Alum Nick Kaplan (Copywriting, 2008) hosted an insightful forum where he shared “all the things” with the Brandcenter community.
Nick is Founder and CCO of independent agency Another Thing. Prior to launching the shop last year, he worked as a writer and creative director at top agencies including Le Truc, 72andSunny, Barton F. Graf and Wieden+Kennedy. His talk took students behind the scenes of work spanning Southern Comfort, Halo Top, Tomcat, the Pop-Tarts Bowl, Mike’s Hot Honey, Shake Shack, Betterment and more.
Erica Pressly Kaplan (Copywriting, 2009), Nick’s wife, is also a Brandcenter alum and freelance Creative Director.
Check out a few of our favorite insights along with the work behind them:
Keep your mind open. You’re gonna get curveballs that can get turned into oppotunities.
- Southern Comfort: Whatever’s Comfortable / Wieden + Kennedy
If you get that right insight that fits the brand, they’ll let you go to some edgy places.
- Halo Top: Ice Cream is for Adults, Love / 72andSunny
Instead of hiding the use of a product, use it to do something absurd.
- Tomcat: Dead Mouse Theatre / Barton F. Graf
Sometimes the dumbest ideas deserve the most thought, care, and craft to make them interesting.
- Snyder’s of Hanover: Left Me For Pretzels / Saatchi & Saatchi
Clients don’t think like creatives do. You have to make rational arguments for irrational ideas.
- Pop-Tarts Bowl: Zombie Mascot / Weber Shandwick
Read about the stunt on CBS Sports.
Find ideas that are tangible & participatory, that can exist fully in both the real world and on social.
- Mike’s Hot Honey: The Dedrizzler / Another Thing
Want to learn more?
We caught up with Nick when Another Thing first launched to talk about the ad industry, how Brandcenter helped prepare him, and advice for emerging creatives.