The Boston Celtics are reloaded and ready to re-capture another NBA Championship. Their new marketing campaign, created by Allen & Gerritsen, will launch tonight on Opening Night of the Celtics season.



The campaign, themed: “Reloaded” will begin with a TV spot airing on Comcast on October 27th and will extend through TV, radio, digital, print, out of home and in-game activities.

“‘Reloaded’, captures exactly how the Celtics players and coaches feel about this season,” said Shawn Sullivan, CMO of the Boston Celtics. “The campaign demonstrates the attitude and energy of the entire team as we drive for another championship.”

The first Reloaded TV spot will air early in the season, with new spots in development, showcasing the Celtics’ behind the scenes, preparing for games (estimated air date: December).

Creative Credits:
Chief Creative Officer: Gary Greenberg
Art director: Matt Kiley
Copywriter: Craig Falzone
Producer: Deirdra Abelli
Production Co.: Allen & Gerritsen
Editor: David Maloney
Photographer: Brian Babineau

I’m a writer, so it’s not exactly a newsflash when I tell you I love stories.

I love everything about them. Hearing them. Reading them. Watching them. Telling them. Sharing them.



The first story I remember hearing was about… well, me. My mom used to say that very soon after I was born, my dad woke up in the middle of the night in a panic and he jostled my mom awake and said, “Honey! Why in the world did we name our son CARL? It’s a TERRIBLE name!”

My mom replied sleepily and not a little angrily, “CARL??? Our son’s name is CRAIG!!!”

My dad breathed a sigh of relief. “Oh, thank god. That’s a MUCH better name,” he said and went right back to sleep.

My mom did not.

I wrote my first story when I was about four. I called it “Eddie the Rat & Gus the Ghost.” That’s pretty much all I remember about it — the title, and that at least one of them didn’t make it out of the story alive.



Later, in first grade I think it was, my teacher asked everyone to write a letter to someone famous or someone they wanted to meet or whatever. You know, one of those kind of assignments.

Most kids wrote to the President or Santa Claus or David Hasselhoff.

Not me. I wrote to a guy who told some pretty good stories.

Dr. Seuss.

And guess what?

Dr. Seuss wrote back.

Seriously.



What did he say, you ask?

What pearls of wisdom did he impart upon me, grownup to little Falzone, doctor to student, master storyteller to wannabe scribbler?

Did he mention whether his life — the life of a writer, the kind of life I wanted, surrounded by letters and words and punctuation and all those awful blank pages just sitting there, mocking you, waiting to be filled — was it all worth it?

Well, what Dr. Seuss wrote is…

I have no goddam idea.

Because I can’t remember what he wrote and I don’t have the letter anymore because our school closed for good at the end of the year and we all went to a different school from then on and since I was kind of a quiet kid back then I didn’t exactly make a fuss about not getting the letter back.

But I should’ve.

For the love of Cindy Lou Who, I should’ve.



So if anybody out there who knows the whereabouts of a closet or a storage locker or, hell, even a landfill stuffed with the contents of Mrs. Schick’s class, Pasadena Drive School, Plainview, New York, circa 1978 — you know where to find me.

You might say this is one story I hope isn’t over yet.

Lauren Steingold, Associate Marketing Campaign Producer & matchmaker & foodie & skilled gift giver & fearless klutz & addicted to making plans & always wants to know what’s next.

I’m an Associate Marketing Campaign Producer here at a&g. I get to spend most of my time working on Waters. I make sure that all projects get done on time and keep clients super happy. I realize how lucky I am to be working in such an awesome place right out of college.

I graduated from Northeastern in the spring of 2009 with a degree in Organizational Communication. During school, I co-oped at the Institute for Healthcare Improvement and worked on their national campaign and with their marketing department. I also interned with add(ventures) in Providence, RI and was bitten by the advertising bug. I often forget to fast forward during commercials on DVR because I find them equally, if not more entertaining than the actual program.

I’m a native Rhode Islander and have the Del’s lemonade in my cup holder and the sand on my feet to prove it. I’ve always had an insatiable curiosity, so don’t be surprised if I ask “why?” Lately, I’ve been spending a lot of my free time exploring my new Fenway neighborhood. Parking on gameday is a turnoff but the restaurants and friendly faces are worth it. I love to read books, blogs (gossip or otherwise), magazines, you name it. I also enjoy a good workout, keeping in touch with my family that currently spans the nation, or a few hours roaming the Apple store. As you can see, I’m a pretty busy girl, when I’m not doing all of the above, you can find me relaxing on my new purple couch.

I’m Mike Hill & I’m a Sports Fanatic & TV Junkie &…

Ever seen the show “It’s Always Sunny in Philadelphia”? Well working at a&g is similar to the wildly entertaining comedy. There is never a dull moment at a&g, whether it is playing a game of four-square (remember playing in elementary school?) or eating a steamed hot dog in honor of the Red Sox home opener. There is always an activity to make the day a little more sunny.

However, there are a few important differences between a&g and “Always Sunny,” too. The cast of the show never seems to make any progress in their weekly adventures — they routinely end their day the same as it started. Here at a&g, though, we are always moving forward and that is why we consider ourselves a next generation agency. Whether we are getting our clients involved in social media or doing tireless research on mobile advertising (ask me anything!) we are always looking for exciting new opportunities for our clients.

Now about me: after graduating from Providence College (Go Friars!) in 2007, I worked at Marketing Drive on the myenergystar.com account. There I developed my account service skills before joining a&g as a Media Associate in 2009. As an Assistant Media Planner I use the marketing skills I’ve developed to connect our clients with consumers and businesses in new and creative ways.

Why do I love my job? Because I truly believe we’ve only brushed the surface of digital media, and the future is full of possibilities that a&g promises to be at the forefront of.

Outside of work, I can be found leading the Running Rebels basketball team to victory — or at least narrow defeat — on roof-deck bars, or hanging out with my black lab Rocky. He’s too old to play fetch so giving his paw for a treat is the most exercise he gets. “It’s Always Sunny in Philadelphia” isn’t the only show I watch. I can also be found on my couch watching episodes of “Curb Your Enthusiasm,” “Mad Men,” “The Office,” “Eastbound & Down,” “Weeds,” and “Sons of Anarchy.” Of course there is the History Channel and National Geographic if I want something more educational. Not to mention all the sports that I spend hours watching.

How often do you get to sit across a table and brainstorm with brand strategy gurus, customer insight ninjas, technology experts, and media mavens and bring up the M word?

(Measurement.)

Not very often, I’m guessing.

But I get to do this everyday at a&g because a&g is at the very core of this integration.

A firm believer of “You can’t manage what you can’t measure,” I am a crossover marketer, someone who used to avoid anything to do with math.

As a contributions analyst at a&g, I support the digital and social media measurement practice for clients like MFS, Bright Horizons, Berklee College of Music, and Hannaford. I am excited about using data to tell a compelling story that helps clients optimize their marketing programs. Path-breaking analysis is a futile effort if it cannot be communicated the right way, to the right audience in order to make it actionable. This is where I exit the world of Excel sheets and put on my data visualization hat I love so much.

Before joining a&g, I enjoyed the beautiful lakeside campus of Northwestern University in Chicago, pursuing a Masters in Integrated Marketing Communications with a deep focus on data-driven marketing. I spent a wonderful summer at DraftFCB, tackling both media mix modeling and Michigan Avenue shopping.

In a previous life, I earned an MBA from India, worked in marketing and product management for a consumer broadband brand, and handled business development support and marketing communications for a global IT and business process outsourcing provider. With a foundation in business, integrated marketing communications, marketing research, and product development in technology companies, I enjoy the challenge of coming up with big-picture solutions.

Originally from Madras (Chennai), India, I have lived and worked in three cities, interned in Germany, flown over the Serengeti in a hot-air balloon, and danced with the Masai tribe. My free time is spent exploring the vegetarian cuisine of Boston with my geeky scientist-runner husband, or talking to friends and family back home via free long-distance Internet telephone. My happy place is listening to my favorite music while driving. If Excel sheets start blurring in front of my eyes, i may decide to turn my culinary experiments into entrepreneurial ventures.

I’m also an “Us Weekly” subscriber & new year’s baby & scary movie non-appreciator & traveler of far distances for friend’s weddings. Dressed in a sari for a wedding in India? Been there, done that!

I pretty much have the lowdown on all your favorite stars, so if you’re looking to chat about the latest celebrity breakups and hookups or “who wore what,” I’m always game. If you’re looking to chat about the ever-changing trends of digital media, I can do that too.

I’ve worked at a&g for almost a year as a Senior Digital Media Planner, where I have had the chance to work on many great accounts, such as Hannaford Supermarkets, MFS Investment Services, Bright Horizons, The 99 Restaurants, and Toy State.

Before joining a&g, I worked on the Bayer Pharmaceutical and Gallo Wines accounts as a Senior Planner at MediaEdge in Washington D.C. Prior to MediaEdge, I honed my media skills through media planner positions at Time Life and spent the 2006 election season working at a political ad agency.

I loved living in D.C. after attending The George Washington University, but my roots don’t start there. I was born across the pond in England, and though I maintain my dual citizenship, I grew up in Portsmouth, New Hampshire.

It wasn’t long until I moved back to New England in the summer of 2008 (just in time for my wedding!) and joined a&g soon after. While working here I have met an amazing team of people, continually find myself challenged by my job and love the excitement that comes with working in the digital space.

It’s okay, go ahead and look that one up on Dictionary.com. (You know you want to.) Other titles of mine could include crazed sports fan, Wikipedia junkie, cornhole extraordinaire, and outdoor enthusiast.

My most important title though, is Media Planner/Buyer. I spend most of my day working hard for such clients as Fallon Community Health Plan, The 99, New England Baptist Hospital, Toy State, and Bright Horizons. They’re like my kids (which I don’t have). I love them all equally. All kidding aside, a&g and its clients are truly tremendous. One of the major draws of a&g for me was its size and impressive client list. I knew that I would be involved in every aspect of the planning and buying process from the most minute detail to the final product. Before joining a&g, I spent three years at Hill Holliday with clients like Liberty Mutual, 24 Hour Fitness, E-Loan, and Partners Healthcare. The best thing about advertising is the fact that never is one day exactly like the last. There are constant challenges that bring out the best in you.

My other interests include the BASL (that’s “Boston Advertising Softball League,” for all you couch potatoes), hiking, skiing, wiffleball, reading, and Guinness. Oh, and one last thing — if you are still reading this and questioning my ethology skills, I grew up on a farm and I can always be found watching/reading anything National Geographic-related.

Hi!  I’m Courtney Trudeau & I’m a Web Developer & Jersey Girl & Food Network Enthusiast & Aspiring World Traveler.

As an ambitious college grad I up and moved from the good ol’ Garden State to, as the locals call it, Red Sox Nation. Knowing nothing about how big of a sports town Boston was exactly, I set out to make my mark working in media for advertising agencies, including MPG and Digitas, as well as MA’s favorite sports brand, Reebok. These marketing roles proved to be an amazing experience through which I met my very good friends of today — and my husband. However, feeling a bit unchallenged and never quite satisfied with the status quo of my career I made the decision to go back to school and change my life. One year later I graduated from BU’s Web Development program and landed my first gig as a developer here at a&g, where I’m building interactive web applications and websites. I haven’t look back since.

It’s been quite a busy year. Going to school. Landing at a&g. Getting married. I’m just now settling into all my new roles and enjoying my new career as it incorporates my previous marketing experience with my new skills as a programmer. It’s refreshing to come to work everyday and know that I’ll be challenged and productive.

Otherwise, I am such a sucker for all things food — cooking, eating, watching cooking and eating. Are you looking for an Iron Chef challenge? I’m in. Or maybe you just want some new snack ideas for Sunday football? Give me a ring!

In terms of my aspiring world traveler antics, like any gal from my generation I love to explore new places, cultures, and experiences. I make it a point to try to go somewhere new every year and so far it’s been enthralling. Here are some pics from my latest adventure in South Africa!

I’m an Interactive Producer & adrenaline junkie & shark lover & wannabe chef & perfectionist & EXTREMELY organized & office candy supplier & horror movie aficionado.

I think I have the best job at a&g because I get to interact with every department in the company.  I get the scoop on what you are looking for from our Marketing team, then I meet with everyone from our Connections to Contributions teams to put the rest together, and then I devise a budget that fits your needs. I ensure that your project stays on a very strict timeline (that’s where the “EXTREMELY organized” comes in) and, most important, on budget! I work on clients such as Hannaford, Toy State, New England Baptist Hospital, Bright Horizons, & MFS, and I’ve been known to crack a few whips to get the job done.

I’ve been in advertising for about four years now.  I started my advertising career at Arnold.  Here’s a funny story: I was hired to work at Arnold on the Volkswagen account, but they lost the account the day before I was supposed to start! As you can imagine, I was freaking out as I had already given my notice at my prior job. Lucky for me, they ended up putting me on their RadioShack account. After Arnold, I moved down the street to Carat where I worked on pretty much every client that came through the door (John Deere, Reebok, Marriott, Wachovia, Cablevision… and RadioShack again!)

Some personal stuff about me — I’ve been skydiving and bungee jumping, and my dream is to go great white shark diving in South Africa. Great whites are known to breach there — and they jump clean out of the water! When I’m not leaping from airplanes, I also love to cook, host martini parties, and spend quality time with my husband, family, & friends.

I still wear flannel & am obsessed with Kurt Cobain. But no, I don’t put that on my resume.

Instead, I focus on my short but significant experience in the world of Media Planning. After graduating Boston University’s School of Management in May 2008, I started working at PJA Marketing + Advertising, a B2B agency in Harvard Square. As an assistant media planner, I worked on the Novell and Microsoft accounts, where I learned the strategies and capabilities of the digital media space. Absorbing as much as I could, I used my skills to develop unique and targeted media campaigns reaching IT decision makers. I can honestly say that I never thought the terms “cloud computing” and “open source operating system” would enter my daily vocabulary.

After a little over a year, I made my move to a&g. Here, I’m broadening my experience into the consumer realm with clients such as Berklee School of Music, New England Baptist Hospital, Toy State, Tribe Hummus, and Kemper Sports. With a complete focus on all things digital, I work to find the best space to place your brand or product in order to efficiently reach the target audience. Media is definitely moving online and I’m excited to see how much will change in the coming years. I work with an amazing team that mentors and teaches me, and they all happen to be fun people to hang out with too!

Outside of work, I love exploring Boston. With all the amazing restaurants, bars, music venues, shows, theaters, and shops, there’s always a ton to do. I used to be an Allston music scene groupie… but I think it’s time for me to retire the $2 PBRs and tight jeans.

But not the flannel shirt. Nope, never.