Luke Sullivan
Author of the best-selling advertising book, Hey Whipple, Squeeze This: The Classic Guide to Creating Great Advertising – named by readers of Ad Age to the "Top 10 Marketing Books of All Time." Cited by Business Insider as one of "15 Most Important Strategy Thinkers Today," agency veteran Luke Sullivan spent over 30 years in the advertising business at elite agencies such as The Martin Agency, Fallon, and GSD&M, and another 10 as a professor of advertising at the Savannah College of Art & Design.
"I've spoken at Austin's SXSW Interactive and over 40 other U.S. cities, as well as in Auckland, Reykjavik, Copenhagen, Sydney, Helsinki, Istanbul, Berlin, and all over Canada. ... but if you're calling from Bora Bora or Fiji, I'll lower my fee."
Author of the best-selling advertising book, Hey Whipple, Squeeze This: The Classic Guide to Creating Great Advertising – named by readers of Ad Age to the "Top 10 Marketing Books of All Time." Cited by Business Insider as one of "15 Most Important Strategy Thinkers Today," agency veteran Luke Sullivan spent over 30 years in the advertising business at elite agencies such as The Martin Agency, Fallon, and GSD&M, and another 10 as a professor of advertising at the Savannah College of Art & Design.
"I've spoken at Austin's SXSW Interactive and over 40 other U.S. cities, as well as in Auckland, Reykjavik, Copenhagen, Sydney, Helsinki, Istanbul, Berlin, and all over Canada. ... but if you're calling from Bora Bora or Fiji, I'll lower my fee."
Brand-storytelling social campaigns in 4 Steps.
Building Storytelling Brand Platforms For New Business.
To understand the difference between an ad campaign and a brand platform, consider the difference between a movie and a Hollywood franchise.
Any movie that's franchisable contains more than just one story. It suggests an entire world beyond its own borders, a world that has its own set of rules. The richer this set of rules, the more stories can be pulled out of it - prequels, sequels, and spin-offs. In movies, these are known as franchises. In branding, it's storytelling...
Leveraging Cultural Tensions To Improve Creativity.
One of the most effective ways to jumpstart the creative process and get to big ideas quickly is by leveraging creative tensions; by using polarities to spark story. Wherever you find conflict or opposing energies, you'll find conflict. And where you find conflict, you find the rudiments of narrative.
These tensions can come from anywhere. The tension can come from culture (the national obsession with fast food versus the obsession with being thin). Or it can come from the client's...
Optimizing Creative Output. (Or, How to Manage Creatives.)
It's a good thing many creative people are often cynics and eye-rollers. It's their well-tuned B.S. detectors that make them effective communicators. But motivating cynics and eye-rollers in an industry full of B.S. is tough. How do you manage people who don't like to be managed? Can a ship of pirates be turned into a navy?
While some of the answers are common sense, surprisingly most aren't. As with most advertising insights, the best answers come from a deep understanding...
Time Management for Creatives: "Temper Your Irish With German."
We can complain about bad account people all we want, but at the end of the day, there's nothing we can do about some things in this business. This talk is about the things we can control. It's about craft, it's about making things way better than they have to be made, and it's about the spiritual dimension we bring to our jobs. It's about adding discipline to creativity, or as the saying goes, "tempering your Irish with German." Participants will leave the session with a long...
