The Levinson Tractenberg Group is an award-winning, full-service advertising agency that delivers break out strategic and creative work for a select group of clients.
Operating in all media, we are strong believers in an integrated marketing approach and have practiced it long before the term was coined. When you work with us, you avoid the bureaucracy that befuddles most ad agencies. Our creative approach is to develop human connections with the intended audience. Whether through humor, emotion, or sheer intelligence, our work engages audiences in ways that form lasting bonds between our clients and their customers. We can tell you about our awards. After all, we have received everything from Clios to Golden Lions at Cannes. But our greatest award is when we help increase the business of our clients. In the end, advertising is all about results.
The Levinson Tractenberg Group is a full-service creative boutique agency. We don’t do everything, but what we do, we do very, very well. And for what we don’t do, we have world-class partner firms we team with. Our particular specialty areas are listed below.
BRANDING & IDENTITY
Joel’s career began in some of the world’s largest advertising agencies producing a trail of campaigns that are nothing less than classics.
His debut in the world of advertising was with N.W. Ayer. There he was instrumental in conceiving, producing and launching the television and print "Be All You Can Be" campaign for the U.S. Army.
Riding the wave of his success he moved next to BBDO. His responsibilities involved the development and execution of the "Now You See It, Now You Don’t" Diet Pepsi campaign. These two recognized achievements afforded him the opportunity to work on Coca-Cola at McCann Erickson. After creating the award winning "Coke Is It" campaign, one of the most successful campaigns for the brand, Joel was sequestered to the "Bunker" of Coke headquarters to ultimately launch New reformulated Coke
Virtually every brand that Joel has worked with including: Pizza Hut, Tiffany, HBO, Smith Kline, Mexico Tourism, E&J Gallo, Champion Athletic Wear, Tylenol, Ivory Soap, Burger King and many others have all benefited from his instinctual sense of the business and unique creative perspective. He has also been recognized by the ad community with numerous awards from the Art Director’s Show, One Show, CA, Andy’s, Clio’s and Cannes Film Festival.
After satisfying his need to work on some of the largest accounts in the industry, Joel left his position as Executive V.P./Creative Director of Saatchi & Saatchi Advertising to open his own agency. It is here that Joel met the changing needs of the business world, using his vast knowledge of the advertising business, genuine love of the art of communication and the desire to make his work both memorable and effective.
Joel has been featured in The New York Times, Adweek, AdAge and on the BBC. His work has helped build businesses and garnered industry acclaim.
During his time at Ogilvy, FCB and DeVito/Verdi, Joel wrote and directed high-impact multimedia campaigns for clients including American Express, Citibank, ACLU, Office Depot, Canon, AT&T, Fujifilm, Jamaica Tourism and Miller Brewing Company.
Joel went out on his own in 2001, launching Tractenberg Advertising. There he put together a team of top talent that developed powerful work for clients including AMC Movie Channel, Manhattan Mini Storage, For Eyes Optical, Fujifilm USA, Supersmile Toothpaste and Boots (Britain’s largest retailer).
With the formation of The Levinson Tractenberg Group, Joel now has the broad resources required to tackle ever-larger marketing problems with the creative solutions that have become his hallmark.
Joel has been recognized by the industry, winning honors from the Cannes Advertising Festival, Communication Arts, ANDY’s, Clios, ADDY’s, Obies, Radio Mercury Awards, Best of Show at the NY Festivals, and the industry’s highest honor – One Show Gold.
A graduate of the University of Michigan, with additional studies at Cambridge University and the School of Visual Arts, Joel currently lives in New York City with his wife Jacquie and their three sons, Zach, Alex and James. In addition to his family and his work, Joel is passionate about cooking, traveling, and the New York Mets.
PAST AND PRESENT