Don Schneider On the Spot

The executive creative director at BBDO grew up in Massapequa, Long Island, where his high school political science teacher was Alec Baldwin’s father. Which Schneider says was not a factor in casting Baldwin three decades later for the voiceover of GE’s “Imagination at Work” campaign (he was instead inspired by Baldwin’s narration in The Royal Tenenbaums). Schneider, an art director who has logged 23 years at BBDO, is lead creative on Pepsi and also sits on the New York shop’s 20-member board of directors.