Bruce gave up his dream of being a poet farmer, and began his career as a copywriter at W.B. Doner in Detroit, writing mostly humorous retail and package goods spots (TV and Radio), winning a Cannes Lion (where it humbly resides in broken pieces in the bed of an old toy Tonka pick-up truck on his shelf) and appearing in a couple of the same CA’s as Tom McElligott (Tom was in the front and Bruce was far in the back.) He then entered the automotive world with JWT on Ford, and, some time later, spent a half-dozen years as the Worldwide Creative Director on Ford, Shell Corporate, Goodyear, Bosch, and, his first healthcare brand: White Castle Hamburgers. Six years ago, he up and left and went to a place he’d never been (Columbus, Ohio as a University of Michigan grad) to an agency he’d never heard of (or barely pronounce--Gerbig, Snell, Weisheimer) to do a kind of advertising he’d never done (Pharma). It’s been a nice ride. GSW is now a top-ten global agency, competing with the studs around this table, and four out of the last five years, they’ve been fortunate to have been named either Most Creative Agency or Agency of the Year (at one of those other healthcare award shows.) Yes, he lives on a farm and, now and then, still writes poetry (he’s a stubborn bastard when he dreams...)