J.

Albert "Al" Johnson

2934 Fleetwood Drive
Columbus, Georgia 31906
Home (706) 596-1358
Cell (706) 464-8664
Email ajf874da@westpost.net
Summary
Dynamic executive and proven leader with 20 years of marketing, advertising, and
branding experience focused on driving revenue, increasing value, and building
brand loyalty with consumers, businesses, and specialty targets for domestic and
international Fortune 500 companies and organizations through innovative strate
gies and best-in-class execution.
Experience
Aflac Incorporated
Columbus, Georgia
Vice President, Marketing Services, Director of Branding & Advertising
September 2000 to August 2010
Directed all aspects of branding and advertising for this Fortune 200 company.
Oversaw and managed the company's $110+ million marketing budget, including the
award winning Aflac Duck advertising and marketing campaign. Primary objectives
were to build overall brand awareness with consumer and business segments, crea
te a better understanding of the company's portfolio of products and services, a
nd ultimately drive purchase consideration and revenue within these key targets.
Responsibilities included:
* Strategic Planning & Creative Development - Managed external agencies and inte
rnal staff on the development and execution of strategic consumer and business-t
o-business plans for national and regional marketing efforts. High level target
s included core consumer segments, specific business and broker targets, emergin
g markets, industry & trade specific markets, and specialty areas such as sales
force recruiting and investor relations efforts. Oversaw the production, filmin
g, editing and approval of all advertising campaigns. Managed the production bu
dgets for all creative projects. Top-line results:
-Increased consumer brand awareness from single digits to over 94%+
-Doubled consumer consideration from 17% to 34% in two years
-Raised business decision-maker awareness to more than 90%
-Elevated business decision-maker consideration as high as 47% depending on segm
ent
-Drove an 11% increase in new business accounts in 2009
* Media Planning & Buying -
o Television - Directed the media agency on the development of yearly media plan
s and "upfront" media buying schedules. Worked to secure opportunistic media bu
ys around special marketing programs to create multi-touch point, integrated mar
keting efforts.
o Print - Created print media buys focused on consumer, business-to-business, an
d specialty market publications, including corporate image and investor relation
publications. Delivered true value-added media to enhance overall print buy an
d drive sales, specifically with B2B efforts.
o Radio and OOH - Developed national and regional radio media plans focused on s
pecific sales objectives and needs of target markets.
o Online, SEO/SEM and New Media - Coordinated online media buys around marketin
g campaigns including search engine marketing and search engine optimization eff
orts. Worked hand-in-hand with new media team on outlining the information arch
itecture and redesigning of the company's websites, creating targeted brand comm
unications through social network sites like Facebook and Twitter, and the devel
opment of micro-sites specific to targeted marketing programs and campaigns.
* Brand Management - Led the company in its rebranding efforts, including the de
velopment of the company's current brand-mark and style guide. Drove the succes
sful launch of the new brand look and feel both in the US and Japan, and managed
the company's brand standards.
* Corporate Sponsorships - Built and developed the company's sponsorship departm
ent to drive brand awareness, understanding and sales. Responsibilities include
d the #99 Aflac NASCAR race team with Carl Edwards & Roush-Fenway Racing, offici
al sponsor of NASCAR, the Aflac All-American Baseball Game, the Aflac Iron Girl
Event Series, and regional partnerships with the New Jersey Nets, Portland Trail
blazers, Chicago Fire MLS team, Denver Broncos, Indianapolis Colts and the Houst
on Rodeo.
* Strategic Alliances - Initiated and grew relationships with co-branding partne
rs including Disney-Pixar, Universal Studios, Paramount Pictures, and Macy's Dep
artment Stores. Studio alliances included branding and marketing efforts in and
around movies such as Disney-Pixar's UP and Toy Story 3, Lemony Snicket's A Ser
ies of Unfortunate Events starring Jim Carrey, and Along Came Polly starring Ben
Stiller and Jennifer Aniston. Managed an eight-year Macy's retail and philanth
ropic partnership that raised more than $2 million dollars through Aflac Holiday
Duck sales to fight pediatric cancer.
* Print Collateral & Point of Sale - Managed the department the handles the deve
lopment, revisions, and printing of more than 8,000 brochures and forms used to
market and sell the company's products and services.
* International - Worked closely with brand and advertising executives within Af
lac Japan on the integration of the Aflac Duck and brand standards into their ma
rketing efforts for the Japanese market. Worked with Aflac Japan on the creatio
n of Aflac Duck merchandise and incentive items.
* Branded Incentives & Merchandising - Responsible for review and approval of in
centive items, particularly Aflac Duck branded merchandise the company produces
for sale to the general public, philanthropic fundraising efforts, and use by ou
r field force in the sales process.
* Philanthropy - Managed the company's philanthropy department to include the re
lationship with the Children's Oncology Group (COG), Children's Healthcare of At
lanta (CHOA), and the company's partnership with COG and CHOA through the Aflac
Cancer Center. Oversaw the company's pediatric cancer fundraising and awareness
efforts on a national level through our sponsorships and co-branding partners.
Promotions
-To Vice President from Second Vice President in January 2008
-To Second Vice President from Manager in January 2005
Creative Awards and Accolades
2002 Gold EFFIE Winner
2002 Financial Communications Society Winner - Best in Show
2003 Gold Midas Trophies
-Campaign
-"Berra at the Barber" Commercial
2004 Grand Gold American Marketing Effectiveness (AME) Winner for Financial Serv
ices
2004 Financial Communications Society Winner - Best in Show
2005 Advertising Icon Walk of Fame Inductee
2005 MarCom Award Winner
-Platinum Award "Vote for the Aflac Duck"
-Platinum Award "Experiment Commercial"
-Gold Award "Aflac All American Baseball Classic"
14 Advertising Age "Top Spots" of the Month
11 AdWeek Best Spots of the Month

Continental Tire NA, Incorporated

Charlotte, North Carolina
Advertising & Communications Manager
July 1998 to August 2000
Managed and directed all aspects of the company's advertising, marketing and com
munications efforts for their passenger and light truck replacement division. T
otal budget management included an $8.5 million advertising budget and a $12 mil
lion cost of sales budget. Responsibilities included managing internal staff, v
arious agency partners, and the following:
* Strategic Planning - Worked in partnership with other departments to develop t
he 5-year divisional strategic plan. Created, executed and managed the division
's yearly advertising and communications plan as it related to the overall 5-yea
r plan.
* Brand Positioning & Creative - Developed and directed all value propositions,
identities and communications of the company brand, Continental Tire, and Genera
l Tire brand to the consumer/end-user, the trade/broker/dealer, and internal/emp
loyee target audiences. Responsible for all marketing and advertising creative
of the Continental and General Tire brands.
* Media - Managed and directed outsource partners on national consumer media pla
nning and buying as it related to the two consumer/end-user brands. Handled all
aspects of business-to-business media buying, including planning, negotiating a
nd scheduling.
* Sales Promotions & Programs - Created national promotions utilizing brand posi
tioning with high profile, strategic partners such as Amazon.com, Panasonic, Nin
tendo, Sony, Columbia Sportswear, Six Flags Theme Parks and TaylorMade Golf at m
ore than 3,500 retail outlets. Responsible for the creation of point-of-purchas
e materials and execution of radio partnerships in key markets where trade of pr
oduct for airtime was involved. Developed successful in-market launches of new
product lines at more and 800 Sears Automotive Centers and over 350 National Tir
e & Battery locations. Oversaw the development and execution of the Continental
-General Tire "On Track" retail spiff program.
* Trade and Consumer Marketing Tools - Developed and managed various marketing t
ools including new product launch kits, product and price catalogues, program ma
terials, consumer product brochures and literature, and warranty packages. Revam
ped and managed the national Yellow Pages and retail signage programs.
* Internet - Redeveloped overall Internet plan, including the redesign of the co
mpany, Continental Tire, and General Tire brand sites to consumers and trade aud
iences. Launched a media friendly site specific to addressing communications to
and the needs of the media.
* Public Relations - Primary contact between media and executives of division fo
r information and communication related to the division. Managed outsource part
ners regarding the development and execution of trade and consumer public relati
ons strategies and tactics.
* Internal Communications - Created quarterly "Team PLT" divisional meetings. R
esponsible for communication of the marketing department's projects status and s
uccess to internal employees, field representative, and customers.

The Zimmerman Agency

Tallahassee, Florida
Senior Account Supervisor
September 1997 to July 1998
Responsible for the agency's business-to-business clients including:
* XcelleNet Incorporated
-$55 million international software company with a $3.5 million advertising & ma
rketing budget
-Spearheaded the development of corporate identity in the US and UK
-Drove branding and integrated marketing of their RemoteWare Product line
-Company revenues increased 26%
* Tri-Valley Growers
-$950 million California grower-owned food cooperative with a $2.5 million busin
ess-to-business marketing budget
-Steered branding of product lines including Libby's, Redpack and S&W Fine Foods
-Coordinated launch of joint venture between client and Cirio (Italy's largest t
omato processor)
* PGA National Resort & Spa
-Developed integrated marketing efforts to increase overall resort business
Worked with the agency's principals on the development of new business.

Meridian Communications
Lexington, Kentucky
Senior Account Supervisor
June 1996 to September 1997
Senior account person on the agency's largest client:
* Valvoline Instant Oil Change (VIOC)
-Spearheaded the marketing of all franchise locations in the Eastern US and Puer
to Rico
-Developed strategic marketing plans based on the growth plans of VIOC and indiv
idual franchisees
-Coordinated promotions with the Valvoline Racing/Sports Marketing Department
-Increased average revenue for franchisees by 21.1%
-Increased average car counts per day for franchisees by 7.6%
* VIOC's Franchise Sales & Development Department
-Handled the business-to-business marketing of the department
-Geared advertising towards creating a higher level of qualified franchise lead

Christian & Associates Advertising

Raleigh, North Carolina
Senior Account Manager
March 1992 to June 1996
Responsible for the agency's four largest clients
* Accounted for 49.4 % of the company's billing and increase revenues by 19.8%
* Worked with clients and account staff to develop strategic, integrated marketi
ng plans
* Drove the growth of the agency through new business development
* Maintained daily contact with clients to insure success and quality of integra
ted marketing plans and programs

The Village Companies

Chapel Hill, North Carolina
Account Executive
August 1990 to February 1992
Coordinated cooperative advertising programs in regional shopping centers throug
hout the US
* Coordinated all aspects of creative development and media execution
* Increased program participation by 25.6%

Education
The University of North Carolina
Chapel Hill, North Carolina
Bachelor of Arts - English Literature
Graduated 1990
* Member of the varsity football team
* Lettered senior year
* Self financed 40% of college education
* Member of Lambda Chi Alpha fraternity

References
Available upon request