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14 years ago
Steve Hayden Vice Chairman, Ogilvy Worldwide discusses Bunkspeed's industry changing technology
Steve Hayden will be speaking at:
Fear, Love and Advertising
In his talk, Steve Hayden, Vice Chairman of Ogilvy Worldwide features Bunkspeed as one of three technologies that will change the advertising industry over the next 6 years.
Steve Hayden has created some of the most effective and enduring advertising of our time. He launched his career in Detroit as a copywriter on the General Motors corporate account. When he returned to his native California (he is a graduate of USC), he divided his attention between advertising and TV scriptwriting (for Welcome Back, Kotter), eventually focusing on advertising. After honing his craft at a number of agencies on a variety of accounts, Steve was recruited to Chiat-Day where he and Lee Clow made advertising history as co-creators of the breakthrough "1984" Orwellian take-off campaign for Apple. In 1994, Ogilvy asked Steve to join the agency in a newly created role: the ultimate "Brand Steward" for the IBM global account. While leading IBM's advertising renaissance and global brand renewal, Steve played a key role with other Ogilvy clients including American Express, Kodak, Motorola, Dove, Cisco and SAP, in addition to participating in many new business development efforts. These contributions earned him awards and recognition for the company. In 2002 Ogilvy was named AdAge's Agency of the Year. As a member of Ogilvy's Worldwide Board and leader of the IBM account, Steve was instrumental in the company's engagement with digital technologies and the Internet, setting the scene for a revitalized OgilvyOne to take a leadership role in interactive media. He was an early and vigorous proponent of integrated communications, helping to transform Ogilvy's brand-focused business platform into a broader offering - 360 Degree Brand Stewardship. In 2001, Steve was promoted to Vice Chairman of Ogilvy & Mather Worldwide to act as Shelly Lazarus' partner in service to global brands becoming the company's highest-ranking creative leader since David Ogilvy himself."
Fear, Love and Advertising
Tuesday, April 21, 2009 05:30 PM - 06:30 PM
In his talk, Steve Hayden, Vice Chairman of Ogilvy Worldwide features Bunkspeed as one of three technologies that will change the advertising industry over the next 6 years.
"Post crash, the advertising industry is entering a time of Fear and Love. Steve Hayden, Vice Chairman of Ogilvy Worldwide, will discuss three innovations that have crossed his path during the past 6 months that he believes will change the way we do business over the next 6 years. We're finally at the tipping point--the death of mass media, prime time and interruptive marketing--but Henry Ford's dictum is truer than ever: "Nothing happens until somebody sells something.
Steve Hayden has created some of the most effective and enduring advertising of our time. He launched his career in Detroit as a copywriter on the General Motors corporate account. When he returned to his native California (he is a graduate of USC), he divided his attention between advertising and TV scriptwriting (for Welcome Back, Kotter), eventually focusing on advertising. After honing his craft at a number of agencies on a variety of accounts, Steve was recruited to Chiat-Day where he and Lee Clow made advertising history as co-creators of the breakthrough "1984" Orwellian take-off campaign for Apple. In 1994, Ogilvy asked Steve to join the agency in a newly created role: the ultimate "Brand Steward" for the IBM global account. While leading IBM's advertising renaissance and global brand renewal, Steve played a key role with other Ogilvy clients including American Express, Kodak, Motorola, Dove, Cisco and SAP, in addition to participating in many new business development efforts. These contributions earned him awards and recognition for the company. In 2002 Ogilvy was named AdAge's Agency of the Year. As a member of Ogilvy's Worldwide Board and leader of the IBM account, Steve was instrumental in the company's engagement with digital technologies and the Internet, setting the scene for a revitalized OgilvyOne to take a leadership role in interactive media. He was an early and vigorous proponent of integrated communications, helping to transform Ogilvy's brand-focused business platform into a broader offering - 360 Degree Brand Stewardship. In 2001, Steve was promoted to Vice Chairman of Ogilvy & Mather Worldwide to act as Shelly Lazarus' partner in service to global brands becoming the company's highest-ranking creative leader since David Ogilvy himself."
Friday, September 24, 2010
Friday, May 22, 2009
Fear Love and Advertising: Steve Hayden, Vice-Chairman and Chief Creative Officer of Ogilvy Worldwide introduces Bunkspeed
The advertising industry is experiencing a tremendous transition. In the past, the advertisers had control over consumers, but that is not the case anymore. Now, consumers have the control, which means they can also reject ads.
In addition to the changes, the advertising industry has been hit with a hard blow from the economic downturn. However, the advertising industry is far from being over as Steve Hayden, the Vice-Chairman and Chief Creative Officer of Ogilvy Worldwide, so eloquently explains in the above video. His words should not be taken lightly since he co-created the 1984 Apple commercial that launched the Macintosh computer, led the team that produced IBM’s award-winning e-business campaign, and his clientele at Ogilvy has included Kodak, Motorola, Dove, American Express, and more.
With advertising, on one side lies the “fear” factor and on the other side is the “love” factor. Given the changes in the industry and the impact of the economy, it is no surprise that there is a sense of “fear” among advertisers. Steve developed a tool called Hayden’s Mandala that describes the cycle a business or even a person experiences when facing changes. The stages of the cycle include:
1. Fear and Arousal
2. Intelligence
3. Intelligent Fear
4. Arrogance
5. Intelligent Arrogance
6. Stupidity
7. Arrogant Stupidity
8. Cowardice
To counteract the current fears among advertisers, Steve introduces 3 new innovations that pushes the fears aside and brings back the spirit of excitement and love to advertising. They are: Intelevision, Bunkspeed, and Ogilvy PR’s Digital Influence program. These innovations prove that the advertising industry is still very much alive in spite of the obstacles the industry has encountered. As Steve says, many valuable inventions and developments resulted from the Great Depression and as evidenced by his 3 examples, the same could happen today.
Monday, April 27, 2009
ad:tech SF: Steve Hayden Replaces Industry Fear with a Wee Bit O' Wonder
by Angela Natividad Apr-27-09Ogilvy Vice Chairman Steve Hayden conducted a keynote titled "Fear, Love and Advertising" at ad:tech SF last week. I livetweeted it; you can see some of the tweetage here.
Hayden kicked off by explaining the premise behind his talk: in this dire economic clime, when everybody's castrating their own creativity, he hopes to encourage the industry to shelf their fears in favour of a little (well-informed) wonder.
He woke the muse by blasting us with iconic ads, like the Apple Newton stuff and "True Colors" from Dove's Real Women campaign.
Then he gave us a long, colourful explanation of a hexagon he calls Hayden's Mandala -- a complex (and yet simple!) cycle of everything a person/brand goes through when facing a major growth trajectory or change. Here's a video snapshot of that:
Find more videos like this on AdGabber
Then Hayden did something I've never seen a keynoter do before: he passed the floor to people whose products he thinks will change the media environment. I was awestruck, and only more so when I saw what came next.
Richard Chandler of Ogilvy came next who worked on Bunkspeed Software. Bunkspeed is this mildly incredible 3D imaging software that makes it possible to develop product packaging and compose print, TV and digital/Flash creative with as much ease as playing a video game.
Witness while Chandler creates packaging for a Dove product, then incorporates it into client-approved ad imagery. It's downright magical:
Find more videos like this on AdGabber
He also built some Flash animation for Stolichnaya right before our eyes, and brought Ogilvy's classic (PENCIL-DRAWN) Rolls Royce ad into the 21st century, with as much ease.
If you're as razzle-dazzled as I was, visit the Bunkspeed website (linked above) for a free demo.
Tuesday, April 21, 2009
"Entrepreneurial Jujitsu"
Steve Hayden of Ogilvy @ #adtech, offering a promise of “..Entrepreneurial jujitsu to take us out of this dark funk and into the bright light” Bunkspeed is one of the three technologies featured here.
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