Dallas, 1994. Some folks thought it lunacy to launch an "all-sports" radio station. Happily, Spence Kendrick didn't listen to the naysayers. Spence provided the vision, and we helped him out with a logo, a media kit, and a few sassy billboards (including one with a 30-foot jock strap). The goal was to "earn a button" on the car radios of Dallas' sports fans.
In less than a year, the station went from nothing to #1 among males, 18-34. And less than a year after that, SFX bought the station for $15 million. Over twenty years later, the station is still going strong.
The "Jockstrap" billboard earned me my first (and so far only) "Bum Steer Award," Texas Monthly's annual review of the infamous and inane.