Posts Tagged 'Gillette'

Senior BBDO executive joins Verse Group

It’s not been officially announced but Barry Schweig is joing Verse Group as Executive Director.  We are pleased as could be to have Barry’s wise counsel, experience and great storytelling.

For those who don’t know Barry, he was the BBDO EVP responsible for the global Gillette and Oral B accounts.  That extended far beyond advertising, all the way into new product development.  Little known but true fact, Barry developed the Mach 3 name for the Gillette 3 blade razor.  He also led the branding and advertising efforts for Fusion, Venus and other major offerings.  A lot of people may call themselves brand experts.  Barry truly is one.

There are two real passions in Barry’s life.  One is nurturing and growing global brands.  The other is tending to his home garden.  Both take patience, faith and careful attention.  

Full disclosure here:  I worked with Barry at BBDO on the Gillette business for a couple of years.  I was the international account planner on the business.  So my bias and enthusiasm are no longer hidden.

Before joining BBDO, Barry was an SVP Management Rep at McCann Erickson.  He began his career in creative services at Dancer Fitzgerald Sample.

Reinventing marketing

Who will lead the way in reinventing marketing?

Only 16% of CMOs believe it will be their agencies!  Only 16% of  CMOs believe that their agencies are bringing the leadership necessary to look across all of marketing.

Frankly I was surprised that the number was even that high.  

And yet, there is every reason for agencies to be at the forefront in reinventing marketing.

Because they work across many different companies and industries, agencies are ideally situated to have a broad overview of marketing.  From this perspective they have the potential for reinventing marketing.  And because they are outsiders, in theory they can provide an objective and independent viewpoint that is not entwined with the internal politics and vested interests of any particular company.

CMOs don’t see it that way because their agencies don’t see it that way.

Most agencies have their own vested interests in the status quo of marketing.  The areas that they have an interest in reinventing is around new media and moving from short 30 second ads to longer forms such as online movies.  

We came across this in our many years of being on the agency side.  

When I was a SVP at BBDO, I recognized a marketing opportunity for our Gillette clients to support their efforts to get men to trade up from disposable razors to the Gillette Sensor XL.  I developed the marketing concept and brought it to the client because it was good for their business.  Back at the agency my effort was seen as a waste of time.  “Where is the advertising in this idea?” asked the head of the account group.  

And I found the same silo thinking at other types of agencies over the years.

In developing our method for reinventing marketing — Narrative Branding — Michael Thibodeau and I recognized the difficulty in getting an existing agency to adopt a whole new model.  You know the saying, you can’t teach an old dog new tricks.  The disruption for an existing agency would be too great.  That is why we started Verse Group.


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