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| about the authors |
STEVE LANCE
Author
Multiple Emmy Award-winner Steve Lance began his career in Chicago. After being a copywriter at Grey Advertising, Nadler & Larimer and Ketchum Advertising, Steve was hired as Creative Director of NBC in 1978, responsible for all print copy and a portion of the on-air promotion for all divisions including News, Sports, Entertainment, O&O Stations and Corporate Communications.
While at NBC he established the first copy testing and focus group testing for the network. His tag lines developed with Richie Kahn ("NBC Us" and "NBC Proud As A Peacock") remain the most memorable lines created for any network as measured by Burke scores and his work for the premiere of NBC SportsWorld won One Show and Andy Awards.
In 1980, Steve moved to Los Angeles as writer/producer of his own sitcom ("Manhattan RFD"/ABC/Osmond Television Productions) and developed the first cable network schedule of Off-Broadway & Equity Waiver productions (now being done by American Playhouse on PBS). During his two years in LA, he consulted to NBC, CBS and Steve Sohmer in addition to writing for such television series as "Simon & Simon", "Walking Tall" and "The New FBI".
When he returned to New York, Steve became Creative Director of the entertainment division of Della Femina, Travisano & Partners. His commercials for SportsChannel won One Show and Andy Awards and his work for WBZ-TV won an Emmy Award for Best Station News Campaign. In 1989, he was asked by NBC's Community Affairs Division to create a new public service campaign. He conceived the format for "The More You Know," and wrote the first 17 spots for the campaign.
Recognizing the shift in client marketing needs, Steve established an Internet-based consultancy in 1989 consisting of a network of writers, art directors and marketing associates who serve the marketing, advertising & communications needs of such clients as The Discovery Channel ("Explore Your World"), Animal Planet ("All Animals All The Time"), The Hallmark Channel ("Where Great Stories Come To Life"), PBS, The National Geographic Channel ("Dare To Explore") Hyperion Solutions, Yankelovich Partners, Burson-Marsteller, Citizen Watch and Crest Toothpaste.
His work for client Burson-Marsteller includes a Platinum Aurora Award for the rebranding of Accenture and a Gold Telly Award for the Government of Hong Kong. He was also the ghostwriter of the Wall Street Journal bestseller "It's Your Money" for Dr. Christos M. Cotsakos, Ph.D., Chairman of E*TRADE Financial.
Steve has been a Member of the Board of Directors of The Copy Club of New York; a guest lecturer on promotion and advertising at universities, clients & advertising clubs across America; a marketing lecturer at the University of Connecticut and Purchase College; and author of "The 49th Annual of Advertising, Editorial & Television Art and Design." He has two sons, and hosts a radio talk show "Talking Picture" with his brother, screenwriter Paul Lance. His professional biography, "Smartass: Memoirs of an Advertising Gypsy" is currently threatened to be published.
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