JOSH LIEBER
Storytelling may be the buzzword du jour, but I’ve been doing it since 4th grade, when I’d scamper up to Show ’n Tell with tales of “magic alien rocks” and “snarling lint monsters hiding beneath the ‘fridge.” That obsession eventually led me to ask my father, “How much do you have to pay to write a TV commercial?” He laughed. “Josh, they actually pay you.”
Eureka!
I began my career at Lintas: New York, working on Diet Coke, IBM and MasterCard, and then moved on to sling words and ideas around at agencies including Young & Rubicam and Innocean Worldwide, creating work designed to emotionally move customers while mindfully moving the sales needle.
As a Creative Director/Copywriter, my efforts helped contribute to record growth for Hyundai and campaigns recognized by Cannes Lions, CLIOs, Effies, National ADDYs and the One Show. As Sr. Creative Director at Ingram Micro, I twice led the in-house agency to the Association of National Advertisers’ B2B In-House Agency of the Year.
I’m also a produced screenwriter, with scripts sold or optioned to Disney, TriStar and others. My most recent film premiered on Lifetime and played theatrically worldwide (everywhere but the US, dang!).
As you can see, I’m still telling stories across all media. These days, they’re mostly about customers and brands. But if a client is brave enough, I’m happy to let a refrigerator lint monster make a special guest appearance anytime…
Hyundai Loyalty Report Integrated campaign.
A digitally led 360° partnership between Hyundai, Yahoo Sports’ ThePostgame and the NCAA, connecting Hyundai owner loyalty with the passion of college football fans. The campaign delivered 1.86M video views, 34M impressions, 40M microsite/content visits, a 900% higher-than-average clickthrough rate, and the agency’s first-ever CLIO award.
Toshiba Boring vs. Normal Integrated Campaign.
We transformed two of America’s most “ordinary” towns—Boring, OR and Normal, IL—into a real-world showcase for how Toshiba technology could help people achieve decidedly unordinary things. The award-winning 360° campaign generated digital dwell times 550% above average and helped Toshiba sell out of laptops at its brick-and-mortar locations that year. But perhaps its greatest impact was seeing technology genuinely change lives within the communities.
Ingram Micro Boxing online and event video.
A little proof that even B2B can have a right hook. (Yes, bad pun intended ;).
Cisco Hologram Direct Mail.
To reignite Cisco’s innovation credentials with its highest-value reseller partners, we created a first-of-its-kind direct mail experience featuring a hologram generator that brought the brand’s renewed energy to life. The result: an 83% response rate, 100% top-partner retention, and Cisco naming Ingram Micro its Distributor Marketing Innovator of the Year.