the frequency a kenny chung blog

March 17th, 2009
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Our Boston University School of Communications Spring Break Advertising Trip began at the offices of Publicis USA. Then we had lunch, and then headed downtown to Kirshenbaum Bond + Partners.


Clients You’d Know: Citi, Oral B, BMW, Maytag, Charmin

First impressions: We were in a Penthouse-type meeting room with a nice view. They provided some coffee, water, fruit and some finger foods. We had six or seven speakers, about half of whom were BU alumni. According to my notes, we had an Acct Director, two AEs, two HR people, a planner and a Copywriter.

They were all informative and friendly. But here are the takeaway points:
·Understand the brand!
·Integrated Creative over different mediums is important.
·New business= new jobs!

Also, their bathroom was super nice:

(Yes, that’s a shower!)

Lasting impression: Publicis is very people-based, and build their accounts around the people instead of finding people to fit rigid slots. Their offices were modern and looked really comfortable, and I could definitely see myself working there.

Kirshenbaum Bond + Partners

Clients You’d Know: Kenneth Cole, Panasonic, Wendy’s, Mohegan Sun

First impressions: We were in a conference room with stainless steel tables (reminded me of working in food service). The walls were frosted glass with light pouring in from the hallways. We started with a reel (that was really more like a short film with several cameo appearances), had three to four speakers, and then a special treat- Jon Bond himself spoke to us personally.

Here are some key points from Mr. Bond:
·Radical is good. Be different and take the less obvious approach (pretty much KB+P’s mantra)
·Multimedia campaigns are the way to go- solve problems using different mediums.
(answer to my question: how do you know where the envelope is so you can push it?) It depends on where you think the brand can go and if its believable. As a corollary, know the brand!

Lasting impression: KB+P tries to break boundaries in everything they do (just look at their Kenneth Cole campaigns), and the personalities of their workers reflect that. By their account, they created what we know as reality TV (with their Snapple Lady commercials). KB+P seemed to be more creative-driven (we even had a Creative volunteer to stay afterward and review our work). The higher-ups definitely know where they want brands to go, and it’s up to the creatives to figure out the means. And that’s how wacky ideas come about.

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