Work people remember, built to pay its way.

A New York campaign that owned the commute. One simple system, "Loved for" plus one clear benefit, carried across subway stations, turnstiles, train cars, buses, taxis and street kiosks, so people met the brand again and again on the way to work.

Apartment listings never tell you the whole story. This campaign did, in spray-paint honesty: "Never this bright." "Too loud to open windows." "Construction hell." "Elevator always broken." It made the brand's promise impossible to miss across subways, buses and taxis.

A campaign that owned the streets of New York in one bold red, blue and yellow look, across buses, billboards and phone kiosks. Every line spoke to someone thinking about their next move: "Build a bigger tomorrow." "Welcome to the playground of the fearless." "Find the role of your life." "Destiny won't find you."

The same voice ran everywhere HotJobs showed up: on New York taxis, in a movie partnership with Fox Home Entertainment that drove resume sign-ups, and on the trade show floor, where the Super Recruiters campaign spoke to the HR leaders and recruiters who paid the bills.

With Dan Finnigan, I co-wrote a series of career guides published under the Yahoo! HotJobs name, one for each stage of a working life: From Learning to Earning for new grads, Your Next Move for midcareer professionals, and Next Stop, Corner Office for managers and executives.

It was content marketing before it had a name: real, useful advice that earned trust and put the brand on bookstore shelves next to the people it wanted to help.

My career started on the agency side, as a media buyer, then planner and account lead at Chiat/Day, BBH and DiNoto Lee. I worked on brands like Absolut, Chivas Regal, Glenlivet, Patrón, Reebok, ESPN and Johnnie Walker, and learned early that great ads perform better.