Sharon Greenwald Senior Content Writer

Besides working around lots of adorable animals, there was something else that differentiated PetSmart from other companies. When asked, employees kept describing it as a happy place to work. So we combined that message with a rocking-out bulldog. Given the response, I'm happy to report that the message proved as irresistible as the pup.

When e*Trade made its entrance into the world, their goal was to stand out in a sea of Internet clutter while introducing the notion of investing online. Not an easy task when you consider that at the time, a new online company was as common as a nail salon in NYC.

Budgets were practically unlimited and our ironic/sarcastic tone was welcomed (always great news for a bunch of New Yorkers). The work I produced is proof that financial writing, and B2B no less, does not have to be boring. 

During the great recession, everyone got hurt. But no one lost out more than financial advisors, who were put in the same category as Bernie Madoff and Lehman Brothers.

In response, we introduced the idea of Human Finance, which showed that Registered Investment Advisors care more about people than numbers. The positioning we so well-received, it  was picked up by TDA's consumer side. Even the competition helped themselves to this ground-breaking idea.