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Fallon - Interview with Art Director
 

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.

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 Fallon - Interview with Art Director Presentation Transcript

  •  
  • 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.
  • Art Director
    • 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
  • 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)
  • 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
  • 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
  • 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
  • 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!”
  • 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.”
  • Interview Clip with Dean Hanson
  • Rewards
    • 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
  • 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.
  • 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.
  • 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.
  • 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.
  •