Alex Kroll

Senior Writer, Brand development, based in New York

The first time Alex boarded a school bus for kindergarten, his father filmed the whole episode—including a close-up of his mother’s tearful reaction as she released her firstborn into the educational wild. For most families, the resulting home movie might be shown once or twice and then left to gather dust. But Alex’s father was a vice president and creative director for a major New York ad agency. The resulting 8mm footage became the storyboard for a successful Metropolitan Life television commercial—and young Alex had had his first brush with what was to become his life’s calling.

At Siegel+Gale, Alex couples his familial gift for finding dramatic moments with a deep love of language and storytelling to generate powerful copy for clients including AARP, Allstate, American Express, Breast Cancer Dot Org, CleanRest, Dell, Dewitt Stern Group, Dominion Energy, Easter Seals, HNTB, Houlihan Lokey, KAUST, Microsoft, Motorola, PG+E, Tata and many more. His work covers a range of disciplines including broadcast and print advertising, marketing collateral and voice books.

Before joining S+G Alex spent a brief time in the excavation business, but soon gave that up to become an advertising writer-producer and news anchor for a small Westchester County/New York radio station, He soon moved to Ammirati & Puris as a copywriter for the BMW, UPS, Four Seasons and Grolsch Beer accounts. Leo Burnett and Young & Rubicam followed before he came to S+G as a writer in 2005.

A graduate of Princeton University, Alex majored in Russian. His work has appeared in Communications Arts Magazine, on Jay Leno’s “Headlines” segment, and has won several awards and distinctions including the One Show, Chicago Windy, Radio Mercury and the London Shows, among others. Alex’s novel, Fourth & Gogol: The True Story of Russia’s Top-Secret American Football Program, was published in 2003.