ADVERTISING

COCA-COLA | RECYCLING CAMPAIGN

THE HOLLYWOOD REPORTER | GLOBAL EDITION B2B LAUNCH

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YMCA OF LANSING | MILLAGE CAMPAIGN

ACCIDENT FUND | BRANDING CAMAPIGN

Commercial-grade power. Museum-grade styling.
On your countertop, at your fingertips, for life.
That’s the new ProLine, from Kitchenaid.

The legend endures. Make it part of yours.

KITCHENAID PRO LINE | PRINT CAMPIGN

NONGSHIM RAMEN | ENVIRONMENTAL CAMPAIGN

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McLAREN HEALTH SYSTEM | PRINT INSERT

POTENSA | BANNER ADS

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DIGITAL +

2016 AUDI A3 E-TRON | NEW OWNER EXPERIENCE

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AUDI’S FIRST ELECTRIC VEHICLE needed a new kind of voice. I developed the story over a range of different formats, including (at my instigation) Audi’s first digital user experience.

# Storytelling # Research # Strategy # ArtDirection # Writing

2016 AUDI A3 E-TRON ACTIVATION | USER EXPERIENCE THUMB DRIVE CARRIER

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THE E-TRON FEATURES a slick little sliding cover for the charger port, which we picked up in the design of the
thumb drive carrier.

# Concept # DimensionalMail # Research # CreativeDirection

2016 AUDI A3 E-TRON ACTIVATION | DIRECT MAIL

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# DirectMail # Concept # BreakItDown

PURE WAVE MASSAGERS | SOCIAL CAMPAIGN

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A SEARCH OF HASH TAGS associated with #massage revealed that six out of the top seven were related to porn.
I developed this series to help straighten things out.

# SocialMedia # Research # Strategy # Concept # Design # Writing

WELLS FARGO | NATIONAL EXECUTIVE TRAINING | B2B CONTENT AND DELIVERY

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I LED THE WELLS FARGO INSURANCE CREATIVE during a pivotal growth period. They were buying up brokerage houses so the Wells Fargo bankers could cross-sell insurance to their financial clients. Two problems, though: Bankers don’t know much about insurance, and they’re not eager to learn.

WE PROMOTED ONE BUSINESS LINE per quarter with a barrage of different media—intranet, white papers, mailers and emails, podcasts, even a v-log—so our busy executives could learn at their own pace, in their own way. I wrote all the elements and directed the podcasts in Chicago with the U.S. Director of Sales, Mark Pinkowski.

# Intranet # Mail # Email # Podcasts # WhitePapers # VideoStreaming # Translating # Budgeting # CreativeDirection

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2017 AUDI ALLROAD | BANNER ADS

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AUDI OF AMERICA | CRM

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I RESEARCHED, WROTE AND CURATED the national dealer email cadence for all 2016 and 2017 Audi models. The job entailed positioning each within the Audi line, demographically, and against same-class competitors. Attention to trademarks and disclaimers also figured prominently.

# Research # Analysis # Strategy # Concept # Writing # Curation

2017 AUDI A6 | BRAND POSITIONING

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CASE STUDY: The automotive press universally panned the 2017 A6 for its conservative styling, but raved about
its “modernist-lux” interior. They also dissed the competing Mercedes E-Class for its “fussy angularity.”

Our creative platform: understatement.



# Research # Analysis # Strategy # Concept # Writing # ACD

2017 AUDI A6 | CONQUEST WRITING

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# Research # Analysis # Strategy # Concept # Writing

INFORMATION TECHNOLOGY EDUCATION CENTER | RECRUITMENT CAMPAIGN eBOOK

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ONE OF A DOZEN PROJECTS I wrote and directed during a 24-hour pro-bono Createathon. Our team developed this youth recruitment campaign to promote ITEC’s after-school robotics courses. Students took the test and clicked through to a campaign page where they got their scores and watched robotics videos. An overnight sensation.

# CauseMarketing # Concept # CreativeDirection #Humor

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MICHIGAN ASSN. OF SCHOOL BOARDS | LEGISLATIVE CAMPAIGN | ONLINE PETITION

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MICHIGAN SCHOOLS WERE STILL REELING from a billion-dollar budget cut in 2009, and they faced more of the same for 2010. The MASB enlisted my team to make the economic case for education funding and to marshal public support. I developed the theme and video script overnight and we did everything but the dev work for just over $10K.

# Politics # Economics # Research # Storytelling # ArtDirection # VideoProduction # Budget # Petition

MICHIGAN ASSN. OF SCHOOL BOARDS | LEGISLATIVE CAMPAIGN | ONLINE PETITION

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AVARI AIR PURIFIERS | BRAND DEVELOPMENT

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OF ALL THE AIRBORNE CRAP IN THE WORLD, viruses are the smallest and nastiest. Avari makes one of the few purifiers that captures viruses—and odors and chemical fumes—and the only one under $200. Their site takes a complex proposition and breaks it down.

# BrandMessage Research # UX # WebWriting

AVARI AIR PURIFIERS | INFOGRAPHICS

EDUGUIDE.COM | DIGITAL CAMPAIGN

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EDUGUIDE TEACHES LEARNING AND LIFE SKILLS to at-risk grade-schoolers, who tend to be a tough audience. We used humor to engage both students and parents in EduGuide’s unique value proposition.

# Campaign # Multimedia # CreativeDirection # Production # Humor

EXPERIENTIAL

A FLURRY OF ACQUISITIONS had left WFI with a national network of rogue brokers and no rules. They needed to come together as an organization. They needed a sit-down.

A VIDEO DARK AGENT hosted the three-day sales conference in Las Vegas. I wrote the script and themed materials, and directed the video shoot as the client phoned in additions, which I wrote on set.

# Theme # Writing # Staging # Script # VideoDirection # CreativeDirection # GraceUnderPressure

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WELLS FARGO INSURANCE | NATIONAL SALES MEETING

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2016 AUDI A3 E-TRON | BRAND ACTIVATION

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I’VE WRITTEN A LOT of collateral, retail, experiential and email, and all four converge here. For the e-tron activation, segmented email invitations and retail collateral for Audi Accessories.

# Experiential # Events # Collateral # Retail

WELLS FARGO INSURANCE | NATIONAL TRADE SHOW EXHIBIT

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ELEMENTS
NASCAR theming
Dale Earnhardt appearances
Competitive X-Box racing
Signed helmet and jacket prizes

COMMUNICATIONS
Pre-event promotional mail and email
Hospitality pass giveaway
On-site contest registration
Post-event winners announcement

RESULTS
The heaviest trade show traffic in the history of the brand

# Concept # Theme # Writing # ClientPresentation # CreativeDirection # Budgeting # OnsiteProduction

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LANSING AREA AIDS NETWORK | EVENT THEME & INVITATION

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A 24-HOUR CREATEATHON PROJECT

# CauseMarketing
# Concept # ArtDirection # CreativeDirection # TightDeadlines

AUDI OF AMERICA | EVENTS

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PURE WAVE MASSAGERS | FACEBOOK ENGAGEMENT CAMPAIGNS

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THE PURE WAVE BRAND offers a rich array of experiential possibilities—dog massages being among the most interesting. My research revealed that massage produces excellent outcomes for older dogs, especially. This campaign lets users nominate and vote for local shelters to receive a free massager. It also allows Pure Wave to collect some great dog footage.

# SocialCampaign # Concept # Engagement

CONTENT

That Warhol you’ve been wanting?

Not for sale. Private donors stepped in last year to prevent a public scramble over the coveted DIA art collection. The bankrupt city of Detroit accepted $810 million to spin off the Detroit Institute of Arts, thus sparing the institution the spectacle of a public fire sale.

They came close, though. The City of Detroit spent more than two million dollars just to have the collection appraised.

OFF THE BLOCK:

THE RECENTLY PRICELESS COLLECTION
OF THE DETROIT INSTITUTE OF ARTS

myAudi.com | LIFESTYLE ARTICLES

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A NATIONAL CONTENT HOUSE delivered 25 lifestyle stories for myAudi.com, four of which were deemed publishable. Most lacked a discernible hook or story arc, and the voice was inconsistent. I edited a few, rewrote a few more and rebuilt the rest in a distinctive brand voice. Also curated the body of work and coordinated legal permissions.

# BrandVoice # Longform # Research # Storytelling # Curation

MYAUDI.COM | DIGITAL CONTENT

DIGNITY HEALTH FEATURE CONTENT | RESEARCH • INTERVIEWS • WRITING

EDUGUIDE.COM | STUDENT CAMPAIGN




A USERS GUIDE TO THE BRAIN

EduGuide helps kids get a handle on the habits that lead to success in school. I wrote and produced this campaign to attract kids to the site and get them involved with the basic ideas behind the program.

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VIDEO

ALL WRITING, CASTING, BUDGETING AND DIRECTION

MICHIGAN OFFICE OF HIGHWAY SAFETY PLANNING | PSA

MICHIGAN INFRASTRUCTURE AND TRANSPORTATION ASSN. | LEGISLATIVE CAMPAIGN

MICHIGAN ASSOCIATION OF SCHOOL BOARDS | CAMPAIGN VIDEO

TDS METROCOM | TV :30

TDS METROCOM | TV :30

LANSING YMCA | SUMMER CAMP TV :30

MICHIGAN DEPARTMENT OF COMMUNITY HEALTH | PSA

WELLS FARGO INSURANCE | NATIONAL SALES MEETING

MICHIGAN ASSOCIATION OF SCHOOL BOARDS | CAMPAIGN VIDEO

THE END | VIDEO STORYTELLING

AUDIO

WRITING | DIRECTION | PRODUCTION


Lansing Board of Water & Light, Carlos Con Carne

Accident Fund Insurance, American Bear Trap



Michigan Department of Treasury, The Quick Buck


Wells Fargo Insurance (Presentation Element), The Hedge

LINKEDIN REVIEWS

“Mike is one of those rare talents—a gifted writer that gets out from behind the keyboard to direct and cultivate the best work from the people he works with. Working with Mike was a true learning experience in creative and effective communication. We create award-winning work together because Mike isn’t satisfied with great work—he pushes until the creative is truly exceptional. Mike is truly the best in the business bar none.”


—Roberto Ty, Creative Director, Futuramic

“Mike Van Egeren is without a doubt a poignantly rare talent. He creates the very best for the project at hand, challenging clients to engage and to truly value the solutions. He is the best of the best. I’d simply adore an opportunity to work with him again and would recommend him to anyone looking to hit one out of the park.”

—Jenn Ryan, Marketing Director, Britten, Inc.

“Mike flat out delivers, with style and personality! I’ve used Mike multiple times for everything from copywriting to entire creative campaigns, and I won’t hesitate to use him again. He has always been a joy to work with, listened incredibly well, and brought solid, creative, targeted work to the table. Mike and his team just do great work!”

—Geoff Crosby, Director Of Marketing/Filtration, At Lydall

“Mike is an endlessly creative, top-notch marketing professional and a great guy to work with. He crystallized ITEC’s needs into a wonderfully effective campaign that connected us to our varied clientele–youth, parents, teachers, companies, funders. He pushed us to do the hard work necessary for his creative work: developing strategy, understanding our audience, simple brainstorming. ITEC’s “Is Your Brother a Robot?” campaign is a slice of pure Mike, at once witty, original, beautifully designed and, most important, effective at capturing who we are and communicating it powerfully. Exactly what we needed, and when we needed it.”

—Kirk Riley, Executive Director, Information Technology Empowerment Center

“Respected colleagues shared stories of Mike’s creative genius long before I met him. I thought it impossible for him to live up to the hype. Then, as a senior account planner at a full-service marketing agency, I found myself on his creative team. I can say with certainty that the depth, breadth, and quality of the consistently award-winning creative concepts Mike brings to life are in a class few inhabit. Beyond his elite work, Mike is fun, funny, a consumate professional, and seamlessly committed to the success of his clients. I would run, not walk, to my next chance to collaborate with him!”

—Catherine Hansford, Communications Specialist, Blue Cross/Blue Shield Of Michigan

“Mike is frankly one of the most brilliant creative people I have ever worked with. Not only is he truly creative, he also has a great ability to cut through the clutter of “too much information” to find the core essence of a message that will reach clients and consumers. He is truly driven to deliver outstanding creative that also delivers where it matters most — in the marketplace with the end consumer.”

—Randy Dean, Time Management Speaker, Trainer And Author
Brand Vision

“Mike Van Egeren is among the most creative and innovative people with whom I have had the opportunity to work. His work on a campaign for a workers compensation insurance company was able to make even that essential, but rather starchy and unapproachable business compelling and even fun. Our customers and business partners loved the results.”

—Bob Metzger, Automotive Industry Office, Michigan Economic Development Corporation

“Michael is the best writer I ever had the honor of working with. His balance between the “sell” required by the client and his instinct for creative comes naturally to him. He does it gracefully and with a bit of humor, but always with a laser-like focus on what has to be accomplished.”

—Robert Mitchell, Creative Director, Tucanos Brazilian Grill

“A great creative director needs to be able to adapt on the fly and still deliver, which is exactly what Mike was able to do for us. When the need for creative support was identified, there wasn’t much source material to work from. Mike returned a week after our kickoff meeting with three phenomenal ideas and actually developed a fourth campaign almost on the spot. It was fantastic to work with someone who was able to listen to my needs and create to suit them. If the opportunity arises, I’d definitely work with Mike again.”

—Jake Pechtel, Director Of Public Relations, Potter Park Zoo

“Michael is a totally out of the box creative genius, who comes up with ideas that sparkle, without losing sight of the strategic goals of his clients. His Pothole Hell Video, produced earlier this year for a coalition seeking more state transportation funds, caught fire on YouTube and helped push our initiative forward. It is extremely hilarious, yet communicates a serious message. Bravo to Michael!”

—Nancy Brown, Marketing Director, Michigan Infrastructure And Transportation Association








BUT ENOUGH ABOUT ME.
HERE’S YOU:



:: You love advertising. Sure, there are times when you’d rather be writing novels or teaching kids or canning crabs.
But when you think about it you can’t imagine doing anything else. And the novels? Well, who wants to sit still that long…

:: You’ve got a great sense of humor. That’s part of why you like the business. It’s fun, it’s funny. It’s the only industry
in the world that gives awards for immaturity.

:: You’re well-socialized, which is key, because a.) you’re a demonstrably imperfect person and b.) creative work is not a solo sport.

:: You’re a Godzilla Creative. Tight deadlines, heavy workloads—the things that should kill you only make you stronger.

:: You’ve got a lot of nerve. Clients tell you this from time to time, but in a good way. They like it. That’s why they pay you so much.

:: Oh, and you don’t hate to lose so much as you love love love to win.


If that sounds like you, give a shout. We’ll do well together.

Mike Van Egeren
200 River Place, Suite 7
Detroit, MI 48207
517.285.8225

RESUME
SET UP A CALL