Practical MagicPractical MagicHoward GossageHoward Gossage
NOTE: Some of this work may seem dated - but the original thinking was revolutionary
NOTE: Some of this work may seem dated - but the original thinking was revolutionary
Practical MagicPractical Magic
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Howard GossageHoward Gossage
Howard GossageHoward Gossage• “The Socrates of
San Francisco”–How about a little
2 minute speech?
• “The Socrates of San Francisco”–How about a little
2 minute speech?
Howard GossageHoward Gossage• “The Socrates of
San Francisco”–How about a little
2 minute speech?
• Media Magic
• “The Socrates of San Francisco”–How about a little
2 minute speech?
• Media Magic
Howard GossageHoward Gossage• “The Socrates of
San Francisco”–How about a little
2 minute speech?
• Media Magic
• “The Socrates of San Francisco”–How about a little
2 minute speech?
• Media Magic • The Firehouse! • The Firehouse!
Howard GossageHoward Gossage
Hat Day!Hat Day!–They had fun!–They had fun!
• “The Socrates of San Francisco”–How about a little
2 minute speech?
• Media Magic
• “The Socrates of San Francisco”–How about a little
2 minute speech?
• Media Magic • The Firehouse! • The Firehouse!
The Best Copywriter in San Francisco…
The Best Copywriter in San Francisco…
• Gets The Howard Gossage Award
• Gets The Howard Gossage Award–And a copy
of this book–And a copy
of this book
The Best Art Director in San Francisco
The Best Art Director in San Francisco
• Receives the Marget Larsen Award• Receives the Marget Larsen Award
Howard GossageHoward Gossage• A Unique Understanding of
Media–Ramparts
• A Unique Understanding of Media–Ramparts–The New Yorker–Irish Whiskey
& Irish Coffee–Eagle Shirts
–The New Yorker–Irish Whiskey
& Irish Coffee–Eagle Shirts
Howard GossageHoward Gossage• Ads That
Worked Very Very Well …
(at the time)
• Ads That Worked Very Very Well …
(at the time)
Howard GossageHoward Gossage• Record-Setting Direct Response
• Revolutionized Radio Advertising– Stan Freberg Story
• Record-Setting Direct Response
• Revolutionized Radio Advertising– Stan Freberg Story
Howard GossageHoward Gossage
• Understood the Power of Publicity – Added to Ad Campaigns– Some Campaigns Became Books!– “IMC” before there was IMC!
• Understood the Power of Publicity – Added to Ad Campaigns– Some Campaigns Became Books!– “IMC” before there was IMC!
• Record-Setting Direct Response
• Revolutionized Radio Advertising– Stan Freberg Story
• Record-Setting Direct Response
• Revolutionized Radio Advertising– Stan Freberg Story
Howard GossageHoward Gossage• More Than Advertising…
–Popularized (Publicized) Media Guru Marshall McLuhan
• More Than Advertising…–Popularized (Publicized)
Media Guru Marshall McLuhan
Howard GossageHoward Gossage• More Than Advertising…
–Popularized (Publicized) Media Guru Marshall McLuhan
• More Than Advertising…–Popularized (Publicized)
Media Guru Marshall McLuhan
QuickTime™ and aSorenson Video decompressorare needed to see this picture.
Howard GossageHoward Gossage• More Than Advertising…
–Popularized (Publicized) Media Guru Marshall McLuhan
• More Than Advertising…–Popularized (Publicized)
Media Guru Marshall McLuhan –Helped Create Modern
Environmental Movement • w. David Brower
–Helped Create Modern Environmental Movement • w. David Brower
Howard GossageHoward Gossage• More Than Advertising…
–Popularized (Publicized) Media Guru Marshall McLuhan
• More Than Advertising…–Popularized (Publicized)
Media Guru Marshall McLuhan –Helped Create Modern
Environmental Movement • w. David Brower
–Helped Create Modern Environmental Movement • w. David Brower
–Almost Created a Small Country in the Caribbean (Anguilla)
–Almost Created a Small Country in the Caribbean (Anguilla)
Howard GossageHoward Gossage• An Ad Man Who Thought
There Were Things More Important Than Advertising–A Duty to the Public–Howard on Billboards–Media & “The Hot Dog Analogy”–“The Billion Dollar Hammer”
• An Ad Man Who Thought There Were Things More Important Than Advertising–A Duty to the Public–Howard on Billboards–Media & “The Hot Dog Analogy”–“The Billion Dollar Hammer”
Key Concepts:Key Concepts:• Propaganda & Propagation
–Advertising as publicity catalyst• Involvement• Media “Extensions”• Practical Magic• Our Larger Role in Society
• Propaganda & Propagation–Advertising as publicity catalyst
• Involvement• Media “Extensions”• Practical Magic• Our Larger Role in Society
Key Concepts:Key Concepts:• Propaganda &
Propagation–Advertising as
Interactive Dialogue w. Audience
• Propaganda & Propagation–Advertising as
Interactive Dialogue w. Audience
Key Concepts:Key Concepts:• Propaganda &
Propagation–Advertising as
Interactive Dialogue w. Audience
–Qantas
• Propaganda & Propagation–Advertising as
Interactive Dialogue w. Audience
–Qantas
Key Concepts:Key Concepts:• Propaganda &
Propagation–Advertising as
Interactive Dialogue w. Audience
–Qantas
• Propaganda & Propagation–Advertising as
Interactive Dialogue w. Audience
–Qantas
Key Concepts:Key Concepts:• Involvement
–“leave room for the mouse”
–Coupons & Contests
–Irish Whiskey
• Involvement–“leave room for
the mouse”–Coupons &
Contests–Irish Whiskey
Key Concepts:Key Concepts:• Involvement
–“leave room for the mouse”
–Coupons & Contests
–Eagle Shirts
• Involvement–“leave room for
the mouse”–Coupons &
Contests–Eagle Shirts
Key Concepts:Key Concepts:• Media
Extensions• Media
Extensions• Involvement
–“leave room for the mouse”
–Coupons & Contests
–Eagle Shirts
• Involvement–“leave room for
the mouse”–Coupons &
Contests–Eagle Shirts
Key Concepts:Key Concepts:• Propaganda &
Propagation• Propaganda &
Propagation–Advertising as
a publicity catalyst
• Rainier Ale
–Advertising as a publicity catalyst
• Rainier Ale
Key Concepts:Key Concepts:
The Beethoven Sweatshirt
The Beethoven Sweatshirt
• Propaganda & Propagation–Advertising as
a publicity catalyst
• Rainier Ale
• Propaganda & Propagation–Advertising as
a publicity catalyst
• Rainier Ale
Key Concepts:Key Concepts:• Propaganda &
Propagation–Advertising as
a publicity catalyst
• Rainier Ale
• Propaganda & Propagation–Advertising as
a publicity catalyst
• Rainier Ale
• Example: Scientific American Paper Airplane Contest
• Example: Scientific American Paper Airplane Contest
Practical MagicPractical Magic
• Example: Scientific American Paper Airplane Contest
• Example: Scientific American Paper Airplane Contest
Practical MagicPractical Magic
Practical MagicPractical Magic• Example:
Scientific American Paper Airplane Contest
• Example: Scientific American Paper Airplane Contest
Another Media ExtensionAnother Media Extension
Practical MagicPractical Magic
You Can Do ThisYou Can Do This• Propagate Your Brand!
–Contests–Continuity–Publicity
• Involvement!• Media Extensions!
• Propagate Your Brand!–Contests–Continuity–Publicity
• Involvement!• Media Extensions!
• Organic Campaign Creation
• What’s the Magic Trick?–PINK AIR!
• Organic Campaign Creation
• What’s the Magic Trick?–PINK AIR!
Practical MagicPractical Magic
PINK AIR!PINK AIR!
PINK AIR!PINK AIR!
PINK AIR!PINK AIR!
PINK AIR!PINK AIR!
PINK AIR!PINK AIR!
PINK AIR!PINK AIR!
PINK AIR!PINK AIR!
Practical MagicPractical Magic• That’s what
advertising is…– “Pango Peach”
article (Harpers)– Imitative &
Contagious Magic– Totems & Taboos– Icons (shirt label)
• That’s what advertising is…– “Pango Peach”
article (Harpers)– Imitative &
Contagious Magic– Totems & Taboos– Icons (shirt label)
Practical MagicPractical Magic• That’s what
advertising is…– “Pango Peach”
article (Harpers)– Imitative &
Contagious Magic– Totems & Taboos– Icons (shirt label)– Myth & Metaphor
• That’s what advertising is…– “Pango Peach”
article (Harpers)– Imitative &
Contagious Magic– Totems & Taboos– Icons (shirt label)– Myth & Metaphor
• That’s what advertising is…– “Pango Peach”
article (Harpers)– Imitative &
Contagious Magic– Totems & Taboos– Icons (shirt label)– Myth & Metaphor
• Modern example…
• That’s what advertising is…– “Pango Peach”
article (Harpers)– Imitative &
Contagious Magic– Totems & Taboos– Icons (shirt label)– Myth & Metaphor
• Modern example…
Practical MagicPractical Magic
You Can Do ThisYou Can Do This• Make Some Magic!
–Take your brand and develop a practical but magical property
–Best Ideas Get a Prize!•www.adbuzz.com
• Make Some Magic!–Take your brand and develop a practical but magical property
–Best Ideas Get a Prize!•www.adbuzz.com
A Larger Role…A Larger Role…• Our Larger
Role in Society • “Our Fictitious
Freedom of the Press”
• Our Larger Role in Society
• “Our Fictitious Freedom of the Press”
• The Hot Dog Analogy
• The Hot Dog Analogy
–From media serving its readers/viewers/etc. to…
–Media delivering readers/ viewers/etc. to advertisers
–Are you served or delivered?–And… has that made it a better
or worse environment for advertising?
–From media serving its readers/viewers/etc. to…
–Media delivering readers/ viewers/etc. to advertisers
–Are you served or delivered?–And… has that made it a better
or worse environment for advertising?
The Big Flip!The Big Flip!
• Our Larger Role in Society
• Our Larger Role in Society
• Lamb Chops• Lamb Chops
A Larger Role…A Larger Role…
• Anguilla• Leopold Kohr • “…a nation of bus
boys.”
• Anguilla• Leopold Kohr • “…a nation of bus
boys.”
• Our Larger Role in Society
• Sierra Club
• Our Larger Role in Society
• Sierra Club
A Larger Role…A Larger Role…
• Our Larger Role in Society
• Sierra Club• Protect the
Grand Canyon Project
• Our Larger Role in Society
• Sierra Club• Protect the
Grand Canyon Project
A Larger Role…A Larger Role…
• Aftermath• Aftermath
The Magic of Connection:The Magic of Connection:
• People & Ideas!– McLuhan– Steinbeck– Leopold Kohr – Ramparts – …and more
• He’d promote new ideas for the joy of it
• People & Ideas!– McLuhan– Steinbeck– Leopold Kohr – Ramparts – …and more
• He’d promote new ideas for the joy of it
Lunch: Landor, Gossage, McLuhan, Wolfe… and more.
Lunch: Landor, Gossage, McLuhan, Wolfe… and more.
You Can Do ThisYou Can Do This• Have a Higher Purpose!• Be Flahoolick!
–Use your talents with “princely generosity”
• Have as much fun as possible.–Host a lunch w.bright people.–Write a letter.–
• Have a Higher Purpose!• Be Flahoolick!
–Use your talents with “princely generosity”
• Have as much fun as possible.–Host a lunch w.bright people.–Write a letter.–
Final Thought…Final Thought…What are you
doing to make the world a better
place?[The Howard Gossage Good Deed Exercise]
What are you doing to make the
world a better place?
[The Howard Gossage Good Deed Exercise]
Howard Gets The Last Word…
Howard Gets The Last Word…
Famous Last Words…
Famous Last Words…
“Mammonoids & Tediophobes”“Mammonoids
& Tediophobes”
Any Questions
Any Questionsor Many
Questions?or Many
Questions?