For over 25 years, Bill Oberlander has been repositioning brands from stagnant sales to unprecedented growth, from the back of store shelves to the front of shoppers’ minds, and from daunting humanitarian issues to unique solutions for social good.
Bill introduced the world to its favorite drink, Snapple, with the famous “Snapple Lady” campaign. He took a regional department store to national pop-culture fame, with the campaign that made Target into “Tar-Jay.” And he made the cell phone into a fashion accessory with two simple words- “Hello Moto.” And, with a decade of service to the Ad Council, he helped parents “Be the Boss of TV.”
In 2012, Bill left Madison Avenue to join the Robin Hood Foundation as Director of Communications, Marketing and Events. There he created the marketing for the 12.12.12 Concert/Hurricane Sandy Relief, the “Fight Poverty Like a New Yorker” brand campaign and the Robin Hood Investors Conference, together raising hundreds of millions of dollars donated to NYC charities.
After two years at Robin Hood, Bill partnered with Drew Train to launch OBERLAND, a purpose-driven agency that leverages Bill’s Madison Avenue talents with his passion for making the world a better place.
Bill resides in New York City, and is the father to his sons William and Bertram.
Educator, School of Visual Arts, “Creativity: The Real World” 2004-2012
President, Art Directors Club of New York 1996-2000 Board Member, Art Directors Club of New York 1994-1996
Member, Ad Council, Creative Review Committee, 2006-2014
Founder, Agencies in Action, 2009-
Advising Committee Member