Grok positioned i-cool, one of two menopause brands in the i-Health portfolio, as single-minded relief for the physical symptoms of hot flashes and night sweats. And we understood that women in menopause wear layers of clothing to help them get through their hot flashes, especially when it hits them in public.
What do you do after you virtualize computing for 99% of the Fortune Global 500? If you’re VMware, you extend virtualization to the rest of the data center, bringing unprecedented levels of IT efficiency, control and agility to businesses. Grok created, produced and launched this global, integrated campaign in 11 days. Talk about efficiency, control and agility.
Microsoft is infamous for launching attack ads against competitors. VMware ignored Microsoft’s negative tactics, but after a recent series of hostile and misleading ads, it was time to set the record straight. Grok created a microsite to house a spectrum of messages, including blogs and videos. In addition we created a series of “Interrogation” viral videos that were viewed in over 115 countries just days after they launched.
VMware’s Human Resources Department called on Grok to develop a new recruitment strategy and communication program to articulate VMware’s unique culture as well as attract the best and brightest in the IT industry.
VMware’s revolutionary virtualization technology paved the way for cloud computing. But, VMware wasn’t getting the credit they deserved. Grok’s solution spoke to CIOs in a way IT people truly understood. We drew them a picture on a whiteboard. This integrated global campaign, consisting of over 60 pieces of newspaper, magazine, out-of-home and online banners, went from brief to launch in under 3 months.
Grok positioned Estroven as the full line of menopause products that relieves all the symptoms women have to deal with, not just physically, but emotionally. Inspired by real stories, Grok created an empathetic and humorous approach to demonstrate the many ways Estroven provides relief.
Taleo, a talent management software company, came to Grok for a global campaign that would differentiate itself from its competitors. Not only did the “Talent Intelligence Knows” campaign stand out, it attracted the attention of Oracle, who then acquired Taleo. Sigh. Sometimes you can do your job too well.
VMware’s Human Resources Department called on Grok to develop a new recruitment strategy and communication program to articulate VMware’s unique culture as well as attract the best and brightest in the IT industry.
Drive, one of the fastest growing global manufacturers of medical equipment, was known primarily for making high quality, but non-technical medical equipment like walkers, canes and commodes. Determined to transform their image through strategic acquisitions, they first acquired Inovo/CHAD respiratory products and came to Grok for a campaign that would breathe new life into the brand. Later, when Drive entered the power mobility business with their acquisition of ActiveCare, Grok created the PowerCare™ program that helped further change brand perceptions and improve sales.
i-cool
VMware
Estroven
Taleo
VMware HR
Drive Medical
Luxaire Air Conditioning Systems, distributed by ABCO, has supported the Make-A-Wish Foundation for years. The challenge was striking the right tone – balancing commerce and charity – to communicate to consumers this special relationship. Grok created an iconic campaign that radiated warmth and established a halo effect for the brand.
  • Landing page created in partnership with JMX2

  • Design created in partnership with Trüf.

  • Design created in partnership with Trüf.

In order for Zicam to be effective, you have to take it within the first 24 hours of the first signs of a cold. So Grok’s strategy was to create a new category of cold medicine, the Pre-Cold™ category. Based on the insight that people don’t catch colds, colds catch people, we then created a disgustingly lovable character, the Cold Monster™, the personification of a nasty, full-blown cold.
Zicam Naturals Cough Suppressant fights coughs naturally with Mentha Piperita, and comes in Honey Lemon and Mixed Berry flavors. Bears love the taste of honey and berries. And have you ever heard a bear cough? Exactly.
  • Banners and landing page created in partnership with JMX2.

Zicam Extreme Congestion Relief and Zicam Intense Sinus Relief both suffered from low awareness. A real shame, since so many people suffer from colds and allergies. Grok brought products and people together with a digital program that included banners and a landing page.
  • Website created in partnership with Primacy.

Culturelle was the leading probiotic looking to hold its ground in a category that was exploding with newer and bigger competitors. First, we launched with an idea directed to health and wellness seekers celebrating the brand’s proven and trusted strain of good bacteria. Then, we evolved the trust message and spoke directly to digestive sufferers. Despite being outspent 10 to 1 by powerhouses P&G and Phillips, Culturelle is still holding strong in the #2 spot. Now that’s beautiful.
  • Landing page created in partnership with JMX2.

While American companies are building large-scale transformers outside the US, Efacec, a Portuguese company, is actually building them right here in Georgia for American utility companies. Who knew? Not enough people. So, Grok gave Efacec’s story a voice with a uniquely American accent.
Ladies, have you ever had a UTI? It’s a huge pain. Most women take ordinary pain relievers, which don’t really do the job. Our strategy demonstrated that UTI pain isn’t like ordinary pain. And that AZO isn’t like ordinary pain relievers.
As new competitors came into the UTI pain relief market, AZO’s strategy evolved. We needed to create more of an emotional connection between the brand and young women. The result was a campaign that showed how you could stop the pain and get on with your normal life, no matter how crazy it may be.
InStyler had seen initial success on the infomercial circuit, but after two years the mundane messaging was taking a toll on sales. To meaningfully engage with young women, it wasn’t enough to sell a product, they needed to sell a brand. Grok’s campaign spoke to the target’s need for a blow out look they could achieve every day, and successfully elevated an “infomercial iron” to a premium styling tool.
Luxaire
Zicam
Culturelle
Efacec
AZO
InStyler
As a leader in sales management software, CallidusCloud was an authority in pretty much everything “sales” related. Except one: selling themselves. Grok came in, and within 3 months, delivered a new brand strategy, as well as a new brand architecture reorganizing a confusing array of product offerings. We also designed a new logo, and a verbal and visual identity system along with a set of brand guidelines.
D’Agostino, a family-owned chain of New York-based supermarkets, wanted to create a biannual event that would increase store traffic and loyalty card membership. So Grok created the Managers Gone Wild Sale, casting the real D’AG managers. Customers went, well, wild for it.
A highly celebrated New York restaurateur had the recipe for great burgers. But what she didn’t have was the recipe for a great QSR brand. Grok was the brand integrator, playing a key role in everything from logo design, menu design, architecture and PR. We even did some ads.
What calcium does for your bones, BrainStrong does for your brain. Just one problem, adults don’t really consider taking a “vitamin” for their brain. We succeeded to get people to think about something they never think about: brain health.
The Make-A-Wish Foundation was losing contributions to other philanthropies perceived as more “serious.” Grok’s strategic insight was that behind every kid’s wish to go to Disney World or meet a celebrity, there was another unspoken, more profound, wish to regain control of life, to forget about being sick and just be a kid again. Our “Wish Behind the Wish” strategy informs the way Make-A-Wish communicates with donors, sponsors and the public at large. Contributions have significantly increased, enabling Make-A-Wish to grant more wishes than ever in its history.
Tailwind is an internal marketing arm within Cigna whose purpose is to increase employee benefit engagement within businesses, whether it’s for Cigna or with other health insurance companies. Grok not only created a new logo and corporate ID program, we also provided Tailwind with a new strategic framework to competitively position them in the marketplace.
CallidusCloud
D'Agostino
New York Burger Co.
BrainStrong
Make-A-Wish
Cigna
"The Grok team is passionate, involved, and committed – they pride themselves on understanding your business and consumer as well as you do.  You will truly feel that they are an integral part of your team and your success!"
- Jane Wadler
Senior Vice President, Marketing, i-Health
"Grok has been a strong strategic and creative partner for us in developing a global advertising campaign that is helping raise the awareness of VMware. I value the team, their collaboration, ability to turn work around quickly, and the strategic thinking behind their proposals."
- Barbara Baldwin
Director, Brand and Advertising, VMware
"Grok grabbed hold of the brand benefits and delivered strategic insight that was unequaled in the pitch process.  Moreover, they translated that insight into a campaign that blows conventional wisdom out of the water.  As a result of the creativity and strategic thinking of the Grok team, we expect to drive Zicam to new heights and completely redefine how the consumer thinks about and treats her cold. Finally, we're having a ton of fun with Grok as part of our broader team."
- M'lou Arnett
CEO, Zicam
"Grok instinctively grasped how to build the perfect bridge between Luxaire premium air conditioning systems and our relationship with the Make-A-Wish Foundation. (Something a previous agency couldn't do even after six months.) Within a couple of weeks, Grok came back with a big idea that created a halo-effect for the Luxaire brand. And they executed the idea flawlessly across multiple media platforms. What started out as limited regional effort exceeded all expectations and we are expanding it nationally."
- Michael Senter
CEO, ABCO HVACR Supply Corp.
"Working with Grok has been a pleasure! They have become true business partners. They understand our business challenges and embrace the opportunities with sound strategic vision. Their creativity and execution has been spot on and have helped us achieve tremendous success over the last 2 years. So glad we left our 'big' agency and hired Grok!"
- Susan Lewis
Vice President of Marketing, i-Health
"I love working with Grok! They take ownership of our company’s performance and truly are members of our marketing team. We get strong strategic thinking and creative that translate into increased market share. We get senior level thinking at all times as the head of the agency is involved in all strategic conversations. They also take client service to the next level, they treat you like you are their only client."
- Chris Halliday
Director of Women's Health, i-Health
"We were looking for three things to launch our new branding campaign for the InStyler brand.  We wanted an agency who understands how to talk with and create a relationship with women, understands how to balance the branding message with the need to communicate individual product benefits, and understands how to do so within our budget constraints. We've found Grok to embody all three of those principles with the added bonus of being bright, enthusiastic individuals who are a pleasure to work with."
- Mark Levine
Partner, InStyler
"Grok is smart, fast and delivers great value for us. We needed a promotional idea that could run twice a year. The Managers Gone Wild campaign they created is true to our brand, has been a hit with our customers and stores, and just keeps getting better and better."
- Nick D'Agostino III
President & CEO, D'Agostino Supermarkets
"Hey, I know we have great burgers, but it was Grok that brilliantly created our brand and separated us from the pack! They are driving our future."
- Madeline Poley
Restaurateur
"I brought in Grok to add strategic and creative firepower to our existing agency roster. Grok blew us away. Not only did they bring a fresh and more insightful strategic point of view, the quantity and quality of their creative was impressive for an agency of any size. After working on one project, word spread within the company and they were given more work. Grok gets it."
- Dave Kroll
General Manager, Australia/New Zealand/Asia, Alberto Culver
"Being able to tap into the vast experience and cutting-edge marketing savvy that Julie Bauer and the Grok team provide is an invaluable asset to us at the Make-A-Wish Foundation of Metro New York. We truly appreciate the insights, ideas and knowledge Grok shares with us and their positive impact on our chapter's marketing and messaging."
- Patricia H. Clemency
President and CEO, Make-A-Wish Foundation of Metro New York
Grok is an independent advertising agency. Independent, not just financially, but in thought, spirit and action. We create deep emotional connections, balancing ever-changing technology and unchanging humanity.

Grok, which means to communicate with deep empathy, is a full service, integrated shop located in NYC’s Flatiron district with over 20 employees and $75 million in billings.

Grok develops innovative brand strategies and delivers big, contagious creative ideas that are communicated in everything from traditional media to digital, social and ambient environments.

Client categories include, consumer goods, global technology, health and wellness, mobile security, medical devices, residential heating and air conditioning systems, QSR, retail and philanthropy.

Tod Seisser

Founding Partner, Chief Creative Officer

A meticulous art director and designer, Tod has created award-winning work for the world's most iconic brands. Prior to Grok, as Chief Creative Officer of Saatchi & Saatchi New York, he raised creative standards on such clients as Johnson & Johnson, General Mills, Beck's Beer, Kodak, UBS and P&G. In fact, Tod was instrumental in laying the foundation for P&G's creative awakening, fueling a process that led them to be named Advertiser of the Year at Cannes.

Tod has also held positions of creative leadership at JWT, Ammirati & Puris and Levine Huntley Schmidt & Beaver, where at age 27, he became the agency's youngest Creative Director. His experience at those agencies included UPS, Citizen Watches, Seagram's, Maidenform, Rolling Rock Beer, Nikon, RCA and Phillips’ Milk of Magnesia (much more fun than it sounds).

Tod serves on the Creative Review Board of the Partnership for a Drug-Free America, has taught at the School of Visual Arts and is a past Vice President of One Club for Art and Copy.

Julie Bauer

Founding Partner, Chief Executive Officer

Julie, CEO and Head of Strategy, is passionate when it comes to uncovering the truth about how people interact with brands. She has a refreshingly honest, no-nonsense approach and totally groks that a strategy is useless if it doesn't lead to an inspiring creative idea.

Previously, Julie was Global Strategist for IBM at Ogilvy & Mather. Prior to Ogilvy, Julie spent nine years with Saatchi & Saatchi, first as CEO of Saatchi San Francisco and then relocating to London to run Saatchi's P&G, Sony, Visa and T-Mobile businesses across EMEA, while also running Guinness in Asia and Africa.

Julie's ability to understand consumers is matched by her ability to understand clients’ needs as well, having worked on the client side of the table, twice: early in her career as VP of Marketing at Commodore Computers and later on as EVP Global Advertising at Motorola.

Julie’s philanthropic interests include Children of the Night and the Make-A-Wish Foundation, of which she’s on the New York Board of Directors.

Steve Landsberg

Founding Partner, Chief Creative Officer

Steve believes great work is simple, surprising and always combines a human insight and a business insight. A visually-oriented copywriter who originally studied art direction at New York’s School of Visual Arts, Steve has won every major industry award for creativity, as well as effectiveness.

Prior to Grok, Steve was Co-Chief Creative Officer of DDB New York, returning to the same agency he started his career at. Before that, as Creative Head of Ogilvy Toronto, Steve dramatically increased the profile of the agency, improving business growth by over 50% and moving the agency to #3 from #17 in awards won. His blue-chip brand experience includes American Express, Coca-Cola, Deloitte Consulting, General Motors, Hershey, IBM, Jaguar, Kraft, P&G, Starwood Hotels & Resorts, Timex and UPS.

Steve has taught advertising at the Miami Ad School, Concordia College and the School of Visual Arts, from which he graduated and received the Rhodes Family Award for Outstanding Achievement in Media Arts.

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New York, NY 10010
212.249.9900
info@groknyc.com

New Business:
julie@groknyc.com