The truth well told.

I’ve spent my career building, scaling and reinvigorating brands.

Moved HP to #1 in global share.

Drove 9,000 activations a day for Full Tilt Poker.

Built a brand platform for Autodesk that fueled ecosystem-wide growth.

Took Sprint from 5th to 2nd with a guy in a trench coat.

Resurrected IBM with the launch of the iconic e-business campaign.

HP Brand Relaunch

I led the launch of the new HP brand when it separated from Hewlett-Packard. The sad truth for HP was that it was seen as boring to everyone. IT, consumers and end users not only saw our competitors as more interesting, they thought HP would be the designated driver at any party. In a commodity market, we knew we needed to build a brand with emotional resonance.

We kicked the campaign off with the films below, held a launch event in Versailles, commissioned artists to create using our PCs, crafted bespoke Louis Vuitton PC’s, and made long films, short films, an app, and just about everything else.

See the films and results below.

Campaign moved HP to #1 in global PC share.

Gained 6 points in premium share.

Awarded at Cannes.

Best performing campaign in HP history.

Moved brand preference and brand love +6 points.

Here are two of the films

  • Led go-to-market from MVP to launch for HP’s new AI-powered collaboration platform — defining markets, industries, segments, personas, messaging and launch strategy. Successfully hit first-year revenue goals.

  • Led GTM strategy across three consumer and commercial categories, aligning cross-functional teams on roadmap, budget, priorities, strategies, channels, and success metrics.

  • Launched over 50 products a year across HW, SW and Services portfolios. Cross functional engagement with comms, sales and field, and oversaw enablement, content, events and ABM teams. Drove revenue +10% and savings metrics (launch toolkit cost -50%) over 3 years.

    Authored best practice playbooks on AI narrative, omnichannel, solutions, etail, retail, attach, upsell, packaging and naming. Oversaw research to track cultural, brand, competitive and customer trends. Playbooks helped drive +10% attach rate and +15% etail revenue growth over 3 years.

  • Developed first-ever subscription D2C growth model for HP Services, creating test and learns across multiple cohorts to determine the right customer, journey and solution. Also determined ICP for retention program that would drive acquisition. Drove overall ARR +18% Y/Y.

It wasn’t just big brand stuff. Over time, I led US, Worldwide, Product, Integrated, Omnichannel, Commercial, Consumer, Direct and Indirect marketing.

As marketing employee #1 in HP’s Hybrid Systems Group, I built the GTM engine from the ground up — scaling to 50+ launches a year. And most recently I launched an AI collaboration platform that will totally disrupt video conferencing. Check out the details.

I did a lot at HP.

In a booming online poker category littered with false promises, we executed a second-mover strategy for Full Tilt Poker rooted in authenticity, trusting that real poker players would migrate to a truer poker experience.

We created a playbook that defined the culture. We sponsored the 12 biggest poker pros in the world, built the Full Tilt Academy, created the Poker After Dark TV show on NBC, and hired documentarian Errol Morris to capture the reality of poker for our marketing.

RESULTS

Moved from 5th to 2nd in share in 2 years.

Drove 9,000 activations a day.

Achieved 306,000 concurrent WW users.

Poker After Dark ran 12 seasons.

Autodesk didn’t have an awareness problem, it had a growth problem. The software was complex, the workflows were complex, and most users knew how to use about 10% of the software. With a diverse ecosystem of designers, architects and engineers growing rapidly, Autodesk needed more than a brand platform, it needed a unifying idea that could help their users learn, share and grow together.

We created “Ideas Realized” which was equal parts inspiring and pragmatic. This wasn’t just the foundation for some terrific marketing, we built a playbook and toolkit for growth that became a battle cry across the company. It was the foundation for everything, including Autodesk University, sales, blogs, design contests, recruiting, events, tours, annual reports, even an art gallery.

RESULTS

In 3 years…

Company revenue grew 50%.

Case studies and testimonials tripled.

Community doubled.

Autodesk University attendance grew 5X.

I managed Sprint PCS for Business at Hal Riney. We were wildly outspent by Verizon and AT+T, but with the iconic “man in a black trench coat” campaign and a laser focus on clarity as the customer pain point, we drove +30% in ARR and moved from 5th to 2nd in share.

At a time when companies were desperate to determine their role in the Internet age, we established Sun Microsystems as the “dot in .com.” It was a very clear and practical leadership position for a company that was literally the engine behind the Internet.

This was a while ago, and I was just some Account Supervisor at Ogilvy, but I’m proud to have been a part of the IBM ebusiness launch campaign. It is probably one of the most iconic campaigns of our time, and it completely reinvigorated IBM from a tired old company to a brand changing the way the world does business. This is where I learned how to create, build and protect a brand.

GREG FALCIONE

I’ve done a lot, I’m looking to do more.

I value ideas over hierarchy. I simplify the complex. I have a serious bias toward action.

If you’re looking for a creative and strategic marketer who is both scrappy and understands massive scale, let’s talk.

The “truth well told.” McCann Erickson 1912.