Themelines

Not every campaign lends itself to (or needs) a themeline. But when you do come up with one that really works, it’s a thing of beauty: a neat little summation of the client’s positioning, message, or strategy (and sometimes all three) in just a few memorable words. I’ve created many themelines, but these are the three I’m proudest of:

For ALDI Foods:

ALDI.
The Stock-Up Store.

For NEC Broadcast Equipment Division:

NEC.
Imagine What We’ll Do Next.

For BCR Enterprises:

Business Communications Review.
Published for a Select and Powerful Audience.

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