Marketing leader committed to conceiving and developing groundbreaking campaigns that employ diverse methods:
—social media, interactive, viral, promotions, events, entertainment, guerilla, grassroots—for the technology, film/TV, music, and consumer products industries. Skilled in all aspects of program life cycle: concepting, project management, sales, partnership development, event management, implementation, and analysis.
Led 40-member team to produce interactive campaign for Jameson Irish Whiskey that projected real-time messages outdoors, engaging passersby in 6 major US cities—which received 2009 CLIO award and positive trade coverage (Ad Age).
Gained positive New York Times article (“Guerilla Marketing Without the Headache”) for top-selling consumer brand (Tylenol PM), boosting brand awareness—achieved by scouting/acquiring locations and projecting goodnight messages with simulated windows and sheep graphics on buildings in hip urban areas (NYC, Chicago, San Francisco, Philadelphia).
Built innovative hydro-projection show for ABC in highly desirable consumer setting within 4-day turnaround to promote Dancing With the Stars—leading to largest premiere audience in show’s history (24.2M).
Drove website traffic (1M hits on launch) for NBC Universal’s new TV channel 13th Street—by organizing large-scale promotional campaign of street-team sampling/word of mouth, and poster/flyer production and distribution.
Started marketing firm that produces experiential campaigns for iconic brands and industry-leading clients, including Warner Brothers Pictures, Universal Television, Sony Music, MySpace Records, AOL, Super Bowl, ESPN X Games, W Hotels, Orbitz, House of Blues, Nike, Ciroc Vodka, Pabst, M&M’s, Red Bull, Western Union, and Giorgio Armani.
Lead up to 50-member teams of designers, Web developers, and production staff to deliver high-profile programs (interactive, nontraditional outdoor media). Develop creative proposals; pitch to clients. Collaborate with ad agencies to develop content. Manage projects: budgeting, scheduling, contract negotiations, and vendor and media buyer relationships.
Sr. VP Business Development:
Danny Ornelas has over 15 years of strategic marketing experience in the entertainment industry, most recently as Director of Marketing at MySpace Records in Beverly Hills.
While at MySpace Records, Danny was responsible for executing marketing campaigns for artists such as Kate Voegele, Pennywise, Meiko, Mickey Avalon, Nico Vega, Sherwood and others. Besides running the marketing department, Danny was the main point of contact for ad agencies, independent vendors, art directors, video directors, developers, and various marketing partners.
Prior to MySpace Records, Danny ran his own boutique agency called Bigmouth, where he ran strategic marketing campaigns for Fox TV, MTV, New Line Cinema, Random House Books, Ubisoft Games, Capitol, Warner Bros, Sanctuary, Atlantic, and Rhino Records.
Other record companies that Danny has held creative marketing positions at include Columbia Records, Maverick Records and American Records.
At both Columbia Records and Maverick Records, Danny developed and launched in-house national street marketing departments and was responsible for launching the careers of artists such as Alanis Morissette, Deftones, System of a Down, Prodigy, and many others.
While at American, Danny was involved in the development of artists such as Johnny Cash, Slayer, Danzig, Sir Mix A Lot, Black Crowes, Jayhawks, and many others.