Tuesday, October 30, 2012

Good advertising

You may be wondering where this blog has been the last two days.

Let's just call it recovery mode.

Last Thursday and Friday, I had the enormous pleasure to participate in one of the best experiences of my 30 years in advertising.

Better than leading motorsports advertising for Chevrolet and getting behind the scenes access at Daytona and Indy.

Better than lunch with Dabney Coleman after a shoot for 7-Eleven.

Better than the agency-sponsored motorcycle trip that had me riding through the Colorado rockies with Wally Dallenbach, Kurt Russell, Malcolm Smith and 200 other motorcycle and automotive enthusiasts.

I had the opportunity to work 24-hours straight to help non-profit agencies in Dane County, Wisconsin with their marketing and advertising needs thanks to Goodstock 2012 – A marketing marathon developed by a colleague and great friend of mine, Andy Wallman and his agency KW2.

The idea is simple. Take two days of the agency's time (every employee participates) and use it to help area non-profits with their marketing needs. Everything is done in two days from writing the brief to final production.

This year, the team wrote, designed and produced TV spots, long form videos, full websites, posters, print ads, marketing plans, media plans, pr plans and events, logos, banner ads, billboards brochures and more.

The total in donated time and services was over $300,000. In addition, media partners donated television and radio air time, outdoor locations, web ads and printing.

Because of Goodstock, more abused and neglected children will get the support they need, more women will receive housing support and job training, more disabled people will be able to stay in their homes, Latino couples will know who to turn to for support when life gets tough, more dyslexic children and adults will learn to overcome their challenges, more school kids will learn the benefits of athletic participation as a means to reduce obesity, more people will understand the wants and needs of kids with autism.

That's good advertising.

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