Fallon - Interview with Art Director


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Dean Hanson gave our group an interview on the business of advertising and his role as the Art Director.

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  • Fallon - Interview with Art Director

    1. 2. clients
    2. 3. Dean Hanson Fallon World Wide <ul><li>BFA from the Minneapolis College of Art and Design. </li></ul><ul><li>Front row seat in the evolution of Fallon from a small regional print agency into a very large agency and communications company. </li></ul><ul><li>Pulled all-nighters for the likes of EDS, Coca-Cola, BMW, Miller, Beer, Timex, Ralston Purina, Federal Express, and Lee Jeans. </li></ul><ul><li>Widely recognized in international award competitions far from his native home in Minnesota. </li></ul>
    3. 4. Art Director <ul><li>Requires good design skills and </li></ul><ul><li>Background in visual education </li></ul><ul><li>- Drawing and photography classes </li></ul><ul><li>Oversees visual aspects of projects </li></ul>
    4. 5. Get into the industry <ul><li>“ It doesn’t matter if you went to Yale or Harvard; it’s totally what you can do.” </li></ul><ul><li>Develop an ad book portfolio by: </li></ul><ul><ul><li>A few semesters at an ad school </li></ul></ul><ul><ul><li>Internships </li></ul></ul><ul><ul><li>Spec ad campaigns </li></ul></ul><ul><ul><li>Study award-winning campaigns </li></ul></ul><ul><li>Work your way up: Start at print ads </li></ul><ul><li>Hard work and basic gifts = Success </li></ul><ul><li>Energy, enthusiasm, and long work hours </li></ul>
    5. 6. Ad sample 01
    6. 7. The Industry <ul><li>Advertising Basics: </li></ul><ul><li>- Good salesmanship </li></ul><ul><li>- Good human communication </li></ul><ul><li>Advertising Challenge: </li></ul><ul><li>- Take current attitudes in new direction </li></ul><ul><li>- Break through the clutter (creativity) </li></ul>
    7. 8. The Industry (continued) <ul><li>Gain and lose clients frequently </li></ul><ul><li>Projects have short shelf life - Constantly have to prove yourself </li></ul><ul><li>Have to build firm reputation </li></ul><ul><li>- Get to pick and choose clients </li></ul><ul><li>Very compartmentalized - Many people work on few projects </li></ul>
    8. 9. Project Details <ul><li>Project timeline: 2-3 months </li></ul><ul><li>Large agency: 3 projects at a time </li></ul><ul><li>Find problem -> Design Plan -> Create Brief -> Send to Production </li></ul><ul><li>Company does everything but direct and produce physical ad </li></ul><ul><li>Typical day depends on stage of project </li></ul>
    9. 10. EDS commercial
    10. 11. “ Research is a rearview mirror” <ul><li>At best, tells where the customer is… </li></ul><ul><ul><li>But everyone else knows this also </li></ul></ul><ul><li>The challenge is where to take them </li></ul>
    11. 12. Research (continued) <ul><li>Jump-off point but not the answer </li></ul><ul><li>Methods for collecting research can be very unnatural </li></ul><ul><li>“ Research is an excuse to do boring stuff. Research can ruin ads!” </li></ul>
    12. 13. What makes a good ad <ul><li>Break through the clutter </li></ul><ul><li>Make a connection </li></ul><ul><li>Make the audience feel smart </li></ul>“ If you want to do something fresh, you have to take risks.”
    13. 14. Interview Clip with Dean Hanson
    14. 15. Rewards <ul><li>Long hours, lots of work mean… </li></ul><ul><ul><li>High-profile </li></ul></ul><ul><ul><li>High pay </li></ul></ul><ul><ul><li>Fun work atmosphere </li></ul></ul><ul><ul><li>Lots of travel </li></ul></ul>
    15. 16. Future of Advertising <ul><li>Up in the air </li></ul><ul><li>Media is empowering people </li></ul><ul><li>- More interactive </li></ul><ul><li>Online, it’s difficult to figure out how many people the ads actually reach </li></ul>
    16. 17. BMW Case Study
    17. 18. Situation: <ul><li>In 2000, sales growth slowed as competitors increased marketing efforts and revamped product lineups. </li></ul><ul><li>BMW marketing had a mandate to increase showroom visits without increasing their historically efficient marketing budget. </li></ul><ul><li>BMW spends nearly half that of Lexus in terms of measured media per car sold, and significantly less than Mercedes. </li></ul>
    18. 19. Insight: <ul><li>BMW needed to grow their base of new users by lowering average age of the BMW driver </li></ul><ul><ul><li>Busy and very hard to reach </li></ul></ul><ul><ul><li>Spend more time on computers </li></ul></ul><ul><ul><li>Want control of traditional media viewing </li></ul></ul><ul><li>The Internet had become a crucial part of the car-buying </li></ul><ul><li>Knew from other data that BMW is an emotional purchase: It's something you want rather than need. </li></ul><ul><li>Competition had copied the BMW advertising style, leading consumers to assume that competitors performance was at equal to BMW. </li></ul>
    19. 20. Solution: <ul><li>Fallon decided to make short films for the Internet, shot by a variety of world-class movie directors and actors. </li></ul><ul><li>Each film follows a mysterious character for hire that would courier anyone or anything in an array of different BMW vehicles. </li></ul><ul><li>Showcase BMW performance in a way not allowed by network television, creating an emotional and visceral connection. The driver was the ultimate personification of the BMW driver. </li></ul><ul><li>Films marketed as entertainment, not advertising. </li></ul>
    20. 21. BMW Trailer
    21. 22. Results: <ul><li>Measured dramatic increases, across the board, in imagery and overall brand reputation. </li></ul><ul><li>Planned dealer visits increased by 400%. </li></ul><ul><li>Sales more than doubled while marketing costs fell by over 1/3. </li></ul><ul><li>By the end of the second season of films, BMW sales growth of +74% dramatically outpaced that of Lexus at +42% and Mercedes at +35% during the same period. </li></ul><ul><li>The films have generated over $26M in free media and film downloads continue to grow without any additional support. </li></ul>