What Drives US


In theory, cars are a mode of transportation. They get you from point A to point B. But at the beginning of the modern automobile industry in the 1920s, Alfred P. Sloan introduced the idea that cars should be something much more than just transportation.

Multiple model lines and variations based on the year of manufacture could be explored with the sole purpose of generating more revenue. Before this variation, if your neighbor had a newer or better car than you it was not readily apparent. But after the 1920s, the neighbor with the newer car got bragging rights. Yours looked outdated while his looked new and trendy, thus planting the seed of desire to buy a new car. It was not long after this notion was introduced that cars started to become reflections of the income levels and lifestyles of their drivers.

That is even more apparent today. Over 250 new car models are for sale in the U.S. and we have over a hundred years worth of past autos to choose from. So what does that say about us as consumers? We crave variety and want our vehicle purchases to be as customizable as possible. We want that Hyundai Sonata because of its great reviews and reliability. Oh, and can we get it with the leather seat and wood trim package, sunroof, and upgraded stereo system? Yes? Great, thank you.

Every one of us made a conscious decision when purchasing our car. Some considerations include cost, reliability, looks, brand loyalty, sportiness, fuel economy, and recommendations and reviews. Most of us spend days, weeks, months thinking of what our next car purchase will be, and why. This decision process says a lot about who we are as individuals. And we here at Moses are no exception.


Katie Blaker
For me, the choice to get a MINI Cooper was easy. I had fallen in love with them when they first were introduced in the U.S. in 2001. They are sporty, handle tight corners with ease, and have an undeniable charm. There was also a bit of a “cool factor” that came into play. The MINI has long been associated with the trendy, the fashion forward, and the rebellious and artistic types. Just as creatives and celebrities adopted the MINI with open arms in the ’60′s, it was likewise embraced warmly upon its introduction to the U.S. The MINI became a popular choice with those in the creative field in part because it’s branding tapped into that market. It does, after all, “Run on irregular.” As an Art Director, it was the logical choice. And a bold statement of my lifestyle and priorities.

Karin Valentine

For Karin, her Ford F150 is not only a reflection of her lifestyle but a necessity. She needs it in order to haul her horse trailer (and horse), hay bales, riding equipment and anything else a cowgirl needs. She’s proud of it and the statement it makes about the horse-riding life that is so deeply a part of her.

But why Ford, instead of a Dodge or Chevy? “My grandpa bought a Ford-100 in 1966, which we still own. The odometer has turned over so many times I’m not sure how many miles are on it. But it still runs well, so I wanted to follow the family tradition.”

Robert Bernal

Robert is a copywriter. He’s also a tinkerer and an eternal optimist, not afraid to try something new and tackle projects. And this shows in his willingness to drive a Nissan Z that is fun and sporty, but also a project in the works.

“I chose to buy the car that I drive now because I see a lot of potential in it. Any person with an ounce of vision and a shred of ambition knows that life can be meaningful and rewarding, but only if you can prove yourself with dedication and grit.”

Diane Goldstein

Diane’s family is very important to her. So is the ability to make sure they all get from one location to the next in safety and comfort. The more people that can fit in one car, the better, and that’s one thing that her Ford Explorer excels at. It also offered a technology package to make her family’s many trips comfortable. “Overall we were looking for a car that would fit people, luggage, etc around town and across country comfortably.”

Brianna Ross

“This (photo) is why I bought my jeep.  ’Nough said.”
Brianna has had a sense of adventure ever since she was a little girl, and this was the vehicle of choice. Built for off-roading, this Jeep helps her indulge her adventuresome side. It looks pretty darn nice at the same time.

Holly Lane

Holly had owned two Hondas in a row before breaking away from the brand. Her Mazda3 offered her many things that Honda didn’t, including nimble handling and a technology package that fit her needs. She enjoys having fun on her commute. “For me, I need to listen to whatever I want whenever I want. How else would I entertain other drivers by singing at the top of my lungs and dancing a little while driving?!?”

For Sean, he likes a truck that can have anything thrown at it and still accomplishes its goals – just like his computer equipment.

For Chris, it’s a truck big enough to carry the family to San Diego or his drums to the gig, but with better gas mileage than he beloved but old Nissan Xterra. Enter the Nissan Murano.

Lauren loves her truck, not only for its versatility, but because she’s tall – and her truck was the only vehicle she test drove where her head didn’t hit the ceiling. Caterina loves the gas mileage and luxury of her Lexus hybrid. Jodi craves performance and luxury, so she bought a Mercedes 350. And the list goes on.

Every car makes a statement about their owner. So what about yours?

Moses Honors Long-time Creative Bell Smith

I first met Joanne in 2003 when I took a Sr. Art Director position at Moses. She was the SVP, Creative Director at the time — poised, confident and sure. Her name graced a large majority of the awards on the agency’s main wall. She had the big office with the cool tokens from almost two decades of kicking ass at Moses and she was as friendly as she was fierce.

I remember thinking that if Louie is the heart of the agency, Joanne was certainly the soul. All of this made her quite intimidating for a green creative just a few years out of grad school. Eventually I managed to earn her respect, and we found our groove, a groove that culminated in us singing and dancing during a pitch to a song she wrote the night before. We sold the work with our little number, too, but only because Joanne insisted that I do it with her (I am comfortable doing anything during presentations now, but back then this was more than a little frightening).

I learned a lot from her while we worked together, and if I was open to it I would have learned a heck of a lot more. After 22 years at the agency, I think she was a little burned out and eventually left. A year later, I moved to San Francisco. And our paths would not cross until March 2012 during a party on my first day back at the agency.

I was taking the Creative Director job and we were retiring the Anshell in Moses Anshell by hanging a jersey in the rafters like any good championship team. We were starting a new era of the agency as simply Moses, so it was nice to have Joanne there for the occasion. I knew Joanne had cancer at the time, but she was still full of spirit. She scolded me for not going out more with my peers back in the day and told me to enjoy things more now. She said she was glad that I was back (which I took as a high compliment) and we hugged, which is something that I don’t do casually or just for anyone. I was really happy to see her.

A little over a year later, Joanne passed away. We grieved. And we still miss her, but we decided to honor her contribution to the agency by retiring her number — 22 — for her years of service. The jersey is high up in the agency for all to see. Even though Joanne wasn’t much of a sports fanatic, she’d like knowing that we will think about her everyday as we walk under it. My hope is that when our employees see her name up there they will be reminded to be strong in their convictions, to be compassionate, to enjoy their work, and most importantly to cultivate that little rebellious streak that is a Moses trademark — and a defining characteristic of Joanne’s.


Helping the Cubs Dust Off A New Home Plate

Cubs Blog Post Header
The band was warming up by the new 5-acre lake. Vendors from food trucks to popcorn carts were frantically setting up. Bounce houses were inflating. A big crowd of curious people gathered near the main gate. Everyone wanted to get a look inside the sparkling new Chicago Cubs Spring Training stadium.

I’m so glad this scene was not happening in Florida.

Instead, it was a sunny Saturday morning in Mesa. Indeed, Arizona kept the Cubs, and I’m proud of the role Moses played in the fight.

cubs stadium 14 copy

We weren’t the clean-up hitter in the effort, but we were part of the team. Moses prepared Cubs leaders on talking points and worked with media and blogs in Arizona, Florida and Illinois. We worked with the Governor’s Office, helped with Cubs pep rallies, even talked to supporters and critics alike in the rain. A “Keep the Cubs” website and social media channels helped to keep supporters in the game.


That was four years ago. The threat of the Cubs being lured by Florida was real, and Arizona would have lost millions of dollars. Instead, diehard Cubs fans will continue to make Spring visits to Arizona and bask in the sunshine of the Cactus League.

Pitchers and catchers will be reporting soon. Hot dogs and beer will be ready. The grass will be mowed just right and the infield will be a dream. I can’t wait to grab a seat inside – without having to first get a plane ticket.

I’m proud of the work by Team Moses and all the others who stepped in to help make this happen. With that, Play Ball!

Cubs Win In AZ Button

We’ve added a few new members to the band.


We’ve hit the ground running this year, busy with numerous major campaigns for various clients, clients that have been valued members of our family for years.

And it also is a time of growth. We start 2014 as the new agency for Valley Metro, a new chapter for us and a chance to help improve urban transportation and life in our communities.

We’re busy helping Las Vegas-based Ultimate Gaming with a multi-million dollar launch during Super Bowl weekend in New Jersey.


We now work with the Grand Canyon Association, helping to tell the world about the great work being done at this historical and natural treasure. Look for more soon as we help save an endangered historic gem at the canyon.


Moses designed a special guitar for The GRAMMY Museum in Los Angeles to help celebrate the museum’s fifth birthday. We then helped the museum attract attention from football fans in town for the Rose Bowl, and we’ll help the museum this spring with a major exhibit.


We’ve added some creative souls to our team, promoted a few key players, and we’re about to land another significant new client.

You’ll be hearing more about each of these in the coming weeks and months. You see, while our past is rich with accomplishments, we have many stories left to tell. We firmly believe that our best work is still ahead.

The Rose Bowl came early to Moses.


Kickoff is tomorrow, but we were in the bowl mood weeks ago, designing posters and web banners to help connect the Rose Bowl with The GRAMMY Museum. We combined images of John Mayer and John Fogarty with headlines such as “Go from fight songs to favorite songs” to help promote the museum to fans in town for the 100th Rose Bowl game.


We have been doing work for the GRAMMY Museum since 2010. Our first project was launching the Girl Rock Nation website for Fender guitars at the museum. Since then, we designed a special guitar this fall for the museum’s fifth birthday. We’ve also created work for exhibits featuring Bob Marley, Roy Orbison, Hip Hop and, my personal favorite, John Lennon. When we were given the Lennon Songwriter project, we were told we would have to get all creative approved by Yoko Ono, but we would only have a “few minutes with Yoko.”


Now as a lifelong Beatles fan, this posed quite a quandary. A few minutes with Yoko, how do I use them properly?

Should I ask her how she feels about being blamed for the break-up? Should I ask her which Beatle smelled the best? Did Ringo get paid the same amount as the other three? Or should I just get right to the point and ask, “What crazy potion did you make John drink to make him think you had talent?” Yeah, I said it … in my head.


When I got to the museum that day to present the Lennon creative, it was a madhouse. Yoko was doing press interviews to promote the Lennon exhibit in one of the private conference rooms and we didn’t know when she would have time to look at the concepts. The nice people at the GRAMMY Museum were trying so hard to get me in front of her but were totally powerless. I assured them I’d be patient, and I went to a far corner of the second floor and found a bench and outlet in the wall to charge my phone. The second floor is filled with Lennon memorabilia. Original lyrics, guitars, costumes and photos surrounded me. Right above my head were the handwritten lyrics to “Beautiful Boy” with one of my fav Lennon lyrics: “Take my hand. Life is what happens to you, while you’re busy making other plans.” I stared at those words, written in Lennon’s own scribble, and choked up.

Peace and love was what the Beatles were all about so when I meet Yoko, I should do it in the spirit of John. So with peace in my heart, I collected my things and went back down to the first floor. My GRAMMY friends ran to me and said, “Oh there you are. We want you to meet someone.”

This is it, the moment of truth. I needed to find my inner peace and embrace what John loved in Yoko. I can do it. I. Can. Do. It.

“Louie Moses, meet Joe Herbsman, Yoko’s attorney…” Yoko had left the building.

GrammyMuseum_Lennon Poster