Bob Cuneo

Bob Cuneo   After watching one of his advertising campaigns get decimated in a poorly conducted focus group, Bob Cuneo had seen enough. He told his client, “There simply has to be a better way to do this.” The client laughed and said, “If you think you can do a better job, get in there!” Slightly cocky and definitely naïve, Cuneo decided he had nothing to lose. After winning national advertising awards as a creative director on brands like Budweiser, Skittles, Wear-Dated Carpet, Purina Puppy Chow, Round-Up and Eagle Snacks, Bob Cuneo moderated his first focus group. And that is when he decided to alter the course of his ad agency (Brädo Cuneo) and completely focus on the strategic side of advertising.

Bob started his career at D’Arcy MacManus Masius in St. Louis. He then moved to Hughes advertising as the new agency’s first Art Director. Bob went on to be a Creative Director at Gardner Advertising, TBWA and DMB&B before starting his own agency, Brädo Cuneo.

As a creative director, Bob found most research approaches to be formulaic and believed most strategic consultants produced abstract recommendations. In addition, written reports from both were dense and indecipherable. As a result, creative development was stymied. So Bob teamed with Steve Nollau—his best friend and partner from their ad agency days where they worked on Budweiser and ConAgra. Today, Steve, Bob and the Creative Strategists at Brädo design research approaches that close the huge gap between information gathering and creative thinking. Rather than cripple creativity, Brädo’s work inspires it.

After 15 years in his “new” role, Cuneo believes the creativity required to design thought-provoking research approaches, and solve difficult marketing problems, far exceeds the demands of his creative director role.

Additionally, Bob Cuneo taught advertising theory at Washington University in St. Louis for 13 years, and is a photographer. His gallery showings and website feature abstract images from six continents.