Adapting In a Digital World

An advertising executive shares strategies for a new market

Here is an insightful article from EVP, ECD Jeanie Caggiano of Leo Burnett on how major brands are adapting in order to create a lasting impact on their audiences in an ever-changing digital world.  I have had the pleasure of working with Jeanie and contributing voice over on the notable and humorous ad campaign for United Healthcare since earlier last year.   She says:

Evolve or die. It’s as true in business as it is in biology. Just ask Kodak. Problem is, legacy businesses—let’s say those born before the digital age—can’t always move quickly when something upends their model. Legacy agencies, too, have had to evolve or die. But technology hasn’t changed the need to engage people in a great idea. It simply changes how and where we execute it.

Caggiano, Jeanie. Disrupt or Be Disrupted: How Legacy Businesses Are Changing The Game. Leo Burnett. Web. 29 Sept 2016. 6 Oct 2016.

#advertising #AdaptorDie #digital #disruption #LeoBurnett #television

When Creative Humor Takes The Cake

Ear-Catching: New TV Spot for United Healthcare

Creative humor is fantastic, and being on the same page is a wonderful feeling.  I've been fortunate enough to be on that same page with some incredible creative directors and producers for the past few months now. The folks at Leo Burnett Chicago are those very creative, fun people to work with.

When you work with professionals who know exactly what they're doing AND what they want, it's just smooth sailing ahead and also much easier to follow in line with their particular vision.  And it's also a whole lot easier to do the job without getting distracted by over-direction during the voice over recording session.

What I like about this spot in particular is how it tells a story by drawing you in from moment to moment and finally to the brand's message. But it does so in quite an off beat and humorous way- selective humor that you're not completely distracted by. And on the top of that, it's relatable and touching.

Check it out above! And I'm sure you'll catch the whole United Healthcare thing on TV sometime soon (if in fact you still watch TV).

Ciao!

#advertising #commercial #voiceover #leoburnett #unitedhealthcare #TV