Our visit to TBWA/Chiat/Day began with an office tour that would make anyone want to work there. With a grand entrance down into the office to the bar decorated with surfboards to the basketball court, TBWA/Chiat/Day is beautiful. Ranking in the top 10 in the global advertising network, the agency works to evolve brands in contemporary culture. Upon walking up to the building, my favorite quote I’ve seen thus far at an agency is “Be more human (and if in doubt) be more dog.”
Our speaker Scott Stanner, a Planning Director, walked us through what it means to be a brand strategist and a consumer insights expert. His main focuses are on uncovering consumer insights through creative market research. Man was his story about Best Buy creative. TBWA/Chiat/Day’s agency beliefs are all about disruption. Stanner wanted to change his own perspective about the Pioneer TV brand he was representing at Best Buy. How did he do this? By going gonzo and becoming a reporter as part of the story. His Blue Shirt project was not only entertaining but super informative. His project made me reflect on reactivity and how when someone is watching you, you act differently. This will be useful to note as we begin to gather data for our Do Good project.
Going off the agency’s idea of being disruptive, Stanner walked us through how to come up with a disruptive idea. Define the conventions and change the rules. Define the vision and where the brand will be tomorrow. And come up with the disruptive idea and find the white space. As marketers, we must first determine why people care about a brand and figure out what we can do to make them notice it. Stanner’s main client right now is Buffalo Wild Wings. Instead of just being a restaurant, BWW has repositioned themselves to be a player in the sporting brands game. Stanner detailed how the chain provides value to consumers and is more than just a place to eat wings and watch a game.
The biggest take away I got from this agency visit was to have the confidence to try things and be bold. We will never know if something will work or not unless we try. Moving forward, as a group for our Do Good project, I think we need to be clearer on what we stand for and what we want to release into the world. TBWA/Chiat/Day is a beautiful agency and I’m thankful we got the opportunity to visit such a beautiful space.