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Guest Speaker Jim Lesser

by: Stephanie Lawrence

Guest Speaker Jim Lesser APRD 1001

Stephanie Lawrence


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About this Document

Jim Lesser is the President and CEO of BBDO San Fransisco.
Idea Industries
Melinda Cheval
Class Notes
Advertising, agency, BBDO
25 ?




Popular in Idea Industries

Popular in Advertising, Public Relations and Media Design

This 4 page Class Notes was uploaded by Stephanie Lawrence on Monday October 10, 2016. The Class Notes belongs to APRD 1001 at University of Colorado at Boulder taught by Melinda Cheval in Fall 2016. Since its upload, it has received 114 views. For similar materials see Idea Industries in Advertising, Public Relations and Media Design at University of Colorado at Boulder.

Popular in Advertising, Public Relations and Media Design


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Date Created: 10/10/16
Monday, October 10, 2016 Jim Lesser and Tu President and CEO of BBDO San Fransisco ~Studied Philosophy *started as a receptionist and from there was promoted *the way to succeed in advertising is to be brilliant at your job *Advertising is a business problem that you solve with creativity ~Philosophy—> All clients are interested in the same thing, selling their products *”I just want to see more carpet” *people make “gut-like” decisions with everything -how do you appeal to someone on an emotional level and not just on an intellectual level? ~Agency *over 200 cities throughout the world *works across the network of the agency -Interns *only as good as your last piece of work, always chasing the next project *possessing healthy amount of paranoia to make it in the advertising creative world *need to work harder than everyone else *passion for the industry -TV Ads—> longer it is, more you pay -Digital Ads—> not as strict, depends on product 1 Monday, October 10, 2016 ~BBDO San Fran *Barbie Commercial -Business problem: moms hate Barbie, talking about how bad the product is for children -Brief: Barbie is something girls use to have imagination -Creative Development: think of 100 ideas and comes down to one -Commercial only online and shared 1/2 million of times *sharing is crucial -Controversy on whether Barbie is good or bad for children -“When a girl plays with barbie, she can imagine anything she can become” -“You can be anything” -Changed the face of Barbie ~BBDO Germany *Smartcar Advertisement -making the car stand out—> off-roading car vs city car -Car ads usually take months to produce it, 2 days to shoot, and a month for editing -Target Market: city dwellers, can park it anywhere *need to know overtime you make any advertisement ~BBDO New York *Snickers—> “you’re not you when you’re hungry” -Commercial has been executed all over the world ~BBDO Energy—> Chicago *Extra Gum—> “Give extra, Get Extra” -Guy proposes with gum rappers 2 Monday, October 10, 2016 -Gum commercials change to emotional messages instead of just introducing flavors -Established the emotional tone early on in the advertising process -Studies gum customers -right now the gum sales are down because shopping habits have changed EX. people shop online, on their phones instead of looking at gum during checkout ~BBDO Clemenger (Only in Australia) *Master Foods -“who would you have dinner with?”—> asked parents and kids -Parents chose famous people while kids chose family -Authenticity shows emotional side of the product ~BBDO Russia * Post-It -People could create a to-do list online that would follow them on every website they went to, instead of those annoying advertising banners *technology meets creativity -Programatic Advertising *things you look up follow you around wherever you go ~BBDO India *Ariel Laundry -Connects to the emotional side of a social cause -Running the household is not just the woman’s job -most shared ads in the world 3 Monday, October 10, 2016 ~BBDO New York *Footlocker -“Always have more than one” -Athletes love being in ads 4


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