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Howard Gossage - practical magic

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Howard Gossage's Practical Magic from the Book of Gossage.

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Howard Gossage - practical magic

  1. 1. Practical Magic Howard Gossage
  2. 2. NOTE: Some of this work may seem dated - but the original thinking was revolutionary Practical Magic { } Howard Gossage
  3. 3. Howard Gossage • “The Socrates of San Francisco” –How about a little 2 minute speech?
  4. 4. Howard Gossage • “The Socrates of San Francisco” –How about a little 2 minute speech? • Media Magic
  5. 5. Howard Gossage • “The Socrates of San Francisco” –How about a little 2 minute speech? • Media Magic • The Firehouse!
  6. 6. Howard Gossage Hat Day! –They had fun! • “The Socrates of San Francisco” –How about a little 2 minute speech? • Media Magic • The Firehouse!
  7. 7. The Best Copywriter in San Francisco… • Gets The Howard Gossage Award –And a copy of this book
  8. 8. The Best Art Director in San Francisco • Receives the Marget Larsen Award
  9. 9. Howard Gossage • A Unique Understanding of Media –Ramparts –The New Yorker –Irish Whiskey & Irish Coffee –Eagle Shirts
  10. 10. Howard Gossage • Ads That Worked Very Very Well … (at the time)
  11. 11. Howard Gossage • Record-Setting Direct Response • Revolutionized Radio Advertising –Stan Freberg Story
  12. 12. Howard Gossage • Understood the Power of Publicity –Added to Ad Campaigns –Some Campaigns Became Books! –“IMC” before there was IMC! • Record-Setting Direct Response • Revolutionized Radio Advertising –Stan Freberg Story
  13. 13. Howard Gossage • More Than Advertising… –Popularized (Publicized) Media Guru Marshall McLuhan
  14. 14. Howard Gossage • More Than Advertising… –Popularized (Publicized) Media Guru Marshall McLuhan QuickTime™ and a Sorenson Video decompressor are needed to see this picture.
  15. 15. Howard Gossage • More Than Advertising… –Popularized (Publicized) Media Guru Marshall McLuhan –Helped Create Modern Environmental Movement •w. David Brower
  16. 16. Howard Gossage • More Than Advertising… –Popularized (Publicized) Media Guru Marshall McLuhan –Helped Create Modern Environmental Movement •w. David Brower –Almost Created a Small Country in the Caribbean (Anguilla)
  17. 17. Howard Gossage • An Ad Man Who Thought There Were Things More Important Than Advertising –A Duty to the Public –Howard on Billboards –Media & “The Hot Dog Analogy” –“The Billion Dollar Hammer”
  18. 18. Key Concepts: • Propaganda & Propagation –Advertising as publicity catalyst • Involvement • Media “Extensions” • Practical Magic • Our Larger Role in Society
  19. 19. Key Concepts: • Propaganda & Propagation –Advertising as Interactive Dialogue w. Audience
  20. 20. Key Concepts: • Propaganda & Propagation –Advertising as Interactive Dialogue w. Audience –Qantas
  21. 21. Key Concepts: • Propaganda & Propagation –Advertising as Interactive Dialogue w. Audience –Qantas
  22. 22. Key Concepts: • Involvement –“leave room for the mouse” –Coupons & Contests –Irish Whiskey
  23. 23. Key Concepts: • Involvement –“leave room for the mouse” –Coupons & Contests –Eagle Shirts
  24. 24. Key Concepts: • Media Extensions • Involvement –“leave room for the mouse” –Coupons & Contests –Eagle Shirts
  25. 25. Key Concepts: • Propaganda & Propagation –Advertising as a publicity catalyst • Rainier Ale
  26. 26. Key Concepts: The Beethoven Sweatshirt • Propaganda & Propagation –Advertising as a publicity catalyst • Rainier Ale
  27. 27. Key Concepts: • Propaganda & Propagation –Advertising as a publicity catalyst • Rainier Ale
  28. 28. •Example: Scientific American Paper Airplane Contest Practical Magic
  29. 29. •Example: Scientific American Paper Airplane Contest Practical Magic
  30. 30. Practical Magic •Example: Scientific American Paper Airplane Contest
  31. 31. Another Media Extension Practical Magic
  32. 32. You Can Do This •Propagate Your Brand! –Contests –Continuity –Publicity •Involvement! •Media Extensions!
  33. 33. • Organic Campaign Creation • What’s the Magic Trick? –PINK AIR! Practical Magic
  34. 34. PINK AIR!
  35. 35. PINK AIR!
  36. 36. PINK AIR!
  37. 37. PINK AIR!
  38. 38. PINK AIR!
  39. 39. PINK AIR!
  40. 40. PINK AIR!
  41. 41. Practical Magic • That’s what advertising is… –“Pango Peach” article (Harpers) –Imitative & Contagious Magic –Totems & Taboos –Icons (shirt label)
  42. 42. Practical Magic • That’s what advertising is… –“Pango Peach” article (Harpers) –Imitative & Contagious Magic –Totems & Taboos –Icons (shirt label) –Myth & Metaphor
  43. 43. • That’s what advertising is… –“Pango Peach” article (Harpers) –Imitative & Contagious Magic –Totems & Taboos –Icons (shirt label) –Myth & Metaphor • Modern example… Practical Magic
  44. 44. You Can Do This •Make Some Magic! –Take your brand and develop a practical but magical property –Best Ideas Get a Prize! •www.adbuzz.com
  45. 45. A Larger Role… • Our Larger Role in Society • “Our Fictitious Freedom of the Press” • The Hot Dog Analogy
  46. 46. –From media serving its readers/viewers/etc. to… –Media delivering readers/ viewers/etc. to advertisers –Are you served or delivered? –And… has that made it a better or worse environment for advertising? The Big Flip!
  47. 47. • Our Larger Role in Society • Lamb Chops A Larger Role… • Anguilla • Leopold Kohr • “…a nation of bus boys.”
  48. 48. • Our Larger Role in Society • Sierra Club A Larger Role…
  49. 49. • Our Larger Role in Society • Sierra Club • Protect the Grand Canyon Project A Larger Role… • Aftermath
  50. 50. The Magic of Connection: • People & Ideas! –McLuhan –Steinbeck –Leopold Kohr –Ramparts –…and more • He’d promote new ideas for the joy of it Lunch: Landor, Gossage, McLuhan, Wolfe… and more.
  51. 51. You Can Do This • Have a Higher Purpose! • Be Flahoolick! –Use your talents with “princely generosity” • Have as much fun as possible. –Host a lunch w.bright people. –Write a letter.
  52. 52. Final Thought… What are you doing to make the world a better place? [The Howard Gossage Good Deed Exercise]
  53. 53. Howard Gets The Last Word… Famous Last Words…
  54. 54. “Mammonoids & Tediophobes”
  55. 55. Any Questions or Many Questions?

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