Although Yellen had served as a media expert on disaster preparation and recovery in the past, stories about his unique leadership and management approach had yet to be told. What CEO has written a personal birthday card to every single person in the company – without fail – for three decades? What CEO speaks to the positive lessons learned as an Elvis impersonator – jumpsuit and all – and isn’t afraid to share the photos? So, while Team Brian continued to position Yellen as a disaster recovery expert, we also began to tell his story of leadership. Leveraging our strong storytelling chops, Brian cultivated reporter relationships by highlighting a CEO whose unconventional leadership was the foundation of a company in which loyalty, passion and commitment weren’t just buzz words – they were BELFOR’s core principles. The colorful and compelling story of Sheldon Yellen opened the eyes of national business reporters to a different way to lead a wildly successful company.
media impressions in 5 months
media placements in 2018
as a result of #BELFORBirthdaySurprise Campaign