VCU Commons Theater
907 Floyd Avenue
Jarrod Higgins (XD, 2010)
Creative Director, Wieden + Kennedy
Topic: How to make Branded Everything: From robotic squids to solar eclipses to overseas shipments of nacho cheese to remote tropical islands.
Media fragmentation and clients' changing communication needs have shifted importance away from television spots. This presentation focuses on the importance of creating "Branded Everything" and explores practical guidance for developing non-traditional creative based on learnings from brands like Kentucky Fried Chicken and Old Spice.
Jarrod Higgins is a Creative Director at Wieden + Kennedy, Portland. He grew up in Oklahoma City as the son of a world-renowned sasquatch researcher and an oncology nurse mother with the kind of humor you can only get by being an oncology nurse. After receiving an undergraduate degree from the University of Oklahoma, Jarrod received a master’s degree in advertising with an emphasis in creative technology from the VCU Brandcenter in Richmond, Virginia.
Full of expensive advertising education, Jarrod headed to Wieden + Kennedy in Portland, Oregon in 2010. Eight years later, Jarrod has created integrated campaigns for Old Spice, Samsung, TurboTax, Kentucky Fried Chicken, Oreos, Chiquita, Trident, Electronic Arts, and led a successful new business pitch to begin a relationship between W+K and Airbnb. In 2017, Jarrod was asked to take over creative direction of Kentucky Fried Chicken.
Besides advertising, Jarrod enjoys video games, karaoke, tuba playing, and spending time with his two young children who sadly do not yet play the tuba.