Magazine article ADWEEK

Walter Geer: HOW VERVE MOBILE'S TOP CREATIVE APPLIES HIS BIKE-RACING ETHOS TO BRAND BUILDING: VP, CREATIVE DIRECTOR

Magazine article ADWEEK

Walter Geer: HOW VERVE MOBILE'S TOP CREATIVE APPLIES HIS BIKE-RACING ETHOS TO BRAND BUILDING: VP, CREATIVE DIRECTOR

Article excerpt

Sport-bike racer, six-patent holder, biometric lab creator--these are just a few of Walter Geer's self-earned epithets, But his actual title is vp and creative director at Verve Mobile, where he creates and delivers "high-impact ad formats" to companies.

Geer graduated college in 1999 with a completely different career trajectory: He started in web design. Additionally, as a licensed amateur sport-bike racer, Geer applied his daredevil skills to his career.

"Focusing within stressful environments like racing and learning how to make key decisions has taught me a lot about how to work in my day-today job," he said. "Make a decision, stick with it and hope for the best outcome, but never hesitate."

No matter your industry, noted Geer, the key is to chase your interests. That's how he ended up working on flash and ad products at JPMorgan Chase before honing in on advertising to execute ad solutions for companies like The New York Times, Google and MTV. Part of the reason he was able to carve this unique path is because "there were some folks" at these companies that "took a chance" with these unique ad formats--and it paid off.

For example, during his time at MTV, he developed the first biometrics lab to track how people responded to ads by measuring their heart rate, pupil dilation and facial expressions. "When we did this, it allowed us essentially to go to market with the perfect ad," Geer said. Geer then moved on to Myspace, where he helped the social platform's ad formats go from generating thousands of dollars a day to millions. …

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