For 10 years, Kirk Kirkpatrick led the creative group that provided Wal-Mart with outstanding brand advertising. From the best in real people advertising, to Smiley in his many incarnations promotion signature Rollbacks, to introducing Supercenters (which rose from a new concept to largest grocery concern in the nation in three short years), to branding the Wal-Mart Foundation’s many worthy programs with the name “Good.Works.”, to departmental campaigns for electronics, the pharmacy, hardware and Tire & Lube. He know how to compete and win for a retail concern, but perhaps more importantly, he also knows how a smaller business can compete successfully with a giant. And amazingly, a holiday commercial from Kirk’s group won a national Gold ADDY and Retail Advertising’s prestigious “best retail television of the year” against the likes of Target, JC Penney and Best Buy. No small feat. If your retail campaign is not as good as it could be, or costs you more to produce than it should, just add a little Tonic and you’ll be feeling much better in no time.
