I was in a bank meeting in London once that was so torturous, I had a flash of inspiration for another client.
We're an industry obsessed with the storytelling side of things, the content. And then we got obsessed with the canvas. Is it going to be on television? Is it print? And now the canvas is mobile. But what we really need to think about is the context. The context is where and when the person is consuming it - location, time of day.
If we can find our storytelling in more complimentary ways with the technology, I think it's just going to get better and better.
Under Armour is not about the Left or the Right. It's about moving forward together.
I can say firsthand Under Armour is a values-based people company, and this hasn't deviated for any administration.
If we turn on our best, where do we go from there?
Before we start anything creatively, we have a firm understanding of our objective and our frame of mind for the campaign. Who's our audience, and what's their day-to-day behavior? How can we complement those behaviors? How is our message more than an interruption? Why would people care about what we're saying?
A lot of people think technology is a solution, but it's really just a canvas for your work. It can make good things amazing and bad things terrible. Facebook allows you to have access to mass audience really quickly if you do creative really well.
There are unwritten rules to Facebook: People are using it to build their personas, and when they share something, they usually do so because they think it will in some way benefit others. So when we speak as brands on Facebook, we try to operate within those same parameters.
I secretly wish I had experienced advertising in the 'Mad Men' period.
I've worked around the world.
You hire well and just make sure you have enough runway for everyone to grow in the company's success. It creates loyalty and opportunity, really.
Australians are gypsies by nature. I've been fortunate enough to experience different regions of the world.
I don't want to spread myself so thin that I achieve nothing.
If you don't have reservations, you're a fool. You can't go blind into something.
It's not rocket science: The best ads tell great stories. They look and feel like the content you're already consuming. They invite you in. They make you laugh. They teach you something. They also sell.
The ingredients for great advertising haven't changed since the 'Mad Men' era: Brands win if their advertising is relevant and people like it.
The first brand that can purpose-build great stories for mobile, that can target in a relevant but noncreepy way and understand that it's the individual that matters, not the algorithm, is the first brand to win mobile and, possibly, the future.
Creativity has got to have some edge to it, doesn't it?
We don't like offending anyone.
