TOMMY COTTAM // Creative Global Brand Leader

Despite strong sales, the Heineken brand had lost its way. As the world’s largest brewer, and a major sponsor for various platforms all around the world, including UEFA’s Champions League, Formula 1, MLS, The Rugby World Cup and multiple major concerts, the tone of our marketing communications was sometimes funny, sometimes fantastical, sometimes deeply emotional but always inconsistent. Additionally, our lofty “Open Your World” tagline was not resonating with our customers after 7 years of significant investment.

We had to take the brand back to what made us special in the first place.

Freddy Heineken used to say, “there’s always something fun happening around a Heineken.” In fact, the ‘e’ on the brandmark is called the “smiling e” for that very reason. Heineken brings fun and wit to the world. And that’s what we had to convey with our new global platform.

As the lead Account Director on the global brand repositioning, I worked closely with our Publicis Italy strategists and our Heineken global marketing leaders to re-establish our ‘Brand In A Bottle’ (our brand’s north star) and lay the groundwork for a new global platform that would delight our drinkers across the 192 countries our beer is served.

While we would forego a tagline in almost all of our communications globally, we would end our TVCs with ‘That’s Heineken’, sharing Heineken’s refreshing and optimistic point-of-view on life’s moments and all of the platforms that we help make happen.

PUBLICIS ITALY

Global Chief Creative Officer Publicis WW & CEO Publicis Italy: Bruno Bertelli

Executive Creative Director: Luca Cinquepalmi

Executive Creative Director: Marco Venturelli

Associate Creative Director: Fabrizio Tamagni

Associate Creative Director: Michela Talamona

International Strategic Planner: James Moore

Head TV Production: Mariella Maiorano

Producer: Viviana Biondolillo

Worldwide Account Director: David Pagnoni

Account Director: Tommy Cottam

Account Supervisor: Barbara Ruscio-Levi

International Account Manager: Derek Muller | Lischa Steiper

PRODUCTION

Production Company: Iconoclast

Director: MEGAFORCE

Gerard Heineken's story of building his small Amsterdam brewery into a powerful, global beer brand reads more like a fairy tale.

Mr. Heineken had the vision and the determination to create a light, premium lager for the blue-collared working men of Amsterdam. The brew was an instant success and spread throughout Europe and the world where its now enjoyed in more than 192 countries. 

If someone had told Gerard that his prized pilsner beer would someday be available in the best bars in 192 countries around the world, his descendants are pretty sure that he would only care about one thing: that the beer always comes first and would have the same great taste all over the world. 

Credits: 

Agency: Publicis Italy

Chief Creative Officer: Bruno Bertelli

Executive Creative Directors: Marco Venturelli, Luca Cinquepalmi

Head of Production: Silvia Cattaneo

Senior Producer: Alice Crovato

Global Managing Director: David Pagnoni

Global Account Director: Tommy Cottam

Global Account Supervisor: Jana Uhlarikova-Bertram / Barbara Rusco-Levi

Global Account Manager: Lischa Steiper

Director: Bruce Hunt

Production: Revolver / Unit Sofa

Client: Heineken

Sharing The Drama Since 2005

The new Heineken UEFA Champions League campaign builds on the truth that every Champions League match is a potential blockbuster, unleashing the same emotions of a great movie that is written in the moment by the best players in the world. And like an awesome movie, matches are best shared amongst friends (with a few ice cold Heinekens, of course!).

We took an epic, game-changing moment of actual footage from a classic Champions League match and expanded it into a beautiful cinematic scene, dramatizing all of the tension, agony and elation that was that specific moment in UCL history.

Since 2005, nothing has created cherished moments like good friends, Champions League football and a few freshly opened bottles of world-famous Heineken beer.

Agency: Publicis Italy

Global Chief Creative Officer Publicis Worldwide: Bruno Bertelli

Executive Creative Director, Publicis Italy: Cristiana Boccassini

Executive Creative Directors, Publicis Milan: Luca Cinquepalmi, Marco Venturelli

Associate Creative Directors: Eddy Guimaraes, Vinicius De Menezes

Head of TV: Silvia Cattaneo

Global Managing Director: David Pagnoni

Global Account Director: Tommy Cottam

Global Account Manager: Fabiola Miccone

Production Company: Sonny, London

Director: Fredrik Bond

Client: Heineken

To celebrate the historic career of Serena Williams, we partnered with our brave Gatorade client to create a special video game that challenges users to play and match her accomplishments, capturing all of 22 Major titles along the way.

Starting from her first Major in 1999 all the way through her latest at Wimbledon this past Summer, the game highlights her impressive 17 year career. 

Designed in a fun, retro 8 bit style, the historical accuracy is pretty impressive. We re-created Serena's exact outfits, hairstyles, celebratory dance moves and even the cities and courts where Serena left her mark on her road to making history.

The big news is that this game is the first ever game to be integrated into Snapchat and one of features is that you could share your wins on your Snapchat Story with your friends, which is pretty cool.

To play the game in the Snapchat app, app users would go to the ESPN Discover window in Snapchat Stories over the first 3 days of the US Open or visit SerenaMatchPoint.com on any device. This effort was flanked by significant support on Facebook and Twitter, where Gatorade transformed owned social media channels during the duration of the US Open into the 8 bit style you see in the game, sharing the game in the process. 

People played the game (an ad) for over 3 minutes on average, with 36% of users sharing the game (again, an ad) on their Snapchat Stories and we achieved 100% positive sentiment. The game was featured on Good Morning America while delivering to our Gatorade client over $16 million in earned media and over 395 million impressions during the course of the US Open.

www.SerenaMatchPoint.com

‘Serena Williams’ Match Point’ Game Credits

Agency: TBWA\Chiat\Day LA

Executive Creative Director: Renato Fernandez

Copywriter: Parker Adame

Art Director: Matt Paterno

Director of Production: Brian O'Rourke

Director of Digital Production: Nathan Pitzel

Executive Integrated Producer: Kat Urban

Managing Director: Jerico Dig Cabaysa

Brand Director: Robyn Morris

Brand Manager: Tommy Cottam

Executive Project Manager: Alice Pavlisko

Director of Business Affairs: Linda Daubson

Senior Business Affairs Manager: Laura Drabkin

Associate Business Affairs Manager: Mirielle Smith

Production Company: Ludomade (they're fantastic!)

Client: Gatorade

Gatorade Fuel and Recover bars help ensure hunger doesn’t get in the way of an athlete’s game so they can “feast” on their competition. Let's Feast!

Agency: TBWA\Chiat\Day LA

Executive Creative Director: Renato Fernandez

Creative Director(s): Mark Peters, Dave Horton, Matthew Woodhams-Roberts

Director of Production: Brian O'Rourke

Integrated Executive Producer: Guia Iacomin

Senior Producer: Tim Newfang

Assistant Producer: Erika Buder

Managing Director: Jerico Cabaysa

Brand Director: Robyn Morris

Brand Manager: Tommy Cottam

Associate Brand Manager: Frank Santos

Group Planning Director: Scott MacMaster

Global Planning Director: Martin Ramos

Planning Director: Abigail Weintraub

Planner: Matt Bataclan

Director of Business Affairs: Linda Daubson

Business Affairs Managers: Mimi Hirsch

Talent Payment Manager: Ryan Lizama

Director: Omri Cohen

Production Company: The Big Picture Company, Cape Town

Client: Gatorade

It's a little known fact that Miller Lite was America's original light beer. In an effort to take back what was ours, we needed to re-establish the credibility in our award-winning liquid, confidently share that story and authentically connect with our target customers in a new way.

We started by bringing back the white can and sales jumped. There was something there. Working closely with our strategists, we performed research on our Millennial drinkers. These Millennials are seeking authenticity in the brands they buy and champion, now more than ever. They want brands to be real, honest and drop the artifice and bullshit. We set the strategy that Miller Lite is brewed differently for those that keep it real, come as they are and always stay true to who they are.

Sales are up and we're re-capturing share. Cheers to that!

Credits:

Agency: TBWA\Chiat\Day LA

Executive Creative Director: Fabio Costa 

Creative Director: Mark Peters, Jason Karley, Rick Utzinger, Matthew Woodhams- Roberts, Dave Horton 

Senior Art Director: Dave Estrada

Senior Writer: Nick Ciffone 

Director of Production: Brian O’Rourke

Executive Producer: Anh-Thu Le

Senior Producer: Stanton Hill, Aileen Bailat

Business Affairs: Dorn Reppert

Account Supervisor: Tommy Cottam: 

BeerYourSelfie Production Partner: One Off Effects, LLC 

Ugly Sweater OOH Production Partner: London Kaye

Neon Signs: Antigo Neon, Inc.

Client: Miller Lite

2015 marked the first time in five years that Miller Lite supported football nationally so we went big and partnered with Hall of Fame quarterback, Troy Aikman, to bring to life a fun spot encouraging people to be their true selves, even if that means dwelling in the past. And thats ok. 

Credits:

Agency: TBWA\Chiat\Day LA

Creative Director(s): Matthew Woodhams- Roberts, Dave Horton

Senior Art Director: Jeff Dryer 

Senior Writer: Jeb Quaid 

Director of Production: Brian O’Rourke

Executive Producer: Anh-Thu Le

Senior Producer: Jose Escobar

Print Producer: Jasmine Gomillion

Business Affairs: Dorn Reppert

Account Supervisor: Tommy Cottam

Client: Miller Lite

The Sunniest Day of the Year

On Monday, October 6th, the Jimmy Dean Sun journeyed across America in one day, in real-time. As he traveled, he spread the big news that Jimmy Dean was now offering lunches and dinners while brightening people's days along the way in fun, unexpected ways. 

The Sun's journey came to life in six super fun vignettes that captured all of the fun, mischief, dancing, quirks and smiles. 

Highlights included a run-in with a meter maid, a stop in Wisconsin to give us Cheeseheads some love and laughter, a country line-dancing instructional, a treat for some unsuspecting and tired travelers and an epic reflection of his good deeds at sunset.

The Sun also appeared in some shows that we partnered with and aired that very day. More specifically, he appeared in a unique, integrated commercial will air during The TODAY Show program and he also made a surprise appearance as a host of a 'Showcase Showdown' on The Price Is Right.

We called this a "trans-media" journey as The Sun posted his videos, GIFs, photos and witty comments in all of our social media channels in real-time. He's literally took over the Jimmy Dean socialsphere for the day. Along with real-time posts, we created a digital scrapbook, revealed on the beautiful SunniestDay.com, that will live beyond the day so people can check it out and enjoy the journey after October 6th.

New Product Launch Results

New product launch sales exceed projections +22%

40MM+ media impressions

+$2MM+ in earned media

Sunniest Day of the Year Credits: 

Agency: TBWA\Chiat\Day LA

Executive Creative Director: Brent Anderson

Group Creative Director: Jerry Gentile

Art Director: Sharon Park

Copywriter: Dominic Valdez

Director of Production: Brian O’Rourke

Senior Producer: David Hoogenakker

Account Director: Tyra Hillsten

Account Supervisor: Tommy Cottam

Account Group Assistant: Steve Smith

Director of Business Affairs: Linda Daubson

Business Affairs Manager: Stefanie McCall

Director of Digital Strategy: Rohit Thawani

Digital Strategist: Lauren Maddox

Client: Jimmy Dean / Tyson

Production Company: Tool of North America

Director: Evan Silver

Sun Cinema Credits:

Agency: TBWA\Chiat\Day LA

Executive Creative Director: Brent Anderson

Group Creative Director: Jerry Gentile

Art Director: Andrew Reizurch

Copywriter: Avi Klein

Director of Digital Production: Peter Bassett

Senior Producer: David Hoogenakker

Account Director: Tyra Hillsten

Account Supervisor: Tommy Cottam

Account Group Assistant: Steve Smith

Director of Business Affairs: Linda Daubson

Business Affairs Manager: Stefanie McCall

Director of Digital Strategy: Rohit Thawani

Digital Strategist: Lauren Maddox

Production Company: Fake Love

Client: Jimmy Dean / Tyson

Old Navy - The friendliest Black Friday ever. Promise.

When it came time to create our Black Friday campaign for Old Navy, we noticed that everything being said in the news involved people fighting for items, people getting ran over at stores and the increased sense of competition around the shopping staple. Our Old Navy team wanted to challenge that cultural stigma and create the friendliest Black Friday ever, Cheermageddon.

The TV work, along with flash and high impact digital media, all drove to Cheermageddon.com, Old Navy's microsite that has all the information you need to help get prepared for the friendliest Black Friday ever. On the mobile-optimized microsite you can view doorbusters and deals by day, find your nearest Old Navy location, find a coupon or even make a shopping list.

Old Navy - Friends and family reunited for the Holidays...in Pop Pants. 

A large part of Old Navy’s commercial strategy was leveraging nostalgia with our target customer while sharing the latest fashions with her while we have her attention. For our holiday campaign, we partnered with Warner Brothers and one of America’s favorite families, The Griswolds, to create fun situations for Clark, Helen, Rusty and Audrey to get into while our product was hero.

The commercials generated millions of views on YouTube, generated an enormous amount of earned media and, most importantly, led to one of the most successful holiday seasons that Old Navy has ever had. 

We also brought back one of our target’s favorite childhood icons, Jordan Knight, to create a fun holiday extension video featuring Boys II Men for a fun song and dance number that ran in over a thousand theaters across the country. 

Credits

Client: Old Navy

Agency: Crispin Porter + Bogusky, Los Angeles

Partner, Worldwide Chief Creative Officer: Rob Reilly

Executive Creative Director: Jason Gaboriau

Creative Directors: Robin Fitzgerald, Cameron Harris

Senior Copywriter: Gerard Seifert

Senior Copywriter (Spanish): Jorge Ortega

Senior Art Director: Cerra Buckholz

Copywriter: Rachel Carlson

Art Director: Patricia Ortiz

Executive Business Affairs Manager: Amy Jacobsen

Production Company: Smuggler, Hollywood, Calif.

Directors: Randy Krallman, Tobias Perse

Production Company, Executive Producers/Partners: Brian Carmody, Patrick Milling Smith

Production Company, Executive Producer/Chief Operating Officer: Lisa Rich

Production Company, Executive Producers: Allison Kunzman, Laura Thoel

Production Company, Head of Production: Andrew Colon

Line Producer: Cory Berg

Editorial Company: Cut & Run, Santa Monica, Calif.

Head of Production, Senior Producer: Christie Price

Executive Producer: Carr Schilling

Editor: Frank Effron

Postproduction Company: Method, Santa Monica, Calif.

Executive Producer: Robert Owens

Visual Effects Supervisor: Jason Schugardt

Music Company: Search Party, Portland, Ore.

Content Director: Kate Higgins

Content Management Supervisor: Joselyn Bickford

Content Supervisors: Charissa Kinney, Georgette Young

Content Managers: Tommy Cottam, Michelle Forbush

Growing our online fan base while spreading the Old Navy love.

In January of 2013, I was reassigned from TVC production to lead a turnaround of the digital and social component of the Old Navy business. 

I was assigned to manage the creation of focused digital and social content, including our monthly promotional creative. I worked with the blogger network and also managed the brand's Facebook, Twitter, Instagram and Pinterest accounts. I wrote copy, retouched photos and maintained the contracted CMS system, Expion, 24/7.

I immediately revamped the way that creative teams were briefed along with the way that we reviewed work with our Old Navy clients. The number of creative rounds decreased significantly, the work was more focused and on brief and our engagement increased in almost every channel. 

In fact, our last four months as agency of record for Old Navy's digital and social efforts were the best performing months we ever had throughout the course of the relationship. We left the brand's social presence far better than we found it.

And I learned to write like a 25 year old fashionista in the process. All good things. 

Agency: Crispin Porter + Bogusky, Los Angeles

Executive Creative Director: Jason Gaboriau

Creative Directors: Robin Fitzgerald, Cameron Harris

Copywriters: Gerard Seifert, Rachel Carlson, William Sawyer, Sammy Glicker, Britton Rice, Jorge Ortega (Spanish)

Art Directors: Patricia Ortiz, Marcus Brown, Josh Walpole, Michelle Sieg, Leo Gubbins, Jiangzi Tan

Executive Business Affairs Manager: Amy Jacobsen

Production Company: Plus Productions, LA

Account Director: Kate Higgins

Account Supervisor: David Oakes

Account Managers: Tommy Cottam

Client: Old Navy

The Future is theirs for the making.

As part of my thesis completion at the VCU Brandcenter, I was fortunate to work with the Harley-Davidson Motor Company on an exciting project where I was tasked on researching and re-imagining what the ownership program could be for Harley-Davidson and its owners.

I performed a great deal of research and worked with a talented group of fellow students, bringing the recommendation and vision to life. This concept was formally presented to Harley-Davidson and these creative and strategic recommendations are now gaining traction internally at Harley-Davidson. 

Background

Harley-Davidson, the iconic brand that manufacturer’s the world’s most popular heavy-weight cruising motorcycles, has an aging core rider base. More specifically, its company-sponsored owner’s group, The Harley Owner’s Group, or H.O.G., now averages 48 years old and is getting one year older every year. The Young Adult owner segment, ranging in ages 18-34, currently make up only 8% of the membership base and renewal rates after a one year complimentary H.O.G. membership that comes with the purchase of a new motorcycle was 38% and had been declining.

Put another way, that means that 62% of young people who buy a new Harley-Davidson motorcycle decide not to participate in H.O.G. That's a pretty big problem and one that could question the future global dominance of this storied motorcycle brand. 

Business Challenge

H.O.G. members spend more money on motorcycles, parts, accessories and merchandise than non-members. According to a Harvard Business Review case study from 2000, these people spend $1,250 more than non-members on vehicles and hundreds more in parts and accessories and branded merchandise. It goes without saying that investing in a program thats attractive for the next generation of owners is essential. Converting these Young Adults and retaining them as H.O.G. members is very, very important to the financial health of the Motor Company.

Coming directly from the Motor Company’s Chief Marketing Officer, Mr. Mark-Hans Richer, the assignment was to radically and aggressively reinvent the Harley Owner’s Group membership experience for the Young Adult segment. The experience had to be hyper-local but globally scalable as the Motor Company is beginning to make a strong global push into new markets.

Major Insights and Findings

After interviewing current H.O.G. members, non-members, conducting focus groups, performing an ethnography, visiting motorcycle shops and conducting an online survey that spanned the United States, I found that the target is drawn to what the Harley-Davidson brand stands for but feels that it does not offer anything for them specifically. These feelings were consistent on a number of products ranging from motorcycles to clothes to the H.O.G. experience.

The H.O.G. experience, as it exists today, does not appeal to this younger, super connected generation. Young people find the brand old and stale and feel that the current ownership platform favors an older generation. They view the brand that was and tries to be be anti-establishment to now be the establishment.  

Target

The target for this evolved ownership concept would be “Millennials,” young adults, age 18-34, who are the most connected generation ever. They are the early adopters of emerging and mobile technologies and social media, They are transcending into adulthood and will soon have their own discretionary income, in excess of almost $250 billion. But how can we make this next generation want to participate in the ownership program? The current offering is not the solution. 

Strategy 

Success will not come from the current structure and offering. Success will require sacrificing control to allow this next generation to customize the H.O.G. ownership experience from the brand that has customization in its DNA. 

Don’t assign Young Adults a role in the story of Harley-Davidson: Give them the tools and empower them to co-write the next chapter.

Credits:

Communications Strategist: Jessica Collins

Copywriter: Chris Trumbull

Art Director / Designer: Billy Veasey

Creative Brand Manager: Tommy Cottam

3 wheels. 1 unique ride.

The Can-Am Spyder Roadster is a challenger brand that knows how to pick a fight. Targeting the same customer as the heavyweight motorcycle brands that have been around for decades, well, we have some serious work to do. But we are helping Bombardier Recreational Products and the Can-Am Spyder roadster brand make some serious progress. 

We created integrated campaigns that positioned the family of Can-Am Spyder roadsters as unique, beautiful vehicles that perform and possess advanced safety technologies while offering the thrill of open-air riding.

We also helped establish an inviting online community for owners and our ambassadors, more specifically, The Spyder Five, and enthusiasts from all over the world. This community brings together those who love this roadster the most to share their passion and their adventures. 

And, more importantly, we created work that is working. Sales have been up double digits year over year since 2011 and the community has grown to almost 50,000 proud and passionate owners. 

Credits

Client: Can-Am / BRP

Marketing Director: Louis Levesque

Marketing Manager: Maude Desjarlais

Agency: Cramer-Krasselt / Milwaukee

SVP, Executive Creative Director: Chris Jacobs

VP, Creative Director: Todd Stone

Design Director: Shawn Holpfer

Designer: Josiah Werning

Senior Interactive Art Director: Zach Schulze

SVP, Group Account Director: David Dugan

VP, Account Supervisor: Eric Ebenhoch

Account Executive: Tommy Cottam

Senior Art Buyer: Karen Kirsch

Senior Interactive Producer: Robin Griffin

Senior Interactive Producer: Nicholas Modesto

Senior Broadcast Producer: Timm Gable

Campaign Manager: Ellena Radovancevic

Photographer: Michael Schnabel

Producer: Louis de Fontanes 

A success story in cutting through the clutter. 

Competing with established brands like Stihl and Husqvarna, ECHO Outdoor Power Equipment is outspent 20:1 for every media dollar it spends. In fact, the brand is the 12th largest producer of outdoor power equipment in the world.  You need to say something interesting in an interesting way to break through. And thats just what we did. 

As a result, sales were up triple digits year over year and the company sold the equipment at a rate faster than they could produce it. 

The campaign quickly grew ECHO’s social media presence from a few hundred fans to over 17,000 in a few months and won a Gold Effie is 2013 for overall campaign effectiveness. 

Credits

Client: ECHO Outdoor Power Equipment

VP, Sales and Marketing: Mike Best

Marketing Manager: Barb Gora

Agency: Cramer-Krasselt / Milwaukee

SVP, Executive Creative Director: Chris Jacobs

VP, Creative Director: Brian Ganther

Associate Creative Director: Matt Hermann 

Copywriter: Chris Miller

Senior Interactive Art Director: Zach Schulze

VP, Management Supervisor: Jamie Schmelzer

Account Executive: Tommy Cottam

Senior Art Buyer: Karen Kirsch

Senior Broadcast Producer: Timm Gable

Senior Interactive Producer: Robin Griffin

Senior Interactive Producer: Andrew Gorzalski

Campaign Manager: Ellena Radovancevic

Group Media Director: Grant Fiorita

Senior Media Buyer/Planner: Jackie Steuter

Production Company: Tool of North America, Inc.

Director: J.J. Adler

Social Media Agency: Customer Magnetism

Refining a brand. Raising awareness. Generating Sales. 

Loctite is a very interesting, diverse business. The company, a subsidiary of the massive Henkel Corporation, produces the best adhesives on the planet, ranging from the adhesives they use on skyscrapers to the glue that children use on craft projects. Each product is designed and engineered with a specific purpose. But a great product won't always sell itself. The Loctite brand's awareness levels were low in the United States and sales needed some help.

It's not easy coming into an established market and competing against powerhouse brands Krazy Glue, Gorilla Glue and Liquid Nails, along with the staple in every person's kitchen drawer, Elmer's. But we embraced the challenge head on.

We worked with Loctite on creating seasonal consumer-facing marketing materials that demonstrated the power and versatility of these products. We created beautiful TV and print ads, engaging sales kits, standout POP, fun product videos and informative banner ads. We also created engaging experiences for trade shows and successfully launched two new products, Power Grab Clear and Go2 Glue.

The execution that we are probably the most proud of was the creation of the Loctite Product Advisor, a mobile-friendly site that takes the confusion out of the adhesives aisle. The tool allows customers to enter in the details of their project and it recommends a specific Loctite product for their project. See it here: http://www.loctiteproducts.com/product_advisor/index.shtml 

Credits

Client: Loctite Adhesives, The Henkel Corporation

Marketing Director: Tim Ferguson

Marketing Managers: Paula Sabol / Irene Campbell

Agency: Cramer-Krasselt / Milwaukee

SVP, Executive Creative Director: Chris Jacobs

VP, Creative Director: Todd Stone

Design Director: Shawn Holpfer

Copywriters: Greg King / Jeff Van Zandt 

Senior Interactive Art Director: Zach Schulze

Senior Interactive Producer: Robin Griffin

SVP, Group Account Director: Calla Stanford

Account Executive: Tommy Cottam

Senior Art Buyer: Karen Kirsch

Senior Interactive Producer: Nicholas Modesto

Campaign Manager: Stacey Johnson

Video Production: Dave Kiehl, Harvest Productions, LLC