If you are familiar with ABC Creative Group, then you probably know about our 24hr. Brand Bash. It’s our little way of giving back to our community in a creative way.
For years I wrote checks for fundraisers, golf tournaments, dinners, program ads, you name it. Just to be clear, I have no problem helping out local charities, but as with everything else I wanted to do something a little more creative to give back.
Let me start by saying I stole this idea.
While attending a conference I heard the story of an agency in Minneapolis that did a Red Eye Rebrand. Genius! I love the idea. I wonder what my staff will think?
It’s a simple concept really. We create a website where people can nominate their favorite nonprofit in our community – a nonprofit that just needs a little help telling their story. That’s what we do right?
Once the nonprofit is chosen, we just need to spend 24 hours or so (30, really) developing an entire marketing package for them. You know, a brand-new website, video, printed materials, logos, billboards, radio scripts, press releases, fundraising materials, event promotions and whatever else we think of in our delirious state at 3 a.m.
Basically, we do what would usually take us months in 24 hours. Piece of cake.
Believe it or not, the staff actually liked the idea. At this point, I’m not even really sure it’s legal to make staff work 24 hours straight, but I can only hope no HR detectives are reading this. This will be our fifth year doing the 24hr. Brand Bash and the staff is still excited about it.
On the 27th hour of our first year, I still remember vividly what my staff said to me. It was about 10 a.m. the morning after, the client had left, the work was done. Many tears were shed and everyone was emotionally and physically exhausted.
I stood up to announce to my entire staff how proud I was of them and to thank them for all that they did … when I was interrupted.
The staff interrupted me to tell me thank you.
They thanked me for bringing this concept to ABC and for letting them work 30 hours straight. I had never been prouder of the company than that day.
We had given back to our community and not by writing a check, but by utilizing the talents of all of the amazing people who work here. These efforts have now helped four different nonprofit organizations in our community and I am still overwhelmed with pride when they check in to say thanks for all we did.
So, why did you bring the 24hr. Brand Bash to ABC? That was the question I needed to answer with this post.
Well, it’s because sometimes the advertising world can get a little frustrating. Our ideas are not always viewed as valuable.
Everyone has ideas, right? The industry is not held in the same regard as it once was.
There are so many “agencies” out there producing mediocre products that maybe we have done this to ourselves. I have heard countless times, “Hey, it’s not like we are curing cancer or something.” But what if we could?
Or what if we could at least draw enough attention to a cause that they could raise enough money to help those in need. What if we do actually save a life through our creativity? That is why we do the 24hr. Brand Bash at ABC.
About The Author
Travis arrived at ABC back in 1995, when photography was his main creative outlet. That passion evolved over the next decade as Travis began thinking beyond imagery and pitching his broader ideas and strategies to clients. It was the birth of the idea-based marketing philosophy: Getting to know the client inside out, learning about the successes and failures, then spinning that into an idea that could build a better outcome. That’s the cornerstone he’s built his creative-first agency on since buying the place in 2005. ABC has grown exponentially since then both in terms of people and clients. Local, regional, national, banking, destinations, nonprofits: Travis has greatly expanded services over the years to accommodate them all. He’s also assembled a talented team. Just like them, he’s greeted each morning by a simple reminder etched on the wall: “Create Cool Sh!t Today!” He’s proud to run the kind of agency that does.