Rich celebrates his ten year anniversary as founder of the CBS Altitude Group (AG). AG is a leader in creating branded content ideas and "stories" designed to reflect the pulse of major markets, which are distributed across the unique range of CBS local assets that include radio, TV, OOH, websites, streams, mobile, live events and more.
From infusing a "good hands route of the day" into daily traffic reports for Allstate, to curating a unique storytelling series for FIAT, Lobel is always looking to raise the bar for ideas that capture a unique vibe in local markets. Other AG clients include Walmart, YP, Mercedes, Ford, University of Phoenix, Walgreens, MasterCard, Atlantic City Alliance, JBL, Bermuda Tourism, among others.
Prior to coming to CBS, Lobel was the brand architect and marketing strategist for SFX, which ultimately became Live Nation. While at Live Nation, he led the alliance marketing team that created experiential programs for Coca-Cola, American Express, Miller, P&G and Levi’s using both venues and artists to infuse excitement into the brands. Lobel started in the ad agency business with senior account management positions at Ogilvy New York on American Express and at DDB New York.