Whatever you do, whatever time you have as an IMC professional, try to leave a mark. Have samples in your briefcase, book, or portfolio that confidently proclaim, “I had a part in THAT!” Bill shares what it takes to truly make an indelible impression on your clients, partners, coworkers, and customers. Explore how to… 1. Create award-winning, breakthrough advertising regardless. 2. Move the needle (science) not just hearts and minds (art). 3. Unleash the strategist AND creative in you and others.

1. Crea%ve
Strateg
st
|
Strategic
Creat
ve
!
Which
are
you
becoming?

2. 2
Agenda
Crea%ng
award-­‐winning,
breakthrough
adver%sing
regardless.
Moving
the
needle
(science)
not
just
hearts
and
minds
(art).
Unleashing
the
strategist
AND
crea+ve
in
you
and
others.

4. 4
Winning
Awards
&
Breaking
Through

5. 5
Winning
Awards
&
Breaking
Through
One
November
evening
in
1980,
[TBWA
art
director
Geoff
Hayes]
was
doodling
huge
Absolut
boFles
on
a
pad
as
he
watched
The
Honeymooners.
Atop
one
boFle,
he
drew
a
halo
much
like
an
angel’s.
Then
he
joFed
down
a
headline:
“Absolut.
It’s
the
perfect
vodka.”
Hayes
liked
it,
especially
the
liFle
joke.
He
knew
the
halo
would
reduce
some
of
the
pompousness
of
the
headline.
!
The
following
morning,
Hayes
showed
the
sketch
to
his
partner.
[Writer
Graham
Turner]
liked
it,
but
he
looked
at
the
long
headline
and
asked,
“Why
not
just
say
‘Absolut
Perfec+on’?”
Together
they
turned
out
a
few
more
ads,
and
soon
a
format
emerged:
In
just
two
words
(the
first
one
always
being
Absolut),
the
ad
would
say
something
complimentary
or
flaFering
about
either
the
product
itself
or
the
person
drinking
it,
and,
importantly,
add
a
dollop
of
humor
so
the
“We’re
the
best”
claim
wouldn’t
be
quite
so
boring
or
preten+ous.
Vodka Nation | The Weekly Standard

6. 6
Winning
Awards
&
Breaking
Through

7. 7
Winning
Awards
&
Breaking
Through
Simple
Idea
Executed
Well
Fresh
Superiority
Claim
Campaign
Found
Legs
Iconic
Branding
BoLle
as
Hero
Spans
Cultures
Print-­‐Centric
________________
Perfect

8. 8
Winning
Awards
&
Breaking
Through
Design is a funny word.
Some people think design
means how it looks. But of
course, if you dig deeper,
it's really how it works.

9. 9
Winning
Awards
&
Breaking
Through
http://youtu.be/nmwXdGm89Tk
http://youtu.be/GjiPE6mHWZIhttp://youtu.be/2zfqw8nhUwA
http://youtu.be/FaSjf_xmC_E

10. 10
Winning
Awards
&
Breaking
Through
Less
Is
BeLer
Insanely
Simple
Intui%ve
Technology
Beau%ful
Design
Undying
Loyalty
Cool
Factor
Innova%on
Unboxing
________________
Genius

11. 11
Winning
Awards
&
Breaking
Through

12. 12
Winning
Awards
&
Breaking
Through
http://youtu.be/M7FIvfx5J10

13. 13
Winning
Awards
&
Breaking
Through

14. 14
Winning
Awards
&
Breaking
Through
Strong
Concept
High
Engagement
Extreme
Product
Demo
Beau%fully
Shot
(First
Take)
Pervasive
Across
Media
Most
Parodied
Spot
Honest
Homage
Perfect
Music
________________
Epic

15. 15
Winning
Awards
&
Breaking
Through
http://youtu.be/M7FIvfx5J10

16. 16
Winning
Awards
&
Breaking
Through

17. 17
Winning
Awards
&
Breaking
Through
Global
Reach
Universal
Themes
True
to
Brand’s
DNA
Very
ThoughVul
Cas%ng
Beau%fully
Shot
(Documentary
Style)
Most
Watched
Online
Ad
Strikes
Emo%onal
Chord
Sharability
________________
Real

18. MOVE

19. 19
Moving
The
Needle
+
(Hearts
&
Minds)
Vs

20. 20
Moving
The
Needle
+
(Hearts
&
Minds)
"He
lives
vicariously
through
himself."
!
Through
mid-­‐June,
a
period
when
imported
beer
sales
dropped
11%,
sales
of
Dos
Equis
rose
more
than
17%,
moving
the
brand
into
eighth
place
among
imports
(in
a
%e
with
Stella
Artois),
when
shipments
rose
13%.
!
That
success
prompted
Heineken
execu%ves,
who
had
been
running
the
ads
since
2007
in
a
few
stronghold
markets
for
the
brand,
to
take
the
message
na%onal
this
spring.
"There's
never
really
been
an
import
brand
that's
been
built
so
clearly
through
adver%sing,"
said
Benj
Steinman,
publisher
of
Beer
Marketer's
Insights.
!
And
the
campaign,
which
snared
a
Titanium
Lion
at
Cannes
this
year,
has
also
made
its
way
into
bars,
restaurants
and
nightclubs.
"We
hear
people
saying
the
lines
in
bars
all
the
%me,"
said
Jim
Doney,
president
of
Chicago
Beverage
Systems,
a
major
wholesaler
of
Heineken,
MillerCoors
and
Crown
Imports
beer
brands,
who
credits
the
marke%ng
for
his
32%
boost
in
Dos
Equis
sales
this
year.
Advertising Age

21. 21
Moving
The
Needle
+
(Hearts
&
Minds)
Consider
for
a
moment
the
manly
purr
of
Old
Spice
spokesman
Isaiah
Mustafa's
"Hello,
Ladies"
saluta%on.
It's
seduced
the
country
social
media-­‐style:
94
million
views
on
YouTube,
630,0000
Facebook
fans,
and
an
es%mated
1
billion
aggregate
impressions
in
just
one
week.
!
But
wait.
It
appears
consumers
may
have
been
too
distracted
by
his
glorious
swan
dives
and
monocle
smiles
to
remember
the
actual
product
he
was
hawking.
Sales
of
Red
Zone
body
wash
have
actually
declined
7%
according
to
a
report
by
SymphonyIRI.
!
And
the
towel-­‐clad
and
deep-­‐voiced
Mustafa
may
have
not
even
contributed
to
Old
Spice's
overall
sales
growth,
which
Ad
Age
chalks
up
to
a
high-­‐value
coupon
campaign
by
the
company.
Both
Nivea
and
GilleLe
saw
similar
if
not
higher
growth
during
that
period,
and
neither
had
the
help
of
Mustafa—just
coupons.
Fast Company

22. 22
Moving
The
Needle
+
(Hearts
&
Minds)
Vs
http://youtu.be/sgF7uWZMSdEhttp://youtu.be/ZHsBaHzvuuI

23. 23
Moving
The
Needle
+
(Hearts
&
Minds)
Vs

25. 25
Unleashing
The
Strategist
Internalize
• Brand/Business/Communica%on
Goals
• PorVolio
of
Products
&
Services
• Compe%%ve
Landscape
• Customer
Profile
&
Insights
Champion
• Solu%ons
&
Media
Neutrality
Respect
• Crea%ve
Constraints
Contribute
• Idea%on
(Brainstorming)
• Research
&
Tes%ng
• Strategic
Planning
• Brand/Business
Reviews

26. 26
Unleashing
The
Crea%ve
Internalize
• Businesses
are
Crea%ve
• Business
Communica%ons
Need
Crea%vity
• Brand
Story
(Ethos)
and
Inherent
Drama
Champion
• The
Big
Idea
Respect
• The
Crea%ve
Process
Contribute
• Inform
&
Inspire
Crea%ves
• Speak
Into
Crea%ve
• Sell
&
Defend
Crea%ve

27. Q&A