Background: The concept for W Hotels was a marketer's dream come true—literally. In fact even the name came to the CEO’s wife in her sleep. My agency, Cosmic Blender, helped turn her vision into reality. The work was a blast.
Assignment: Collaborate with senior‐level brand and training groups to define an experience that would differentiate W, then communicate that story to guests and employees alike.
The Work: We created a funny, funky and somewhat R-Rated series of scenario-based videos and beautifully shot identity pieces that made audiences laugh, learn and fall in love with the new brand.
Results: We nurtured an idea into a category-establishing boutique brand that quickly grew from 2 to over 25 properties worldwide. Along the way we developed amazing client relationships, and that opened the door to lots more work with W’s parent company, Starwood Hotels.
Biggest Lesson Learned: Don’t ever stop inspiring clients to try new things.
“John is a fun, collaboratively-focused leader whose work exceeds expectations. His unique talents were instrumental in the development of effective communication initiatives for the W, Sheraton and Westin brands. From CEOs to Bellhops, he understands how to reach any audience.”
—Scott S. Williams (Client)
Executive Vice President, Chief Creative Officer at Commune Hotels & Resorts