ADVERTISING

52 RODGERS TOWNSEND DDB / USA “MadMen;”50 Photographer: Jonathan Knowles 51 Rodgers Townsend DDB: Shaking Up the Advertising Game

RT CREATED A MULTI AWARD-WINNING CAMPAIGN FOR US THAT WENT FAR BEYOND THE MECHANICS. FROM THE UNIVERSAL – TO THE DEEPLY PERSONAL IMPACT OF MUSIC – RT COMMUNICATED ITS SOUL. Sheena Duncan, Founding Executive Director of Pianos for People

THE WORK RODGERS TOWNSEND HAS DONE FOR US HAS TRANSFORMED OUR IMAGE AND IS ALWAYS CONSISTENTLY EXCELLENT. THEY ARE CARING, GENEROUS, CREATIVE. THE COLLATERAL MATERIALS THEY CREATE FOR US ALWAYS EXCEEDS OUR EXPECTATIONS. THEY ARE THE BEST. Ron Himes, Founder and Producing Director of The Black Rep

RT HAS CONTINUED TO “DARE AND DELIGHT” US WITH THEIR ABILITY TO DEVELOP UNIQUE IDENTITIES FOR OUR CONSUMER BRANDS AND DELIVER

COMPELLING STORIES TO OUR CONSUMERS. Group Creative Director: Erik Mathre; Account Supervisor: Tracy Sykes-Long Steve Schwallie, Division VP of Global Marketing for Spectrum Brands 52 53 Introduction by Andrew Dauska CEO, Rodgers Townsend

For 23 years, Rodgers Townsend has been obsessing the hell out of every piece of creative that goes out the door. Our mission sets a high bar for the work. To “Dare & Delight” is to challenge ourselves to take calculated chances in making work that’ll truly delight those who come upon it in the world. It takes a little gall, a big brain and a gigantic heart to sweat through the words, the design and the craft of bringing the work to life. But we’re a crazily committed group who never checks our swing at the plate.

ADVERTISING IS AN UNINVITED GUEST. GETTING PEOPLE TO LET IT IN, WITHOUT BRIBERY OR ONE- TRICK GIMMICKS, TAKES TALENT AND INTELLIGENCE. Michael McCormick, Chief Creative Officer

Q&A: Rodgers Townsend DDB What inspired or motivated you into your career? Seeing someone with a creative career was highly motivating. J Chambers, Creative Director: Well, it was quite by acci- Ross Bradley, Creative Director: From a young age I was dent, really. I was working as a photography assistant at the surrounded by art. My grandmother was an amateur painter, time, and I was meeting all these wonderfully interesting cre- and I spent many weekends digging through her various can- ative people. Writers and art directors and set designers. I’d vases and scribbling in cast-off sketch pads. Thanks to my always been a writer myself, and I remember thinking: “Hey, mother, who was a reading teacher, I also became enamored if they can do this, I can do it.” So, I did. with literature and the written word. Advertising represented a Katie Meers, Senior Art Director: I’ve been drawn to create path to fuse those passions while making a paycheck. ever since I can remember. I think I only received art supplies for birthday presents for the first 10+ years of my life. As I got What is your work philosophy? older and realized I could actually make a living creating every JC: Work hard. Be kind. Care more. day, it was an obvious choice. KW: Don’t do shit work. Kris Wright, Design Director: My cousin, who’s an illustrator. KM: I strive to do the best work I can on every project, no

54 55 Q&A: Rodgers Townsend DDB matter how small. It’s easy to get excited and inspired by shiny a confidence that has stuck with me ever since. new clients/projects, but it’s often harder to share the same JC: My father, without question, was by far the greatest. Miss enthusiasm for smaller projects. you, dad. But there have been a great many people at RT who If there is no I’ve learned from along the way. Tom Townsend, Michael wind, row. If we know our brands and long-term business objec- McCormick, Kay Cochran, just to name a few. All great writ- tives, we must always be up to something—even without a brief. ers. Even greater people. RB: Emotion > Logic. JH: I inherited my work ethic from my father. I was inspired by the talented artist at my first agency, Core. And I’m contin- What is it about Advertising that you are most passionate about? ually fascinated and motivated by my peers here at RT. JC: Well, the writing in particular. I love a great headline, a KM: My mom has pretty much always been my go-to for all smart and funny script. I just love making things. the things. I’m a little biased, but she’s the smartest and kind- Jon Hansen, Creative Director: I love how big the creative est person I know. sandbox is. Every client has unique challenges. I love thinking KW: Tom Townsend. up solutions they might not have ever thought were possible. MM: As a young creative, I never really found the ONE. As a KM: Being able to potentially change the way someone thinks leader, I’ve found mentorship comes from all around me. Why about or interacts with a brand for the better. must we look up for it? For me, mentorship is eye to eye and KW: Solving the client’s problem with a simple, creative answer. shoulder to shoulder. MM: Making apathy reverse course. Advertising is an unin- RB: I was lucky to have begun my career with a talented art vited guest. Getting people to let it in, without bribery or one- director named Mark Halski. He let me sit in his office and lit- trick gimmicks, takes talent and intelligence. erally watch over his shoulder as he tackled design problems. RB: Creating ideas that people want to connect with. Without his patience and openness to let me observe the full, messy process of creating concepts and executions, I think I What prompted the agency to choose would have burned out of this industry. “Together We Dare” as your slogan? JC: Well, I didn’t write it. But it’s really an invitation to our Who were some of your greatest past influences? clients to collaborate and be bold. KW: Alexander Girard, Jim Flora, Saul Bass, Paul Rand (not KW: Dare + Delight (Happiness outside of your comfort zone.) Rand Paul) … the many different timeless styles. MM: Every creative company has something to live up to. RB: Aldo Leopold, Smokey Yunick, Paul Klee. Words to give them bravery, encourage disruption or remind them to fail harder. We’re a boutique in the belly of the beast. Who among your contemporaries today do you most admire? So we embrace the underdog role, we stick together and we AB: Today, the ratio of women to men varies from agency never let small budgets be an excuse for small ideas. to agency, but there’s always one constant: there are always RB: We have a slogan? We should trademark that. far fewer women in the creative department—and less than 3% are creative directors. So as a young female creative, I’m What aspect of your work do you find the most always looking toward women like Justine Armour, Sarah Bar- fulfilling (brand identity, design, marketing, etc.)? clay, Jessica Walsh, Chloe Gottlieb, and so many others who JC: I love the back and forth with my partner. There’s nothing are breaking the mold of the “boys club.” quite like building an idea from the ground up, watching it take JC: I admire the creatives and agencies that make a commit- shape and become something new and fresh and wonderful. ment to do at least some work, any work, that serves to help KM: I’m a designer/art director at heart, but I am thrilled when others or better their communities. We all have to pay the bills. new opportunities arise that aren’t necessarily in my comfort But what are you willing to do above and beyond that can zone. It’s equal parts scary and exciting, but there’s always make a difference in actual lives? something to be learned and gained throughout the process. JH: I’m fascinated by a wide range of artists. I admire those KW: who have done a great job of branding themselves, such as is seeing things you’ve worked so hard on actually get produced. Aaron Draplin. Type designers and illustrators, such as Jes- Creative Directors: Ross Bradley, J Chambers; Director of Production: Cheryl Rockwell RB: I find it most fulfilling when we build campaigns that sica Hische. And those with a sick sense of humor like Joan stick. Some ideas are broad yet simple enough to form the Cornellà. But most of all, I admire the trailblazers like David foundation for years of work. When you hit one of those, that’s Carson, Stefan Sagmeister, and Paula Scher. of that talk was valuable, but how he packaged it and presented working in this industry. I’ve worked on playful brands, such as really a great feeling. KM: I really admire the work of Jessica Walsh, Jessica Hische, it was what makes me admire/hate him. I want to be that funny, McDonald’s, to more thoughtful arts organizations, such as the and Lauren Hom. They’ve each accomplished so much at a genuine and captivating when I speak. Black Rep Theatre and Pianos for People. I enjoy the challenge What is your most difficult challenge you’ve had to overcome? young age and are passionate about sharing their own experi- and the chase. I love taking a weed killer brand like Spectracide JC: Time sheets. Who have been some of your favorite and doing something ridiculous and unexpected with it. KM: It’s OK to be a work in progress. We all have different KW: Chip Kidd, Aaron Draplin, Allan Peters, Brian Steely, people or clients you have worked with? JC: Smoothie King, Volkswagen, Pianos for People, Univer- experiences, and we’re all continuing to learn and grow. and Jon Contino. AB: Two people come to mind. The first is a proofreader turned sity of Kansas Athletics. KW: Not being able to see the things you have worked so hard MM: I’d rather name agency cultures than individuals. I have copywriter and one of my closest friends. Last minute, liter- KM: It’s hard to pick a favorite, but my favorite thing about on get produced. incredible respect for the endurance, constant evolution and ally three hours before the deadline, we decided to sign up for the clients we get to work with is that they are all different. RB: high standards of shops like W+K, GS&P, GSD&M and the the Young Lions competition as a team and, spoiler alert, we The variety keeps things fresh and makes me excited for what- Martin Agency. And 3 out of 4 did it in cities where it didn’t won. She wasn’t a full-time copywriter, but that didn’t matter ever comes next. experience has taught me a lot about anxiety and perfectionism. make sense on paper—Portland, Austin and Richmond. I also because she was a stellar writer. Nowadays, we’re a well-oiled KW: Tom Bills Custom Guitars. enjoy what the Canadians are up to at places like Cossette, machine, and I still love working with her. The second person MM: I recorded Henry Rollins as the voice of Pacific Bell Who is or was your greatest mentor? Rethink and Zulu Alpha Kilo. And I love the creative culture is another copywriter who took a chance to dare with me and Broadband. Broadband, you know before 5G, 4G and 3G and Angela Bode, Art Director: I had an advertising professor and family feel from ALMA in Miami. work on a pro bono period poverty project. Now it’s become wireless internet. Not sure what I was expecting, but he was an who was also one of the toughest women I’ve ever known. RB: Glenn Cole. I envy a lot of the work that he made possible something I could have only dreamed of and it continues to absolute gentleman and pro. She advised, encouraged, opened doors and gave me the push at 72andSunny. And I heard him give a really engaging speech grow. Truly grateful for both of these ladies. RB: The client team I work with on Dingo and DreamBone I needed to find my place in this world, which in turn gave me about three-legged races and working with others. The content JH: I’ve always enjoyed the variety of work that comes from is pretty incredible. They appreciate the value that creative

56 57 Q&A: Rodgers Townsend DDB thinking can bring to a brand. And they trust that we can and KW: When everyone is happy and excited about the work that will deliver. I was also lucky at the beginning of my career we are producing. to work on Bass Pro Shops. The marketing department there RB: Working in a team and seeing ideas grow and progress was made up of a bunch of guys who really lived the brand, so further than you could take them alone. getting outdoors or on the water for a shoot was always a good time. Here in St. Louis we have some really talented produc- What professional goals do you still have for yourself? tion and post-production partners. The folks over at Coolfire KW: Since I’m always being asked, I guess a good goal is to are always a joy to work with. I consider them co-conspirators, find a goal for myself. and they truly get excited to contribute to, and not just execute, the concepts we bring. They make my work better. How do you define success? JH: Ultimately, the goal is to put something out in the world Which client surprised you the most? you’re proud to say is yours. Something that gets noticed, JH: We once had a fairly conservative insurance agency agree moves the needle and doesn’t dissolve into an ocean of noise. to send us down to Puerto Caimito, Panama, to create a film KM: Being comfortable with who you are and feeling great series about Mariano Rivera’s hometown. It was a risky and about the work you’re creating. somewhat dangerous production for a risk-averse company. KW: 1% click rate and it doesn’t suck. KW: The National WWI Museum and Memorial. MM: Happiness minus complacency. MM: Crazy things happen in this business. Nothing surprises RB: When people both love and hate you. I think it’s true in me, good or bad. both work and life that if you’re doing something worthwhile, RB: I once had a client completely shut down a meeting you’ll have advocates and you’ll have enemies. because one of our concepts involved Paul Bunyan. He didn’t even want to hear the name. I never found out what caused him What part of your work do you find most demanding? to hate Paul so much. KM:- ing and staying organized makes things a lot more manageable. What are the most important ingredients you KW: Indecisive feedback. require from a client to do successful work? MM: Delicately debunking best practices. I hate them. I hate AB: Be willing to dare. A good budget is always helpful, but if them all. As any self-respecting creative should. you have a client who is willing to take a chance on an outside the RB: Social. The need to feed the content machine has us try- lines idea, you can make some magic even with very little budget. ing to do more and more with each production. It has also JH: My favorite clients are ones I have direct contact with and required a shift in mindset since beginning in the industry. are open-minded. I’ve had success on quick-turn campaigns Before social, the visual relationship of elements in an ad were that didn’t have a great deal of money or time, but were open so carefully crafted by an art director. How does the size of to trying something new. the headline relate to the visual? What about placement within KM: The most important thing is for a client to know who they the ad, does that impact the message? Now, people consume are, or who they want to be. and process communication differently and social platforms KW: Trust. are constantly reinventing that process at a staggering pace. MM: Optimism and a little Peter Pan in their DNA. RB: The client needs to want to get noticed. If they bring us What would you change if you had to do it all over again? work just because they’re given a budget to spend and that’s AB: Absolutely nothing. I’m a firm believer in everything their goal, it will be really difficult to help them grow the happens for a reason. And from everything that has occurred brand. But if they are wanting to disrupt how things have been in my life, both good and bad, it’s made me who I am today. working, there’s a chance to do some really good work. JC: I don’t know that I’d change anything. Every mistake, every success has shaped me into the person I am today. What is your greatest professional achievement? KM: I would’ve gotten into advertising sooner. AB: Cannes Young Lions (USA Digital Category) Winner 2017. KW: No regrets. JC: D&AD Pencil. MM: I hate that 238 North American cities fell all over them- KW: Having a piece featured on Devour (now Uncrate.TV). selves to “pitch” Amazon. I wish it had been 237. Sorry, St. RB: Seeing 1,974,507 volunteer hours logged by students, Louis, but we’ve got better things to do. faculty, alumni, and the general public in St. Louis as part of a RB: I would take the pressure off, especially starting out. I campaign to celebrate Saint Louis University’s 200th birthday thought every assignment would be my last creative opportu- by giving 200 years of service in one year. nity, and if we couldn’t sell the client on what we thought was the best work, I wouldn’t get another shot. That’s so not true. What would be your dream assignment? JC: Martin Guitars. What advice would you have for students starting out today? KW: Brand and advertise for a zoo or animal park. AB: Get your book ready as soon as you can and don’t be MM: If Toho Studios called and asked us to remake every afraid to have it critiqued. Go to portfolio reviews or meet Godzilla and monster movie poster. Dreams don’t have to with professionals for coffee—welcome and learn from the make good business sense. critiques of your work. It’ll not only help you hone the skill of RB: Conceptual print. It doesn’t come around much anymore, presenting your work, but it will expose you to what people are for us at least. looking for when hiring. JC: Be curious. Never stop learning. What is the greatest satisfaction you get from your work? JH: Create work that makes you proud. If you have a project KM: It’s always a great feeling when you first see something you’re passionate about, always present what you think is the you created out in the wild. A lot of really great work never sees best version of that work. No matter the feedback. Some victo- “Discover Pearl,” 2017; Client: Luxco; Chief Creative Officer: Michael McCormick; Associate Creative Director: Peter Rodick; Senior Copywriter: Connor Berry; the light of day, so it’s validating when it all comes together. ries are labeled “Final_ V13_ Final_Rev4.PDF.” Illustrator: Patrick Faricy; Account Director: Laura Yarbrough; Director of Production: Cheryl Rockwell; Production Artist: Evan Willnow; Strategy Director: Alex Kerlick

58 5959 “All the World’s a Song,” 2017; Client: Pianos for People; Chief Creative Officer: Michael McCormick; Creative Directors: J Chambers; Jon Hansen Q&A: Rodgers Townsend DDB KM: Find a mentor who you admire and trust, and don’t be RB: Character. In both people and products. afraid to ask questions. It’s scary starting out and feeling like you aren’t totally prepared, but it’s really important to recog- What advice would you give your younger self, when nize that everyone has to start somewhere. you had just started working at Rodgers Townsend? KW: Collaborate. Look at what others are making. Be inspired. AB: Use your voice and roar loudly. Also, get good head- Get jealous. phones as soon as possible. Your ears, neighbors, and music MM: Never be too cool to care. quality will thank you. RB: Ask questions. Young talent is pretty amazing now, but JC: Be patient. You’ll get there.

you can still learn. Always, always raise your hand for what- KW: The business will continue to change. Be optimistic. And ever the assignment is. Find the opportunity in the project. It is always double check your email recipients before you click send. there if you look. And always be making something. MM: Never let title dictate behavior. RB: Eat at the lunch table. I always ate at my desk or went out What interests do you have outside of your work? for lunch, but you get to know people you wouldn’t normally JC: Music, songwriting, film. interact with if you eat at the lunch table. JH: I love the outdoors. This weekend I’m camping and catch- ing a concert at Red Rocks. The following weekend I’m hiking Where do you seek inspiration? El Cap and Half Dome in Yosemite. Living in the Midwest JC: All over, really. There’s a quote by Jack London that I’ve makes living in all places affordable. always loved. I’ll probably screw it up, but it’s something like: KM: I’ve played sports my whole life, so it’s been fun to get “You can’t wait for inspiration. You have to seek it with a club.” back into soccer and volleyball, and most recently (and ran- KM: It’s easier than ever to seek inspiration online, but I also domly) cocked hat bowling. I also love music, going to concerts, try to look offline and in unexpected places. Some of the best and I try to squeeze time in for personal projects whenever I can. ideas seem to appear when you’re not looking for them. KW: Fine art. Interior design. KW: Design sites. People I follow on Pinterest, Instagram, MM: I have twin interests. They’re five years old. Dribbble, Behance, etc. Books. Museums. Travel. RB: I tend to fully commit myself to hobbies. Right now, I’m MM: I do not pursue it, but my receptors are open to it every- immersed in fly fishing. I enjoy pursuits that aren’t simple, and where I go. while throwing a bit of feather and fur to a fish sounds simple, RB: More and more it comes from my childhood. With the the sport is a constant series of trials, failures, and learning. I current political and social climate, I think people crave sim- also tie my own flies, which results in a physical outcome of pler times, so I’ve been contemplating what that time was creative energy, unlike the communications that I produce for like— what customs and world views did people hold? I also work, which are all digital, auditory, or visual in their product. read quite a bit of non-fiction, specifically nature and conser- vation-focused work. The views expressed in that literature What do you value most? can provide different ways of seeing the world around you, JC: Authenticity. which shapes the way I conceptually approach problems. KW: In life, my kids. At work, the cool kids around me. MM: The straight story. Rodgers Townsend DDB www.rodgerstownsend.com

SOME OF THE BEST IDEAS SEEM TO APPEAR “Meet the Neighborhood,” 2019; Client: Spectrum Brands; Chief Creative Officer: Michael McCormick; Creative Director: Jon Hansen; Senior Copywriter: Emily Daab Strategy Director: Alex Kerlick; Director of Account Management: Laura Duplain; Account Supervisor: Annie Diefenbach; Account Executive: Lauren Giwa-Amu; Director WHEN YOU’RE NOT LOOKING FOR THEM. of Production: Cheryl Rockwell; Producer: Patty Ivey; Senior Media Planner: Christy Bockler; Senior Digital Producer: Monica O’Connor; Production Artist: Susan Copeland Photographer / Bruton Stroube Studios: Brandon Voges; Editor / Bruton Stroube Studios: Andy DeVries; Director / Bruton Stroube Studios: Tim Wilson Katie Meers, Art Director 60 61