howard gossage - practical magic
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Howard Gossage's Practical Magic from the Book of Gossage.TRANSCRIPT
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Practical MagicPractical MagicHoward GossageHoward Gossage
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NOTE: Some of this work may seem dated - but the original thinking was revolutionary
NOTE: Some of this work may seem dated - but the original thinking was revolutionary
Practical MagicPractical Magic
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Howard GossageHoward Gossage
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Howard GossageHoward Gossage• “The Socrates of
San Francisco”–How about a little
2 minute speech?
• “The Socrates of San Francisco”–How about a little
2 minute speech?
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Howard GossageHoward Gossage• “The Socrates of
San Francisco”–How about a little
2 minute speech?
• Media Magic
• “The Socrates of San Francisco”–How about a little
2 minute speech?
• Media Magic
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Howard GossageHoward Gossage• “The Socrates of
San Francisco”–How about a little
2 minute speech?
• Media Magic
• “The Socrates of San Francisco”–How about a little
2 minute speech?
• Media Magic • The Firehouse! • The Firehouse!
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Howard GossageHoward Gossage
Hat Day!Hat Day!–They had fun!–They had fun!
• “The Socrates of San Francisco”–How about a little
2 minute speech?
• Media Magic
• “The Socrates of San Francisco”–How about a little
2 minute speech?
• Media Magic • The Firehouse! • The Firehouse!
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The Best Copywriter in San Francisco…
The Best Copywriter in San Francisco…
• Gets The Howard Gossage Award
• Gets The Howard Gossage Award–And a copy
of this book–And a copy
of this book
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The Best Art Director in San Francisco
The Best Art Director in San Francisco
• Receives the Marget Larsen Award• Receives the Marget Larsen Award
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Howard GossageHoward Gossage• A Unique Understanding of
Media–Ramparts
• A Unique Understanding of Media–Ramparts–The New Yorker–Irish Whiskey
& Irish Coffee–Eagle Shirts
–The New Yorker–Irish Whiskey
& Irish Coffee–Eagle Shirts
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Howard GossageHoward Gossage• Ads That
Worked Very Very Well …
(at the time)
• Ads That Worked Very Very Well …
(at the time)
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Howard GossageHoward Gossage• Record-Setting Direct Response
• Revolutionized Radio Advertising– Stan Freberg Story
• Record-Setting Direct Response
• Revolutionized Radio Advertising– Stan Freberg Story
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Howard GossageHoward Gossage
• Understood the Power of Publicity – Added to Ad Campaigns– Some Campaigns Became Books!– “IMC” before there was IMC!
• Understood the Power of Publicity – Added to Ad Campaigns– Some Campaigns Became Books!– “IMC” before there was IMC!
• Record-Setting Direct Response
• Revolutionized Radio Advertising– Stan Freberg Story
• Record-Setting Direct Response
• Revolutionized Radio Advertising– Stan Freberg Story
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Howard GossageHoward Gossage• More Than Advertising…
–Popularized (Publicized) Media Guru Marshall McLuhan
• More Than Advertising…–Popularized (Publicized)
Media Guru Marshall McLuhan
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Howard GossageHoward Gossage• More Than Advertising…
–Popularized (Publicized) Media Guru Marshall McLuhan
• More Than Advertising…–Popularized (Publicized)
Media Guru Marshall McLuhan
QuickTime™ and aSorenson Video decompressorare needed to see this picture.
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Howard GossageHoward Gossage• More Than Advertising…
–Popularized (Publicized) Media Guru Marshall McLuhan
• More Than Advertising…–Popularized (Publicized)
Media Guru Marshall McLuhan –Helped Create Modern
Environmental Movement • w. David Brower
–Helped Create Modern Environmental Movement • w. David Brower
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Howard GossageHoward Gossage• More Than Advertising…
–Popularized (Publicized) Media Guru Marshall McLuhan
• More Than Advertising…–Popularized (Publicized)
Media Guru Marshall McLuhan –Helped Create Modern
Environmental Movement • w. David Brower
–Helped Create Modern Environmental Movement • w. David Brower
–Almost Created a Small Country in the Caribbean (Anguilla)
–Almost Created a Small Country in the Caribbean (Anguilla)
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Howard GossageHoward Gossage• An Ad Man Who Thought
There Were Things More Important Than Advertising–A Duty to the Public–Howard on Billboards–Media & “The Hot Dog Analogy”–“The Billion Dollar Hammer”
• An Ad Man Who Thought There Were Things More Important Than Advertising–A Duty to the Public–Howard on Billboards–Media & “The Hot Dog Analogy”–“The Billion Dollar Hammer”
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Key Concepts:Key Concepts:• Propaganda & Propagation
–Advertising as publicity catalyst• Involvement• Media “Extensions”• Practical Magic• Our Larger Role in Society
• Propaganda & Propagation–Advertising as publicity catalyst
• Involvement• Media “Extensions”• Practical Magic• Our Larger Role in Society
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Key Concepts:Key Concepts:• Propaganda &
Propagation–Advertising as
Interactive Dialogue w. Audience
• Propaganda & Propagation–Advertising as
Interactive Dialogue w. Audience
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Key Concepts:Key Concepts:• Propaganda &
Propagation–Advertising as
Interactive Dialogue w. Audience
–Qantas
• Propaganda & Propagation–Advertising as
Interactive Dialogue w. Audience
–Qantas
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Key Concepts:Key Concepts:• Propaganda &
Propagation–Advertising as
Interactive Dialogue w. Audience
–Qantas
• Propaganda & Propagation–Advertising as
Interactive Dialogue w. Audience
–Qantas
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Key Concepts:Key Concepts:• Involvement
–“leave room for the mouse”
–Coupons & Contests
–Irish Whiskey
• Involvement–“leave room for
the mouse”–Coupons &
Contests–Irish Whiskey
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Key Concepts:Key Concepts:• Involvement
–“leave room for the mouse”
–Coupons & Contests
–Eagle Shirts
• Involvement–“leave room for
the mouse”–Coupons &
Contests–Eagle Shirts
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Key Concepts:Key Concepts:• Media
Extensions• Media
Extensions• Involvement
–“leave room for the mouse”
–Coupons & Contests
–Eagle Shirts
• Involvement–“leave room for
the mouse”–Coupons &
Contests–Eagle Shirts
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Key Concepts:Key Concepts:• Propaganda &
Propagation• Propaganda &
Propagation–Advertising as
a publicity catalyst
• Rainier Ale
–Advertising as a publicity catalyst
• Rainier Ale
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Key Concepts:Key Concepts:
The Beethoven Sweatshirt
The Beethoven Sweatshirt
• Propaganda & Propagation–Advertising as
a publicity catalyst
• Rainier Ale
• Propaganda & Propagation–Advertising as
a publicity catalyst
• Rainier Ale
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Key Concepts:Key Concepts:• Propaganda &
Propagation–Advertising as
a publicity catalyst
• Rainier Ale
• Propaganda & Propagation–Advertising as
a publicity catalyst
• Rainier Ale
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• Example: Scientific American Paper Airplane Contest
• Example: Scientific American Paper Airplane Contest
Practical MagicPractical Magic
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• Example: Scientific American Paper Airplane Contest
• Example: Scientific American Paper Airplane Contest
Practical MagicPractical Magic
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Practical MagicPractical Magic• Example:
Scientific American Paper Airplane Contest
• Example: Scientific American Paper Airplane Contest
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Another Media ExtensionAnother Media Extension
Practical MagicPractical Magic
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You Can Do ThisYou Can Do This• Propagate Your Brand!
–Contests–Continuity–Publicity
• Involvement!• Media Extensions!
• Propagate Your Brand!–Contests–Continuity–Publicity
• Involvement!• Media Extensions!
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• Organic Campaign Creation
• What’s the Magic Trick?–PINK AIR!
• Organic Campaign Creation
• What’s the Magic Trick?–PINK AIR!
Practical MagicPractical Magic
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PINK AIR!PINK AIR!
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PINK AIR!PINK AIR!
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PINK AIR!PINK AIR!
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PINK AIR!PINK AIR!
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PINK AIR!PINK AIR!
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PINK AIR!PINK AIR!
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PINK AIR!PINK AIR!
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Practical MagicPractical Magic• That’s what
advertising is…– “Pango Peach”
article (Harpers)– Imitative &
Contagious Magic– Totems & Taboos– Icons (shirt label)
• That’s what advertising is…– “Pango Peach”
article (Harpers)– Imitative &
Contagious Magic– Totems & Taboos– Icons (shirt label)
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Practical MagicPractical Magic• That’s what
advertising is…– “Pango Peach”
article (Harpers)– Imitative &
Contagious Magic– Totems & Taboos– Icons (shirt label)– Myth & Metaphor
• That’s what advertising is…– “Pango Peach”
article (Harpers)– Imitative &
Contagious Magic– Totems & Taboos– Icons (shirt label)– Myth & Metaphor
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• That’s what advertising is…– “Pango Peach”
article (Harpers)– Imitative &
Contagious Magic– Totems & Taboos– Icons (shirt label)– Myth & Metaphor
• Modern example…
• That’s what advertising is…– “Pango Peach”
article (Harpers)– Imitative &
Contagious Magic– Totems & Taboos– Icons (shirt label)– Myth & Metaphor
• Modern example…
Practical MagicPractical Magic
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You Can Do ThisYou Can Do This• Make Some Magic!
–Take your brand and develop a practical but magical property
–Best Ideas Get a Prize!•www.adbuzz.com
• Make Some Magic!–Take your brand and develop a practical but magical property
–Best Ideas Get a Prize!•www.adbuzz.com
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A Larger Role…A Larger Role…• Our Larger
Role in Society • “Our Fictitious
Freedom of the Press”
• Our Larger Role in Society
• “Our Fictitious Freedom of the Press”
• The Hot Dog Analogy
• The Hot Dog Analogy
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–From media serving its readers/viewers/etc. to…
–Media delivering readers/ viewers/etc. to advertisers
–Are you served or delivered?–And… has that made it a better
or worse environment for advertising?
–From media serving its readers/viewers/etc. to…
–Media delivering readers/ viewers/etc. to advertisers
–Are you served or delivered?–And… has that made it a better
or worse environment for advertising?
The Big Flip!The Big Flip!
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• Our Larger Role in Society
• Our Larger Role in Society
• Lamb Chops• Lamb Chops
A Larger Role…A Larger Role…
• Anguilla• Leopold Kohr • “…a nation of bus
boys.”
• Anguilla• Leopold Kohr • “…a nation of bus
boys.”
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• Our Larger Role in Society
• Sierra Club
• Our Larger Role in Society
• Sierra Club
A Larger Role…A Larger Role…
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• Our Larger Role in Society
• Sierra Club• Protect the
Grand Canyon Project
• Our Larger Role in Society
• Sierra Club• Protect the
Grand Canyon Project
A Larger Role…A Larger Role…
• Aftermath• Aftermath
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The Magic of Connection:The Magic of Connection:
• People & Ideas!– McLuhan– Steinbeck– Leopold Kohr – Ramparts – …and more
• He’d promote new ideas for the joy of it
• People & Ideas!– McLuhan– Steinbeck– Leopold Kohr – Ramparts – …and more
• He’d promote new ideas for the joy of it
Lunch: Landor, Gossage, McLuhan, Wolfe… and more.
Lunch: Landor, Gossage, McLuhan, Wolfe… and more.
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You Can Do ThisYou Can Do This• Have a Higher Purpose!• Be Flahoolick!
–Use your talents with “princely generosity”
• Have as much fun as possible.–Host a lunch w.bright people.–Write a letter.–
• Have a Higher Purpose!• Be Flahoolick!
–Use your talents with “princely generosity”
• Have as much fun as possible.–Host a lunch w.bright people.–Write a letter.–
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Final Thought…Final Thought…What are you
doing to make the world a better
place?[The Howard Gossage Good Deed Exercise]
What are you doing to make the
world a better place?
[The Howard Gossage Good Deed Exercise]
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Howard Gets The Last Word…
Howard Gets The Last Word…
Famous Last Words…
Famous Last Words…
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“Mammonoids & Tediophobes”“Mammonoids
& Tediophobes”
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Any Questions
Any Questionsor Many
Questions?or Many
Questions?