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Talent Profile
Jef Loeb  
Jef Loeb is a writer, creative director, brand and strategic planner who's also following his passion to direct commercials and video content of all sorts.. On the CV: a national energy products category repositioning campaign featuring the first use of artificial intelligence in this context (imagine The global rebranding of FDB, a Hearst Health unit ( Hyperlocal branding for Chevron (, a wide range of campaigns for PG&E ( and a host of "if it was easy, we wouldn't hire you" assignments, where, unlike Sisyphus, the rock actual gets uphill and stays there.

Following a misspent youth, Jef went on to further dissolution in the advertising industry, winning more than 250 awards including Cannes Gold, One Show, Andy's, NAPP Athena Award, National Gold and Silver Addy's, CA Annual (work for CA energy conservation in the 2013 Illustration annual), Archive Magazine, Graphis, and the like. 

For additional work visit Street cred can be found at
 To solve your brand, marketing, and creative problems thereby enabling you to live the life-beyond-the-dreams-of-riches you'd always known you deserved. 

2001 – present – Brainchild Creative.
Writer/creative director for 360-degree direct-to-client and agency projects. Sample assignments: Currently running national category repositioning campaign for a consortium of American energy products companies (strategist/writer/director for, creative exploration for Hakuhodo/Japan (Sapporo Beer), retail marketing for Tsar Nicoulai Caviar, TV advertising for Ubi Soft Entertainment (Rocky video games), creative development for Vitro (Newcastle Brown Ale), winning new business pitches for Eleven, Inc., Butler, Shine & Stern, hyperlocal advertising for Chevron (writer/director), multiple, multi-year projects for PG&E and more. From 2006 – 2013, served as creative and strategic lead for California’s groundbreaking $45MM energy conservation program as well as various projects for Guthy-Renker (ProActiv skin care), global rebranding of Hearst Corporation’s leading Health IT unit, FDB, various directing assignments and the like.

1989 – 2001, Katsin/Loeb Advertising.
Chairman/creative director/senior writer, building agency from startup to peak billings of $40M. Sample clients: Marriott, Fireman’s Fund Insurance, Comerica Bank, Montgomery Asset Management, Oracle, ParcPlace Technology, Radisson Seven Seas Cruises, Oldsmobile (in partnership with Leo Burnett), Kaiser Permanente, Comerica Bank, Del Monte Foods, Channel 2 (Fox), CBS Radio, Pacific Bell, Cellular One, Yale New Haven Health Network, Selectcare HMO, Catholic Healthcare West, Electronic Arts, Capcom, Cybercash, Montgomery Asset Management, Southern California Edison, Public Service Company of New Mexico.

More than 250 competitive international, national and regional awards including Cannes Gold Lion, Communication Arts (multiple advertising and design annuals), multiple One Shows, NPA Athena, multiple ANDYs, London International Advertising Festival, Clios, IBAs, Mobius(s), Caples, Radio Mercury, San Francisco Shows, Pollies, Addys, San Francisco Show and others. 2008/10: Best of Show/Interactive (Miami Addys), One Show, Green Effie Finalist, Archive, Graphis Advertising Annual, national AICE finalist, national Addy Gold, national Addy Silver, Gold Pollies.

Other writing:
Spent 18 months scribbling “state of US advertising” column for Shots, the British creative magazine. Past published articles include: “We Feel Too Good for Our Own Good,” “Out of the Debris – Rebuilding America’s Economic Reputation,” “When We Were Hot, The Great Brain Drain – Creative Advertising is Flourishing In Other Places” (all San Francisco Chronicle), “The Selling of America” (San Francisco Chronicle, “In Praise of The Jagged Edge,” (Media & Marketing/Europe), “Make Ads Not War” (Shots Magazine (U.K.), “After the Party’s Over” (Adweek), “In Defense of Liberty” (Adweek). “The USA @ Cannes: Stop Me Before I Digress Again.”(Shots Magazine (U.K.), “Unoriginal Sin” (Ad Age’s Creativity Magazine) and some fairly lame poetry when I was in high school and college.

Juris Doctor, University of the Pacific, McGeorge School of Law (1977); BA University of California, Davis (1974). Continuing education includes the 4As Advertising Seminars and the like. Additionally has lectured on advertising at the University of California and Academy of Art University

Viewable at or Print book and reel available on request.  Street cred at

415-269-6416 (mobile) or
Jef Loeb
On-site, Off-site, Freelance/contract
Creative Direction, Directing
Advertising, Film/Video
POST DATE: 04.04.2021
New York, CA
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