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Spring Outside: REI Creative Lead Jonathan Springer
Manage episode 439780915 series 3525131
المحتوى المقدم من Brian Marks & John Young, Brian Marks, and John Young. يتم تحميل جميع محتويات البودكاست بما في ذلك الحلقات والرسومات وأوصاف البودكاست وتقديمها مباشرة بواسطة Brian Marks & John Young, Brian Marks, and John Young أو شريك منصة البودكاست الخاص بهم. إذا كنت تعتقد أن شخصًا ما يستخدم عملك المحمي بحقوق الطبع والنشر دون إذنك، فيمكنك اتباع العملية الموضحة هنا https://ar.player.fm/legal.
Proving brands don’t need to spend big on ad agencies, REI’s in-house creative team is delivering high-impact marketing campaigns while showcasing the brand’s true purpose. Internal creative director Jonathan Springer joins us to share how the REI team recently launched its Opt Outside campaign. Anchored by a smart, beautiful commercial – shot on actual film AND featuring music by our hometown Philly band, Dr. Dog – Opt Outside creates a brand platform across media channels for REI. Hear Springer talk about the craft of communications, working on a brand with purpose, and the differences between in-house teams and ad agencies. (And no, the birds chirping in the background aren’t sound effects; Springer was simply letting the great outdoors join our session.)
Key topics & chapter markers
(00:52): Snap Decisions Lightning Round: Which brand does it better?
(03:46): Introducing Jonathan Springer, REI creative director
(06:02): REI’s Opt Outside campaign
(08:39): Dr. Dog asks: Where does all the time go?
(10:01): How the campaign reflects the brand purpose
(14:18): Managing an in-house creative team/ Internal vs. agency resources
(24:26): Finding and guiding creative talent
(29:40): Measuring brand performance
(31:29): Shooting on film!
Background content
REI Co-op Opt Outside - YouTube
Connect with Brian and John on LinkedIn:
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