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Article: Don Schneider, Exec VP-executive creative director, BBDO New York; Creative.(Special Report: Who's Who in BtoB)
- Article from:
- BtoB
- Article date:
- July 19, 2004
- Author:
CopyrightCOPYRIGHT 2004 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Kate Maddox
During his 23-year career at BBDO, Don Schneider has produced memorable ads such as the Cindy Crawford Super Bowl spot for PepsiCo and the talking chimp spot for HBO. And with the launch of General Electric Co.'s rebranding campaign last year, he demonstrated his strengths in b-to-b.
Schneider is exec VP-executive creative director at BBDO New York, which handles work for b-to-b clients including GE, FedEx, OfficeDepot and Cingular. He said the creative process is the same for b-to-b as it is for consumer campaigns.
"Strategic planning is totally cognitive,'' Schneider said. "We'll sit around with GE or the account team and ...