I've been a lead creative on numerous business meetings for a variety of clients -- mostly in bio-tech, pharmaceutical, and automotive clients.
I've helped:
- Craft speeches for senior leadership
- Create, write and supervise videos
- Generate creative elements to help supplement the meetings and generate positive energy
- Supervise a team of creatives to ensure consistency and support where clients expressed dissatisfaction or required additional creative thoughts
When meeting with P&G clients on the Prilosec team, we were engaged to come back with a proposal on experiential tactics for the heartburn drug.
Our target customer was middle-age, middle-income women with families who make the drug purchase decisions in their house.
Our solution was to tap into the popularity of a girls night out that happens in suburbs and small towns around the country where women gather together to eat, drink and play the dice game bunco.
But we needed to elevate the experience so we created a World Championship in Las Vegas over a three day weekend. More than 1,000 women flew across the country to participate for a chance to win the top prize of $50,000.
It morphed into a Television show for Oxygen network, made ESPN Top 10 Plays of the day two years in a row and went on to win P&G's prestigious Marketing Excellence Award.
Some events like the Bunco World Championship gather enough excitement that people dress up and wait in long lines. Others take a bit of encouragement. Each presents a specific set of creative challenges.
For the past 4 years I’ve been fiercely promoting content to be displayed on smartphones. Let the audience/conference-goers use their devices throughout the event. It’s a passion of mine that some traditionalists push back on, or only see it’s merit with limited scope. Today’s millennials demand it and we need to embrace content and gamification throughout events.