Marketing Helper

Audio Helper

As Director of Marketing and Production for BMP, Paul Wells was tasked with creating a “Production Director in a Box” service for Talk Radio Stations.

A demo was produced for the concept, and United Stations picked up the weekly distribution.  A catchy name was needed.  While grocery shopping, Paul spotted a box of Hamburger Helper, and visualized the name and marketing design, executed by the United Stations team. This same concept has been “echoed” in a recent print campaign for Geico.

About Paul Wells

Paul "Lobster" Wells started out as a small child. Not just copying the title of a Bill Cosby comedy album, that was paraphrased by Steve Martin, here... Mr. Wells actually had a desktop radio station before there was "Desktop!". From ages 10-12, on Friday nights in The Bronx, he and his friends would gather and do radio with two turntables and a microphone, and a little mixing board, built into an anvil jeweler's case that fit on his desk in his bedroom in Parkchester, the World's first modern Housing Project. This rig was plugged into a Wollensack tape recorder. Some tapes of what was imaginatively called WKDO Radio still exist. Paul went to college to become a Veterinarian, but as Freshman, his life took a turn when he joined the campus radio station. His understanding of media and advertising would grow, in addition to his already well-developed love of music, while attending the City University of New York for four years (becoming Chief Announcer at the campus radio station, WCCR) and Stanford University, where he did radio and taught student DJs as "post-graduate" work. Paul would later found Flow Communications as an Ad Agency with some KZSU, Stanford friends. He rose to become Music Director of KSJO, San Jose in the late '70s and Morning Man at KNAC, Los Angeles when it went "Heavy Metal" in 1986. Returning to the Bay Area, "The Lobster Breakfast" on KSJO, CBS' KRQR San Francisco and K-FOX. Paul then became Director of Marketing and Production at BMP, working on House of Blues radio programs as well as creating and selling new programming concepts. Paul went on to become Director of Programming for Information Network Radio and Creative Director of KBZS, 1220AM. The company owned the radio station and had 5 channels of Sirius Satellite Radio and 2 foreign language stations for XM. The pre-launch contracts became mute when the services were delayed. At that time, 2002, Paul moved Flow Communications to 69 Green Street, in San Francisco's Media Gulch. The building is home to state-of-the-art digital audio post-production studios, including the only Dolby certified Pro Tools studio in San Francisco. As Lobster, Paul still performs weekly on 97.7FM, The River, "Classic Rock for the North Bay." Also, Mr. Wells teamed up Political Comedian Will Durst and Political Icon Willie L. Brown Jr. for a morning talk show in 2005. It is now a "Tri-Cast" which airs on both Radio and Television, and is archived on the Internet at willandwillie.com Flow Communications and Flowstream.com are poised to create the best Integrated Media Content for a wide range of clients. In his spare time, Mr. Wells is an avid Scuba Diver, Bicyclist and Dog and Cat Whisperer.