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Tag : dimassimo goldstein

The A-List Podcast: Episode 11 with Kash Sree

In this week’s episode of “The A-List” podcast, host and DiMassimo Goldstein Chief Creative Officer Tom Christmann chats with the brilliant Kash Sree, Group Creative Director at gyro New York. Kash has worked at many of the top agencies across the world, from SS&K to Perreira & O’Dell, JWT, BBH New York, and Wieden + Kennedy. Working on such global accounts as Vaseline, DeBeers, Axe, Nintendo and Nike, Kash has helped create some of the industry’s most iconic campaigns, including Nike’s “Hackeysack” spot with Tiger Woods. Kash was also the recipient of an Emmy and a Cannes Grand Prix for his inspiring work on two different Nike campaigns in the same year.

Tune in to hear Kash discuss his journey from martial arts teacher to art director to copywriter, what he looks for in creative talent today, and why kindness – to yourself and others – is key.  Full episode and show notes below!

Show Notes

  • [0:00 – 1:55] Intro
  • [1:56 – 7:42] Growing up in East London, eating Kentucky Fried Chicken every day, and trying not to be noticed at school.
  • [7:43 – 10:20] Working as a kung fu instructor and trading in martial arts for design school
  • [10:21 – 18:19] Beginning his journey into advertising and proving his professor wrong
  • [18:20 – 20:52] The importance of research in being a great creative and making a great ad
  • [20:53 – 30:05] Getting fired from Ogilvy after 5 months and moving to Singapore
  • [30:06 – 34:22] Learning to stand up for his work and switching from art direction to copywriting
  • [34:23 – 39:05] Getting a crash course in advertising
  • [39:06 – 44:09] Seeking inspiration in culture and applying lessons from martial arts to advertising
  • [44:10 – 50:12] “Staying stupid” to avoid bad briefs
  • [50:13 – 61:43] Being motivated by fame, getting sued and winning an award
  • [61:44 – 69:42] How today’s creatives can impress Kash
  • [69:43 – 71:06] Outro

“The A-List” is a podcast produced by DiMassimo Goldstein, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter. If you want to be interviewed for an upcoming episode, contact us at AdhouseNYC.com.

Inspiring Action Brand of the Month: Bombas

Five years ago, Randy Heath and David Goldberg stumbled upon a quote that would change their lives forever.

“Socks are the number one most requested clothing item at homeless shelters.”

Not coats. Not gloves. Socks. The very same items that we subconsciously put on every single morning also happen to be a luxury to millions of people in need. Socks are what’s called a “wear through” item, which means that you cannot donate used pairs due to hygenic issues. This makes sock donations particularly difficult, putting them in high demand in homeless shelters across the country.

Surprised and upset by this heartbreaking insight, the two began to brainstorm. They wanted to help bring awareness to this under-publicized issue. They wanted to make a change. They wanted to inspire action.

So they did just that. They quit their jobs and launched Bombas, a sock company built from the ground up with an inspiring idea above commercial intent. To help the over 560,000 homeless people in the United States, Bombas would use the same buy-one-donate-one model made famous by TOMS Shoes and Warby Parker to help deliver to those in need.

But a brand is only as strong as the product and experience it delivers. If Heath and Goldberg were to succeed, they would need to design a product that was superior to whatever was already offered in the marketplace.

They spent over two years on research and development, studying the industry, experimenting with countless fabrics, and dissecting every pain point associated with socks.

The result was a perfectly engineered sock, with every minute detail designed with the consumer in mind — perfect for both athletic performance and leisure.

But the needs of the homeless and the needs of the Bombas consumer are very different. With that in mind, Heath and Goldberg reimagined the structure of their donation sock. The donation sock is engineered with reinforced seams for greater durability and a longer lifespan. It contains an anti-microbial treatment that prevents the growth of fungus and odors, and the socks are in darker tones to show less wear and tear. The refashioned sock is a testament to Heath and Goldberg’s commitment to fight homelessness with innovation and further solidifies Bombas’ reputation as a brand that’s driven by purpose rather than profit.

Stitched inside every Bombas sock is the brand’s mantra “Bee Better.” The name Bombas is derived from the Latin bombus, which means bumblebee. Bees are small, but together, they can make a huge impact. Bombas is no different, and the mantra serves as a constant reminder that we are all connected, and that even the smallest of actions can make a big difference.

Anxious and excited to share their product with the world, they went to market with the goal of donating 1,000,000 socks by 2024 – but it took just two years.

Word of their inspiring brand story spread like wildfire, and people flocked to be a part of it. It was human to the core, and consumers felt emotionally connected to the brand’s purpose and mission. It’s much more than just a pair of socks. It’s an experience that leaves you feeling impassioned, rewarded and inspired.

Today, Bombas has donated 2,287,666 socks to charity – a number that rises by the thousands with each passing day.

2,287,666 random acts of kindness. 2,287,666 inspiring actions.

That is why Bombas is our inspiring action brand of the month!

 

The A-List Podcast: Episode 010 With Eric Silver

This week on “The A-List” podcast, host and Chief Creative Officer of DiMassimo Goldstein Tom Christmann chats with award-winning creative genius Eric Silver, McCann’s North American Chief Creative Officer. Since kicking off his career as a copywriter in the 90’s, Eric has left his creative mark on some of the top agencies across the country, working on many of the biggest brands in the world from Nike to ESPN. Recently, Eric brought us the renowned “Fearless Girl” statue that famously stares down Wall Street’s “Charging Bull”.

Tune in to hear Eric discuss his circuitous journey from aspiring attorney to copywriter, the value of attending ad school, and the one piece of advice he gives to new creatives entering the advertising industry today. Full episode and show notes below!

Show Notes

  • [0:00 – 1:25] Intro
  • [1:26 – 4:34] Eric’s childhood in Orange, CT and sneaking into movie theaters
  • [4:35 – 8:25] Attending law school in Los Angeles and realizing that law wasn’t right for him
  • [8:26 – 10:20] Considering a future in advertising for the first time after seeing a Nike ad
  • [10:21—17:19] Eric’s journey into advertising and why he advises young creatives to attend ad school
  • [17:20 – 21:15] Landing a job at Larsen Colby, finding his first partner and building a tribe
  • [21:16 – 30:10] David Angelo’s passionate speech at TBWA\Chiat\Day New York and moving to Earl Palmer Brown
  • [30:11 — 31:54] Eric and Tom’s advice to young creatives today
  • [31:55 – 35:07] Finding his mentors at Wieden & Kennedy
  • [35:08 – 44:07] Eric’s first big TV spot: the retail assignment nobody wanted
  • [44:08 – 49:15] Leaving advertising for David Letterman
  • [49:16 – 56:33] Working at Cliff Freeman & Partners, BBDO and DDB
  • [56:34 – 1:02:26] Collaborating with Rob Reilly on “The Fearless Girl”
  • [1:02:27 – 1:03:44] Outro

“The A-List” is a podcast produced by DiMassimo Goldstein, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter. If you want to be interviewed for an upcoming episode, contact us at AdhouseNYC.com.

The A-List Podcast: Episode 009 with Megan Skelly

In the ninth episode of “The A-List” podcast, host and DiMassimo Goldstein Chief Creative Officer Tom Christmann chats with his long-time friend Megan Skelly, the Group Executive Creative Director at R/GA. Megan has been the creative lead on some of the world’s biggest name brands such as Coca-Cola, Target, Stella Artois, and most recently Verizon Wireless. Last year, Business Insider named her one of the “30 Most Creative Women in Advertising” – an honor that she fully deserves.

Tune in and hear Megan and Tom talk about their time together at Kirshenbaum, stepping over dead bodies, not being afraid to be stupid and so much more. Full episode and show notes below!

Show Notes

  • [00:00 – 01:36] Intro
  • [01:37 – 09:24] Megan talks about her childhood in Connecticut and her aspirations of becoming a painter
  • [09:25 – 13:40] Living on a pull out couch for three years in Westport and trying to get a job in the recession
  • [13:41 – 19:20] Moving to New York City and working at Wonderman
  • [19:21 – 26:00] Megan talks about her role models in the industry
  • [26:01 – 31:03] Working on Cablevision at KBS and becoming a storyteller
  • [31:04 – 37:16] “Making it”, using fear as a motivator, and trusting the process
  • [37:17 – 44:20] Not being afraid to be stupid and knowing your strengths
  • [44:21 – 46:05] Why the industry is more exciting today than ever
  • [46:06 – 54:50] The different DNA of R/GA
  • [54:41 – 55:52] Outro

“The A-List” is a podcast produced by DiMassimo Goldstein, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter. If you want to be interviewed for an upcoming episode, contact us at AdhouseNYC.com.

7 Things Challenger Brands Do Differently

The following post is an excerpt from Digital@Speed, authored by digital marketing guru Mark DiMassimo. Visit the official website here to download your free copy today.

Apple. Virgin. Southwest. JetBlue. Crunch. Snapple. Groupon. BlueFly. Zappos. The Motley Fool. What do these brands have in common? They’re challengers, and successful ones at that.

They’ve mastered the art of zagging where others have tended to zig. They’ve taken on the goliaths of their industries and come out on top. The truth is, it’s a challenging world out there, and every marketer these days needs to be a successful challenger or go down.

Market leadership doesn’t create an exception. Look at Citibank and IBM, for example. By becoming their own best competition, they’ve looked like ready challengers, reinvented their businesses and continued to grow.

Here’s what challengers do differently:

1) The top dog is INVOLVED. Intimately.

Some folks think the reason they got degrees and big titles was so that they could independently run their own empire. Some of these people are actually pretty smart. But nine times out of ten, this attitude will do them in.

A boss is not a meddler to be avoided. If you were playing chess, you wouldn’t leave your Queen in the background and try to fight it out endlessly with your lesser pieces. Or would you?

Forget the org chart. Every player on the board is on your team. Use them!

If you want to make things happen @speed, you want the least distance between you and your boss. And you want to access the power your boss has to smooth situations and to make good tactical decisions into great strategic initiatives. Plus, you want the power to change things that you’re not personally responsible for, because changing those things will make all the difference in your ability to create success. So, you bring your boss in as a collaborator and ally. As much as possible, you lead hand in hand. It’s the challenger’s way to use every last person.

2) The advertising conversation and the business conversation are THE SAME CONVERSATION.

Don’t separate what you’re doing from why you’re doing it, even for a moment. You never want to be the one saying, “But we failed with work that was on the strategy we were given!” That is a level of responsibility, but it’s the wrong level.

You want to be responsible for the success of the enterprise. You want the brand and business to reach its full potential. You want to use not just your authority but your influence. Because nothing beats being a part of something great and you don’t want to leave that to chance.

In this context, great advertising is advertising that works for the business and brand. It brings the business strategy to life. It creates the connection that reflects the intentions of the business while both suggesting and fulfilling its promise.

This is where experience meets selling meets branding.

3) The work is seen as the ultimate weapon for conquering the competition.

Where is the unfair advantage to be found? You are not in a position to outspend. You’re not going to break the law. Or trying to change it to favor you. But you can pack more power into the product, the packaging, the service, the story, the propaganda. You can be smarter about the technology, the testing strategy, more ingenious and industrious about the optimizations.

You can win it in the marketplace of ideas. So, do that.

4) The brand is seen as a precious asset and the ultimate defensive fortification against copycats and commoditisers.

Challengers build unique brands and they value them above all else. Customers are intensely loved, but they come and go. Employees are highly valued, but the sort who are attracted to a challenger business can only be held by a great brand. A unique culture and point of view is often the only thing to hold onto in the perfect storm of growth.

A brand is armor and a full tank of gas. A brand is everything. And you only need a business to build one!

5) The VISION of the top dog drives the advertising.

Steve Jobs met every other week for intensive sessions with Lee Clow, the creative chairman of his advertising agency. In the most successful challenger businesses, the vision for the brand and advertising comes from the top. No question about it.

That kind of courage and purity of vision can’t be bought. It can’t be outsourced. No committee could sustain it. For a business that has its founder to get the full advantage of that fact, the vision must be owned and driven from the top.

6) The vision of the agency and the vision of the client are complimentary and synergistic.

The mutual inspiration society should include client and agency, vigorous discussions, sharing inspiration, lots of choices, and plenty of going back to the well.

The most sophisticated team wins.

7) Decisions get made in meetings, not just in between.

In big, bloated bureaucracies, meetings only ratify decisions that are made elsewhere. Which is why most people in those places feel that there time is wasted in meetings. Because it is.

But you don’t have time to waste. So you’re not going to protect your own ego or anyone else’s by pretending for a second to agree with what you don’t. You’re going to have real conversations. In front of whoever is there. And when some people complain about that and they try to negotiate with you to stop the open, inclusive, challenging, passionate dialogue, you are going to say, “I understand how you feel. And, no. Absolutely not. Because that would be replacing occasional discomfort with the endless pain of mediocrity and failure. Which you wouldn’t tolerate for long… you’d be gone. So, no! Let’s just agree to be respectful to each other, to put the good of the work first, and to say exactly what is on our minds.”

 

The A-list Podcast: Episode 007 with Gerry Graf

“I try to be really clear at what I’m not good at and then think about how I can change that… it’s about just being honest with yourself”

This week on “The A-List” podcast, host and chief creative officer of DiMassimo Goldstein Tom Christmann chats with the one and only Gerry Graf, founder and chief creative officer of Barton F. Graf.

Before starting his own agency, Graf spent the better half of two decades making award-winning creative for some of the most well-respected agencies in the world, such as Goodby Silverstein and Partners, BBDO, TBWA/Chiat Day, and Saatchi among others. For his outstanding work, Business Insider would later label him “The Most Creative Man in Advertising”.

Tune in as Gerry tells Tom all about his time writing for the “SNL of Notre Dame”, hunting rats in Venice Beach, the importance of making your own opportunities and why creativity is valued more today than ever. Full episode and show notes below!

Show Notes

  • [0:00 – 1:42] Intro
  • [1:43 – 4:56] Tom and Gerry’s past at BBDO and what it was like growing up in Lexington, MA
  • [4:57 – 7:30] Going pre-med to Notre Dame
  • [7:31 – 13:07] Writing for the Keenan Revue – the SNL of Notre Dame
  • [13:08 – 14:23] Post Notre Dame life and hunting rats in Venice Beach for six months
  • [14:24 – 17:15] Hating life as a stockbroker for two years in Boston
  • [17:15 – 22:03] Gery’s first portfolio, getting denied from agencies, and the introduction of Ken Fitzgerald
  • [22:04 – 25:48] Being offered a job at Saatchi & Saatchi while on a payphone in Grand Central
  • [25:49 – 27:13] The walk of shame
  • [27:14 – 29:22] Emulating Cliff Freeman
  • [29:23 – 37:50] Gerry’s “pull the rug” copywriting trick and getting his big break on Snickers while at BBDO
  • [37:51 – 44:54] Working at Goodby and finally Reuniting with Ken Fitzgerald after over a decade
  • [44:55 –50:25] Making your own opportunities, asking the right questions and not giving up
  • [50:26 – 52:43] Selling and maintaining a good idea
  • [52:44 – 57: 42] Getting in the industry today and valuing creativity
  • [57:43 – 58:57] Outro

“The A-List” is a podcast produced by DiMassimo Goldstein, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter. If you want to be interviewed for an upcoming episode, contact us at AdhouseNYC.com.

 

The A-List Podcast: Episode 006 with Matt Ian

In the sixth installment of The A-List Podcast, host and chief creative officer of DiMassimo Goldstein Tom Christmann chats with Matt Ian, Group Creative Director at Droga5. For just under an hour, Christmann and Ian talk about everything from getting fired and bouncing back in your career, to the art of the headline, and how students can succeed in the industry today. Full episode and show notes below!

  • [0:00 – 1:04] Intro
  • [1:05 – 7:05] Matt’s childhood playing music in Greenwich, Connecticut
  • [7:06 – 11:53] Attending the Pratt Institute
  • [11:54 – 22:45] Matt’s first gig at Lambesis and living in Pasadena, California
  • [22:46 – 27:59] Working on Airwalk and transitioning from an art director to a copywriter
  • [28:00 – 29:40] The art of the headline
  • [29:41 – 32:18] How getting fired made Matt work harder than ever
  • [32:19 –34:20] Matt’s time working at Chiat Day
  • [34:21 – 37:50] The fear of being mediocre and how words are stupid
  • [37:51 – 45:34]: Working at Droga5 and how to get ahead in the industry
  • [45:35 – 51:47] Matt and Tom talk about what they look for in new hires
  • [51:48 – 52:30] Outro

 “The A-List” is a podcast produced by DiMassimo Goldstein, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter. If you want to be interviewed for an upcoming episode, contact us at AdhouseNYC.com.

The A-List Podcast: Episode 005 with Jill Applebaum

“You get more when you are generous… when you give credit…when you share opportunities and don’t hog the limelight for yourself.”

This week on “The A-list” podcast, host and DiMassimo Goldstein chief creative officer Tom Christmann is joined by Jill Applebaum, creative strategist at Facebook Creative Shop. Before joining Facebook, Applebaum made a name for herself at several different agencies including DMB&B, Ogilvy & Mather, Young & Rubicam, J. Walter Thompson and DraftFCB, where she was one of the masterminds behind Oreo’s revolutionary “Daily Twist” campaign. That year, she and her creative partner were listed No.7 on Fast Company’s “Most Creative People of 2013”.

In this episode, Jill and Tom talk about the trials and tribulations of becoming a copywriter, surrounding yourself with good people, the current state of women in the industry, and so much more. If you’re interested in learning from one of the best in the business, this episode is for you. Full episode and show notes below!

Show notes

  • [0:00 – 1:30] Intro
  • [1:31 – 12:09] Growing up in New Jersey and starting off in the industry
  • [12:10 – 14:54] Mentorship and collaboration
  • [14:55 – 17:01] Why Jill made the move from DMB&B to Ogilvy & Mather
  • [17:02 – 19:07] Y&R and BrandBuzz
  • [19:08 – 21:33] The current state of women in the industry
  • [21:34 – 23:56] Jill’s favorite brands to work on
  • [23:57 – 26:42] The importance of having a strong work ethic
  • [26:43 – 31:40] What it means to be a good creative partner
  • [31:41 – 34:14] Transitioning from being a creative to being a creative director
  • [34:15 – 40:48] The famous “Daily Twist” Oreo campaign
  • [40:49 – 43:17] Why Freelancing is against her DNA
  • [43:18 – 44:44] The similarities and differences between Facebook and Agencies
  • [44:45 – 49:55] Jill’s advice to young creatives
  • [49:56 – 51:12] Outro

 “The A-List” is a podcast produced by DiMassimo Goldstein, recorded at the Gramercy Post, and sponsored by the Adhouse Advertising School, New York’s newest, smallest, and hippest ad school. You can subscribe and rate the show on iTunes or listen along on SoundCloud. For updates on upcoming episodes and guests, be sure to like the A-List Podcast on Facebook and follow host Tom Christmann on Twitter. If you want to be interviewed for an upcoming episode, contact us at AdhouseNYC.com.