Steve Bonsignore

Ideas that matter

Whether it is the world’s most prominent sporting brand or an emerging technology company, Stephen has been helping brands connect with the consumers that matter most to their business for more than a decade. Intel’s “Most Unwired Cities” program, the Nike+ Human Race, the inaugural World Baseball Classic and the launch of the 2011 Buick Regal (and the “re-invention” of the Buick brand) count among the campaigns he is proudest to have been an integral part.

Bold brand work

As a senior vice president in Cohn & Wolfe’s Consumer Practice, Stephen has developed and managed communications efforts that have set the standard within client partner’s respective organizations, often pushing brands into new spaces and to new audiences. His work has spanned a wide variety of categories – from mobile TV to motor oil, casual dining to cognac, microchips to microfibers – resulting in a unique consumer perspective on how to translate product benefits and brand messages to a diverse set of constituents.

Creative highlight

In 2007, Cohn & Wolfe turned the conventional athlete endorsement deal announcement on its head. With Nike “Rookie Class,” we created a breakthrough online campaign by capturing assets from a Nike ad shoot and creating a Web destination featuring exclusive content. Media efforts focused on an atypical audience of prognosticators, fans and pundits in advance of the NFL Draft. Six months later, results included broad mainstream coverage including USA Today, 23,000 widget downloads, 400,000 hits to nikerookieclass.com, and 150,000 views of Nike-branded player videos on YouTube. The program showcased the power of our strategy to drive brand connections.