Crafting Memorable Ad Ideas

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The speaker discusses the process of crafting memorable ad ideas by presenting rational strategies in surprising and entertaining ways. They provide examples from successful ad campaigns and emphasize the importance of simplicity and understanding the audience. They also share insights on working with art directors, the iterative process of ad creation, and the value of staying true to your vision.

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Chris Beresford-Hill is one of the most sought-after creative leaders in advertising and has led brands with a combined market cap of over $1 trillion. He was recently named Chief Creative Officer of the Americas at BBDO Worldwide.

Previously, Chris served as North America President and Chief Creative Officer at Ogilvy and Chief Creative Officer at TBWA\Chiat\Day. His work for clients like Guinness, Mtn Dew, Dove, Workday, Adidas, FedEx, McDonalds, HBO, and Foot Locker has driven sales while putting dent after dent into pop culture.

Chris and his teams have won every award for creativity and effectiveness many times over, including five campaigns in the permanent collection at MoMA. He has been named to Adweek’s list of best creatives — Adweek’s Creative 100 — Business Insider’s Most Creative People in Advertising, and the Ad Age 40 Under 40, back when he was under 40.

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[09:45] How Chris landed his first job with the help of Mark Cuban.

[16:28] Lessons learned from first boss Lance Jensen.

[20:37] Writing cold emails that work.

[25:27] What Chris's dad taught him about workarounds.

[34:41] A golf strategy that inspired Super Bowl aspirations.

[37:07] Good taste and the Modernista style.

[41:22] Portfolio building.

[45:15] How Chris landed his first Super Bowl ad.

[58:46] Editing and expectations.

[1:02:58] Critical acclaim.

[1:03:35] Working with BBDO's David Lubars.