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I recently read an article in the New York Times that TBWA/Chiat/Day and Tequila are trying to overhaul the Uncle Ben’s brand image by recasting him as the fictional “Chairman” of packaged-food giant Mars, Inc.

The site let’s you explore the explore the new chairman’s office using a combination of photos and video. It is all well produced but you quickly feel like there just isn’t a point to it all and they are trying to fill the site with thin and un-engaging content. I can play a guessing game as to why the hell is their is rice in a first aid kit in a cabinet or why the chess game plays itself but i just don’t care that much. Currently Uncle Ben’s does not appear in person in the site but the New York Times is reporting a digital Ben is going to appear on the site sometime in the near future. I will add it to my bookmarks and check back in a while and see if the addition of Ben makes this site more engaging.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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