John pioneered the advertising industry's adoption of film tax credit programs. He secured one of the first-ever state film tax credits awarded to a national advertiser and established the foundational processes that now underpin strategic participation in these incentives. A respected thought leader, John has played a central role in shaping industry policy. He has contributed to influential white papers and research reports and has provided critical data and analysis to legislative teams, trade associations, and state government committees nationwide. John was instrumental in negotiating the industry-standard Non-Disclosure Agreement with the Association of Independent Commercial Producers (AICP), enabling unprecedented data sharing between production companies and third-party administrators. This agreement allowed advertisers to fully participate in state incentive programs while preserving the confidentiality of production agreements. He has also authored model legislation for new state film tax credit programs, ensuring that advertising production is both included and accessible, making it easier for advertisers to qualify for and benefit from these incentives. John is the creator and author of the Alta Almanac, the industry’s most comprehensive and authoritative guide to U.S. state film tax credit programs, published annually. As the leader of the Alta team, John continues to drive innovation across the film tax credit landscape, enhancing transparency, efficiency, and strategic access for advertisers of all sizes.