Connect with Susan

Phone: 917.881.2555

Email: smac@BigBlueFish.com

Susan MacMurchy

Founder/Chief Innovation Officer

"A good day? Any day I can get into water over my head."

In her role as branding and strategic consultant to Delos, Ms. MacMurchy led a team of architects, interior designers, researchers, art directors, graphic designers and writers in the initial creation of the Delos brand and business model.

Susan has a strong background in wellness and health creation, including alternative medicine and healing modalities. Her work in planetary/human sustainability and wellness product design has consumed the better part of the last seven years. Ms. MacMurchy was also on staff or consultant to: TBWA/ Chiat/Day, Saatchi & Saatchi, Scali, McCabe & Sloves, Ogilvy & Mather, She left her job as V.P. Creative Director to create Big Blue Fish.

Susan also spent two years in the fight against AIDS as Managing Director of the not-for-profit film company, AIDSFILMS, where she authored the award winning film Aids: Changing the Rules. She continues her philanthropic work as a founding member of the board of 4Point4 Foundation and various other non-profit and “for benefit” corporations.

4POINT4

OBJECTIVE

This is a start up company, founded by Paul Scialla, with philanthropy in its DNA. As various lines of business evolved one of our primary goals was to explore channels to monetize, promote and support the development of sports among deserving youth.

All of the below are examples of the process to find and refine business models, find a voice, hone a brand, The following represent only a few of the places where sport meets need in underserved communities and only a few of the people who helped us.

EXECUTION

Bus shelters with UPC codes allowed you to scan and order on the spot

T Shirts fund raiser for a soccer stadium in Haiti

Yoga Mat with history of yoga

MAP 4.4 Millions Days of Fitness

Exercise Balls

Print Ads highlight the problem and suggest solutions

Amanda Gaddy

Project Manager

"The harder you work, the luckier you get."

With over 20 years of experience in commercial design and construction, Amanda has worked independently and led teams to complete retail design projects throughout the US and internationally. She has managed up to 75 retail store builds annually with budgets ranging from $50,000 to $2 million. Amanda’s relentless attention to detail when managing budgets, schedules and communication between owners, architects, contractors, vendors and consultants, delivers consistent results beyond expectation. In addition to project management, Amanda is a licensed/qualified General Contractor in multiple states, and is currently pursuing WELL Accredited Professional certification.

Amanda Jane (Amy) Lukken

Joyologist @ Large

“Chose to be happy, love and joy are the inevitable result”

After 15 years as an executive at a Fortune 500 company Amy arrived at a truth which would shape the rest of her life and the lives of all those around her…

People are the number one asset in any company AND managing that asset is the most complex component of any business.

This revelation coupled with a seminal life event, inspired Amy to partner with Gallup’s world-renowned behavioral scientists. Together, paying special attention to what most intensely motivates and inspires people, they looked at “feeling-sets”, which included love and joy and its extraordinary impact on employee satisfaction, efficiency, productivity, and the bottom line.

Amy became convinced that business could revolutionize itself simply by applying these two “seemingly un-businesslike emotions to their culture just as she had applied them to herself and her work life.

One afternoon, a senior executive who worked with Amy approached her at the end of a meeting and said, “I know what you are, you’re a Joyologist! “ And so she is.

Ms Lukken has practiced the skills she learned working as a Certified Strengths Coach, and sees how natural and powerful it is when the focus stays on what's good within people versus emphasizing their weaknesses and failures.

The result is a rush of joy that is automatic.

Currently co-creating a culture of love and joy at Tito's Handmade Vodka as Chief Joyologist and Director of Philanthropy, Ms Lukken is available for select engagements in partnership with Big Blue Fish, “cause workin’ together is just so damn much fun!

British Airways Print Advertising Consumer

OBJECTIVE

Remind travelers of ALL the reasons that BA is the only choice for flying US to London. Use a mandatory polarizing, “spokes-icon” in a full page newspaper format without alienating the hip and the affluent traveler.

EXECUTION

Robert Morley was by this time a quite portly spokesman, synonymous with BA. He tended to be seen wearing a bowler, walking around London landmarks brandishing a Union Jack. We were told we had to use him as the primary visual… but not how. It took our client about 2 minutes to start laughing and much longer to stop. We placed a specific dedicated reservation number in the ad and held our breath…and yes, Robert Morely as Mary Poppins did significantly better than any ad to date.

California Burrito

OBJECTIVE

Create a consistent, breakthrough image to facilitate franchising of this successful, high-end local Mexican food chain.

EXECUTION

Leveraging a paraphrase of the famous Beach Boys song, ‘Wish They Could All Be California Girls,’ and combining it with humorous 1950’s photos of Americans in Mexico, we created a campaign that appealed to a sophisticated GenY market, yet did not exclude GenX or baby-boomers. From the foundation of this tagline, we created print, TV, radio, postcards and all POP merchandising materials.

RESULTS

The franchise went from 2 stores to 11 stores in the NY/NJ metropolitan area in less than a year.

Einstein Moomjy

OBJECTIVE

Establish Einstein Moomjy as the stylish/classy alternative to cheesy/tacky carpet stores. Create consumer attachment based on a created store personality. Change the category of carpet store from generic to branded.

EXECUTION

These three ads are just a few of many in the amazingly long-running campaign. With its punny, comic/ironic sense of humor* and carefully crafted body copy (describing each carpet/rug as if it were a piece of fine jewelry), this campaign not only achieved the objective of attachment but it’s often repeated consistent brand image won innumerable awards throughout the years.

*Special thanks to my mentor Carole Anne Fine

Jonathan Burgess

PLA | LEED AP ND & BD+C

Vice-President of Sustainable Operations, The Spinnaker Group

"You see a blind man is walking towards a well, if he falls in, who's at fault?"

Jonathan Burgess is Vice President of Sustainable Operations for The Spinnaker Group, a premier green-building consulting firm based in South Florida. His firm has helped inform the design of over 100 Leadership in Energy and Environmental Design (LEED) certified building projects, and has provided Commissioning Services on more than half a billion square feet of buildings worldwide.

In addition to his practitioner role, Jonathan also serves as an advisor and sustainability educator, most notably as a visiting Professor at the University of Miami’s School of Architecture.

Jonathan is also a licensed Landscape Architect whose professional experience includes site design, land planning and project management for major public and private developments covering practically all land use types. And has recently achieved a WELL Acredited Professional credential enhancing his ability to support the goals of human sustainability he shares with BBF.

NASCAR

OBJECTIVE

NASCAR already extraordinary with Brand Reach wanted to extend their world- class licensing program to more sophisticated merchants and merchandise. What in the world did NASCAR lack that kept them from doing that? A clear, tastefully designed sales presentation that emphasized NASCAR power in a Noise-free enviorment”

SOLUTION:

“Put a muffler on it.”

The large format book that details all aspects of the NASCAR story and the power of its name and brand presents a sleeker style and a less cluttered face to potential licensees.

Black & White photos and san serif colored type create a subtle style which suggests a fashion magazines while showing off the muscle of the brand. The message within relied on statistics rather than hyperbole. The target for expansion was two vendors in year one. Employing primarily this promotion piece and the information within, NASCAR added four new licensee, including prestigious Goodyear Tire.

NFL Properties

OBJECTIVE

To convince more than 14,000 retailers of NFL logo clothing that they:

  1. Should carry this new line of authentic “Pro Quality” sports wear.
  2. Will be supported in their selling efforts by a massive consumer advertising campaign and in-store promotions from the NFL.

RESULTS

Over 8,000 retailers signed on in six months. Within 18 months 97% of NFL Properties clothing retailers had at least one item of the Authentic ProLine in their stores. Those who set up ProLine Boutiques reported as much as a 23% bump in their overall NFL clothing sales.

Partnership of Faith

'Expect Miracles'

Public Service Advertising

OBJECTIVE

Encourage participation in and donations to a new an ecumenical organization to aid New York.

EXECUTION

We used the apple, (the universally accepted metaphor for New York City, first in it’s most chewed up condition then restored to its full, natural state) in this black and white full page newspaper ad. It declared that “It will take a miracle to save New York”--and then promised to develop and support the programs needed to make the ‘Apple whole again.’ The names of Ministers, Priests, Rabbis and Holy Men from every possible faith were used to demonstrate togetherness and strength.

Patrick MacMurchy

Co-Founder, Atlas Data Solutions

"Failure is simply nature’s way of saying ‘try it another way'"

In his role of Founder and Chief Automation Officer, Patrick has created systems to assist such clients as Textbook Painting, Wes & Willy Boys Apparel, Detroiter Restaurants, and University Tees/ University Threads, reach advanced levels of efficiency by automating manual processes and tasks.

When asked to explain exactly how his process works, Patrick said, “If we can save someone 1 penny on a process they do 50 times a day or save a ½ second on a task that happens 20 times a day, that adds up. It’s what our tag line “Off your shoulders and on to ours” means.

Automating data is all about being unwilling to be bored.

If something has to be done more than once in any given day, it should be automated so it sort of does itself.

Prior to creating Atlas, Patrick founded Squid Screen Printing. His penchant for never repeating the boring has grown his business from zero to a half a million dollar valuation in a heartbeat.

Patrick graduated from Truman State College with a Bachelor’s Degree in Performance Piano. Automating systems gives him time to play everyday.

Shannon Dunn

Architectural Designer

Ms Dunn has pursued a passion for infusing health and wellness into the built environment since 1998 when she earned an undergraduate degree in Design of the Environment at the University of Pennsylvania. She went on to achieve a Master of Architecture also at Penn in 2004.

She began her association with Big Blue Fish in 2006 and partnered to explore the intersection of design and health with DELOS. She was an integral part of the original team exploring the integration of wellness strategies with air, water, light and material features.

Shannon continues to pursue wellness in education, residential and contract interiors and spa design for various locations and building typologies. A mother of two, Shannon’s passion for creating healthier spaces has only deepened. She continues to push the envelope of what it means to design wellness systems with our team.

Steph Lotze

Photographer / Visual Communicator

"Too soon to tell..."

During the last 10 years, Stephanie Lotze’s travels and photography have inspired her to capture moments of nature in collision with composition. The irony of a redwood picnic table dwarfed by first growth redwoods, the scale of a human against the vast backdrop of mountains, water, snow and light or the exact right smile of a person’s eyes.

Ms. Lotze photographs products with the same eye for the unexpected. She lends both talent and insight to a variety of projects at Big Blue Fish.

Ever absorbed in composing the essence of a thing, she also turns her hand to illustrations, often-simple lines of whimsy capturing archetypal images and themes.

“I’m a storyteller of no words. Using only light and lines,” says Stephanie, “I’m a preservationist of landscapes, brands, how a person appears in a moment in time, or how we might all appear...”

Big Blue Fish is hands-down my go-to for innovative thinking. We never leave the room without a bucket full of ideas AND the ingenious stories that help sell our stakeholders.

Amy Lukken V.P. Joyologist, Tito's Vodka

If I could choose only one brain to storm with Susan's would be it.

Karin Buchholz, USTA

Susan MacMurchy is brilliant.

Paul Scialla, Founder DELOS & IWBI

Think of the person in the room that sees the space between the conversation and the concept, the one with the intelligence and foresight to see the market where one doesn't exist - that is Susan.

Jari Rouas V.P. Associate Client Partner, Merkle

Infinite Beta

Skajillion

Sustainable Social Media

WHATZBLUE

stories

execution/executioners

stories

How you tell them makes all the difference.

How you tell them

makes all the difference.

SEE HOW WE TOLD THREE.

mercedes

delos

usta

It’s not often that a car company with such expertise fails to thrill its drivers, but the introduction of the S Class Sedan was one such rarity. This story, how one wins back a disappointed consumer of $100K product, is one with a happy ending.


Take the Test Drive to the Driveway


The strategy: make owners of the S Class aware that Mercedes values not just owner buying power but their time and their opinions, and most importantly had heard the issues with last season’s model.


Execution: Through a dealer-activated program, a bespoke hand-delivered box was created and delivered. Inside the box were: material about the new S Class which indirectly answered every objection previously voiced, an offer to bring the new car to their home for a test period of a week. A survey about their present S Class compared to the new S Class.


The sedan that drove like a sports car was saved by its own improvement and a clear strategy to communicate that fact.


mercedes

If one is very lucky (maybe once in a career) there’s an opportunity to be in the room when a game-changing concept is birthed. Such was our good fortune when DELOS Founder, Paul Scialla, began to explore the possibilities of wellness and the built environment.


“Humans spend more than 85% of their time indoors,” Paul said and then asked, “What would it look like, feel like, be like, if those spaces could actually make humans healthier?"


We found some answers by connecting architects and designers with doctors and thought leaders and eventually the story grew to include a WELL Building Standard, which changed the way people live, work, and play. Thus far, 30 million square feet of space have been registered for certification.


Big Blue Fish is fortunate to continue work with DELOS and others who want to put a unique human spin on sustainability and build wellness and health in their businesses and their lives.


delos

USTA







The opportunity to work with a leading sports development organization, making a difference in the global perception of their sport, is not one that comes along everyday.

At a time when it was most challenging, Karin Buchholz, Director of Recreational Tennis, was charged with leading THE USTA in a national industry initiative to grow the game of tennis by exposing it to new audiences.

Thus the Fun-a-facation of tennis was born. PLAY TENNIS AMERICA was a grass-roots program, driven by the strategy; Take Tennis from Class to Mass, in 8 easy, inexpensive doubles lessons.

This strategy debunked all the preconceptions people had about tennis (expensive, elitist, overly strenuous) and turned tennis into our new tagline: A WHOLE NEW BALLGAME.

Infinite Beta



Keep doing what you're doing, you'll get what you got.

We'll help you slaughter your sacred cows.


Thanks to “movement’s most brilliant beta” Elizabeth Streb. Her willingness to question everything including gravity.

WHATZ BLUE

News of human sustainability and wellness.



DELOS goes wide on Wellness in the Built Environment

Oct 1, 2015

When Paul Scialla said, "Why settle for buildings that are just good for the planet, why not make them good for the people who live, work, and play in the them?" those who work with him knew he would never be satisfied with certifying one building at a time. This week Paul took the next logical step in developing a world more completely committed to wellness. From the stage at CGI, Bill Clinton himself go to live.clintonglobalinitiative.org view Closing Plenary session) announced that DELOS and Strategic Property Partners had formed a joint venture to create the world’s first WELL Certified™ city district in Tampa, Florida. Read more >

The Tampa city district will serve as an example to the world that city design can be healthy. Delos will deploy its proven research and development capabilities to identify city-scale development strategies to support public health and wellness. The principles and foundation of the WELL Building Standard - which focuses on seven categories of building performance, including air, water, nourishment, light, fitness, comfort and mind - will be applied to the project. All buildings within the Tampa city district will pursue WELL Certification, including new buildings such as a 400-500 room hotel, a 650,000 square foot signature office tower, the University of South Florida Morsani College of Medicine and Heart Institute, and approximately 200,000 square feet of retail, restaurant and entertainment space. Additionally, the community itself will become the world’s first WELL Certified city district and will feature design and technology strategies including enhanced walkability, abundant green space including low pollen trees, sound barriers to support acoustic comfort, access to healthy foods, green infrastructure, daily monitoring and reporting of district air quality, and access to the amenities of an urban waterfront – all of which contribute to the wellness and quality of life of the people who live and work in the development. See the full report http://bit.ly/1M40mdU.




What's a Chief Health Officer and why you want one.

Feb 29, 2016

A chief health officer is the majordomo of a company's wellbeing. The CHO sets strategy and policy, hires consultants to create body/mind/spirit fitness programs, and stays out in front of the curve when new opportunities occur.


And the more we learn about wellness-in-the-workplace, the more important having that subject expert seems


Gallup research shows that employees thriving in all elements of well-being are Read more >

  • 43% more likely to volunteer
  • 36% more likely to report a full recovery after an illness, injury, or hardship
  • More than twice as likely to say they always adapt well to change
  • Miss 41% less work as a result of poor health
  • Are 81% less likely to seek out a new employer in the next year

In short they are engaged, adaptable, resilient… and retained.  

But achieving the above goals is not as easy as it might appear.  Organizations have tried to achieve higher employee well-being through internal corporate wellness programs; however, many of these programs miss the mark on actually improving well-being and creating positive impacts.

Gallup research also shows that 60% of U.S. employees who work for companies with a wellness program know that the program exists, and only 40% of those who are aware of the program say they actually participate in it -- that's just 24% of employees participating. More importantly, of the employees participating in a company-sponsored wellness program, only 12% strongly agree that they have substantially increased overall well-being because of their employer. In fact, most employees see their job as a negative contributor to their overall well-being.

Clearly, unless well-being programs are headed by a highly competent expert who considers employees' mind/body/spirit fitness, companies are not achieving peak performance metrics.  So the CHO is pivotal.  With a  30,000 ft. view and able to tap the right resources and set comprehensive strategies, the CHO may be the lynchpin that has been missing, preventing corporate wellness plans from achieving effective results.

"About fifteen years ago, companies with the greatest advances in technology all appointed Chief Technology Officers, and allowed there to be kind of a uniform response to this technology," David Agus (a strong proponent of CHOs told CBS This Morning. "Well, that's happening in health now. We're literally at this transformation in health and so we need to change. Chief health officers is the new way where you can align for the employees, the products, and the mission of the company."

"Much in the way a chief technology officer focuses on the scientific and technological issues within a company, a chief health officer would be charged with staying abreast of the rapid changes in medicine that make it easier to maintain a healthy workforce,"  Agus wrote, in the Wall Street Journal.

He cites statistics from a recent study from the Center of Disease Control and Prevention showing that 86 percent of U.S. employees are above normal weight or have a chronic health condition, and that they miss an estimated 450 million extra days of work a year compared with healthy workers. This costs American businesses from $150 billion to a little more than $225 billion in lost productivity.

“A chief health officer would be an uncomplicated solution,” Agus said, “to not only help keep workers healthy, but improve the company's bottom line.”

The Tampa city district will serve as an example to the world that city design can be healthy. Delos will deploy its proven research and development capabilities to identify city-scale development strategies to support public health and wellness. The principles and foundation of the WELL Building Standard - which focuses on seven categories of building performance, including air, water, nourishment, light, fitness, comfort and mind - will be applied to the project. All buildings within the Tampa city district will pursue WELL Certification, including new buildings such as a 400-500 room hotel, a 650,000 square foot signature office tower, the University of South Florida Morsani College of Medicine and Heart Institute, and approximately 200,000 square feet of retail, restaurant and entertainment space. Additionally, the community itself will become the world’s first WELL Certified city district and will feature design and technology strategies including enhanced walkability, abundant green space including low pollen trees, sound barriers to support acoustic comfort, access to healthy foods, green infrastructure, daily monitoring and reporting of district air quality, and access to the amenities of an urban waterfront – all of which contribute to the wellness and quality of life of the people who live and work in the development. See the full report http://bit.ly/1M40mdU .




execution/executioners

HOW A BRILLIANT IDEA GETS FROM YOUR BRAIN

INTO EVERYBODY ELSE'S

Skajillion

It's not how many you catch it's how many you keep.

Infinite Beta Consulting
Engaging to improve clients' business/marketing/creative
strategy by fearlessly asking "What if?" until,
we find "That's IT!"

WhatzBlue Advisors
Sorts through clutter, guiding clients through the serious science and latest in wellness and human sustainability...
work that benefits body/mind/spirit and bottom line.

Big Blue Fish 360º
Positions, brands, and executes your stories in a media neutral environment always asking "How else can we look at this?" Is this the very best way to motivate your consumer?

Skajillion: Sustainable Social Media
An innovative mash-up connects clients to the conversation deploying resources that exist in the company and already understand the brand.










Connect with Susan
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