The Work That Made Me: John Schadler
In a career that has spanned more than 35 years, John has led some of the most recognisable and successful marketing campaigns in the hospitality world. Beginning in New York City, his passion for marketing took him to Las Vegas for a transformative opportunity to work alongside gaming and resort visionary Steve Wynn.
For 15 years, he led the efforts behind the memorable campaigns and brand launches for the iconic Mirage, Treasure Island and Bellagio hotels. In 1999, SK+G was formed with the idea of creating a world-class lifestyle marketing firm.
For nearly 20 years, the firm crafted and shaped some of the world’s premier hospitality and restaurant brands, including Borgata Hotel Casino & Spa (Atlantic City), Montage Hotels & Resorts, CityCenter Las Vegas, Wolfgang Puck Fine Dining Group, Aria Resort & Casino, Galaxy Macau (China), Baha Mar (The Bahamas), The Grand Del Mar (San Diego), Planet Hollywood and Virgin Hotels.
In January 2019, John and his award-winning team joined The Harkey Group to form one of the dominant independent holding companies in the Southwest. In 2023, continuing to lead the way in travel, hospitality and lifestyle marketing, MONOGRAM was formed as a specialty agency within the group focusing exclusively on this burgeoning category.
LBB> The ad/music video from my childhood that stays with me…
John> The VW ad 'Lemon' by David Ogilvy. Its simplicity and self-deprecating humour draws the reader in and makes it impossible to avoid. A masterpiece of modern marketing.
LBB> The ad/music video/game/web platform that made me want to get into the industry…
John> The Brother Dominic series for Xerox that put the copier company on the map. Created by Needham, Harper and Steers. It turned Xerox into a household name.
LBB> The creative work (film/album/game/ad/album/book/poem etc) that I keep revisiting…
John> For me, it's not any one thing. I've been a huge Jazz fan my entire adult life and listen all the time. To me, it's the best background soundtrack for creativity...Miles Davis, John Coltrane, Herbie Hancock, Pat Metheny, Kamasi Washington... It's a broad range that keeps things spontaneous and ideas flowing.
LBB> My first professional project…
John> Working on the Golden Nugget TV campaign with Frank Sinatra and Steve Wynn. It became a legendary series and put the company on the map.
LBB> The piece of work (ad/music video/ platform…) that still makes me jealous…
John> The Virgin Atlantic TV commercial by Y&R 'Flying in the Face of Ordinary' from 2014. An epic, yet tongue in cheek spot among a sea of sameness in airline advertising. Simply brilliant.
LBB> The creative project that changed my career…
John> The launch of The Mirage in Las Vegas in collaboration with the great Hal Riney and Partners. The campaign not only set the tone for modern day Las Vegas, but changed forever the way the destination was marketed.
LBB> The work that I’m proudest of…
John> During my 20 year tenure as Founding Partner of SK+G, it would be the work the agency did for the destination resort Baha Mar in the Caribbean. An eight year project that culminated in a massive worldwide marketing launch featuring the finest creative talents in advertising.
LBB> The recent project I was involved in that excited me the most…
John> The opening campaign for Virgin Hotels Las Vegas which brought Richard Branson's amazing hospitality brand to the Las Vegas market. What fun that was to do!
