#4astransformation - march 11 - tbwa|worldwide - rob schwartz
DESCRIPTION
A panel of three agency Creative Directors show their favorite recent work... that they didn't create Noel Cottrell, Chief Creative Officer, Fitzgerald & Company Tiffany Rolfe, Partner/Chief Content Officer, Co:Collective **Rob Schwartz, Global Creative President, TBWA|Worldwide Moderated by: Troy Ruhanen, Chairman & CEO - The Americas, BBDO North AmericaTRANSCRIPT
![Page 1: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/1.jpg)
I Wish I Did That4Aʼs Transformation:TheIdeaEffect
New Orleans, March 2013
Rob Schwartz Global Creative President TBWA\
![Page 2: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/2.jpg)
Creative DirectorWriter
Flu Sufferer
Me
![Page 3: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/3.jpg)
I wish I did this
![Page 4: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/4.jpg)
Most health-related advertising and marketing
makes us sick.
![Page 5: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/5.jpg)
![Page 6: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/6.jpg)
$17.4 Billion
source: CHPA (Consumer Healthcare Products Association)
Big Biz: OTC Sales in 2011
![Page 7: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/7.jpg)
![Page 8: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/8.jpg)
![Page 9: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/9.jpg)
![Page 10: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/10.jpg)
![Page 11: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/11.jpg)
![Page 12: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/12.jpg)
Written from the point-of-view of the user.
Not the manufacturer.
![Page 13: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/13.jpg)
![Page 14: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/14.jpg)
![Page 15: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/15.jpg)
Lawyers with a sense of humor
![Page 16: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/16.jpg)
![Page 17: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/17.jpg)
A Smart Facebook App
![Page 18: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/18.jpg)
1. People love brands that talk like people2. Healthcare is the new “Packaged Goods”3. The talent is in the agencies
Some Learning
![Page 19: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/19.jpg)
Summary Film
![Page 20: #4AsTransformation - March 11 - TBWA|Worldwide - Rob Schwartz](https://reader033.vdocument.in/reader033/viewer/2022051817/5482d24f5806b5e8048b474d/html5/thumbnails/20.jpg)
Discussion.