Author and multiple Emmy Award winner Steve Lance has been a copy director or creative director of some of the most recognized agencies and television networks, including Della Femina, Travisano, Backer & Spielvogel and Ted Bates. As Creative Director of NBC, he established the first copy testing and focus group testing for the network. He brought the peacock back to NBC with Richie Kahn and Mike Mohammed. His tag lines developed with Richie Kahn ("NBC Us" and "NBC Proud As A Peacock") remain the most memorable lines created for any network as measured by Burke scores and his work for the premiere of NBC SportsWorld won One Show and Andy Awards.
After working three years in Los Angeles as a television series writer, Steve returned to New York as Creative Director of the entertainment division of Della Femina, Travisano & Partners. His commercials for SportsChannel won One Show and Andy Awards and his work for WBZ-TV won an Emmy Award for Best Station News Campaign. He was asked by NBC's Community Affairs Division to create a new public service campaign. He conceived the format for "The More You Know," and wrote the first 17 spots for the campaign.
Now, as a partner in PS Insights, Steve and his partners deliver trainings, workshops and lectures that produce real-world results. The goal is to bring the best ideas within a company to the surface: delivering actionable, here’s-how-you-do-it methodology.
Steve is also Co-Author of “The Little Blue Book of Advertising: 52 Small Ideas That Can Make A Big Difference", “The Little Blue Book of Marketing: Build A Killer Plan in Less Than A Day” and “Breakthrough! A 7-Step System For Developing Unexpected & Profitable Ideas”. He also is an Associate Professor at University of Connecticut School of Business, CUNY School of Marketing, University of Bridgeport and guest lecturer at pace University, Rice University, Louisiana State University, Ball State University and Purdue University.