brett macfarlane

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Page 1: Brett Macfarlane

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Page 2: Brett Macfarlane

Brett T. T. Macfarlane

+44 (0) 794 002 9633 / 163 Gloucester Avenue, London NW1 8LA [email protected] / brettmacfarlane.typepad.com / @macfarbt

Overview

• Interdisciplinary international business leader with strategic planning background • Over 200 creative and effectiveness awards • Client Experience: Visa, Unilever, General Motors, Midas, Getty Images, BC Dairy Foundation,

Insurance Corporation of BC, BC Transit, GiveMeaning.com, Sport BC, Blue Cross Insurance

Work Experience

Present Generation December 2012 to Present Founder

• Technology start up Saatchi & Saatchi July 2011 to January 2013 Network Account Director

• Delivered the 2012 Olympic real time tactical response campaign across 14 markets, online and offline, with hundreds of bespoke creative featuring Usain Bolt and local EU Olympians

• Responsible for network management of Visa Europe local market campaigns through revamped matrix agreed Ways of Working that improved strategy, creative and operations

• Managed SOW across EME region overseeing strategy, creative, operations and finance • Drove innovation led projects for central team and supported local market innovation • Facebook ambassador on behalf of agency fostering education and innovation

DDB Paris January 2010 to June 2011 Board Account Director

• Responsible for development and delivery of Lipton Ice Tea’s integrated global brand communication packages

• Within complex hybrid Unilever and Pepsi client culture delivered on time and on budget integrated global campaigns to agency high performance measures and sales

• Managed multi-disciplinary international creative origination team across DDB’s London, Buenos Aires, Toronto, Melbourne, Sydney, Paris, and Hong Kong offices

• Created and instituted integrated workflow and financial management processes aligning local market strategy and campaign implementation with global strategy

• Transitioned local market adaptation to central implementation model • Established collaborative relationships with partner agencies Mindshare and Freud Comms • Led Tribal DDB remit delivering Lipton’s inaugural social project: The Big Casting • Facilitated talent management of Hugh Jackman and his agent at William Morris Endeavor

DDB Canada March 2004 to January 2010 Business Director / Brand Strategist

• Business and strategic lead on high profile integrated accounts • Independently responsible for brand strategy, client relationships, financial management,

revenue growth, campaign delivery and overall account operation • Managed interdisciplinary project teams of up to 40 people including hybrid cross-discipline

and multi-agency teams both nationally and internationally • Developed campaigns holistically across mass (TV, radio, and print), digital, social,

events/experiential, PR and design including focuses in youth marketing, innovation and application development

• Developed integrative social media and community management models for campaigns • Fostered tech industry relationships and partnerships for applied campaign innovation • Led 2-4 AOR new business pitches annually • Revamped DDB Labs by recruiting respected and creatively driven thought leaders

Page 3: Brett Macfarlane

McCann Erickson, 2003-2004 Account Executive, Momentum Division

• Designed and executed experiential campaigns for General Motors’ name plates Cadillac, Pontiac, GMC, Buick and Chevrolet

• Managed events and relationships with NHL Hockey teams, action sport properties, community causes and the 2010 Vancouver Olympic Organizing Committee

Spark*, 2001-2004 Principal

• Action sports focused independent design, PR and advertising boutique agency

Professional Recognition

• One Show Pencils (incl. 2009 Gold) • Cannes Cyber and Radio Lions • D&ADs • Media Innovation Awards • Clios • Lüezers Archive • London International Awards • New York Advertising Festivals • United National Award - New York

Advertising Festival • Communications Arts

• Applied Arts • Bessies (2009 and 2010 Best in Show) • Art Directors Club Canada • Cassies (Canadian effectiveness

award) • Canadian Marketing Association

Awards (effectiveness & creativity) • International Association of Business

Communicators Gold Quill • Webby • Effie

Other Activities

• Founder of Interesting Vancouver • Started PSFK Good Ideas Salon Vancouver • Interesting Portland and Northern Voice speaker • Age of Conversation 2, 3 and 4 contributor • Author – Canned Japan - http://tinyurl.com/cannedjapan • Writer – Foodists.ca • Vancouver 2010 Olympics alpine skiing crew chief and member of original bid committee • Founding committee member Canadian National Alpine Ski Team Peak to Peak dinner auction

Education

Whitman College, Class of 2000 Walla Walla, WA Bachelor of Arts: Economics major, French minor

• Alpine ski team captain of three-time national champion ski team • 90 percentile in 2000 Economics Major Fields (international graduate level exam)

University of British Columbia, 2002 - 2003 Vancouver, BC Graduate Diploma in Accounting Program

• Law, financial accounting and management information systems Canadian Securities Association

• Honours completion of securities licensing program Professional Seminars

• Springboard – DDB brand planning scheme • Rogen Training – high stakes presentation skills training

Page 4: Brett Macfarlane

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Page 5: Brett Macfarlane

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Systemwide over-acheivement on

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revenue growth.

(That is a HUGE increase for milk)

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Agency fo the Year

Bessies Gold

Lotus best Non Traditional/Guerilla

Creativity Feature (USA)

Campaign Feature (UK)

Featured by Jimmy Fallon, ESPN and

Conan O’Briend.

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Page 7: Brett Macfarlane

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8% same store sales growth

Best promotion in 20 years

3 million organic views online

Regularly ranked as YouTube most

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Communication Arts

Cannes & Clio short list

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2 x CMA (Automotive & Retail)

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Page 8: Brett Macfarlane

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Lüezers Archive - 5 films inducted

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12 x Bessies

2009 Bessies Best in Show

Miami Ad School UGC Film Contest

FWA Digital Film of Day!

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Page 9: Brett Macfarlane

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Page 10: Brett Macfarlane

KnutmaniaThe Berlin Zoo’s celebritypolar-bear cub has become a merchandising sensationPAGE A34

PAGE A33MAKE • SAVE • SPEND GORDON CLARK (EDITOR) • 604-605-2020 • [email protected] ! SUNDAY, APRIL 8, 2007

Bigfoot barker for Boston PizzaSPOKESBEASTIES: Why Richmond-based chain chose a sasquatch as its front man

BY PAUL LUKEBUSINESS REPORTER

He’s tall, dark and hungry — andhe has joined the zoo that adver-tisers are building in your brain.

He’s Louie, a meatball-lovingsasquatch Boston Pizza Interna-tional has just hired as its spokes-thing.

The seven-foot-tall moptop is thestar of a multimillion-dollar adver-tising campaign the Richmond-based chain has launched acrossCanada.

The use of animal advertisers,which began with the snake Satanhired in the Garden of Eden, haslasted too long to be a mere trend.But one thing’s for sure: Consumerscan expect the parade of spokes-beasties to get longer and longer.

“Animals can be provocative. Theycan be very powerful communica-tors,” says Tim Silk, a professor atthe University of B.C.’s SauderSchool of Business.

“People are genuinely interestedin animals and are, perhaps, evenhard-wired to pay attention to theirbehaviour.”

Animals also have the big advan-tage of being able to ace a criminal-record check.

Human spokespersons not onlycost buckets of money — they dam-age a brand when they screw up intheir personal lives, experts say.

William Shatner’s integrity as aspokesman is as spotless as theAflac duck’s — that’s part of hisenduring appeal for advertisers andconsumers. But imagine the falloutif he were found in a car with awhite powder said to be Romulanlaundry soap and two hookersdressed as Klingon transvestites.

“Celebrities can blow up in yourface, especially if they wind up withcriminal records,” says LindsayMeredith, a marketing professor atSimon Fraser University.

“A cartoon character is somethingyou have a lot more control over.”

When a company settles on aspokescreature, consumers willhave to learn to live with it for awhile.

It takes repeated exposure to con-sistent messages for a consumer toforge a lasting association betweena product and an animal, Silk says.

“Confusion or interference canoccur if people have difficulty creating an association between ananimal and a message,” Silk says.

“Because you’re competing for afinite amount of associationstrength, it becomes difficult.”

One of the biggest challenges in

the advertising world is to cutthrough the “clutter” of competingmessages, Meredith says.

It has been estimated an averageperson commuting to work in a cityis exposed to 3,000 to 5,000 adver-tising messages a day, he says.

“People develop defence mecha-nisms that screen out a lot of thatstuff,” he says.

“How do I get through to you?How do I make you notice me?”

Boston Pizza, which has previ-ously used comedian Howie Man-del and actor John Ratzenberger asspokesmen, decided a sasquatchwas the answer.

There was a slight challenge, how-ever, for the pizza chain and DDBCanada, its advertising agency.

Companies ranging from Koka-nee beer to Cingular Wireless havealready enlisted bigfeet as mascots.

Daryl Gardiner, associate creative

director in DDB Canada’s Vancou-ver office and the brains behindLouie, says earlier sasquatches havebeen portrayed as elusive and mysterious.

Louie, he says, is different: Hespeaks, has rough-hewn charm andhis character will develop as theadvertising effort progresses.

He’s disarming enough he won’tpolarize viewers into those who lovehim and those who can’t stand him— as often happens with celebrityspokespersons, Gardiner says.

DDB considered two otherspokescharacters for Boston Pizza— a robot and a fictional athlete —but abandoned both of those con-cepts in favour of a legendary critter who is, psychologically, ablank slate.

“People assume he knows noth-ing about the world around him,”Gardiner says.

“For Boston Pizza, that becomesa good device to convey a lot of tactical information in an enter-taining way.”

Boston Pizza launched Louie inprint and television spots lastmonth. Joanne Forrester, the com-pany’s vice-president of marketing,says the Louie campaign will cost$14 million to $17 million.

B.C.’s John DeSantis, a six-foot 11-inch actor whose resume includesa stint as Lurch in television’s TheNew Addams Family, was cast asLouie.

Whether Louie, who looks like aWookie-Neanderthal cross, canspark a rush to Boston Pizza’s 272Canadian locations remains to beseen.

UBC’s Silk says the public oftenperceives advertisers as calculating,highly methodical machines thatknow how to choose spokes-creatures that will push consumers’buttons.

“That’s not always the case. A lotof these decisions are made fairlyquickly and they don’t necessarilyhave a lot of forethought,” he says.

“An idea may be good, but it maynot be executed well, and all we seein public is the execution.”

[email protected]

Daryl Gardine is the brains behind ‘Louie,’ Boston Pizza’s new spokes-sasquatch. LES BAZSO — THE PROVINCE

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The wombat, dung beetle and gila monster have yet to make much of a splash in the world of advertising.

But the advertising world’s animal house is busting atthe seams with other four-, six- and eight-leggedmouthpieces.

Here are a few members of the global marketing

menagerie: RCA Victor’s dalmatian, Telus’s monkeys and lizards, Aflac’s duck, the Bell beavers,Fido’s dogs, A&W’s Root Bear, the MGM lion, Coke’spolar bears, Taco Bell’s chihuahua, Frosted Flakes’Tony the Tiger, Budweiser’s bull terrier SpudsMacKenzie, Borden’s Elsie the cow (Elmer, her hus-band, was spokesbull for Elmer’s Glue), 9Lives catfood’s Morris the Cat.

Other famous spokescritters

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