STEVEN LANCE
Co-Author, "The Little Blue Book of Advertising: 52 Small Ideas That Can Make A Big Difference" Penguin / Portfolio (July 2006)

After being a copywriter at Grey Advertising, Nadler & Larimer and Ketchum Advertising, Steve was hired as Creative Director of NBC in 1978. His tag lines developed with Richie Kahn ("NBC Us" and "NBC Proud As A Peacock") remain the most memorable lines created for any network as measured by Burke scores and his work for the premiere of NBC SportsWorld won One Show and Andy Awards.

As Creative Director of the entertainment division of Della Femina, Travisano & Partners, his work for WBZ-TV won an Emmy Award for Best Station News Campaign. In 1989, he was asked by NBC's Community Affairs Division to create a new public service campaign. He conceived the format for "The More You Know," and won his second Emmy Award for writing the first 17 spots for the campaign.

Steve established Unconventional Wisdom in 1989. Clients have included E*TRADE Financial ("It's Your Money"), Discovery Communications ("Explore Your World," "All Animals, All The Time," "Shark Week"), ESPN, Hallmark Channel ("Where Great Stories Come To Life"), Burson-Marsteller, Crest Toothpaste and Citizen Watch.

Steve has been a Member of the Board of Directors of The Copy Club of New York; a guest lecturer on promotion and advertising at universities, clients & advertising clubs across America; a marketing lecturer at the University of Connecticut and Purchase College; author of "The 49th Annual of Advertising, Editorial & Television Art and Design" and best-selling ghostwriter of "It's Your Money." He currently serves on the Board of Directors of Sharethecaregiving, Inc. He has two sons, and hosts a radio talk show "Talking Pictures" with his brother, screenwriter Paul Lance. His book, co-authored with his business partner, Jeff Woll, was released July 10, 2006. You can visit them on their website, thelittlebluebookofadvertising.com.