Team Leaders

Bill Cokas

Creative Director

You can’t bore someone into buying your product.

View Bill's brief bio

b. Washington, D.C. Followed grandma’s roots and ended up at UNC. Followed job offer to Chicago. After Tony Bennett put his words to music in a radio jingle, decided work there was done.

Returned to NC to build big brands for small companies–and because it was closer to Key West, ground zero for Parrotheads. Returned to UNC to teach big ideas to tomorrow’s underpaid ad hopefuls.

Distinctly recalls being influenced by ad icon-wannabes like Goofy Grape and the walking, talking Koogle jar, which advertised products that were parity and disgusting, respectively. Abhors irrelevant celebrity spokespeople and contrived cross-promotions. Currently admires the strategy and tagline (but not so much the executions) of Expedia’s “Travel Yourself Interesting” campaign.

Since social media has spawned countless self-proclaimed “experts” on every subject under the sun, Bill would like to stake his claim on the following:

  • Jimmy Buffett: Crowned Raleigh’s Biggest Parrothead by Raleigh News & Observer.
  • Frank Sinatra: Ever since high school, where it did little to build his popularity.
  • Vintage Popeye cartoons: Black and white, hand-drawn, pre-War…nothing funnier.
  • Microbrews & Homebrewing: Has actual samples in office, of indeterminate age.
  • Newspaper Comics: In general, Peanuts in particular.

Posts Written by Bill Cokas: Breathing Life—and Membership—into a Stagnant Partner Program

image of the front of the first Partner Program postcard

The Challenge:’s partner program, designed to provide members with training materials, useful info and enhanced sales commissions, was languishing in the absence of focused support and promotion. The Solution: Using an integrated online/offline campaign, we packaged the program as a “right turn.” Trying to keep the message simple and direct, we targeted prospects with…Keep Reading »

Builders Mutual: Forging a Vibrant Brand Relevant and Ready to Enter the Marketplace

Logo for Builders Mutual worker's comp product brand WorkSafe

The Challenge: Builders Mutual, an insurance company serving the homebuilding industry, was entering a crowded marketplace with low awareness and a parity product (workers’ compensation). The Solution: Turn a limitation into a strength. Because of Builders Mutual’s exclusive focus on the homebuilding industry, we were able to position them as “the industry authority” using the line…Keep Reading »

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