This one was a little bigger scope than what I'd normally expect as a CD, but so thankful I had the opportunity to lead such a huge cross-functional initiative. Worked with a left brain braintrust to define the Lowe's positioning. Then turned to my right brain team to design and write the brand book.
Lowe’s is often perceived by contractors and builders as “a DIY store.” The challenge was to convince them that Lowe’s has all of the products and services they’re used to getting at their preferred big box supplier. The Pros in the Know platform allowed Lowe’s to simply challenge professionals to ask themselves, “What is it I don’t know about Lowe’s?”
I absolutely love it when the internal client asks for a "simple design refresh," and you bring them a 100% revamped program--on deadline and budget. Lowe's Community Relations team was redefining their CR strategy and requested that we update their collection of legacy logos. We did them one better. We aligned their program with our corporate purpose and consolidated multiple identities into a singular creative platform with complementary identities.
It's not every day you hear clients ask for the creative team's reco, and then say, "You guys are the experts. We'll follow your lead."
This was one of my favorite clients and favorite projects of my career. It was a relatively new account, so we had to piece together a client team from across the agency. So energizing working with a new client and new teammates. We walked away with a National Gold Addy.
A typical sales contest with a unique twist. Get spouses to rally their husbands to compete for Pebble Beach vacation for two. The creative challenge: Talk golf without talking golf. Half the target loves golf. The other half loathes it.
I was listening to the Mike Tirico radio show the Monday after Jimmie Johnson won his third NASCAR championship. Jimmie was Tirico's guest. Before introducing Jimmie, Tirico and Scott Van Pelt start discussing this ad. Hearing Scott Van Pelt read this headline aloud and say, "Good on ya' whoever wrote that one," was pretty surreal for this lifetime ESPN junkie.
Ah, the 8-1/2 x 11 heydays. I haven't worked on a magazine ad for a few years, and I miss the challenge. Steve Popp, one of my first CDs told me, "Never bring me a single ad. I need to know that it's campaignable. 3 or nothing." Great advice even when the media only supported a single ad.
OLV
