{"id":1220,"date":"2018-08-01T13:12:47","date_gmt":"2018-08-01T20:12:47","guid":{"rendered":"https:\/\/heyadvertising.com\/?p=1220"},"modified":"2023-04-25T02:04:11","modified_gmt":"2023-04-25T09:04:11","slug":"modern-mad-men-say-nothings-worse-than-an-ad","status":"publish","type":"post","link":"https:\/\/heyadvertising.com\/hey-news\/modern-mad-men-say-nothings-worse-than-an-ad\/","title":{"rendered":"Modern ‘Mad Men’ Say Nothing’s Worse than an Ad"},"content":{"rendered":"

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\"Modern<\/div>[vc_column_text]<\/p>\n

This article was written by Emily Parkherst and featured in the Puget Sound Business Journal<\/h2>\n

Ice cubes clink softly as Eric Gutierrez leans back in his chair and swishes the Westland Distillery Single Malt Whiskey around a lowball glass.<\/p>\n

\u201cAnything is better than an ad. What could be worse than an ad?\u201d Gutierrez says, pushing his glasses back against the bridge of his nose.<\/p>\n

That\u2019s an interesting comment coming from an ad guy, I say to him.<\/p>\n

Gutierrez is the creative partner at advertising agency Hey,. Yes, that\u2019s \u201cHey\u201d with a comma after it. It\u2019s meant to be the beginning of a conversation, they tell me.<\/p>\n

And conversation with Gutierrez and his business partner, Chris Lloyd, feels like a modern version of Mad Men \u2013 witty and easy with the casual confidence of people whose job it is to convince us to buy things we don\u2019t always need.
\nIn fact neither of them are far from Mad Men\u2019s fictional world: Lloyd started out his advertising career on the Mad Men stage: Madison Avenue in New York City, and Gutierrez comes by his slick image naturally \u2013 before pursuing a career in advertising, he was cast as the leader of a religious cult in the soap opera Guiding Light.
\nAfter watching himself on TV for six months, Gutierrez said he came to the conclusion that there must be something he could do better than acting.<\/p>\n

After long careers working for big agencies, in 2010, the pair decided to leave worldwide ad agency DDB and start their own company so they could focus on some of the new technology available to them that the bigger agencies aren\u2019t as quick to adopt.
\n\u201cOur solution isn\u2019t a technical solution, it\u2019s the solution that\u2019s the right solution, but 90 percent of the time there\u2019s a technical aspect to it,\u201d Lloyd said.<\/p>\n

And for them, advertising is no longer about creating what many of us think of as \u201cads.\u201d
\nIn fact, as more and more agencies are doing, Hey, avoids traditional ads as much as possible. And so far, it\u2019s working. The 13-person company has gone from $500,000 in revenue in 2010 to more than $2 million this year.
\nIt\u2019s a shift in the advertising world where firms are employing everything from single-service apps to social media to put together campaigns that consumers don\u2019t immediately dismiss as advertising.<\/p>\n

For instance, Hey, represents the luxury Seattle salon Gene Juarez, which came to Lloyd and Gutierrez looking to reach a younger audience.<\/p>\n

In response, they built the \u201cFacebook Beautification Project,\u201d where customers could come into the salon and, for $75, get a full makeover, followed by a photo shoot by a professional photographer. The photos were watermarked with Gene Juarez\u2019s logo, and then those customers could use them as their Facebook profile photos.<\/p>\n

They hired a firm to build a Facebook app that would make the process easy, they worked with a PR firm to handle media, and also worked with event professionals to organize and handle the events at the various salon locations. Hey, put together advertising campaigns for Facebook and Pandora radio, and worked with influential fashion bloggers to spread the word.
\n\u201cAll the events sold out,\u201d Lloyd said, and were also covered by several media outlets.<\/p>\n

This, the pair said, is what modern advertising looks like.<\/p>\n

\u201cTechnology is really just a bigger box of crayons for a creative agency,\u201d Gutierrez said.<\/p>\n

Now, agencies are as much project managers as they are the creative force behind the campaigns as everyone tries to break through the noise consumers are bombarded with on a daily basis.<\/p>\n

\u201cThat\u2019s the story of marketing today. What used to take two tactics takes 20, and each need to connect and work together,\u201d Lloyd said.<\/p>\n

But what\u2019s remained the same and will always remain a part of advertising, Lloyd said, is the focus on storytelling.
\nWell, that and the whiskey.[\/vc_column_text]

<\/div>
<\/div>
<\/div>[vc_column_text]Hey Team<\/strong>
\n\"LinkedIn
\n<\/a><\/span>[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row]<\/p>\n<\/section>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column width=”1\/1″][vc_row_inner][vc_column_inner][vc_column_text] This article was written by Emily Parkherst and featured in the Puget Sound Business Journal Ice cubes clink softly as Eric Gutierrez leans back in his chair and swishes the Westland Distillery Single Malt Whiskey around a lowball glass. \u201cAnything is better than an ad. What could be worse than an ad?\u201d Gutierrez says, pushing his glasses back against the bridge of his nose. That\u2019s an interesting comment coming from an ad guy, I say to him. Gutierrez is the creative partner at advertising agency Hey,. Yes, that\u2019s \u201cHey\u201d with a comma after it. It\u2019s meant to be the beginning of a conversation, they tell me. And conversation with Gutierrez and his business partner, Chris Lloyd, feels like a modern version of Mad Men \u2013 witty and easy with the casual confidence of people whose job it is to convince us to buy things we don\u2019t always need. In fact neither of them are far from Mad Men\u2019s fictional world: Lloyd started out his advertising career on the Mad Men stage: Madison Avenue in New York City, and Gutierrez comes by his slick image naturally \u2013 before pursuing a career in advertising, he was cast as the leader […]<\/p>\n","protected":false},"author":1,"featured_media":3668,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[193],"tags":[],"acf":[],"yoast_head":"\nModern 'Mad Men' Say Nothing's Worse than an Ad | Hey,<\/title>\n<meta name=\"description\" content=\"Emily Parkherst's unique & insightful writing shines in the Puget Sound Business Journal. 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