What got you into this business in the first place?
I had a BS degree from Columbia in engineering. I went to
Columbia Business School for my MBA. Loved the marketing
and advertising courses. Before that, marketing to me meant
shopping at the supermarket.

What was “your finest moment,” the thing you’re most
proud of?
It would probably be the success of Sam Adams over our 15
years together.

Do you have a method for coming up with ideas and
solutions for clients?
I always start with the data and metrics before applying my
experienced intuition.

What makes a giant killing brand?
Saliency and consistency are one important dimension. Standing
strongly for an emotional benefit, and not trying to be all things
to all people.

What driving career goals do you still have?
To continue to compete and win against larger, major
competitors while enjoying the team I work with.

What's the most important thing you've learned about
advertising?
A smart nickel can beat a dumb dime.

What can't you live without?
My family.

Is there any food that helps you think more creatively?
A great Pinot Noir.

What’s your favorite sports team?
Red Sox, of course.

What was growing up like for you?
Blue collar, strong labor union, Irish enclave in Washington Heights,
New York City. “I am depraved because I am deprived."

What do you do for a good time when you’re not working?
Spend time with my son, Matthew, age 9.

What are your favorite internet sites?
ESPN.com, Slate.com, Boston.com, NY Post.com.