Symetra: Advertising on NBC-TV
Project Description

Bellevue-based Symetra was determined to become a national player in the insurance industry — and partnered with Seattle’s Copacino + Fujikado ad agency to help it get there. Copacino produced a series of print ads that appeared in Sports Illustrated, and a TV ad that ran during Notre Dame football games on NBC. This intranet article gave employees a window into the strategy behind the ad — and what went into its production.

Project Details
ClientSymetra
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About Me
 
Bill started in the communications business when he was 5 . . .

Broadcasting music to the neighborhood from his bedroom window. After time out for school, he worked for two all-news radio stations in Washington, D.C., and for KIRO Newsradio and KVI Radio in Seattle. He also spent seven years as a street reporter and assignment editor for Seattle's Channel 11 and served a couple of tours as a campaign press secretary

Bill published the company newspaper at Weyerhaeuser for six years. He served as employee communications manager for AT&T Wireless, where he helped create one of the first intranets anywhere. He kept information flowing to more than 5,000 employees in REI stores across the U.S. and in Japan, and oversaw employee communications at Terabeam, a storied high-tech startup. He also managed a team of communications consultants at Seattle's Group Health and helmed the internal communications function at Symetra.

Bill spent five years as a partner at Outsource Marketing, working with clients that included Expedia, Safeco, Cray, Starbucks, Microsoft, Puget Sound Energy, RealNetworks, Corbis, T-Mobile, TrueBlue and more.

Now he's available to help you tell your story effectively — internally and externally — through every appropriate channel.

Bill has a degree in communications from Ohio University. He is accredited by the International Association of Business Communicators. He founded IABC/Seattle's Morning Manager series and co-founded the Seattle Internal Communications Leaders Forum. He's a founding director of the Information Overload Research Group. He also won three awards from the Society of Professional Journalists, eight IABC Gold Quill awards, and a Bronze Anvil from PRSA.

WAVA ALL-NEWS RADIO

Street reporter and anchor at D.C.’s WAVA (the nation’s first all-news station) during the Watergate era. Helped make “all news, all the time” something you’ve heard.
1975

KIRO NEWSRADIO 71

Moved to Seattle to report for KIRO Radio, a news/talk station (then and now). Stayed in the Northwest ever since.

POLITICAL PRESS SECRETARY

Managed media relations for Seattle mayoral candidate (later mayor) Paul Schell, and for a Congressional campaign.

KSTW-TV’s TEN O’CLOCK NEWS

Kept Seattle/Tacoma viewers informed as a field reporter and assignment editor for Channel 11’s Ten O’Clock News (“the late news early”).
1985

FREELANCE WRITER

Articles appeared in the Christian Science Monitor, the Seattle Weekly, and the Pierce Co. Business Examiner.

WEYERHAEUSER’S COMPANY NEWSPAPER

As editor of Weyerhaeuser Today, kept employees up to date on news from headquarters, the forests, the mills, and other facilities nationwide. Received 7 Gold Quill awards from IABC.

FEDERAL WAY CITYHOOD

Communications co-chair of successful campaign that made Federal Way a city.

AT&T WIRELESS

Created communications that informed and engaged employees in 10 western states. Helped launch digital cellular.
1995

BRONZE ANVIL AWARD

Received a Bronze Anvil award from the Public Relations Society of America for innovative use of technology (podcasts delivered via voice mail — since pods didn’t yet exist).

RECREATIONAL EQUIPMENT INC. (REI)

Kept communications flowing to REI employees across the U.S. and in Japan. Helped launch the Denver flagship store. Proprietor of the “What’s New” section on REI.com.

TERABEAM

Spent two years at warp speed inside a high-tech startup. The stock options may have vaporized, but the learning was invaluable.

OUTSOURCE MARKETING

Five years as a partner in one of the region’s most innovative marketing firms. Clients included Expedia, Safeco, Cray, Starbucks, Puget Sound Energy, RealNetworks, T-Mobile and more.

IABC CHAPTER LEADER OF THE YEAR

Honored by the International Association of Business Communicators for moving the Seattle chapter forward (with plenty of help from a talented board).
2005

INFORMATION OVERLOAD RESEARCH GROUP

Co-founder of one of the first organizations to focus on the high cost of — and solutions to — information overload. Served five years as a director.

GROUP HEALTH COOPERATIVE

Directed a team of six communications consultants who served every corner of Group Health.

SYMETRA

Helmed the internal communications function and helped write the company’s values statement.
2015

YES ON I-732 CAMPAIGN

Volunteer communications strategist for Washington’s Initiative 732 campaign, which aims to implement a statewide tax on carbon (while refunding the money to taxpayers). YesOn732.org.

Now available to meet your communications challenges!