Steve Greaves – Copywriter/Brand Strategist

Steve has over 20 years experience creating compelling advertising campaigns and branding materials. His agency background includes large and mid-sized shops in Los Angeles and New York, and he has been an independent contractor since 1998. Steve currently serves clients in many business categories including technology, media convergence, entertainment (theatrical and home video, recording), interactive, business development, youth market, fashion and lifestyle. Education includes study in design at Wayne State University in Michigan and The Rhode Island School of Design, with additional specialized training in advanced concept and copywriting at Mike Whitlow’s exclusive “The Book Shop.” In 1995 Steve received an Honorary Belding Bowl award and won “Best of Show” in the National American Advertising Federation Campaign Competition for his pro-bono print and broadcast work for Best Buddies and The Special Olympics.

Steve’s guiding principles for brands that work:

It all comes down to emotion. People make decisions emotionally and justify them rationally after the fact. Make me notice. Make me think. Make me laugh. Most of all, make me care… about whatever you think is so important that you’re interrupting my life and vying for my attention. Don’t treat me like an idiot. Don’t tell me about you, tell me what you can do for me. I don’t want products, I want solutions. Give me these things and entertain me in the process and we can be friends, and I am loyal to my friends.