My friend, Roy Elvove is EVP Worldwide Communications at arguably the best ad agency in the world, BBDO. But to meet “Doc,” as his wife and friends call him, you’d never know he holds such a lofty job. He has worked at BBDO since 1999 and never, ever taken the spotlight off of BBDO, it’s executives, achievements or clients. The thousands and thousands of comms and news items he’s facilitated are never about him. I’ve followed the careers of many agency communications officers — their names (as spokespeople) are almost always in the pieces. Not Roy. You can barely find his name in the company directory.
Google him. All you’ll get is a LinkedIn profile, maybe some alma mater or special cause stuff.
Like a good baseball umpire (sorry about the tired metaphor, Doc wouldn’t stand for it), his presence is most felt by not being present. Focus the news on the news. No byline needed. That’s Roy.
I hope he writes a book someday and finally shares half of what he’s seen. But it will never happen. He doesn’t think that way. Brand first. Brand only.
July 17, 2018 in Marketing
My brand briefs are filled with heart-warming, heart wrenching twists of a phrase. They are meant to engage the Amygdala. Trust me, they work when it comes to selling brand strategy (one claim, three proof planks.) But unless you are Bob Dylan no consumer is going to remember your poetic brand claim and proof array. […]
July 12, 2018 in Marketing
In the toast at my daughter’s wedding I plan on sharing a smidgeon of marital and parenting advice. A brand planner by trade, I make a living observing behavior then packaging it into small, memorable bits of advice. Toast advice number 1. Don’t use the “H” word. Both my kids should remember this one; it’s […]
July 11, 2018 in Marketing
I’d like to say when it comes to brand planning my philosophy is “listening” but it’s not. Many will tell you the best cultural anthropologists are listeners, observers and silent recorders of behavior. They are. Many brand planners today are expert listeners but not all see. Watching confirms what the ears hear. Observing can add […]
July 10, 2018 in Marketing
My baby girl is getting married in a couple of months and I’ve been wondering what to say in the toast. Stuff about her? Everyone in the room knows her. Stuff about her soon-to-be-husband? Many will know him better than I. Should I lead with a joke? I’m funnier extemporaneously than when I write material. […]
July 6, 2018 in Marketing
Not sure if this is an apocryphal story or not but it certainly sounds legit. There is a 10 A.M, Delta flight out of LaGuardia weekdays that flies into Bentonville, AR home of Walmart. Anybody who is anybody in retail, I’m told, has been on this flight known as the Bentonville Bus. If you want […]
July 5, 2018 in Marketing
Kandee Johnson is a supratypical “Posters.” Different than a Paster, a poster is an original content creator on the web. I first ran into Kandee while researching an assignment on Plus White teeth whitener, a national consumer brand out of New Jersey. Kandee was a blogger and vlogger with an amazing following of young women. […]
July 3, 2018 in Marketing
The most powerful cognitive trait on the planet is learning. Animal’s learn where to feed. Insects learn how to procreate. Children learn to associate pain with danger. Learning is everywhere. Except in brand strategy. At What’s the Idea? learning is a fundie. It has been a peeve of mine for years that most advertising is […]