Bruce Burke is a consummate brand builder who has been successful in turning his passion into a productive 25-year career guiding and influencing a range of brands in various stages of growth – from the most prestigious and iconic brands in sports to consumer packaged good start-ups.
Bruce has successfully led many prestigious assignments throughout his career resulting in award winning work that consistently surpasses clients’ expectations. Most recently, the Brazilian Government accepted Beyond Branding’s bid to develop and produce an integrated digital on-line portal developed by Burke to increase Brazilian tourism leading up to the 2014 World Cup and 2016 Olympics. Bruce directed the branding and advertising initiatives of the US Open Grand-Slam Tennis Championship; helping to transform the US Open event and facility into one of the world’s premiere international sports events, igniting ticket revenues and licensed product sales. Bruce was also successful in landing ad assignments with PepsiCo, specifically for SoBe beverages, to produce SoBe’s first consumer TV spot. Panel tests performed by PepsiCo’s research group on the final production rated the spot as high as any of the “most-liked Pepsi TV spots in the PepsiCo’s history.”
For 12 years, Bruce served as VP Advertising and Brand Communications for the National Football League, building and managing the League’s first in-house brand marketing agency, unlocking brand equity to fuel the NFL’s most explosive 12-year growth period. Annual licensing revenue exploded during his tenure from $200m to $4bn, and broadcast value soared with an unprecedented 8-year $17.6bn contract.
Burke guided the NFL’s fan development and product marketing efforts, uniting those initiatives with the development of the League’s first integrated consumer campaign designed to drive fan avidity and grow the NFL’s fan base. He produced hundreds of TV commercials promoting the game, licensed products, and sponsorships, including a 1998 Super Bowl spot, which was rated one of the top-5 Super Bowl ads by USA Today’s Super Bowl Ad Meter. Bruce orchestrated the creation of 16 NFL team brand identities and uniform designs leading to YOY growth of licensed product sales; led design development for hallmark League events such as The Super Bowl, Pro Bowl, Quarterback Challenge, NFL Flag Football, Punt Pass & Kick, and the highly popular annual NFL Experience. Bruce’s work was key in activating NFL sponsorship development efforts, creating integrated marketing campaigns for NFL sponsors including Pepsi, Frito-Lay, American Airlines, Gatorade, Footlocker and American Express.
Bruce also has vast entrepreneurial experience working in the launch and re-launch of several CPG food and beverage venture-backed startups including SoBe Beverages (initial packaging and logo), Firefighter Brands™, The Original Soupman™, and Adina For Life™, helping to shape the overall branding, promotion, marketing, research, and new product development initiatives that led to the raise of millions of dollars of seed financing, brand value and sales.
Bruce’s work has been recognized and published throughout the sports, advertising and design industries, and is displayed in the permanent collection of the Library of Congress in Washington, DC. He has been a guest speaker at the distinguished International Design Conference in Aspen and was recognized in 1996 by Advertising Age when they selected the NFL as “Marketer of the Year.”
Burke is a graduate of the University of Kansas earning a BA, Liberal Arts. He also earned a BA, Communication Arts from the University of San Francisco and the Academy of Art College in San Francisco.