Too many brands are trapped in the wake of a category leader. They find themselves continually chasing and being defined by the dominant brand as they struggle to compete in highly crowded or competitive marketplaces. The cycle can be harrowing and costly if not reconsidered.
Instead of continually chasing number one, BooneOakley helps you take advantage of and shape your upmarket position. We help brands emerge to their own space. We help brands define their own number one.
Last week, David Oakley alerted the office that a Copywriter by the name of Steve Taylor was coming to work at BooneOakley for one month, yes, one month. There was some confusion at first, but it turns out that Steve has been hopping from agency to agency all over the country as part of his 14-month expedition, the Great Agency Adventure. We’d tell you all about it, but we’d rather let him share exactly who he is and what in the world he’s doing.
Who are you?
I'm Steve Taylor, Copywriter and occasional risk-taker. I was born and raised in Stow, Ohio and in 2008, I received my degree in Advertising from nearby Kent State University. I've been honing my craft ever since. I'm a writer by trade, a nerd at heart and an all around swell guy, who spends most of his time absorbing an absurd amount of trivial knowledge and trying to live healthy—although the frequent presence of cookies and candy bars always thwart my efforts. I love puppies, long walks on the beach and zombies. I think that sums me up for the most part.
How did you end up here?
I was working/living in Brooklyn, NY for close to 4 years when I had to return home suddenly for some family business. Once that was all settled, I wasn't sure what to do next. Did I stay in Cleveland or did I go back to NYC? After talking with some friends, I realized there were so many other options. Well, that notion grew into the idea that a lot of other people I knew were in a similar position. It was all uphill from there. I started planning the project in August, officially kicked it off in December and five months later, here I am.
I've loved BooneOakley for a long, long time. There was a time when I was looking for a job in Charlotte and I came across the agency and that was that. I've been following along ever since. Everyone here does amazing work and the culture is just as wonderful. When I emailed Dave about participating, I never thought in a million years he'd say, "yes". I actually received his reply when I was at a bar with some friends. I remember checking my phone and knocking my friend's beer over, because I immediately jumped for joy (literally). Of course, to celebrate, I bought the next round, so he wasn't that mad.
How long will you be here?
I believe I'm here for exactly 30 days. The way I mapped out my project, Charlotte is one of my longer stays. I'm in most places for about 27 or 28 days, so BooneOakley gets the pleasure of seeing my ugly mug for a little longer.
What is Charlotte like for you? Have you been here before?
I've been here a handful of times. I love Charlotte and always have, but I realized very quickly that you need a car or at least a bike to get around this city. It's not like Boston of Philly, where you can just walk everywhere. I can also see that Charlotte is growing and expanding at a rapid pace, so I'm curious to see it in a couple years. And of course, the people here are awesome.
What is the purpose of the trip?
I like to think there are multiple layers at work. I'm trying to educate young creatives on how diverse the industry is while shining the spotlight on some really great cities. I think too many creatives come out thinking LA and NYC are the only places great work is done. I want to change that perception and show the amount of great work you'll find throughout the country.
Those are the main goals, but it's also to show a different side of the industry. Too many people have preconceived notions of the admen and adwomen and I want to change that by highlighting the amazing people I meet along the way. Lastly, I want to prove that a big idea can come true, if you only put your mind to it. I've had so many awesome ideas through the years that just fell by the wayside, because I never thought they'd go anywhere. Well, this adventure is proof that you should always try, because you never know.
You can follow along with Steve at his blog: http://thegreatagencyadventure.com
Goodwill wanted to make a TV spot. But Goodwill didn't want to spend a lot of money. So instead of making a TV spot, we drew one.
The real question should be "Who let the people in?" Dogs rule at BooneOakley. Nebula, Yogi, Gryffin, Della, Izzie and friends run free here, terrorizing garbage cans and the occasional stray cat. We even have a fire hydrant, but none of them has peed on it. Well, to the best of our knowledge.
Leafy lettuce. Vine-ripened tomato. A multi-grain tortilla shell.
To most people this sounds like a recipe for a Mexican meal. But for copywriter Mary Gross, it sounds like a recipe for the perfect outfit.
Gross bought her taco costume for Halloween 2008. She knew it was special from the moment she took it home.
“I put on the taco immediately, while standing on my front porch. A guy driving by honked at me and yelled ‘You’re a taco!’ And I was like, ‘Yes. Yes I am.’”
Since that day the taco has been worn to college football games, a client meeting and even one Saturday afternoon when nothing particularly special was going on.
When asked at what age she will stop wearing the taco costume, Gross responded, “When I die I won’t need a coffin. I will be buried inside a tortilla shell.”
BooneOakley is an emergent brand. We work with like-minded companies, brands and people who want to be emergent as well.
Instead of continually chasing number one, BooneOakley helps you define your own number one. We help your brand emerge to its own space.
We lead you through a process to help define where you want to be by collaborating with you to discover what is exceptional, useful and beautiful about your brand.
This goes way beyond advertising. We help you establish a fully integrated communications platform to incite a broader dialog about your brand within the marketplace. Among your core target and on the fringes.
Our ultimate goal is to help you be the leader in your space.
EYE is a creative think tank, geared to help decision-makers, primarily in business, foresee, understand and capitalize on emergent opportunities.
Led by Jim Mountjoy, EYE has a simple mission: to help brands and people get to the space they were meant for. Brands and individuals emerge when they explore opportunities that they never imagined.
Learn more about our process.
Once you taste Bojangles' chicken, you will be ruined. You will never again be able to enjoy the low-quality chicken served at all those other restaurants.
Does your company's benefits package include beer? Ours does. We are proud to offer all of our employees the chance to participate in the BooneOakley 401 KEG program. For as little as $5 a month, you can enjoy the world's best beer. BooneOakley matches all contributions 100%. Every week our Beer Guard purchases the finest craft brew and the occasional PBR for our consumption. Then every day at 4:01, it's time to gather together for fellowship that only an icy cold adult beverage can bring.
Everybody makes mistakes. We started our agency with one. In October 2000, the very first ad BooneOakley produced made international news for being one of the biggest blunders in advertising history. When the “Bush-Gore” billboard went up, we became a laughing stock. How could an agency be so stupid? (For us it was easy.) Our little “screw-up” landed us as the lead story on cnn.com and got our first client, 123hire.com, coverage on Good Morning America, USA Today, The Wall Street Journal and seemingly every blog in the world. It was fantastic for 123hire.com. It wasn’t bad for us either. It’s not the way most people would start a business. But we’re not most people.
Bold innovative ideas have been a part of our DNA from the start. Ideas that help brands become a part of culture. Ideas that get noticed, talked about and shared. Ideas that help brands define and own their own category. Ideas that help brands claim the space that they were meant for. Ideas that help brands emerge.
Accolades include: Ad Age’s “Southeast Small Agency of the Year”, Google’s “Creative Canvas” and One Club’s “Best of the Digital Decade.” We were also recently featured in Forbes’ “Disrupter Series.”
Oh yeah, and we're the agency that killed Billy.
In order for Bojangles' to serve their customers the very best biscuits in the industry all day, every day, requires specially trained Master Biscuit Makers on every shift. We are excited about this campaign because it brings focus on the art of biscuit making and introduces the Bojangles' Master Biscuit Maker to the world.
This new campaign is based on the idea that Bojangles' Master Biscuit Makers are the ultimate biscuit making masters. We prove this in our 2 TV spots by putting our Master Biscuit Maker up against two other masters, a Master Sensei and a Master Sergeant.
Guess what? The Master Biscuit Maker wins every time.
Micah Whitson has joined BooneOakley as a Senior Art Director. Micah comes to us from Boston. (Yes, he’s a Red Sox fan. No, he doesn’t have a beard.)
While in Beantown, Micah was a digital art director at Arnold, Toth and Sapient Nitro, where he created campaigns for Truth, ESPN, Johnston & Murphy and Ram Trucks.
Micah is an Alabama native, an Ole Miss Rebel and his wife Marianna is from North Carolina. So it was inevitable that someday he would return to the South.
It’s not often that an ad agency asks you to leave their website, but you’ve got to check out some of Micah’s creations at theoldtry.com
You’ll see why we’re so thrilled to have Micah on the BO team.