clients

Dean Hanson Fallon World Wide BFA from the Minneapolis College of Art and Design. Front row seat in the evolution of Fallon from a small regional print agency into a very large agency and communications company. Pulled all-nighters for the likes of EDS, Coca-Cola, BMW, Miller, Beer, Timex, Ralston Purina, Federal Express, and Lee Jeans. Widely recognized in international award competitions far from his native home in Minnesota.

BFA from the Minneapolis College of Art and Design.

Front row seat in the evolution of Fallon from a small regional print agency into a very large agency and communications company.

Pulled all-nighters for the likes of EDS, Coca-Cola, BMW, Miller, Beer, Timex, Ralston Purina, Federal Express, and Lee Jeans.

Widely recognized in international award competitions far from his native home in Minnesota.

Art Director Requires good design skills and Background in visual education - Drawing and photography classes Oversees visual aspects of projects

Requires good design skills and

Background in visual education

- Drawing and photography classes

Oversees visual aspects of projects

Get into the industry “ It doesn’t matter if you went to Yale or Harvard; it’s totally what you can do.” Develop an ad book portfolio by: A few semesters at an ad school Internships Spec ad campaigns Study award-winning campaigns Work your way up: Start at print ads Hard work and basic gifts = Success Energy, enthusiasm, and long work hours

“ It doesn’t matter if you went to Yale or Harvard; it’s totally what you can do.”

Develop an ad book portfolio by:

A few semesters at an ad school

Internships

Spec ad campaigns

Study award-winning campaigns

Work your way up: Start at print ads

Hard work and basic gifts = Success

Energy, enthusiasm, and long work hours

Ad sample 01

The Industry Advertising Basics: - Good salesmanship - Good human communication Advertising Challenge: - Take current attitudes in new direction - Break through the clutter (creativity)

Advertising Basics:

- Good salesmanship

- Good human communication

Advertising Challenge:

- Take current attitudes in new direction

- Break through the clutter (creativity)

The Industry (continued) Gain and lose clients frequently Projects have short shelf life - Constantly have to prove yourself Have to build firm reputation - Get to pick and choose clients Very compartmentalized - Many people work on few projects

Gain and lose clients frequently

Projects have short shelf life - Constantly have to prove yourself

Have to build firm reputation

- Get to pick and choose clients

Very compartmentalized - Many people work on few projects

Project Details Project timeline: 2-3 months Large agency: 3 projects at a time Find problem -> Design Plan -> Create Brief -> Send to Production Company does everything but direct and produce physical ad Typical day depends on stage of project

Project timeline: 2-3 months

Large agency: 3 projects at a time

Find problem -> Design Plan -> Create Brief -> Send to Production

Company does everything but direct and produce physical ad

Typical day depends on stage of project

EDS commercial

“ Research is a rearview mirror” At best, tells where the customer is… But everyone else knows this also The challenge is where to take them

At best, tells where the customer is…

But everyone else knows this also

The challenge is where to take them

Research (continued) Jump-off point but not the answer Methods for collecting research can be very unnatural “ Research is an excuse to do boring stuff. Research can ruin ads!”

Jump-off point but not the answer

Methods for collecting research can be very unnatural

“ Research is an excuse to do boring stuff. Research can ruin ads!”

What makes a good ad Break through the clutter Make a connection Make the audience feel smart “ If you want to do something fresh, you have to take risks.”

Break through the clutter

Make a connection

Make the audience feel smart

Interview Clip with Dean Hanson

Rewards Long hours, lots of work mean… High-profile High pay Fun work atmosphere Lots of travel

Long hours, lots of work mean…

High-profile

High pay

Fun work atmosphere

Lots of travel

Future of Advertising Up in the air Media is empowering people - More interactive Online, it’s difficult to figure out how many people the ads actually reach

Up in the air

Media is empowering people

- More interactive

Online, it’s difficult to figure out how many people the ads actually reach

BMW Case Study

Situation: In 2000, sales growth slowed as competitors increased marketing efforts and revamped product lineups. BMW marketing had a mandate to increase showroom visits without increasing their historically efficient marketing budget. BMW spends nearly half that of Lexus in terms of measured media per car sold, and significantly less than Mercedes.

In 2000, sales growth slowed as competitors increased marketing efforts and revamped product lineups.

BMW marketing had a mandate to increase showroom visits without increasing their historically efficient marketing budget.

BMW spends nearly half that of Lexus in terms of measured media per car sold, and significantly less than Mercedes.

Insight: BMW needed to grow their base of new users by lowering average age of the BMW driver Busy and very hard to reach Spend more time on computers Want control of traditional media viewing The Internet had become a crucial part of the car-buying Knew from other data that BMW is an emotional purchase: It's something you want rather than need. Competition had copied the BMW advertising style, leading consumers to assume that competitors performance was at equal to BMW.

BMW needed to grow their base of new users by lowering average age of the BMW driver

Busy and very hard to reach

Spend more time on computers

Want control of traditional media viewing

The Internet had become a crucial part of the car-buying

Knew from other data that BMW is an emotional purchase: It's something you want rather than need.

Competition had copied the BMW advertising style, leading consumers to assume that competitors performance was at equal to BMW.

Solution: Fallon decided to make short films for the Internet, shot by a variety of world-class movie directors and actors. Each film follows a mysterious character for hire that would courier anyone or anything in an array of different BMW vehicles. 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. Films marketed as entertainment, not advertising.

Fallon decided to make short films for the Internet, shot by a variety of world-class movie directors and actors.

Each film follows a mysterious character for hire that would courier anyone or anything in an array of different BMW vehicles.

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.

Films marketed as entertainment, not advertising.

BMW Trailer

Results: Measured dramatic increases, across the board, in imagery and overall brand reputation. Planned dealer visits increased by 400%. Sales more than doubled while marketing costs fell by over 1/3. 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. The films have generated over $26M in free media and film downloads continue to grow without any additional support.

Measured dramatic increases, across the board, in imagery and overall brand reputation.

Planned dealer visits increased by 400%.

Sales more than doubled while marketing costs fell by over 1/3.

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.

The films have generated over $26M in free media and film downloads continue to grow without any additional support.