PRESIDENT AND CREATIVE DIRECTOR
Someday our children and grandchildren are going to ask us how we spent our most productive years. I think we all want to be able to say, “I did something that really mattered.”
One of my first memories is going to story time at the library when I was three or four years old. I remember listening to a story and literally feeling chills because the words sounded so good. It’s when I first learned that words have power, and that maybe I could learn how to harness that power.
I’ve been lucky to work on some big brands in my career, like Disney, Google, Coca-Cola, Kraft and Starbucks. Each experience taught me something. But they also showed me that brands are seeing diminishing returns from doing marketing based only on data. Consumers want to be inspired, and they’re not getting the inspiration they need from most of the ads out there.
As a marketer, when I look at categories like financial services and real estate, I feel like Magellan looking at the Pacific Ocean. There’s nothing but opportunity out there for up-and-coming brands to do something interesting, to give customers the instant feeling of “This is what I’ve been looking for.”
We recently made a client cry in a meeting. Not for any bad reason, but because we were able to write about their company in a way that made them realize how valuable they are to their customers. When you have a moment like that, you remember that the best marketing doesn’t just influence sales—it can also make people within the company feel more fulfilled.