"I Can't Believe I'm Still Working"

SANTA MONICA, Calif., April 13, 2012 /PRNewswire/ -- Today Google unveiled the second phase of its Project Re: Brief initiative to re-imagine classic ads using new technologies to engage with consumers. Howie Cohen is one of five creatives who participated in the project and was tasked with revisiting the Clio Hall of Fame commercial he and his art director partner Bob Pasqualina conceived for Alka-Seltzer in 1972, "I can't believe I ate the whole thing." The line is immortalized in the game Trivial Pursuit and Newsweek called it one of the 10 most memorable lines of the decade.

Cohen is chief creative officer at integrated marketing communications agency The Phelps Group and the only Google Project Re: Brief creative still practicing today. Cohen started his career on New York's famed Madison Avenue in 1965.

Since then, he's been behind dozens of memorable campaigns like Alka-Seltzer's "Try It...You'll Like It," another Clio Hall of Fame Winner; blowing up the Jack in the Box clown; "Petco, Where the Pets Go"; and locally the "Canswer" campaign for City of Hope.

And, he's no digital Luddite. Howie blogs at MadMensch.com, engages in social media and has been heavily involved in developing integrated creative campaigns for clients at The Phelps Group.

"After all these years, I'm more inspired than ever by the integrated campaigns we create with new technology tools that enable us to reach people in ways we never could before," said Cohen. "While everything's changed, everything's still also the same. We will always still need to connect with people on a human level." 

Even as Cohen's creative has evolved along with technology, he finds the same rule still applies despite the medium - emotional connection is everything. "We need to inspire consumers to feel something about the product or themselves or life. Emotions will always trump algorithms," added Cohen.

About The Phelps Group

Based in Santa Monica, CA, The Phelps Group is one of the largest independent marketing communications agencies on the West Coast and is recognized as one of L.A.'s "Best Places to Work." Due to its organizational model, the company is recognized for its ability to truly integrate marketing strategies, public relations, on- and off-line advertising, promotions and Hispanic communications. Its clients, most of which are leaders in their industries, include Aramark, Capital Source Bank, Circle Foods, City of Hope, Dunn-Edwards Paints, Luxury Link, Monrovia Nursery, Panasonic, Public Storage, Tahiti Tourisme, Tetra Pak and Whole Foods Market.

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SOURCE The Phelps Group