Beyoncé zags.

By dpknudtenDec 13, 2013
Big news today: Beyoncé dropped a new album Bigger news today: the way Beyoncé dropped her new album. Now we all know Beyoncé is a force of nature that demands attention. And she's getting it. But the cool thing about this (to me) is that the lady (and her marketing team) clearly understands an old chestnut of marketing: When everybody else is zigging, you zag. I mean, come on, this is the most crowded, noisy,…
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Spare me your dystopia.

By dpknudtenDec 04, 2013
I get it. Things aren't all rainbows, unicorns and flying cars. Life is a struggle. Always has been. Always will be. But enough already. The Hunger Games, The Walking Dead, Doomsday Preppers, Left 4 Dead, Minority Report; a non-stop diet like this leads to mindless nihilism—or the necessary purgatives of Duck Dynasty, anything Disney, and K-Pop. Dystopias can be fun (Get the zombie, Rick!), but overdose on it and you're the problem. Suddenly every turban…
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People like p z l s, part II.

By dpknudtenNov 26, 2013
I wrote a post a long time ago (in social media years) entitled "People like p z l s." Its takeaway: that too many marketers want to say everything in every communication, but that it's more important to leave room for their intended readers to fill in the blank. A simple, brilliant example: -from the folks @ Ireland/Davenport, Johannesburg, South Africa The story of Vivian Maier is "People like p z l s" personified. Long…
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portfolio_Discover Wisconsin’s Next Host

By dpknudtenNov 22, 2013
25 year-old TV show. Host of 18 years goes on to bigger and better. So what are you going to do? Scour the state for a new one. The audition event and attendant social media marketing campaign resulted in over 400 user-generated video auditions, 65+ live auditions at Lambeau Field, and countless Facebook likes, retweets, blog posts, etc. And the result? The new host for the 2011-12 season, Emmy Fink. Creative Director/Copywriter: D.P. Knudten Art…
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portfolio_The Cherry Cricket

By dpknudtenNov 22, 2013
The Cherry Cricket is a ‘50’s-era gin joint located in Denver’s swankiest shopping district. These ads are just a sampling of those created for this unique establishment, and are great examples of how a headline’s tone can reflect a product’s core attributes while complementing the attitude of the publications in which they run (alternative publications like The Onion). The previous sentence is an excellent example of how a competent copywriter can create an effective rationale…
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portfolio_Briargate

By dpknudtenNov 22, 2013
True story: an employee of Briargate who was unaware that a new marketing campaign was being launched was watching TV the night this spot aired. Half way through she said to herself "this is the kind of commercial we should be running for ourselves." She was delighted when she saw the logo at the end, and that the spot captured the truth of this brand-new, old-style community. Associate Creative Director/Copywriter: D.P. Knudten Art Director: Greg…
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portfolio_London Bay Homes

By dpknudtenNov 22, 2013
A custom homebuilder for the ultra-riché, London Bay Homes needed an ad to run in symphony concert programs. My thought? The buyers for these homes travel in Gulfstream jets, not VW Jettas. Let’s make an ad that looks like it should run in Vanity Fair, not New Homes Finder. It’s also another example of how I think visually. Concept/Copywriter: D.P. Knudten Art Director: Rick Tackett Agency: Miles Advertising • Denver, Colorado
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portfolio_Ski The Summit

By dpknudtenNov 22, 2013
This is another piece from early in my career. The agency I was working at found out that the review for the SKI THE SUMMIT account was reopened at 1:45 p.m. on a Friday afternoon. Scrambling quickly, we put together a “foot in the door” piece with ad samples and broadcast reels by 5 p.m. This panel appeared on the outside of the box. The inside reveal said: “That’s exactly how we feel. We heard…
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portfolio_Alley Grant & Logan

By dpknudtenNov 22, 2013
I was out on my own for a number of years during the virtual agency gig under the moniker Alley Grant & Logan (named for my garage office between Grant & Logan in Denver). So what did I do during those years I was out on my own? Provide “big agency” strategies and concepts to businesses that couldn’t afford “big agency” retainers & fees. These pieces highlight my niche: high quality/low price. Creative Director/Copywriter: D.P.…
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Features & Benefits? Benefits, then Features.

By mctootOct 23, 2013
This is a "duh" post (at least for anybody who deals with marketing on a daily basis.) But all you have to do is look around the marketplace (especially B2B) and you can see terrifically bad examples of a universally recognized marketing rule of thumb being routinely ignored. The rule in question? The one regarding Features vs. Benefits (as in, which comes first.) Features are subject to market change. Benefits are universal and timeless. When…
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