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Slide 2: clients

Slide 3: • 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. Dean Hanson • Widely recognized in international award competitions far from his Fallon World Wide native home in Minnesota.

Slide 4: Art Director • Requires good design skills and • Background in visual education - Drawing and photography classes • Oversees visual aspects of projects

Slide 5: 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

Slide 6: Ad sample 01

Slide 7: The Industry • Advertising Basics: - Good salesmanship - Good human communication • Advertising Challenge: - Take current attitudes in new direction - Break through the clutter (creativity)

Slide 8: 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

Slide 9: 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

Slide 10: EDS commercial

Slide 11: “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

Slide 12: 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!”

Slide 13: What makes a good ad “If you want to do something fresh, you have to take risks.” • Break through the clutter • Make a connection • Make the audience feel smart

Slide 14: Interview Clip with Dean Hanson

Slide 15: Rewards • Long hours, lots of work mean… – High-profile – High pay – Fun work atmosphere – Lots of travel

Slide 16: 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

Slide 17: BMW Case Study

Slide 18: 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.

Slide 19: 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.

Slide 20: 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.

Slide 21: BMW Trailer

Slide 22: 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.