CEO at Bassett & Partners Bassett & Partners Student at • Premium Member
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Tom has over 20 years experience developing highly original strategies for Brand, Innovation, Advertising and Design for some of the world’s most influential brands. Since starting the company in October of 2003, he has worked closely with Nike (Innovation Kitchen, Tech Lab, Global Consumer Cultures, Key Global Categories, Digital, Member Services), Microsoft (Design, XBox, Advanced Design Concepts, Small Business Group), Sonos, Jeep, Acura, Intel, Subway Restaurants, fuseproject, Astro Studios, MNML/Scott Wilson Design, and Harvard Business School. Before he started B&P, he headed up strategic planning on Nike’s global advertising at Wieden + Kennedy, Apple’s global advertising at TBWA Chiat/Day, and Yahoo’s global advertising at Black Rocket. Over the course of his career he has interviewed notable figures including Frank Gehry, David Rockwell, Yves Behar, Maira Kalman, David Marcus, Mark Cuban, John Skipper and Harry Benson. Through his work with Nike, he has written creative briefs for Tiger Woods, Michael Jordan, Kevin Garnett, Lisa Leslie, Mia Hamm, Michael Johnson and Carl Lewis. He is the Director of "Briefly" (a film about the The Brief from the P.O.V. of the creative visionary - launching 09/2014 ), co-producer of "Connecting" (an online content brand co-produced with Microsoft Design), a contributor to IDEO's book "I miss my pencil" published in 2009, a speaker at industry events like The London Design Festival's Global Innovation Panel, and he has been a guest lecturer at Stanford’s d school. In January of 2011, Tom founded a consumer video insights startup -- MindSwarms. Clients for MindSwarms include Nike, Google, Intel, Threadless, Sonos and Skullcandy.
mindswarms is a mobile video survey company. Why? The world is awash with data. Data is great at telling you What, Where, When and Who. But it doesn't tell you Why. mindswarms helps you understand the deeper emotional, behavioral and attitudinal drivers of Why. How it works. A recruitment screener is developed, then people from our database or yours apply. Qualified respondents are invited to answer up 7 questions (asynchronously) using the video function on their mobile device. Answers are capped at 1 minute maximum, and the deliverable is a grid of 1 minute responses. The grid of individual responses is viewable and sharable in flash format via a link. Responses are also trans-coded into .mov so they can be edited into an internal video, or inserted in a presentation. Clients include Nike, Sonos, Virgin, Microsoft, MNML, Threadless, Google, and Intel.
Ran strategic planning on Apple, and oversaw strategic planning on Weather Channel and Weather.com. Authored "One Click Positioning" to help start-ups.
Wrote creative advertising strategies for Nike's global brand. Key projects: 1996 Olympics, Nike Basketball, JORDAN, and Nike Golf (including Tiger).
Alcan, Bombardier, Mattel and Teledyne.
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