creative portfolio of heather dodge
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The Creative Portfolio of Heather Dodge - advertising and invention samplesTRANSCRIPT
THE CREATIVE PORTFOLIOOF HEATHER DODGE
Autumn in Cleveland
A walk in Edgewater Park with Coco and Zoe, October 10, 2010. DigiCollage by Heather [email protected]
Edgewater Park - reason enough to come home.
The Chicago-trained Copywriter/Producer/Associate Creative Director, who outlived seven ad agencies, numerous clients, and survived the city ruled by Mattress Mack, is back in town and rarin’ to write your clients into a prosperous new year.
SHE’S BA-ACK!
Contact: [email protected] • 216-269-4433
I CAN DO THATOR, HOW IT ALL BEGAN
Mademoiselle, 1976
Promoted to Senior Writer/Producer in six months and Associate Creative Director in two years.
Reinventing
Judging
Producing
STRINGS FOR ART’S SAKEMADE MUSIC A MEGA-ENTERPRISE
Just when parents were telling their kids to get a real job.
NEW PRODUCT INTRODUCTIONRETAIL AND TRADE
BEFORE WALMART, IMPORTS FROM CHINA, AND DIGITAL ANYTHING
Writing, casting and production with art director.
JEANS ARE WORN IN SOME OF THE BEST HOMES IN AMERICA
Pop Quiz - Who was the first President to wear jeans in the White House?
If you don’t know the answer, you’re too young.
Hint: peanut farmer
DIRECT MAIL GRAND OPENING AND MEDICAL TECH B2B
TV COMMERCIAL PRODUCTION
Switzer - writer, producer
Tiger Electronics - writer, original music/lyrics
Sansabelt - writer, producer, original music/lyrics
Captain Kid Peanut Butter - writer, producer
Shedd’s Peanut Butter - writer, producer
Gulbransen Organs - writer, producer
Society Bank - writer, original music/lyrics
McDonald’s - writer, producer
ALL IS FAIR . . . BUT NOT ALWAYS KOSHER
New business pitch print campaign for
True Temper, Carr Liggett Advertising.
Copy Chief/Copywriter, Heather Dodge
Art Director, Russ Hirth
Campaign wins vote of focus groups, but loses to competitor.
TWO MONTHS IN BIRMINGHAM, ALONE AWARD-WINNING CAMPAIGN
I suppose the headline today would be
Bullish. But deadish.
THE AGE OF ART REPRODUCTION MARKETING IN HOUSTON, TX
Scores of collateral brochures, fliers and artist bios. End of typesetting. Start of Apple desktop publishing and creative/economic self-control, circa 1986.
WRITER SWITCHES FROM AD BIZ TO HIGHER ED, CONTINUES MARKETING
Before
After
Art direction and production.
COMPARE FENDER ‘79 TO RICE ’97 -WRITER BRINGS CLIENTS UP-TO-SPEED
Two years later writer gains control of event and its inclusive promotion.
SPEC BRANDING CAMPAIGN FOR HCCS“WE’VE GOT IT”
Rewrote lyrics to Orbison’s “You Got It” and recorded.
FUN TOUTING SPECIAL PEOPLE WITH CUSTOMIZED MUSIC
Rewrote “Candy Man” to “Handy Man” and recorded for Dick’s retirement party.
MORE CREATIVE FUN WITH RETIREMENTS
Rewrote “Thanks for the Memory” to “Thanks for the Circuitry” and recorded with local jazz vocalist. Created PowerPoint album for posterity. Put on the party for Dick.
HOW TO SPOT SOMEONE WHO CAN’T SHAKE THE AD BIZ
Their hobby is inventing new business so they can create the ads for it.
He succeeded, but the photo emulsion that provided beautiful glossy snapshots of life’s events of the 20th century is no match against the ravages of 21st century global storms and floods.
Over 100 years ago George Eastman endeavored “to make the camera as convenient as the pencil.”
KODA-LAMI-NATION :60 TV
Lyric rewrite to Fascinatin’ Rhythm for Kodak and Target business adjunct venture:
Koda-Lami-Nating the moments of your life, you’re encapsulating the total picture.Koda-Lami-Nation – no wind or rain or shine can eliminate them.
They’re lam-inated.Don’t take the chance they’ll all wash away.
Preserve your precious memories today - at Target.Koda-Lami-Nation is yours forever more.
Waterproof collections for everybody.Nevermore to worry. Nevermore to fret.
Koda-Lami-Nated, your photos are set.Don’t wait for your best moments to be swept to sea.
Koda-Lami-Nation will keep them for posterity.
KODAK FOREVER-FOTO-FILMFROM YOUR KODA-OPTIC PRINTER
Then they keep tweaking the business to make it viable, as a means of getting back to the ad biz — simply incorrigible.
Long live happy memories.
So we created a genuine paper bypass.
CAN KODAK LIVE BY BRAND ALONE?VIEW THE NUMBERS
• 1996 - Kodak ranked #1 as America’s Best Brand - peak of film industry
• 1999 - Ranked #16 most valuable brand of global top100, worth $14.8 billion - Interbrand
• 2001 - #27 @ $10.8 billion (Kodak starts selling digital cameras) - 9%
• 2002 - #30 @ $9.6 billion -10%
• 2003 - #34 @ $7.8 billion -19%
• 2004 - #53 @ $5.2 billion - 33%
• 2005 - #62 @ $4.9 billion - 5%
• 2006 - #70 @ $4.4 billion -12%
• 2007 - #82 @ $3.9 billion -12%
• 2008 - #155 - dropped from top 100 list
• 2009 - #182 @ $1.76 billion
• 2010 - 2nd Quarter Revenue $1.569 billion -11% - Cash Balance $1.3 Billion — Revenue from digital businesses $1 billion -6% — Revenue from film, photofinishing, entertainment group $466 million -21%.
EXTREME INVENTION -THE OCEANIC VACUUM CLEANER
Half million square miles
X 2 =
X 2
Pacific trash gyre Marine life extinction
Solution
Roomba robot concept 200,000+ cubic feet
X x# =
RoboCalypso, Inc.
Problem
NOTABLE MENTORS & COLLABORATORS
David Pazdernik - Biddle Advertising, Chicago, IL - Creative Director
Ray Gardner - Albert J. Rosenthal, Chicago, IL - Creative Director
Bob Welke - Albert J. Rosenthal, Chicago, IL - became Creative Director for Leo Burnett, London
Tom Smith - Wyse Advertising, Cleveland, OH - Art Director extraordinaire
CLIENT LIST
American Masters FoundationBabcock & Wilcox - CSCABarton BrandsBeatrice FoodsCentral Bank of the South - ADDYCurtin Matheson ScientificFender StringsGulbransen OrgansHelene CurtisHiltonHoliday Inns - NRA Gold, SilverHouston Community CollegeIcelandairInterfinJolly Rancher Just PantsKeriKoch Industries
Lincoln Savings & Loan MarriottMcDonald’sMister DonutnAbleMD.comPlochman’sRice UniversitySansabeltSearsSociety Bank of ClevelandSW Houston SurgicareSwitzerTiger ElectronicsToshiba Global ImagingTremco Western OceanicXonics
AMARANTH PRODUCTIONS
21st Century Marketing Solutions
Writing the Future into Being
— the amaranth is an imaginary flower that never fades, much like a vision that becomes reality when we nurture its growth
[email protected] • 216-269-4433