CREATIVE ACTIVATION OVERVIEW
So lots of shops have incredibly complex process. Intricate diagrams. Steps. Stages. Phases. Some are even trademarked. Other things that were trademarked: Daewoo Cars North America. The XFL. Zima.
Early in his career, Steve got a cold call from a recruiter trying to find talent for an agency with a process that promised to create Brand Maniacs. True story. We couldn’t make up something so desperately lame. Steve looked at their website, snickered quietly and told the recruiter TNT (that’s Thanks, No Thanks if you’re new here). So, aside from our rant that these processes can be a bit much, we do have one. It is named G6. Why, you ask? Because it is modeled after the world’s most powerful nations and their G8 summit?
Because it is coveted by important brand leaders who most certainly fly around the globe in Gulfstream G650 private jets? Or because Steve’s sister in Tampa once drove a Pontiac G6, a sporty sedan from the now defunct GM nameplate? All good theories. The truth is it is six words that start with the letter G. So this is basically brought to you by Sesame Street. Simplicity wins.