Site Map | Contact

Lew has worked with many fine companies as a member of the senior management teams to create significant growth and turnarounds for many corporations. He has either directly developed the platform for the branding, advertising or marketing programs to help generate these successes, or contributed significantly to the following successes.

Walden Farms, Inc., Linden, New Jersey

Privately held manufacturer and marketing of over 50 Calorie Free Foods

• Developed a branding and marketing strategy so that during the declining economy of the past 2 years, Walden Farms has achieved a remarkable 20%+ growth through laser target marketing, digital direct, new product introductions, high-impact branding initiatives and the efforts of a superior sales team.

Distillerie Stock USA, Ltd. Woodside, New York

$20 million importer of superior Italian spirits

Watch GranGala TV Commercial

• Distillerie Stock imports many leading brands including Limonce, Italy's #1 Limoncello, and the #2 brand of Imported Vermouth. However, their premiere brand is Imported GranGala Triple Orange Liqueur. Through an integrated program of highly competitive consumer advertising challenging the category leader (Grand Marnier), e-marketing, highly engaging separate web sites for both consumers and retailers, GranGala captured 20% of Grand Marnier's market share...on a very modest budget.

Cohen's Fashion Optical, East Meadow, New York, NY

$80 million Regional Eyewear Retailer

Watch Cohen's TV Commercial

• Developed re-branding strategy for this eyewear chain to market only Designer Eyewear at discount prices, and created advertising program based on "For the Best Dressed Eyes in New York." Generated 10% annual growth for five consecutive years, also expanding the franchise from 68 to over 100 stores.

Dermablend, Division of L'Oreal, New York, NY

$20 million Corrective Cosmetics

• Created new branding program for this corrective cosmetics line that moved away from imagery of birthmarks and Port Wine Stains, to flawless looking skin in the style of traditional cosmetics, bumping counter and internet sales by 17% in year one. The constant growth continues.

Consumers Digest Magazine, Chicago, IL

Leading Consumer Information Publication

• Branding Consumers Digest as the only magazine which gives advertisers "The Last Word" with consumers just before the make a brand-specific buying decisions, increasing ad pages 35%.

French Government Tourist Office, Paris, France

• Developed the branding, marketing, advertising and creative strategy - "France, A Lifelong Affair" - to reclaim lost tourism to England and Italy, boosting tourism prior to anti-France backlash from Americans.

Tsumura International, Secaucus, NJ

$172 million Fragrance, Home Fragrance & Bath Products marketer

Helped grow this multi-brand company from $18 to $172 million in sales. Re-staged classic brands, and helped launch over 500 new products in four different business sectors.


• Re-branded Pierre Cardin Men's Cologne and Royal Copenhagen, achieving 96% consumer awareness in a new and younger target audience, returning these classic brands to the top selling men's mass fragrances.
    • Named and developed Cardin line extensions fragrance brand Insatiable and Cardin Sportif to become the #1 new men's fragrance introduction in JCPenny that year.

Home Fragrance

• Re-staged Claire Burke, the leading but old-fashioned brand of scented candles, potpourri and scented home products, with consumer and trade advertising to generate a 21% increase in Gift Trade Sales and 37% in Department Stores.

Luxury Bath Products

• Created VitaBath Master Branding strategy and advertising for three tiers of product lines: VitaBath Classic,the "Ultimate Pampering Experience;" VitaBath Naturals, the "Ultimate Shower," and VitaSpa the "Ultimate at-home Spa Experience." As a result, regained lost department store distribution and increased brand sales 12%.

Children's Toiletries

• To unify all licensed children's character toiletries & bandages - Barbie, Barney, Lion King, Batman, Mickey Mouse, Little Mermaid, Sesame Street and others - generated an umbrella Brand name, KidCare, and helped grow the group into the #1 Brand of Children's toiletries and bandages.

Mikasa Home Stores, Secaucus, NJ

$250 million Fine China & Home Accessories Retailer

• Reshaped consumer perception of Mikasa from a holiday gift store to a year-round shopping destination "Where the Sale Never Ends," and helped grow Mikasa from 95 to 155 stores.

Beech-Nut Baby Food, Fort Washington, PA

$145 million Leading National Baby Food

• Named and introduced Beech-Nut States - "The Right Food For The Right Stage" - surpassing Heinz to become the #2 Baby Food Brand behind mega-brand Gerber, and help grow the company from $65 to $145 million. Accomplished this by double branding with Chiquita Bananas, and enlisting Joan Lunden as the brand endorser.

Heinz Baby Food, Pittsburg, PA

$160 million Leading National Baby Food

• After Beech-Nut Baby Food was sold to Ralston, was hired by Heinz to rebuild their brand. Developed a communication strategy of only Direct Mail to parents-to-be, and returned Heinz to the #2 position increasing sales and profits, once again surpassing Beech-Nut Baby Food.

Buitoni, New York, NY

Leading Italian Foods Marketer

• After a 5 year hiatus from advertising, repositioned Buitoni as "The Real Italian" on the shelf or in the freezer with the re-introduction of their imported pasta and real Italian Recipe Frozen Entrees. Also introuduced Captain Buitoni canned pasta dinners, returning Buitoni to among the top 3 pasta brands in the United States.

DAK Danish Hams, Cranberry, NJ

Leading Imported Foods Marketer

• Developed a marketing strategy to support the introduction of premium imported Danish Hams in plastic wrap instead of traditional canned products. In 1 year, because the #1 selling ham of its kind with the theme, "So good, it's uncanny."

Sunshine Biscuits/ American Brands, Greenwich, CT

Cookie, Cracker, Salty Snack Marketer

• Developed marketing strategies and advertising programs to help maintain Sunshine's # 3 position and help grow the company, while battling Keebler and Nabisco whose budgets were 20 times that of Sunshine.

Bulova Corp, New York, NY

Watch & Clock Marketer

• Created unique turn-around strategy to re-educate consumers that Bulova is an American-made brand. "It's Bulova Watch Time...Again," resurrected the image of Bulova, revitalizing sales and delivering the first profitable year in five years.

Walt Disney Pictures, Los Angeles, CA

Leading Family Entertainment Motion Picture Company

• Devised advertising, marketing & media solutions for Disney Features Films, and introduced Touchstone Pictures, promoting films such as Splash, Down & Out in Beverly Hills, Country, and many others.

Portuguese National Tourist Board, New York, NY

Government Tourist Office

• Created a three-year growth plan supported by innovative creative and promotional programs - "Come see the sights and the secrets of Portugal" - resulting in an increase in tourism to Portugal of 3%, 8% and 12% over three years, boosting the Portuguese economy by estimates of $100+ million.

TAP Portuguese Airways, New York, NY

International Airline of Portutgal

• Developed marketing & advertising strategy to build TAP into the #1 airline to Portugal overcoming TWA, who eventually discontinued their flights to Portugal.

New York Daily News, New York, NY

Leading New York Metro Newspaper

• Helped revitalized and differentiate the Daily News from the NY Post and New York Times by creating "New York's Home Town Newspaper" strategy, resulting in a growth in newsstand sales of 18%, and a 25% increase in advertising pages over three years.

Helmsley Hotel, New York, NY

Leading New York Hotel Chain

• Developed a strategy to overcome Leona Helmsley's reputation as "the most hated woman in New York," by showcasing her loveable little dog in the advertising as a symbol of how friendly Helmsley Hotels truly were. With a focus on the chain's premier property, the Helmsley Park Lane on Central Park South, the program boosted reservations by 30% at all hotels in just three months.

Domecq Liquors, New York, NY

Leading International Spirits Marketer

• Helped found the House of Pedro Domecq with the original President of the company, Michael Domecq. Introduced Presidente Brandy, Priveligio Wines, La Ina Sherry and many other brands to establish Domecq as an important new player in the liquor category.

Inner Imaging, New York, NY

$12 Million Preventive Cardiology Centers

• Developed the branding strategy and market introduction of this heart scanning group in a market already crowded with competitors. By strategically emphasizing the clinic's relationship with the Continuum Heart Institute at Beth Israel Medical Center, and establishing Inner Imaging as "The Heart Scanning Authority," it has become the # 1 facility of its type in New York City.

General Vision Services, New York, NY

$40 million Vision Care Provider

• Re-positioned this insurance provider to unions and corporations with the promise of "Vision cared beyond compare, and GVS has become the #1 vision care provider in the Northeast.