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Brett T. T. Macfarlane +44 (0) 794 002 9633 / 163 Gloucester Avenue, London NW1 8LA me@brettmacfarlane.com / brettmacfarlane.typepad.com / @macfarbt

Overview • • •

Interdisciplinary international business leader with strategic planning background Over 200 creative and effectiveness awards Client Experience: Visa, Unilever, General Motors, Midas, Getty Images, BC Dairy Foundation, Insurance Corporation of BC, BC Transit, GiveMeaning.com, Sport BC, Blue Cross Insurance

Work Experience Present Generation December 2012 to Present Founder • Technology start up Saatchi & Saatchi July 2011 to January 2013 Network Account Director • Delivered the 2012 Olympic real time tactical response campaign across 14 markets, online and offline, with hundreds of bespoke creative featuring Usain Bolt and local EU Olympians • Responsible for network management of Visa Europe local market campaigns through revamped matrix agreed Ways of Working that improved strategy, creative and operations • Managed SOW across EME region overseeing strategy, creative, operations and finance • Drove innovation led projects for central team and supported local market innovation • Facebook ambassador on behalf of agency fostering education and innovation DDB Paris January 2010 to June 2011 Board Account Director • Responsible for development and delivery of Lipton Ice Tea’s integrated global brand communication packages • Within complex hybrid Unilever and Pepsi client culture delivered on time and on budget integrated global campaigns to agency high performance measures and sales • Managed multi-disciplinary international creative origination team across DDB’s London, Buenos Aires, Toronto, Melbourne, Sydney, Paris, and Hong Kong offices • Created and instituted integrated workflow and financial management processes aligning local market strategy and campaign implementation with global strategy • Transitioned local market adaptation to central implementation model • Established collaborative relationships with partner agencies Mindshare and Freud Comms • Led Tribal DDB remit delivering Lipton’s inaugural social project: The Big Casting • Facilitated talent management of Hugh Jackman and his agent at William Morris Endeavor DDB Canada March 2004 to January 2010 Business Director / Brand Strategist • Business and strategic lead on high profile integrated accounts • Independently responsible for brand strategy, client relationships, financial management, revenue growth, campaign delivery and overall account operation • Managed interdisciplinary project teams of up to 40 people including hybrid cross-discipline and multi-agency teams both nationally and internationally • Developed campaigns holistically across mass (TV, radio, and print), digital, social, events/experiential, PR and design including focuses in youth marketing, innovation and application development • Developed integrative social media and community management models for campaigns • Fostered tech industry relationships and partnerships for applied campaign innovation • Led 2-4 AOR new business pitches annually • Revamped DDB Labs by recruiting respected and creatively driven thought leaders


McCann Erickson, 2003-2004 Account Executive, Momentum Division • Designed and executed experiential campaigns for General Motors’ name plates Cadillac, Pontiac, GMC, Buick and Chevrolet • Managed events and relationships with NHL Hockey teams, action sport properties, community causes and the 2010 Vancouver Olympic Organizing Committee Spark*, 2001-2004 Principal • Action sports focused independent design, PR and advertising boutique agency

Professional Recognition • • • • • • • • • •

One Show Pencils (incl. 2009 Gold) Cannes Cyber and Radio Lions D&ADs Media Innovation Awards Clios Lüezers Archive London International Awards New York Advertising Festivals United National Award - New York Advertising Festival Communications Arts

• • • • • • • •

Applied Arts Bessies (2009 and 2010 Best in Show) Art Directors Club Canada Cassies (Canadian effectiveness award) Canadian Marketing Association Awards (effectiveness & creativity) International Association of Business Communicators Gold Quill Webby Effie

Other Activities • • • • • • • •

Founder of Interesting Vancouver Started PSFK Good Ideas Salon Vancouver Interesting Portland and Northern Voice speaker Age of Conversation 2, 3 and 4 contributor Author – Canned Japan - http://tinyurl.com/cannedjapan Writer – Foodists.ca Vancouver 2010 Olympics alpine skiing crew chief and member of original bid committee Founding committee member Canadian National Alpine Ski Team Peak to Peak dinner auction

Education Whitman College, Class of 2000 Walla Walla, WA Bachelor of Arts: Economics major, French minor • Alpine ski team captain of three-time national champion ski team • 90 percentile in 2000 Economics Major Fields (international graduate level exam) University of British Columbia, 2002 - 2003 Graduate Diploma in Accounting Program • Law, financial accounting and management information systems Canadian Securities Association • Honours completion of securities licensing program Professional Seminars • Springboard – DDB brand planning scheme • Rogen Training – high stakes presentation skills training

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Knutmania The Berlin Zoo’s celebrity polar-bear cub has become a merchandising sensation PAGE A34

MAKE • SAVE • SPEND

GORDON CLARK (EDITOR) • 604-605-2020 • gclark@png.canwest.com ❘ SUNDAY, APRIL 8, 2007

PAGE A33

Bigfoot barker for Boston Pizza SPOKESBEASTIES:

Why Richmond-based chain chose a sasquatch as its front man

BY PAUL LUKE BUSINESS REPORTER

He’s tall, dark and hungry — and he has joined the zoo that advertisers are building in your brain. He’s Louie, a meatball-loving sasquatch Boston Pizza International has just hired as its spokesthing. The seven-foot-tall moptop is the star of a multimillion-dollar advertising campaign the Richmondbased chain has launched across Canada. The use of animal advertisers, which began with the snake Satan hired in the Garden of Eden, has lasted too long to be a mere trend. But one thing’s for sure: Consumers can expect the parade of spokesbeasties to get longer and longer. “Animals can be provocative. They can be very powerful communicators,” says Tim Silk, a professor at the University of B.C.’s Sauder School of Business. “People are genuinely interested in animals and are, perhaps, even hard-wired to pay attention to their behaviour.” Animals also have the big advantage of being able to ace a criminalrecord check. Human spokespersons not only cost buckets of money — they damage a brand when they screw up in their personal lives, experts say. William Shatner’s integrity as a spokesman is as spotless as the Aflac duck’s — that’s part of his enduring appeal for advertisers and consumers. But imagine the fallout if he were found in a car with a white powder said to be Romulan laundry soap and two hookers dressed as Klingon transvestites. “Celebrities can blow up in your face, especially if they wind up with criminal records,” says Lindsay Meredith, a marketing professor at Simon Fraser University. “A cartoon character is something you have a lot more control over.” When a company settles on a spokescreature, consumers will have to learn to live with it for a while.

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Daryl Gardine is the brains behind ‘Louie,’ Boston Pizza’s new spokes-sasquatch. It takes repeated exposure to consistent messages for a consumer to forge a lasting association between a product and an animal, Silk says. “Confusion or interference can occur if people have difficulty creating an association between an animal and a message,” Silk says. “Because you’re competing for a finite amount of association strength, it becomes difficult.” One of the biggest challenges in

the advertising world is to cut through the “clutter” of competing messages, Meredith says. It has been estimated an average person commuting to work in a city is exposed to 3,000 to 5,000 advertising messages a day, he says. “People develop defence mechanisms that screen out a lot of that stuff,” he says. “How do I get through to you? How do I make you notice me?”

LES BAZSO — THE PROVINCE

Boston Pizza, which has previously used comedian Howie Mandel and actor John Ratzenberger as spokesmen, decided a sasquatch was the answer. There was a slight challenge, however, for the pizza chain and DDB Canada, its advertising agency. Companies ranging from Kokanee beer to Cingular Wireless have already enlisted bigfeet as mascots. Daryl Gardiner, associate creative

Other famous spokescritters The wombat, dung beetle and gila monster have yet to make much of a splash in the world of advertising. But the advertising world’s animal house is busting at the seams with other four-, six- and eight-legged mouthpieces. Here are a few members of the global marketing

menagerie: RCA Victor’s dalmatian, Telus’s monkeys and lizards, Aflac’s duck, the Bell beavers, Fido’s dogs, A&W’s Root Bear, the MGM lion, Coke’s polar bears, Taco Bell’s chihuahua, Frosted Flakes’ Tony the Tiger, Budweiser’s bull terrier Spuds MacKenzie, Borden’s Elsie the cow (Elmer, her husband, was spokesbull for Elmer’s Glue), 9Lives cat food’s Morris the Cat.

director in DDB Canada’s Vancouver office and the brains behind Louie, says earlier sasquatches have been portrayed as elusive and mysterious. Louie, he says, is different: He speaks, has rough-hewn charm and his character will develop as the advertising effort progresses. He’s disarming enough he won’t polarize viewers into those who love him and those who can’t stand him — as often happens with celebrity spokespersons, Gardiner says. DDB considered two other spokescharacters for Boston Pizza — a robot and a fictional athlete — but abandoned both of those concepts in favour of a legendary critter who is, psychologically, a blank slate. “People assume he knows nothing about the world around him,” Gardiner says. “For Boston Pizza, that becomes a good device to convey a lot of tactical information in an entertaining way.” Boston Pizza launched Louie in print and television spots last month. Joanne Forrester, the company’s vice-president of marketing, says the Louie campaign will cost $14 million to $17 million. B.C.’s John DeSantis, a six-foot 11inch actor whose resume includes a stint as Lurch in television’s The New Addams Family, was cast as Louie. Whether Louie, who looks like a Wookie-Neanderthal cross, can spark a rush to Boston Pizza’s 272 Canadian locations remains to be seen. UBC’s Silk says the public often perceives advertisers as calculating, highly methodical machines that know how to choose spokescreatures that will push consumers’ buttons. “That’s not always the case. A lot of these decisions are made fairly quickly and they don’t necessarily have a lot of forethought,” he says. “An idea may be good, but it may not be executed well, and all we see in public is the execution.” pluke@png.canwest.com

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Brett Macfarlane