PETER KNIERIM - CREATIVE DIRECTOR: DELTA AIR LINES

The Challenge: Flying sucked and Delta was emerging from bankruptcy. Plus a lot of their employees seemed bitter about the whole thing, which wasn't helping.

The Idea: Video destination guides that take advantage of their international expansion and new brand to get the people front and center. After all, who knows the destinations better than people who live and work there? I'm bummed that it's been taken off of delta.com, but the videos are still alive and well on the YouTube, TripAdvisor and elsewhere.
The idea even spawned an Amazing Race-like promotion called the Siteseer Challenge, where teams selected through video submissions traveled the world creating their own Siteseer videos. Each week, thousands of SkyMiles members voted, and the least liked team got the boot. It was an amazing SkyMiles acquisition campaign, disguised as a fun, truly entertaining brand experience. Even the Cranky Flier seemed touched.

THE DETAILS

C R I S P I N P O R T E R + B O G U S K Y Boulder
Associate Creative Director [2010-now]

R A Z O R F I S H New York
Creative Director [2007-2009]

I was brought in to help build a new advertising capability. Over two and a half years, I helped build a group that won clients like Mercedes-Benz, AXE, and All Detergent. I also did work for Capital One, T Rowe Price, Partnership for a Drug-Free America, Sheraton, Westin, and Morgan Stanley.

M O D E M M E D I A Norwalk, CT
VP, Creative Director [2005-2007]
VP, Associate Creative Director [2003-2005]
Senior Copywriter [2000-2003]

I worked on Delta Air Lines, and they're still using some of my ad work years after I've left. During that stint, I also helped to define their low cost carrier, Song, start to finish. Some of my other clients included Heineken, IBM, Kraft Foods, JCPenney, Citibank, and General Motors.

B B D O New York
Consumer Healthcare Division (HMC)
Creative Supervisor [1999-2000]
Copy Supervisor [1997-1999]
Copywriter [1995-1997]

It's here where I cut my teeth on some of the most challenging stuff to write well. I learned the fundamentals from old pros from BBDO, DDB, and Wells Rich Greene who birthed "From A to Zinc," "Merrill Lynch is bullish on America" and Robitussin's "Dr. Mom."
While there, I wrote the world's first pharmaceutical TV spot with the list of horrible side effects (for Depo-Provera). Stuart Elliott wrote about it, the Wall Street journal called it mind-numbing, and I was on my way. I also worked on Alcon Vision Care, Pfizer products including Zyrtec and Bain de Soleil.

E D U C A T I O N
Syracuse University
BS: Newhouse School of Communications
Advertising Major
Ad Design Minor

DELTA AIR LINES - SITESEER

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