2014 – PRESENT: Partner – The Fundamental Group

Specialized on a branding and corporate storytelling consultancy for B2B businesses in the tech arena. We do everything from helping companies establish their purpose and positioning to expressing that with corporate videos. 

Clients include: Tipalti, Chrome River, NetSuite, Indus.AI, Thought Industries, Nylas, Embrace, Fortimize, Nile Network, Cloud Elements.

2014 – 2022: Creative Director –  Fraser Communications/LLC. 

Created work, strategies, supervised department, and led new business pitches. I handled a lot of public health issues for both State of CA and LA County and worked towards behavioral change on opioid, cannabis and tobacco use. Also spearheaded the much heralded Talk. Read. Sing work for First 5 California.

Clients included: First 5 California, LA Dept of Health, Ontario International Airport, Lexus, LMU School of Film and Television, Business Wire, Cedars Sinai, St. Johns Hospital, Metropolitan Water Department, Mesa Water, H2O 4 LA, Alliant University, and many others.

2011-2014: Founding Partner/North American Creative Director- SPARK44

Founding partner of a unique start-up devoted exclusively to the re-branding and launching of new models for Jaguar Cars. In this role, I worked closely with our offices in London, Frankfurt and Shanghai.

  • Managed an expandable department of between 6 and 12 creatives, working with 10 project managers and an overseas department of creatives, account and digital planners
  • Worked with other offices on all new concept pitches, orchestrating the work of those offices and insuring cultural relevance.
  • Team member responsible for all new hires in the start-up; creative, account, digital and social.
  • Created online video that garnered over 2.5 million YouTube views in less than three weeks and worked with global teams to create the Super Bowl “Villains” commercial.

2000-2008: Partner- Lazaroff/Dundore LLC

Started my own agency with former client Tom Lazaroff, specializing in nascent ERP, CRM, SECURITY, and ECOMMECE software industry. 

1995-2000: VP and Chief Creative Officer and Partner – Asher&Partners Advertising.

  • Managed and directed a department of approximately 25 people: writers, art directors, producers, production and studio. Grew the agency by over 50% with several new client wins.
  • Won accounts NetSuite, SunAmerica (CEO EIi Broad), Oregon and Washington State Anti-Tobacco, LEGOLAND, PayMyBills, New York New York Hotel and Casino, Acapulco Restaurants, Alta Dena Dairy and more.
  • Chief Strategist of the asher i group as we tried to make sense of the burgeoning and,
    at that time, unrelenting dotcom fever.
  • Responsible for raising the agencies profile, winning awards and changing it from a pure retail shop to a branding agency.
  • Created the enormously popular Marlboro satire outdoor campaign for CA Anti-tobacco: “Bob, I have emphysema.” And other executions that took on the imagery of tobacco advertising and turned it against the industry, including the Impotence commercial mentioned on 60 Minutes and billboard posted on Sunset Boulevard.
  • Worked with Rob Reiner to create the campaign for The California Children and Families Commission, now called First 5 California.

1990-1995: VP and Co-Creative Director- Cohen Johnson.

Jointly responsible, with agency owner Howie Cohen, for the supervision and direction of a 20 person department of art directors, writers, producers, and studio.

Clients included: Jack in the Box, Balley’s Fitness, Hills Bros Coffee, Nestle, Mervyn’s, and other new business wins and opportunities.

PREVIOUS: BBDO NY, McCANN ERIKSON, OGILY&MATHER, TRACY LOCKE working on Pepsi, Apple, Amex, Dodge, Taco Bell and other blue chip NY/LA accounts.


  • Roanoke College, School of Visual Arts, Writers Boot Camp, Robert McKee’s Storynomics
  • Taught semester at Art Center Pasadena.
  • Teach story at LMU Marketing classes
  • Silver Effie for Jaguar work.
  • Voice over Jaguar North America 2011-2013.
  • Deep understanding of behavioral issues of health and well-being 
  • AWARDS INCLUDE: Clios, One Show, Cannes Gold/Bronze Lions, O’TooleAwards, Mobius, Beldings, Andy’s, London International Advertising Awards,
  • THINK LA’s 2011 Digital Agency of the Year for Fraser Communications.
  • Optioned screenwriter and author of two books: The Seduction Diet and The Calamities.
  • Excellent presentation skills (once called the best presenter of advertising in Los Angeles) I can hold a room.
  • Mentioned in Josh Weltman’s book, “SEDUCING STRANGERS” pages 128-129 and  Howie Cohen’s book “I CAN’T BELIEVE I LIVED THE WHOLE THING” pages 195-197