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As
a campaign hitman, I do not disclose which specific agencies I perform
hits for on a
freelance and contract basis.
But
my full-time agency tenure has included some of the top traditional
and digital
agencies - and my work has spanned nearly every vertical and platform. For
the past 12 years, my work has been fully dedicated to the interactive
and digital space
-
a world where 'interactive' means more than 'point-and-click'.
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are three types of ad agency models I have delivered work
for - digital agencies, traditional agencies, and integrated agencies.
Prior to 1999, I created campaigns exclusively for television, print
and radio - and then took the leap into the online space. What had started
as websites and banners, quickly became total immersive brand experiences
through rich media, microsites and authentic dialogue via features,
functions, technology and platforms of web 2.0, The traditional campaign
simply found a new place to live - a place that not only allows for
engaging user-controlled experiences, but real conversations between consumer
and brand - and consumer-to-consumer about brand. And while closely following
the innovation and technology over the past decade, I am always looking
for
new and exciting ways to
reach consumers across multiple technologies and platforms. |
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| While
leading and producing campaigns for agencies,
I regularly worked with production houses and film studios to bring our
campaigns to life - mostly for television spots. But the evolution of
the agency model over the last 10 years has seen a dramatic transformation
in many production shops - now being contacted directly by clients to
'create' campaigns. The economy has also been a factor forcing
tighter campaign budgets. But what's missing from this equation is the
key to
any successful campaign - the big idea storytelling component. And
this is
where
I
come in.
I evaluate
the client
assignment, develop strategy, concept the big idea, write the campaign,
and produce the storyboards to guide the creative execution. The opportunity
here is that a highly creative and successful campaign will elevate the
client relationship resulting in extreme business growth for the production
house - and beefing
up their portfolio to attain additional clients and work. |
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like production houses, animation studios have also reaped the benefits
of an influx of new campaign opportunities directly from clients. While
the studio offers a different skillset than the production house -
including 3D photoreal, animation and motion graphics, the same traditional
campaign component is missing from the equation. My animation studio
clients bring me in to evaluate the assignment, sort and simply the product
offering
and specifications into a logical foundation for a campaign. I am then
charged with developing and aligning the strategy with client
goals and objectives and then delivering unconventional campaign idea
options to present to the client. Once the client has made their concept
selection, I am often brought in to blow out the storyboards and guide
the creative execution through completion. My efforts have always had
a positive impact on growing existing accounts and an influx of new business. |
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