garlick · agencies, small startup organizations and not for profits. fast ideas strategy...

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Get yout brand development, desiGn and communication stareteGy faster

BoB

Garlick

Overview

Bob Garlick Design and Marketing Solutions > 3 <

Overview

> 2 < Bob Garlick Design and Marketing Solutions

i build strategic marketing ideas and

then produce world class solutions to

communicate them efficiatle.

i love to develop ideas, strategies

and spin bad situations into great

opportunities for brands.

i have done this for multinational

organizations, hotel chains, airlines,

publishing houses, retail establishments,

high-tech and low-tech companies.

i help businesses grow, look more

professional and stay true their

marketing and brand goals.

i excel in providing dynamic creative

solutions to any problem you may

encounter while marketing your

company and products.

MYVision MY SolutionS

can Make a BiG difference

Build insightful stories that translate core ideas and brand strategy to a

market segment consistently

Overview

Bob Garlick Design and Marketing Solutions > 5 <

Overview

> 4 < Bob Garlick Design and Marketing Solutions

&

bob garlickCreativity and Strategy

over the past 35 year bob has been an artist, creative director, designer, photographer and entrepreneur. He believes that truly great communication is based on a story that speaks for a brand.

Through the years, bob has run several successful companies in North america and asia. He was the creative director for a content service agency in bangkok and Hong kong. He ran another content company out of Houston Texas before he started garlick marketing, garlick Photography and podcasting in Vancouver canada.

bob has helped companies like; coca-cola, bmW, intercontinental Hotels, SaS airlines lufthansa airlines, aT kearney, DDb Needham, leo burnett.

He has worked for multinational companies, advertising agencies, small startup organizations and not for profits.

faStideas

Strategy

Understandmeet with key people to learn what and why the brand is special and unique.

ideasDevelop an idea and the story that explains the brands core values succinctly.

ManagementHelp people keep on track and push teams to maximise the quality and integrity of the brands core message.

LearnStudy the final results of a project so that everyone can learn how to do the next project better.

OverviewOverview

> 6 < Bob Garlick Design and Marketing Solutions Bob Garlick Design and Marketing Solutions > 7 <

ConSULting:

With so many years of experience in the marketing, branding and communication business bob brings much more to the table than your standard marketing or cretive specalist. He can guide and consult in almost any situation. With experience like this, you also get timely advice so that you will know what to do if things go sideways.

Brand Strategy:

one of the most effective strategies a company can use is to build communication tools that help it’s client-base remember the brand’s core values over time. a consistent brand message can improve your bottom line and protect it’s integrated.

SoCiaL Media:

With the rise of social media, anyone can be a critique of a company’s service or product. a brand’s community can be its advocates, influencers or a “How To” providers. one of the most important strategies a company can have in place is a strong brand message that uses consistent, brand-centric, information to sway opinion or challenge adversity. Having a social media reaction document, rules for dealing with trolls and a reward system for super fans are all a part of today’s social media strategy.

experienCe: Here is a list of industries we have helped become more streamlined, understood and appreciated by their customers:

• InternationalHighTechCorporations

• BiotechnologyCorporations

• Hotels&HospitalityManagement

• RestaurantChains

• RetailBusinessesandFranchises

• InternationalAirlines

• StartupSeedCapitalOrganization

• LargeRealEstateProjects

• FactoriesandIndustrialParks

• EnergyManagementandDistribution

• InternationalConsultancy

• PrivateFoundations

• Non-profitOrganizations

growth Strategy:

if you manage a company or are expanding one, the number one thing on your mind is sustainable growth. i offer an unusual combination of skills that are integrated into all my ideas so that i can “grow a concept’s scope” with a client and stay within the parameters of the brief and budget.

i can sit down with a client, team member, management or outside contractor and develop innovative ideas relevant to the needs in real time. This skill enables me to overcome any initial rejections of a plan so that i can recraft the concept in that meeting. This means that the team can move forward with a project more efficiently.

ManageMent StyLe:

i’m often asked to oversee the strategies i recommend since i have a clear idea of what needs to be done and when. This can also expedite the development of proposals, pitches and followup meetings with clients. i’m used to complex evolving projects that are driven by ideas and intuition. managing a team of creatives can be challenging especially when dealing with egos and idea ownership. i often develop proactive strategies that help people discover, create and share their ideas openly and then help them produce their best work.

Capabilities Sectors

COMMUNiCATiON CAse sTUdiesCOMMUNiCATiON CAse sTUdies


6 caSeStudies

Brand Projects and Related ResponsibilitiesCoCa CoLa tokyo

Six-month contract working with McCann Erickson

i was a junior creative director working with their foreign

team (New York and chicago creative Director) to help

them create concepts for the Japanese market that would

be pitched in atlanta by the executive creative director. i

would create mockups of ad concepts, TV ads and sketch

storyboards based on scripts. i would sit in and participate

in some of the brainstorming sessions. i was mentored on

the “why and how” of high-end brand communication and

advertising.

regionaL BrandS in aSia

Scandinavian Airlines, Hotel Pan Pacific, Peninsula

Hotel, BMW, Orange (telecommunications), Lufthansa,

Yacht Haven Phuket, Spalding Houi DDB Needham,

UNJ Tokyo, AT Kearney, Ethiopian Airlines, Daihen

Electric, APEC, Myanmar’s Hotel Consortium:

i was the creative director, and project lead, tasked with

interviewing the client (usually the regional VP) and pitch

ideas with them live. i would also get given creative

ideas from the client to improve on. i would present

the mockup of the original concepts discussed in the

interview (brainstorming) meetings. behind the scenes, i

developed the mockup with an art director and writer and

guided them through the process to make sure they were

creating what the client was expecting. i would also be

responsible for wrapping a complete strategy around the

concept to show the potential roi for the project.

• brand Design

• Social marketing

• marketing Strategy

• Project managment

• Traditional advertising

• branding and communicationpUBLiCation BaSed projeCtS

Asia Books, Pan Pacific Yokohama, Tokyo Time Out

Magazine, Bangkok Metro Magazine, Phuket Magazine:

Working as a desktop designer, art director and/or creative

director. i collaborated with the owner of each publication

in the development and creation of the magazine. i was

also involved in redevelopment and direction (every 12

months) of a preexisting magazine, usually along side the

editor and owner. i also branded, designed and launched

15 fiction/nonfiction books for asia books of a period of

3 years while also managing their art department and

creative teams.

not For proFit organizationS

Asia Books, Pan Pacific Yokohama, Tokyo Time Out

Magazine, Bangkok Metro Magazine, Phuket Magazine:

i collaborated with the owner of each publication in the

development and creation of the magazine. i was also

involved in redevelopment and direction (every 12 months)

of a preexisting magazine, usually alongside the editor and

owner. i also branded, designed and launched 15 fiction/

nonfiction books for asia books of a period of 3 years

while also managing their art department and creative

teams.



Yacht Haven Phuketneed: inform and sell luxury housing, shops and apartments on 750 hectares of land as an international destination for “second home” or “vacation property” investors.

idea:IntroduceyachtracingasalifestyletoSouthEastAsiaandpromote the location as a racing destination to hundreds of yacht clubs around the world.

reSULt: a 21 week project that was billed at US $7 million which includes media buy. This campaign sold 50% of the project in less than one month.

We presented a large 35 page brochure (25 x 40 inches) along with multiple information packages. The media buy included asia’s premier publications such as South china morning Post, Time magazine and NewsWeek magazine. We then implemented a series of motivational lunches at 4 star hotels for the high end business demographic we had researched and targeted for this campaign.

The campaign also reached out with a book and limited edition poster featuring 50 trips to exotic tropical islands (sometimes minutes away) from the club’s main docks. Hundreds of targeted direct mail pieces with invitations to the global yachting community to consider this location for their stopover location on global and Trans-Pacific races.

partiCipation: art Director and concept Development lead for project.ReportedtoExecutiveCreativeDirectorDDBNeedham.

Pan Pacific Hotelneed: Thank the fortune 500 companies in asia that were using the hotel for their meetings and accommodations for international guests.

idea: create a series of gift style promotional packages that are fun to getandyetintroducesthehoteltoExecutivesandtheirAssistantssothat the hotel will be top-of-mind.

reSULt: This 4 year campaign featured a “Thank You” box every 6 months. The boxes would reflect a regional business or cultural sensitivity and awareness to show that the hotel understood how asia and the business community worked.

once such package played on the tradition of Thailand’s Songkran FestivalofWater.TheJamesBondthemedboxcontainedabrandedwater pistol, instructions and a martini Voucher for the month. The instructions invited the recipient to take the water pistol and visit the hotel and shoot any staff with a yellow arm band. Participants were rewardedwithaweekendpassatthehotel’sExecutiveSuite.TheMartiniCardintroducedtheparticipantstotheExecutiveprivatebar(which was needing promotion).

The James bond package had a 60% response rate and the hotel enjoyed a 42% increase in bookings for business events.

partiCipation: creative Director and concept Development, Production coordinator, Project manager. reported to hotel’s general ManagerandF&BManager.



Bartercard Asianeed: reposition bartercard asia as business tool and build more customer loyalty and respect for the brand.

idea:CreatesimilarbrandingmaterialasAmericanExpresstopiggyback common perceptions for that brand as a business tool. create as much of the marketing material as possible by utilizing actual bartercard members to prove it’s effectiveness as a cash savings tool.

reSULt: This 3 year campaign started with 6 ads that mimicked the photographicstyleusedinAmericanExpressAds.Themodelswereactual members of bartercard and the headline was a quote from interviews with those people. This enables us to create powerful brand focused messages and combine them with eye-catching conceptual ideas that featured the barter members product or service.

Stage 2 of the campaign featured statements that showed that barter has been used since the beginning of business and that it is a strong and powerful business tool.

Stage 3 of the campaign featured the cards updated design and implied that using this as a business tool will help you grow your business without having to dip into your cash flow too much.

partiCipation: creative Director, art Director, brand manager, Designer,Strategist.ReportedtoCEOandMarketingManager.

Asia Booksneed: consolidate the marketing and communications (marcom) Departments and establish asia books as the premier book store chain forEnglishBooks.

idea:StreamlineArtDepartmentandaddAccountExecutivestobelessons with the marketing Department to increase communication and increase inter-departmental harmony.

reSULt: Working directly with the owner of asia books bob orchestrated situations so that the two departments were forced to collaborate to meet deadlines. We also included the marketing manager into our weekly production meetings so that they had the opportunity to give input and also see what the art Department had planned. This enabled the marketing and graphics teams to have a much more succinct strategy. We were also able to streamline the decision making process and increased the efficiency of both departments by 30%.

WeeklybrandingstrategysessionsbetweenBobandtheCEOenabledus to integrate long term brand strategy into the department’s daily strategy without derailing their projects.

Daily department walkthroughs and spontaneous tutorial enabled the art Department to function more efficiently and build a more harmonious management and staff relationship as well as head off problems before they escalated.

partiCipation: creative Director, Designer, Strategist. reported to CEOandcollaboratedwithSeniorManagement.



TAT OPEC Advertorialsneed:AnnouncetheAsia-PacificEconomicCooperation(APEC)eventthroughTime,ForbesandNewsweekMagazinesandgetpeopletoread about the benefits to Thailand.

idea: Use an advertorial strategy so that readers of the magazines will think that the ads are actually editorial content. This was the only cost effective solution for so much information to be publicized.

reSULt: by creating a template that followed all the rules laid out in the advertorial limitations documents we requested we were able to produce a 2 page (centre magazine) spread that was appealing to the readers of the magazines.

The template was created by using a hybrid layout design that was based on all 3 magazines. The spread looked very authentic and yet were not actually copying the magazine design 100% so that the ads were approved and published.

The design and copywriting strategy was so effective that the Head of MarketingatForbesMagazineinLondonusedtheAdsasanexampleof how an advertorial design can be effective and blend in with the magazine’s overall brand and yet still be considered an independent content insertion to a discerning eye.

partiCipation: creative Director, Designer, Strategist. reported to CommunicationsDirectorofTATandOPECeventcommittee.

A.T. Kearneyneed: communicate the benefits that mid-level and Senior Staff can receive. influence women to consider a.T. kearney a good long-term career choice for family oriented people.

idea: Simplify the descriptions of the benefits and use whiteboard animation to create informative yet entertaining videos to help get the core benefits across quickly.

reSULt: Several informational videos were produced over a six month period. The Human resources (Hr) department has noted a dramatic increase in female applicants and have been able to transition people back into the organization after maternity leave more easily.

The introduction of a series of interview style videos highlighted senior women talking about how the company worked with them to create custom solutions so that they could fulfill their goals of corporate success as well as build a family.

The global management team was so impressed by the effectiveness of the videos as an internal communication tool that they have added several of the video into to the public sector as a recruitment tool.

partiCipation: art Director, Video and animation art Direction. reported to global manager for inclusion and diversity.

for more information please contact bob at:

[email protected]

call: 1-604-961-0842

Mel e t ’ s b u i l d a b e t t e r b r a n d a n d c o m m u n i c at i o n s t r at e G y

• brand Design

• Social marketing

• marketing Strategy

• Project managment

• Traditional advertising

• branding and communication

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garlick · agencies, small startup organizations and not for profits. fast ideas strategy...

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