and online channels for Luna Bar brand.

Led development of a Hispanic/general market media spill analysis for Compass Bank that optimized planned weight levels across both groups.

Designed a media-mix testing methodology for Compass Bank that optimized channel combinations and weights.

Executed summer gaming in-store promotion for Blockbuster giving away Nintendo Wii consoles that included unique sponsor integration treatments in casual games and relevant content, working with partners such as Disney, Nickelodeon, Cartoon Network and Fandango.

Implemented new planning process for Southwest Airlines geo-targeted campaigns that aligned online display weight levels with market opportunity.

2007

Oversaw initial SEM effort for Longhorn Steakhouse that provided key learnings for this client that was purchased by Darden Restaurants.

Developed POVs and support plans for Compass Bank to reach Hispanic and youth markets.

Led multi-channel campaign driving online newspaper subscriptions for The Dallas Morning News.

Executed co-op campaigns for Blockbuster and Weinstein films, promoting titles such as Bobby, Miss Potter, and Death Proof.

Won key pieces of business from state of Texas working with partner agency Sherry Matthews.

Spearheaded first-ever online branding campaign for Southwest Airlines, leveraging streaming video and high-impact interstitial executions

2006

Won 100% share of seven-figure, winner-take-all opportunity by creating a promotional platform for 7-Eleven's Slurpee brand, leveraging all relevant assets across AOL Time Warner.

Design Taxi article | Mediapost article | San Francisco Chronicle article | Promo Magazine article" | Brain Freeze Viral Video

2005

Helped increase AOL share bringing in significant revenue for key accounts AT&T and Nationwide Insurance.

2004

Won 100% share of seven-figure, winner-take-all opportunity by creating a music promotional platform for Doritos that aligned their brand with popular emerging artists such as Snoop Dogg, Maroon 5 and Hawthorne Heights.

Mediapost article

2003

Worked with vertical sales leads to develop and implement category strategies, cross-network package offerings and marketing communications support programs.

Developed and tested a reach/frequency based product that significantly increased the value of network inventory.

Developed and enforced policy to remove competitive lead-generation automotive advertising from the network, clearing the way for enhanced relationships with Original Equipment Manufacturers. Revenues in the category were 53% above plan.

Supported emerging industry standards through active involvement with the Advertising Research Foundation's Online Media Council and the Interactive Advertising Bureau's Sponsorship Committee.

2002

Secured Hallmark business that extended their print branding campaign to online. The campaign increased awareness and message association while shattering online sales projections.

Assisted efforts to obtain major commitment from Gap, extending a new television campaign to the front page of Yahoo. Successfully shifted negotiations away from click performance toward cross-media delivery and awareness/preference metrics.

2001

Created strategy and presentations aimed at shifting marketing dollars from traditional media budgets to Yahoo. Secured executive level meetings at top agencies including The Richards Group, Publicis, Temerlin McClain, Tracy Locke Partnership, Moroch, VML, Advanswers and DDB.

Developed presentation to position Yahoo as an effective alternative to print, tapping into Dell Computer magazine budgets and laying the groundwork that led to additional branding business.

Secured strategic win with Texas Tourism, effectively taking business from spot radio budgets.

2000

Played major role in new business wins for GroceryWorks.com and StockJungle.com working with Temerlin McClain subsidiary Launch Partnership.

Launched a home-services e-commerce site for Service Master in initial test markets. Integrated campaign utilized television, radio, print, outdoor, direct mail, e-mail and online. Sales results exceeded goals by 25%.

Assisted with interoffice project for Harrah's Casinos which provided overview of best practices in e-mail, rich media, viral marketing, etc.

1999

Helped negotiate $195 million deal to name the new basketball/hockey arena being built in Dallas American Airlines Center.

Negotiated major portal deals with AOL and Yahoo on behalf of American Airlines, assisting efforts to achieve $500 million in annual online ticket sales.

Developed and implemented online plan for Nationwide Insurance, effectively extending their new corporate television campaign into the medium.

Adjusted strategy for Subaru online efforts that resulted in click-through rates doubling versus the prior year.

1998

Assisted agency?s efforts to win consolidated business for Nortel Networks, adding over $100 million in annual billings.

Helped relaunch American Airlines website. Maintained overall click rate in excess of 7% through strategic placement and use of alternative creative units such as pop-ups, interstitials, integrated content, etc.

Recommended web advertising program for Bell Helicopter which cost-effectively produced leads and test flights. Bell had the most-clicked ad on Pointcast.

Helped launch GTE Satellite Entertainment service through a direct-response television campaign, and helped launch new wireless cable television service for GTE americast.

1997

Negotiated $46 million deal to make American Airlines the naming sponsor of a new sports arena in downtown Miami.

Recommended and implemented web advertising campaign for Nortel which increased traffic to their website by over 1,000%. Based on these results, Nortel increased its annual web ad budget by over 700%.

Recommended and implemented successful web advertising test for United States Air Force, resulting in aggressive spending plan.

Recommended and implemented campaign on free e-mail service Juno in which consumers could download American Airlines Personal AAccess software. American received more orders from this one-month campaign than from the previous six months of traditional advertising.

1996

Unveiled/demonstrated new subaru.com website to dealers at annual sales meeting. This was the highest-scoring session at the meeting on both content and relevance.

Implemented web advertising campaign to help relaunch American Airlines website. Site traffic doubled and American exceeded online ticket sales projections.

Contributed to panel discussion on web advertising issues at the Advertising Research Foundation's Interactive Media Summit II.

Named Director of New Media and formally given responsibility for guiding all agency accounts in the interactive/new media arena.

1995

Helped establish Temerlin McClain Interactive, an interdisciplinary group formed to meet client needs in the interactive/new media area. Developed model for evaluating various on-line advertising opportunities. Conceived Temerlin McClain Online, the agency web site.

Implemented Web advertising/promotion campaign that tripled number of visits to American Airlines home page. American was the first company to use audio in their online advertising.

AdAge1|AdAge2|Chicago Tribune Ad 1|Chicago Tribune Ad 2

Negotiated deal that put American Airlines advertising on destination videotapes distributed to consumers through travel agencies and Blockbuster Video. Also received in-program coverage and logo exposure on tape packages.

Helped launch AAtv, a cable television channel dedicated solely to American Airlines. Under the Agency's guidance, American began a successful program moving distressed inventory. This concept was later expanded to an Internet e-mail list that now has over two million subscribers.

1994

Recommended that American Airlines develop site on the World Wide Web.

Negotiated deal to put American :30 and :60 spots on public television stations with no copy adjustments. Cleared 75% of U.S. on 92 stations.

Authored comprehensive point-of-view on infomercials, CD-ROM, home shopping and other alternative means of promotion and distribution.

Recommended enhancements to agency computer training program which were enthusiastically supported by top management.

Negotiated year-long participation on the Interactive Network, which garnered initial learning about how to market with new interactive media.

1993

Authored groundbreaking point-of-view entitled "Traveling the Information Superhighway of the Future", which included our vision of how interactive television could be exploited.

Recommended new vehicle selection criteria for magazine campaign targeted to premium-class fliers. Rather than CPM model used traditionally, we emphasized editorial fit, reproduction quality and reader involvement. Readership scores were some of the highest ever recorded.

Named to the agency's Management Group.

Named to Who's Who Worldwide.

Acceptance Letter

1992

Implemented the largest ad campaign in American's history for Value Pricing, a one-week blitz budgeted at $20 million. Competitors responded by cutting fares in half, beginning two years of major losses for the airline industry.

Initiated agency-wide standardization of external communication styles.

Delivered speech to radio station owners and managers at the annual convention of the National Association of Broadcasters.

1991

Constructed plan to revive sole sponsorship of Music Till Dawn radio program in key markets.

Evaluated Prodigy as an advertising medium for American Airlines and Fly AAway Vacations.

Implemented single-sponsor magazine distributed in Chicago Tribune entitled "Chicago: The City that Works."

Negotiated deal to make American Airlines the title sponsor of the Miami Mile.

Drafted support plan to promote American as "official airline" of Team Dennis Conner.

1990

Negotiated exclusive sponsorships of 1992 Winter Olympic telecasts which increased American's top-of-mind brand awareness by 12% and unaided ad awareness by 21%, while awareness of key competitors declined.

Outlined future media usage direction through major presentation entitled "Media in the 1990s." Recommended that American experiment with new interactive and personalized media forms.

Negotiated exclusive sponsorship of Chicago Bulls telecasts on WGN-TV which made American the official airline of the team. After three world championship seasons, United responded with a naming rights sponsorship for a new arena.

Horace Grant autograph

Named Vice President of the company.

Dallas Morning News| Adweek|Athens Review

1989

Launched major assault against United Airlines in their hometown of Chicago. Plan included a spectacular lightshow event staged downtown over three evenings, utilizing the talents of renowned local artist John David Mooney. American's local share surpassed United's on competitive routes.

Magazine Article

Initiated technology training program for the department that was highly acclaimed.

Recommended that American advertise on the Info Ski Network, an interactive computer-based service.

Implemented alternative forms of media such as cinema billboards for new Vacation Supermarket concept.

Delivered speech to Radio Marketing Association on "Why We Use Radio."

1988

Implemented multi-media campaign targeted to leisure travelers which effectively married creative to individual media vehicles. American's awareness as a leisure carrier increased significantly.

Transit Poster

1987

Designed database for analyzing competitive television activity using raw Nielsen data. Saved American $100,000 versus receiving printed reports from Nielsen.

Lakers Scoreboard Welcome
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