Vodkacampaign,139–140 enture’sCenterforStrategicTechnology,269 AC&RAdvertising,111 AfterHoursAdvertising,78 Allen,Craigountant,223–224budgets,digital,225businesstour,219conceptsharing,213–214creativedirector,roleof,214–215culturalunderstanding,218–219digitaltechnology,219,220“failharder”,220futureplan,222globalmarkets,218,219humoursense,216–217ideation,213MadMen,222mentoring,212partners,211personaltalent,209scripttest,216sparetime,214TBWA/Chiat/Day,210technologymanagement,219–220televisionprogramandmovies,218traditionalmedia,225up-to-dateinformation,213 UT–Austin,210YoungBloodsprogram,210AmericanExpress,110 Applicationprogramminginterfaces(APIs),96
B BartonF.Graf9000.SeeKallman,Eric Boches,Edwardadvertising,modernformsof,90antithesis,101APIs,96ApolloComputer,93munitymembers,98awareness,90BartleBogleHegarty(BBH)labs,91BillBernbach,88BMW,95clientbusiness,91collectiveentrepreneurialism,94collisions,102congestedenvironments,103corecreativeteam,97creativebrief,99–100creativedirector,90creativetechnologists,97culture,88digitalsocialspace,89economicsituations,106executive-in-residence,106experimentallaboratories,90 286Index Boches,Edward(continued)front-enddevelopment,97GenYblog,90GoogleZeitgeist,103HumphreyBrowningMacDougall(HBM),93IBMSelectrictypewritersandlandlines,93ideasandcontent,91integratedagencies,96journalism,88juriesandjuryselection,104learningandprogress,102localadtradepublications,93mandatorysocialmediaservice,104marketing,102marketplace,101mediacontent,90militaryservice,workworkstations,93newbusinesspitches,92Nextel,95open-sourceplatforms,100paidmedia,100politicalfilms,88popularcultureandideascreator,88post-participationsurvey,105presentation,93printads,98programmers,96rightsanddecision-makingauthority,95rolesandresponsibilities,91sharingknowledge,102socialmedia,89socialproblems,105specialistagencies,96springpad,100strengthsandweaknesses,92Timberland,95traditionalmedia,95–96T-shapedperson,97mercial,99unemployment,103URLaddress,97workshops,106 Bologna,Anneagencies,lose,158–159 aspiration,167balancingworkandfamily,160brand-sponsoredentertainment,166CampbellMithun,156Citibank“LiveRichly”campaign,166–167client’sproblems,159clientwork,159–petitors,166Cramer-Krasselt,158creativework,158–159“ElfYourself”campaign,157empathy,163–164FallonNewYork,156–157fear,business,162–163HarvardBusinessReview,166HealthyChoicelaunch,156Kindle,157leadershiproles,161–162MadMen,164–165missionandvisionsetting,159motivations,166old-fashionedprinciples,brands,166PeterKrivkovich,158presentation,165rituals,162televisionreporter,156Toy,157vehiclesandtechnologies,166BooneOakley.SeeOakley,David
C Cavallo,Kristenadvice,women,19AmazonandApple,24aspirations,27–28balancingworkandfamily,19–20BFGoodrichpitch,25–26Bud,24bundledagencies,22clientstrategies,20clientwork,20Coors,24creativity,22FastCompany’slist,16HoustonEffler,17 industry,22JoeGrimaldi,16,26JohnAdams,16,26KevinKolbe,18Kohlerplumbing,24MadMen,18–19marketingdepartment,17marketshareleaders,21MarkWenneker,16MartinAgency,16–17MBAprogram,17MelrosePlace,17MicrosoftStorelogo,25MikeHughes,26Millerbeer,24NOOK,25philosophy,21rolemodels,26salesexperience,17,18siloedagencies,22,23technology,17TED,19televisionshows,23thought-leaderbrands,20–21TimberlandandBMW,18Volkswagen,24,25YouTube,23Citibank“LiveRichly”campaign,166–167 Cramer-Krasselt,158,188SeealsoRoss,Marshall CreativeArtistsAgency(CAA),231 Credle,SusanAllstate“Mayhem”campaign,60aspirations,70–71BBDO,55CharlieMiesmer,56,57chiefcreativeofficer,roleof,61conceptsharing,64creativemindset,62creatives,62creativetechnologists,67–68creativework,59DavidLubars,56DavidOakley,55digitalage,66–67 Index287 EarthHour,64encourageagenciesandbrands,71eraserlesspencils,66Gillette,65HumanKindscale,63humoredy,68ideasandbrands,61impatience,69ImperialWoodpecker,68judgework,63leadership,61,63mentalpreparation,61mentor,56M&Mscharacters bluecolor,edytroupe,59greencolor,59motivation,71PhilDusenberry,56–57planner,56StacyWall,55Sweeney,55talentedpeople,68mercials,70
D DentsuAmerica,Inc.SeeFidoten,Doug
F Fidoten,DougAC&RAdvertising,111AmericanExpress,110assistants,116autobiography,123–124clientbusiness,118–120clientwork,121–122creativeside,116–118FootLocker,119eTice,109Hertzcarsales,111Japaneseculture,112KazKudo,110,112MadisonAvenueagency,111MartyScorsese,127Maxell,113–114 288Index Fidoten,Doug(continued)mentors,113,125–126multipleroles,115Nike,120OberlinCollege,109photography,109Reebok,120RichardAvedon,126–127seminalexperiences,128storytelling,123workandfamilylifebalance,124 FootLocker,119
G Gatorade,172 Goodby,Silverstein&Partners,80 Google,84
H HeyWhipple,SqueezeThis,31,141 ,146 Hughes,Mikeadvertisement,women,47advice,43–44artdirector,41aspiration,51awards,48balancingwork,50clientandaudience,47clientwork,44craftsmanship,48cynicism,46DailyNews,41DavidAbbott,48–49DavidOakley,51discussionsandmeeting,50EdMcCabe,48–49HarryJacobs,42HelenVennard,49JohnAdams,45Johnson&Johnson,46KatherineWintsch,46Kraft,47 marketing,44–45mediatechnology,45mentors,41–42TheMomComplex,46newspaperreporter,40nextgeneration,management,45peersadvertising,46–47peopleattractionandwork,43philosophy,46retirement,45–46ReynoldsMetals,40risks,client,45senseofhumor,44storybuilding,45teammember,43WalmartInternational—E!
andHasbro,47Wranglerjeans,44
I ImperialWoodpecker,68
J Jenkins,JayantaAfricanAmerican,181agencyculture,187AirandSpaceMuseum,170alcoholabuse,182artdirector,170brandpromotion,176BrentAnderson,173businessrelationships,178–179businesstour,173collaboration,plexionplexitychanges,173creativity,178diet,183diversity,181–182EricKallman,188Facebook,186faith/religiousviews,184family,184–185fashionartandadvertising,170fashionphotographyandphotojournalism,170 freshperspective,187Gatorade,172globalbrand,172graphicdesigner,170greatideas,171JerryTorchia,170JimmySmith,179kidsandyoungpeople,189MarshallRoss,188maturity,179MelanieMyers,177mentor,180MikeHughes,174mobiledevices,186museums,170NationalGalleryofArt,170NickDrake,173oldinstructors,189ownshop,176painter,170PatrickO’Neill,173payment,171personalgoal/professional development,175PortfolioCenter,Atlanta,171Prince,176–177smartphones,186munication,187spirituality,183–184sportsculture,173sportsnutritionbrand,173SteveHoward,173technology,185mercials,187Twitter,186
K Kallman,Ericadvices,197–198approachnewideas,198–199autobiography,205beverages,205collaborationideas,199CraigAllen,198,204creativeadvertising,192 Index289 creativedirector,204creativeteam,194digitaladvertising,205GerryGraf,192GrandPrix,202hires,193interactiveadvertising,205judgingwork,199Kayak[],191managementlevel,192mentalpreparation,194newmedia,205OldSpice,200politics,193reviewingwork,194script,200Skittlescampaign,206sportscaster,195“TheManMyManCouldSmellLike”, 199–200traditionaladvertising,205mercialscripts,203“TwitterResponse”campaign,202KaopectateAward,147 Kindle,157
L LeotNorthAmerica.SeeCredle,Susan LosAngelesContemporaryMuseumofArt(LACMA),11 LuckyBrandedEntertainment.SeeO’HaraTheisen,Ryan;Rosen,Jonathan
M MadisonAvenueagency,111 MadMenAnneBologna,164–165KristenCavallo,18–19CraigAllen,222MarshallRoss,86JimRussell,280 MartinAgency.SeeHughes,Mike 290Index McKinney.SeeRussell,Jim;Steinberg,Ellen MDCPartners.SeeBologna,Anne MINICooper,278 Mitchiner,Ross&Kahn,79 M&Mscharactersbluecolor,edytroupe,59greencolor,59 mTBWA/Chiat/Day.SeeJenkins,Jayanta Mullen.SeeBoches,Edward;Cavallo,Kristen
N Nike,120 Nikebasketballbusiness,
3 NOOK,25
O Oakley,DavidAbsolutBostonad,140AbsolutConservative,140AbsolutLiberal,140AbsolutLouisville,140AbsolutSeattle,140AbsolutSt.Louis,140AbsolutVodkacampaign,139–140Advent,130advertisingstudy,132advice,151–152BainandCompany,130Bojangles,130CedarCreekGallery,132Certsbreathmints,135ChapelHill,132Claire,136coaching,panies,losses,149–150copytraineescopycubs,135creativepartners,152creativity,131–132DavidWarren,139dreamsandaspirations,152familybackground,131GeoffHayes,139 Gore2000,145growth,152HeyWhipple,SqueezeThis,141,146industrialrelations,133JimRobbins,148JohnAdam,150JohnBoone,143JohnMcEnroe,136JohnSweeney,133juniorwriter,137KaopectateAward,147Kellogg’s,144MaryCarillo,136MichaelRoux,140MikeHughes,143NYNEXcampaign,137pitching,149–150politicalcampaignblunder,145PriceMcNabb,143publicity,146,149RyanHolland,148SaabandWrangler,144supportcenter,130TBWA/Chiat/Day,139,142TomMcManus,139TonyCarillo,136Young&Rubicam,134–135YouTube,149O’HaraTheisen,Ryanadvertisingindustry,244bloggersandwebsites,234brandedentertainmentspace,231brandlaunch,230brandrelationships,231bravework,230castingagency,238chiefmarketingofficer,234conceptualdevelopment,238contentmarketing,233corecapability,235creativedevelopmentbudgets,231creativeteams,239day-to-daymanagement,237developingstrategy,229digitalandsocialsupport,229 digitalmediaspecialists,239documentaryfilmcourses,236Facebookgames,233freelancer,237frustration,243panies,243mediaplanners,workexecutives,241newbusinessopportunities,238onlinegames,232onlineinfluencers,233–anic-earnedmediasites,233photojournalism,236preproduction,239productionbudgets,231pany,240realisticbudgets,232realitytelevision,241referralsworking,240seedingstrategy,234–235sellingprocess,241sensationalcontent,234storytelling,239strategicplanners,239strategyandplanning,232strategyandseeding,234televisiondevelopment,232user-generatedcontent,231video-ledcampaign,229video-seedcampaigns,232videosocial-sharingsites,233viralfilms,229
R Raih,ChrisBites,11businessdevelopmentbrandclients,5chiefmarketingofficer,7methodology,5passionbrands,5purchasedecisions,7referrals,7youngconsumers,pany’sinterests,
9 Index291 corevaluescollaboration,internalandclients,5ideaexchange,5reels,5solutions,6truepartners,5victimization,6 creativework,9–10culture,14digitalfilm,12EastCoastclients,8Fallon,Minneapolis,2fantasyfootball,12favoritecampaign,10foreigncountry,10geographicexpansion,5globalfinancialcrisis,4goodidea,12growthtrajectory,4highlyintelligentandglobal-minded people,2JenniferAniston,5munication,1mentalexercise,9midsizeclients,4mission-criticale-mails,8Nikebasketballbusiness,3physicalexercise,9productionmeeting,8provocativecontent,13quickresponsecode,10relevance,11resourcefulnessandingenuity,4rightproductionpartners,12smartwater,6socialmediaengagement,13sportsjournalism,2strategicplanners,8studiodesigners,8viralphenomenon,6vitaminwater,12ReynoldsMetals,40 Rosen,JonathanAmericaTVpilot,241brandedentertainment,230 292Index Rosen,Jonathan(continued)“buy,buynow!
”approach,233CAA,231creativedevelopmentprocess,238creativityandspeed,231documentary-stylerealityshow,241featurefilm,245filmschool,228financialconcerns,236individualtasks,238marketing-savvyaspect,233panies,231onlinevideos,229panies,230realitytelevision,241resource-savvy,237socialeventsandsocialprojects,242traditionalcreativeshops,228works,230value-addedpackages,231viralfilms,229workenvironment,239 Ross,MarshallAdAge,81advertisingidea,86advertisingindustry,future,85AfterHoursAdvertising,78artanddesign,74artdirection,74businesstour,82CampbellMithun,79–80clientsandworking,78copywriter,74creativework,82“EverydayMagic”campaign,76goals,80Goodby,Silverstein&Partners,80Google,84Leot,74MadMen,86“Makefriends,notads”,76Mitchiner,Ross&Kahn,79newbusiness,83Porsche’smodelyear2013,82profitscale,77RightBrain,81 salesexperience,75SteveJobs,85teachadvertising,85–86T-shapedpeople,76Wieden+Kennedy,80Russell,Jimenture,269advices,281artificialintelligence,269creativemedia,269digitalideas,271,274eShaheen,275learningfromfailures,281MadMen,280MINICooper,278“Notpheromonesbutpherotones”,277riskembracement,279
S SavannahCollegeofArtandDesign(SCAD).SeeSullivan,Luke Sherwin-Williams,278 Steinberg,Ellenadvices,281clientrelationship,270clientwork,273–274FallonMcElligott,276femalecreatives,282focusgroups,280graphicdesign,268groupcreativedirector,roleof,270mentors,276ownagency,284presentationskills,271riskembracement,279Sherwin-Williams,278thumbnailsketch,281munications,268yogainstructor,283 Sullivan,Lukeartisticcontrol,33cleanenvironment,33coachingkids,icbooks,plexmarketingproblems,38 craftpractitioners,31creativeindulgence,33creativestrategies,35criticalactivities,37darkhumor,32digitalshift,37distractions,33educationalfield,35financialentity,33Hey,Whipple,SqueezeThis,31high-profileagencies,37ess,33memoirs,32pass-failsociety,36radiocampaign,34Reader’sDigest,34–35recognition,30recoveringperfectionists,37refinishingwoodwork,30rightpublisher,31socialmedia,32stability,30studyprocess,37ThirtyRoomstoHideIn,32unconsciousresistance,34winners,36
T TED,19 TheBestAmericanMagazineWriting,48 TheNewYorkHerald,147 ThirtyRoomstoHideIn,32 Toy,157
U UnitedAirlines,
2 W Wieden+Kennedy.SeeAllen,Craig;Zhao,John Index293
Z Zambezi.SeeRaih,Chris Zhao,Johnadvertisingskills,253advices,261–262audiences’smemories,263brandedentertainment,256career,256collaborativeandreceptive,munication,248conceptualskills,249creativeadvertisingprogram,248creativedirection,250creatives,251DaysGoneBy,255documentary,263earlyexperiences,262featurefilm,250featurescripts,253filmdirecting,250filmschool,248,251freelancing,248full-timefilmmakers,248Google,259ideasandinspiration,251JohnJay,263mediasupport,255musicvideo,260nimbleworkenvironment,260OldSpiceviralsTim,259peopleintraction,251pitching,film,255self-fund,253socialexperiment,264storytellingskills,248,264technicalities,251technology,249ponent,filmmaking,259traditionaladagency,249,256user-generatedcontent,253VCU’municationprogram,248viralvideos,255,258writingscripts,255YouTube,253