Creative Portfolio   Derrick E. Wood
                     Founder, CCO
hello
thank you for opening this
up and having a bit of curi-
osity as to what Red Iron
is all about. i hope you will
find what ...
i am   ready to create a small agency made
       up of people who used to be in a
       big agency who want more. i know...
here are some of the agencies where i have worked, learned and played. >>>
i say   my lexicon is simple, fun, smart,     and please don’t hate me for not
        inventive, intelligent, conversa-  ...
btw, isn’t your
brand better than
   the fruit that
anyone can easily
  grab? you don’t
 know where their
  hands have bee...
i can   we are all students of marketing,      here’ a TAG CLOUD of what i have
                                          ...
engaging your tribe
                                                             live events
             internal communi...
i did                                                  >>>
        a lot of work in a lot of different
        areas at a ...
The               The
      ebpm                                      ibpm
i                           Little            L...
3




                                                                            5

                                     ...
Business Objectives
To successfully launch the     Finally, this was a con-
repositioning and rebranding   certed effort a...
1
                                                                                  5
 2
                                 ...
sm
Business Objectives
Create a brand identity and      of logo marks and overall look
launch program for Staples’ new  an...
3                          5


                                                                                  6




 1
...
Business Objectives
Celebrate Jared’ 10th
                s                 Jared did to himself 10 years
anniversary and ...
1

          2




                                                                         3




                        ...
Business Objectives
Create awareness and partici-     giant pants which was posted
pation in SUBWAY’ commitment
          ...
1                                                                    3

                                                  ...
Business Objectives
Continue the buzz around        auditions hosted by Talk
Jared and SUBWAY’s Tour De      Soup host Joe...
1




                                                                                                               2


 ...
Business Objectives
To increase applications for    tually curious to a landing
employment from top tiered      page with ...
1


2




                                       3
                                                                       ...
Business Objectives
To increase applications for   We needed to tell a differ-
employment from top tiered     ent story ab...
1




2




3




1. Kids controller module and various skins and screens 2. SUBWAYKids.com main page for both kids and pa...
Business Objectives
Create an online destina-      to SUBWAYKids.com?   What was
tion for kids and parents to   in it for ...
2




       1                                                             3


1. Fauxbesity definition ad   2. Attack ad ...
Business Objectives
To grab the attention of        were flipping through their
mothers and shake them about    favorite m...
1                                                           4

                 2                                         ...
Business Objectives
Find the next easy office      Synchronization for this
product invention, to pro-     initiative was ...
1




     2




                                      3



1. Overview panel for EMD Serono   2. Aerial view of booth spa...
Business Objectives
Make EMD Serono look like a       Then our content was simple,
big player as a new comer in a    clear...
2



1


    1. Architecture for Site Modules and Wrappers   2. Grid structure to the pixel
Business Objectives
Create the lightest band-      We created short-hand for
width e-commerce site in the   code that was ...
2
                                    1




1. Print Ad for key decision makers and CIOs   2. Print Ad for Product Managers
Business Objectives
Find a way to influence de-     What we found is that there
cision makers, CIOs, CTOs,      is a unive...
thx.
thank you for taking the time to
get to know us a little better     .
i hope you can appreciate my inter-
est in brands, i...
3 Haven Way
Hopedale, MA 01747
508.498.6194
derrick.wood@redirongroup.com
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Derrick Wood Portfolio

  1. 1. Creative Portfolio Derrick E. Wood Founder, CCO
  2. 2. hello
  3. 3. thank you for opening this up and having a bit of curi- osity as to what Red Iron is all about. i hope you will find what you are looking for in a creative-marketing-branding- interactive-experiential-plan- ning agency. what makes Red Iron different is my understanding of how business works and how you just need that go-to-team to get stuff done and get you promoted. right? >>>
  4. 4. i am ready to create a small agency made up of people who used to be in a big agency who want more. i know how business works – i am a share- holder, i know how brands work – i am a consumer. i know that you want to make your budget go far, i have been there, done that – i wanted that promotion too!
  5. 5. here are some of the agencies where i have worked, learned and played. >>>
  6. 6. i say my lexicon is simple, fun, smart, and please don’t hate me for not inventive, intelligent, conversa- liking the phrase low-hanging tional. i say things like crave- fruit, or synergy, or relentless worthy, and passionate, and bril- pursuit, or web 2.0. it’s just not liant. it’s more about talking who i am, i’m not a BS bingo play- things through, asking the right er. let’s just talk and leave all questions, using words that are the buzz at the door. >>> both emotional and vocational. let’s just talk, we are bound to come up with the right language to frame your brand. keep it simple, i am already impressed with you for the position that you are in.
  7. 7. btw, isn’t your brand better than the fruit that anyone can easily grab? you don’t know where their hands have been do you? get a ladder, be daring. >>>
  8. 8. i can we are all students of marketing, here’ a TAG CLOUD of what i have s branding, creative, experiential, done before and any combination of interactive, right? we are con- these things can be pulled together stantly learning, trying, teaching, for you. >>> analyzing and going around another time. i can do a lot and there isn’ much i won’ attempt. you’ t t ll find that i am honest in my capa- bilities and limitations. i m not ’ afraid to say i don’ know, but am t excited to learn. above all, we both want you to succeed, so together we’ do what it takes. ll
  9. 9. engaging your tribe live events internal communications experiential branding a u d i e n c e brand values integration insight event production street teams art direction pitching creative print strategy brainstorming graphic planning copywriting design channel social media planning marketing interactive content management workflowprocess testing usability ui design photography imaging
  10. 10. i did >>> a lot of work in a lot of different areas at a lot of different compa- nies with a lot of great people. in short, i have done...well, a lot. i interactive as you will see, it’s done with e experiential integration in mind. it doesn’t b branding have to match like luggage, but the strategy, tone, message should all p print feel like it’s coming from the same m marketing brand. your customers don’t really understand or care about your org chart, so don’t show them.
  11. 11. The The ebpm ibpm i Little Little White White Market Market ibpm iepm i im pm im iebpm iem im ® iebpm epm im Well Spot p ibm im Your health supply superstore
  12. 12. 3 5 6 4 1 2 1. Wall Street Journal Full page launch ad 2. EcoEasy microsite 3. Easy Button microsite with commercials, games and programs 4. Easy Button billboard 5. Easy Delivery Man viral flash game 6. NASDAQ board in Times Square
  13. 13. Business Objectives To successfully launch the Finally, this was a con- repositioning and rebranding certed effort across various of Staples from “Yeah, We business units, so integra- Got That” to “That Was Easy” tion was mandatory. Strategy Results Create a comprehensive shot- Brand attribution is at an gun blast of media and mar- all-time high for Staples keting to introduce Easy and the actual Easy Button through the use of the Easy has gone on to rockstar sta- Button tus and over 3 million have been purchased to date. Approach First things first, the team had to determine what the button was. Was it real? Was it rendered? What is its personality? Does it talk? What does it stand for? What’s its promise? Second, we needed to support this launch with an arsenal of tactics including out- door, PR, interactive and social responsibility ef- forts.
  14. 14. 1 5 2 6 sm 4 from Staples sm 3 from Staples 1. Staples Rewards statement insert - front 2. Statement insert - inside 3. Online banner 4. InkDrop micro- sm from Staples site 5. InkDrop self-mailer - outside 6. InkDrop self-mailer - inside
  15. 15. sm Business Objectives Create a brand identity and of logo marks and overall look launch program for Staples’ new and feel. InkDrop was born. ink recycle and replenish Staples from Finally, the cross-channel program. synchronization of messaging pulled the online team, the Strategy operations and fulfillment team Develop a name, identity and together with the direct mar- communication pieces to help keting team. Messaging was get this program off the determined, pieces were creat- ground — using all channels ed and a program was launched. for activation. sm This group took on everything from designing the Tyvek re- Approach turn envelopes, to the DM, to The team first set out to the email campaign, to the understand the marketspace, site design. the audience and any competi- tive pressure. With this Results information in hand and the from Staples Enrollment went through the Easy Brand Promise - make roof. We had developed a buying office products easy — product and service offering they then explored dozens of that was a no-brainer for many potential names for this small businesses. The brand program. is still going strong today. Once InkDrop was identified and legally secured, the team then developed an exploratory f
  16. 16. 3 5 6 1 2 7 4 8 1. Jared’s 10th anniversary site 2. Pants Dance game 3. Health Promise pants signing 4. Pants Dance objec- tives 5. Congratulations shout-outs 6. Auditions for next TV spot 7. Pants Dance game play 8. Level Up!
  17. 17. Business Objectives Celebrate Jared’ 10th s Jared did to himself 10 years anniversary and create aware- ago. People sent in stories ness and participation in SUB- of how Jared was an inspira- WAY’ commitment to fighting s tion and motivation for them to childhood obesity. change their lives and to stay healthy. Strategy We even created a clever viral Create a website destination to game called Pants Dance where celebrate Jared’ anniversary s you try to catch the good for and highlight the continued you items and avoid the not-so- benefits of eating at SUBWAY. good for you ones. Approach Results We wanted to create a time- Like any marketing site, you line site like none other. Not need to drive traffic for it only can you slide back and to work. We implemented a forth between the years with campaign of sync banners and Jared as a green screen host, email blasts to drive traffic but you can contribute to the to the site. In addition, the timeline yourself. Pants Dance was featured on VH1 Best Day Ever. The game Users engaged in the site and racked up game play time that sent video and text congratu- equalled over 2 years of cal- latory messages to Jared. They endar time. signed a virtual clothes line of giant jeans in a pledge to make a Healthy Promise as
  18. 18. 1 2 3 5 4 6 1. Video street teams in Time Square capturing shout-outs to Jared 2. Photos of participants with Jared’s giant pants on the NASDAQ board 3. Jared and Michael Strahan on stage 4. Check presentation from The Jared Foundation 5. Sign- ing the promise board for the prevention of Childhood Obesity 6. Double decker tour bus wrapped in Tour de Pants
  19. 19. Business Objectives Create awareness and partici- giant pants which was posted pation in SUBWAY’ commitment s both online for them to to fighting childhood obesity retrieve and on the NASDAQ and celebrate Jared’ 10th s jumbo board. anniversary. The photo moment came when Jared and Michael Strahan took Strategy the stage and kicked off the Create a multi-channel event tour. It was followed by the highlighting SUBWAY’ commit- s initial donation to Jared’s ment and Jared’ 10th. Drive s foundation by SUBWAY’ dairy s press awareness and PR value. partner which segued to the reveal of the new Got Milk campaign featuring Jared. Approach Drafting off the Jared’ 10th s Results anniversary website, we staged the start of the Tour De Pants We had great PR pick-up on this in Times Square on Military event thanks to Jared and Mi- Island with the help of SUBWAY, chael Strahan. Our press kit Jared, Michael Strahan and was even featured in US maga- other sponsors. zine as the premium in their weekly sweepstakes. From here Here, we flooded Time Square the tour moved around the with street teams who spent country and generated a higher time intercepting people awareness score than simulta- inviting them to have their neous broadcast initiatives. picture taken with Jared’s
  20. 20. 1 3 4 2 5 6 1. Online auditions for next TV spot 2. Casting Agents 3. Stage for open casting call 4. Street team handout 5. Hollywood Blvd. aerial view 6. Open Casting Call leaflets
  21. 21. Business Objectives Continue the buzz around auditions hosted by Talk Jared and SUBWAY’s Tour De Soup host Joel McHale. Pants as it arrived on the People were able to post west coast. their own audition tape in recording tents set up with Strategy the hope to be pulled up on Create an integrated event stage and try it live with that generated awareness for Jared himself and impress the fight against childhood the panel of experts who obesity, the commitment from will determine one of the SUBWAY to keep kids healthy, winners that day. to celebrate Jared’s 10th an- niversary with SUBWAY and to Results find the next star of a SUB- We had everyone out for WAY commercial. Whew! this, including Marilyn Mon- roe and Zoro. The audition Approach was a great success and con- We created a contest for the tinued well after the event public to audition for a role through the online posting. in SUBWAY’s next TV spot, and Results for the Tour De hosted it both online and Pants far exceeded SUBWAY’s live on Hollywood Blvd.. expectation for impressions and extended their marketing Street teams flooded the area budget with the lowest CPM up and down the boulevard as of all their broadcast-like Casting Agents and drew peo- initiatives. ple into watch the live
  22. 22. 1 2 1. Fidelity Investments Recruiting semester planner for undergraduate students 2. Flipped over to become a notebook with Investment Management terminology
  23. 23. Business Objectives To increase applications for tually curious to a landing employment from top tiered page with a challenge ques- undergraduate and graduate tion. Eventually, this lead schools. them to the recruiting site and information about on campus visits with Fidelity. Strategy Show a new, untold side of The journal worked to keep Fidelity and position it as students organized dur- the place where the best of ing the semester, introduced the best go to work. them to the people at Fi- delity through profiles and educated them with invest- Approach ment management terms on the With the print side of this notebook side. assignment, we used the same research and audience in- Results sight and the same platform of “best of the best” as we We have had to reprint this used for the web and video as they have been scooped up components of the campaign. by undergrads. Applications have exceeded all of their However, in print we focused expectations and overall on the on-campus audience consideration for Fidelity and developed a blind teaser as a choice is setting a new campaign called If You Only high water mark. Anecdot- Knew and created IfYouOnlyK- ally, we are hearing students new.com. The student center say that they never knew Fi- and shuttle bus shelter post- delity was such a cool com- ers were without the Fidelity pany to work for. logo and drove the intellec-
  24. 24. 1 2 3 5 4 1. Teaser flash preloader 2. On-campus teaser poster campaign 3. IfYouOnlyKnew.com homepage 4. Tag cloud view of IfYouOnlyKnew.com 5. Employee profile page
  25. 25. Business Objectives To increase applications for We needed to tell a differ- employment from top tiered ent story about Fidelity, one undergraduate and graduate that highlights some pretty schools. amazing facts and points to a different brand of a com- pany. Strategy Show a new, untold side of We used the platform of “Best Fidelity and position it as of the Best” to determine the place where the best of what we said, how we said the best go to work. it, even down to the quality of the paper used for the leave behind journal. Only Approach the best would do. To start, we hit research hard. Cultural trends, au- Results dience insight, focus groups all pointed us in a direc- Applications have exceeded tion that was hard for Fi- all of their expectations delity to swallow at first. and overall consideration for Fidelity as a choice is set- Fidelity wasn’t even on the ting a new high water mark. consideration list, so great Anecdotally, we are hearing candidates and future fund students say that they nev- managers weren’t even show- er knew Fidelity was such a ing up at events or submit- cool company to work for. ting their applications.
  26. 26. 1 2 3 1. Kids controller module and various skins and screens 2. SUBWAYKids.com main page for both kids and parents 3. Parents site path and various subpages
  27. 27. Business Objectives Create an online destina- to SUBWAYKids.com? What was tion for kids and parents to in it for them? learn more about eating well After a brief but intense and staying fit with help period of planning and in- from SUBWAY. sight, we created two plat- forms: “I choose” for kids Strategy and “advantage” for parents. Develop a space for kids Now we were able to build, which is grounded in the test and deliver a site that insight of “I choose” and meets the needs of two very a parallel site for parents different audiences, but focused on “advantage” in communicates the singular helping their kids to lead message that Subway is the healthier lives. healthy choice for kids. Approach Results When we first started this Overall, site traffic is up assignment, we set out on with repeat visits topping the path to just build a the statistics. site. We had the require- ments, the tech specs and Additionally, this insight the design standards. has lead to an overhaul of their SUBWAYKids program, But what we didn’t have was messaging and communication a deep understanding of our strategy. audiences — kids and par- ents. Why would they come
  28. 28. 2 1 3 1. Fauxbesity definition ad 2. Attack ad for Happy Meal audience 3. Attack ad for Kids Meal prizes
  29. 29. Business Objectives To grab the attention of were flipping through their mothers and shake them about favorite magazines. This the realness of childhood would accomplish that. obesity and how SUBWAY is a For Fauxbesity, it is a term solution to help them and that SUBWAY coined which their children would also get moms to stop and think about what is re- Strategy ally in their kids meals. Show mothers that they have All in all, we were able to a choice when it comes to create branding, awareness feeding their children while and attack ads all from the on the go. Walk right up to same core insight. the line and perhaps put a toe over it. Results Approach This series is just starting to run nationally, but the The hardest part of this as- preliminary testing proved signment was probably do- that it was built to grab ing the photo search and attention and in some cases plugging in key words like was emotionally offensive. “chubby kid”. The truth is, this is what grabbed the at- tention of the mom’s we test- ed it on. SUBWAY wanted to get moms to stop in their tracks as they
  30. 30. 1 4 2 5 6 3 1. The Desk Apprentice microsite 2. Desk Apprentice flash game 3. Event photos from the Invention Quest finals at NASDAQ Marketplace 4. Internal Communications poster for The Apprentice Staples episode 5. Invention Quest homepage 6. Associate Invention Quest office/cubical hang tag
  31. 31. Business Objectives Find the next easy office Synchronization for this product invention, to pro- initiative was intense, with duce and sell, by reaching an appearance on NBC’s The out to a mass audience as Apprentice, we synced the well as internal associates. introduction of a new prod- uct from the show with the ability to purchase it Strategy online that night. Develop a campaign for the launch of Invention Quest Results that triggers positive par- ticipation and awareness in Overall program participa- all channels. tion was through the roof and the Desk Apprentice, which was developed through Approach a weekly challenge task on This was a full-court press the show, sold out in under to create a multi-channel an hour. initiative that spanned re- tail, interactive, events and entertainment. Our cross-functional teams worked together for messag- ing and look and feel to ensure that we are sending the right brand message to all various audiences.
  32. 32. 1 2 3 1. Overview panel for EMD Serono 2. Aerial view of booth space 3. Community donation tower
  33. 33. Business Objectives Make EMD Serono look like a Then our content was simple, big player as a new comer in a clear, concise about the prod- well-established arena—without uct and therapy offerings. the big budget. But the twist was the donation thermometer in the center of Strategy this booth. Every one who en- Reach the audience of physi- ters the booth can contribute cians not with just product $1 of EMD Serono’ community s content, but with their hearts. budget to the Children’ Sci- s ence Center of Atlanta where the show was hosted. Approach It takes a lot more creativity Results than you think to come up with a presentation on a small bud- This booth has yet to be in- get. We knew that EMD Serono stalled, but seems like we are would either have to shout on the mark for success. louder than the next company or be quietly confident and flip the table on their booth neighbors. For starters, we pulled all the content into the core of the booth vs. pushing it to the perimeter, people will have to come in to see what is going on.
  34. 34. 2 1 1. Architecture for Site Modules and Wrappers 2. Grid structure to the pixel
  35. 35. Business Objectives Create the lightest band- We created short-hand for width e-commerce site in the code that was measured in world and separate content bytes, not K. from presentation from func- On top of that we were able tionality. to build thousands of pages to be on brand and near per- Strategy fect in a fraction of the Develop a core architecture time. This allowed on the for presentation of content fly swaps of overall look and that no one else is doing. feel with a few key strokes. Approach Results Our initial approach took First, the site disappeared. ® 6 months to develop and 1 In the NOC, the homepage had month to build out. We cre- and initial hit, but then ated a website that was the fell off the cliff because lightest and fastest in the everything was preloaded on world for its time. a series of style sheets. We knew that spending the Second, the site ripped. thinking time up front would This was the fastest e- save us thousands of hours commerce site in the world on the back end build cycle. without adding additional servers to the farm. We found the authors of CSS II and helped to pressure Last, it looked great. We test it well in advance of were able to separate con- universal acceptance. tent from presentation.
  36. 36. 2 1 1. Print Ad for key decision makers and CIOs 2. Print Ad for Product Managers
  37. 37. Business Objectives Find a way to influence de- What we found is that there cision makers, CIOs, CTOs, is a universe of data that and product managers to stay these providers are collect- with ALU as more LAN lines ing and ALU is the only one are going away. who can help you make sense of it and productize the re- sults. Strategy Leverage innovation which is Results at the core of Bell Labs to make sense of the customer Too soon to tell, the client data to then develop profit- loved it. Felt it clearly able products and services. captured the solution that ALU can provide using its technology and its innova- Approach tive heritage. This is tough stuff. VOIP, LAN lines, hard wires, cell services, lots of data. With open source, customers are no longer customers for life. We learned that products that your cellphone provider can charge you a monthly fee for quickly become parity with other providers and are now free. It’s hard to find a differentiator in this space.
  38. 38. thx.
  39. 39. thank you for taking the time to get to know us a little better . i hope you can appreciate my inter- est in brands, in marketing and in creating meaningful experiences. i look forward to the chance to work and learn with you. give me a call, i am up for the conversation and a cup of coffee.
  40. 40. 3 Haven Way Hopedale, MA 01747 508.498.6194 derrick.wood@redirongroup.com

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