Michael, Weaver Index Marketing
         

 

 

 

The creative ability, straight thinking and clear communication you’ll find at Strategic Services is the product of a life spent focused on advertising and marketing. From Madison Avenue to Main Street; from the boardroom to 
the cash register, we saw it all, and we learned from it.

OVERVIEW:

An intelligent, passionate, craftsmanlike approach to branding, marketing and communications. Exceptional breadth and depth of experience, from aviation to beverage, from market strategy to advertising copy. Hands-on ability to get the job done. Inspiring and motivating influence on clients and colleagues. Here are just a few examples:


BUSINESS HIGHLIGHTS:

Embraer

Prepared and presented comprehensive points of view for business, commercial and defense aviation marketing, to win the agency assignment of Embraer Executive Jets. Directed the positioning and launch 
of five new executive jets in three years, the Phenom 100, Phenom 300,
Lineage 1000 and the Legacy 450 and Legacy 500 models. Developed 
strong working relationships with management and staff in Brazil.

Bombardier Business Aircraft

Won the lead creative assignment for the largest manufacturer of business jets, the third largest maker of aircraft in the world, in a formal agency review versus three world-class contenders. Devised brand architecture to organize and distinguish Learjet, Challenger and Global lines in 30 days. Introduced two new Learjet models in 60 days. Rolled out complete graphicand message redesign in 90 days.

Jeep Division of Chrysler Corporation

Used a three-part conceptual model of the Jeep brand image, comprising 
Range, Mastery and Authenticity, to help move the sport-utility concept into the mainstream of the automobile market, and then maintain margins and 
volume in the subsequent onslaught of competitive activity. Devised “the McKinley Strategy” to integrate dealer advertising with the national plan for the first time.

American Management Association

Devised a model to align fragmented training course offerings among three 
coherent brands, Keye Productivity Center (skills), Padgett-Thompson 
Division (professional development) and Project Aspire (personal enrichment) 
to respond to emerging market opportunities.

Miller Brewing Company

Used Coors national rollout to accelerate growth of Miller Lite. Devised and 
implemented a Coors attack plan based on recognizing that entry of Coors into a new market would shake up brand-loyal Budweiser buying behavior through undeniable trial. Miller Lite grew 20% in Coors rollout markets.

STP Corporation

Established that STP Oil Treatment brand relevance was concentrated 
among “true believers,” a sub-set of automobile self-maintainers. 
Demonstrated for the first time a distinct Southeast U.S. sales skew, and 
redirected media from network-TV-only to network-plus-spot, to 
concentrate on markets of brand relevance. Introduced a reformulated 
and repackaged STP Gas Treatment. Overall STP sales rose 24%, reversing a five-year decline. Stock went from 12.75 to 22.50. Campaign won a Clio.

 

 

 

© Michael Weaver Strategic Services,
Michael@WeaverIndex.com    

Michael Weaver Strategic Services, 113 Shipyard Drive, # 186, Hilton Head Island, SC 29928 Telephone: 843-298-7401, Email: michael@weaverindex.com