Dynamic Duos: The Famous Partnerships in Advertising
Sep 23, 2023
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This week's podcast explores the famous partnerships in advertising, including Nike's Phil Knight and ad agency creative director Dan Wieden, Steve Jobs and Creative Director Lee Clow, and temperamental winery owner Julio Gallo and his tough creative director Hal Riney. They also discuss the successful campaign that centered around a client who looked like a chicken.
The success of famous ad agency/client relationships often relies on mutual trust, creative freedom, and a direct one-on-one relationship.
Partnerships between individuals who share a disdain for conventional advertising and a vision for doing things differently can lead to groundbreaking campaigns and industry-leading success.
Deep dives
Creating a Personal Relationship for Effective Advertising
The first story discusses the successful partnership between Hal Rynie, an advertising veteran, and Ernest Gallo, the CEO of Gallo Winery. Rynie developed a direct one-on-one relationship with Gallo, which earned his trust and allowed for creative freedom. This led to the creation of a beautifully crafted campaign called 'All the Best,' and later the iconic Bartles and James commercials. The dynamic duo's relationship and mutual respect were key to the success of the advertising.
Unconventional Advertising for a Chicken Brand
The second story highlights the collaboration between Frank Perdue, the founder of Perdue Farms, and the advertising agency Scali McCabe Sloves. Despite initial reluctance, Perdue agreed to appear in their TV commercials and brought his personal obsession with chicken quality to the table. The campaign, with the tagline 'It takes a tough man to make a tender chicken,' became enormously popular, branding Perdue chickens and making them the market leader.
Breaking the Mold with Nike's Ad Campaigns
The final story delves into the iconic partnership between Dan Wieden, co-founder of Wieden+Kennedy, and Phil Knight, co-founder of Nike. Both shared a disdain for conventional advertising and wanted to do things differently. They created powerful and unexpected campaigns, such as the 'Just Do It' slogan and the groundbreaking '1984' Super Bowl advertisement. This partnership thrived due to their shared vision and understanding of what resonated with consumers, ultimately propelling Nike to the top of the industry.
This week we look at “Dynamic Duos” - those rare ad agency/client relationships that resulted in some of the most famous advertising of all time. We’ll examine the relationship between Nike founder Phil Knight and his ad agency creative director Dan Wieden, Apple’s Steve Jobs and Creative Director Lee Clow, tempermental winery owner Julio Gallo and his legendary creative director and tough guy, Hal Riney, and we’ll tell the story of the creative director who created a Hall of Fame campaign around the fact his client looked like a chicken.