Thinking Inside The Box More Creatively with Dan Cohen, Executive Creative Director at Saatchi New York

Dan Cohen loves a good challenge.

Tell him he can’t say something in a campaign headline and he’ll find a creative way around it, to the delight of clients and customers alike.

Over the past thirty years, Dan’s creative, collaborative approach has helped a wide variety of brands in commoditized categories, including Bounty (paper towels), Charmin (toilet paper), Pampers (diapers), Pepto-Bismol (digestion), and Puffs (facial tissue).

He’s also worked on the other side of the advertising spectrum, re-energizing luxury brands like Rolex, DeBeers, and Bentley. 

No matter what he’s working on though, Dan always manages to find those aha moments hiding in plain sight - in data points, personal experiences, and in casual conversations with his creative teams. 

Some of my favorite aha moments talking with Dan include:

• The data point that became a powerful springboard for Bounty’s latest campaign 
• How to build awareness for brands in commoditized categories
• Charmin’s creative activations in unexpected places like Pottypalooza and Times Square
• How Gen-Z has upended the traditional approach to linear storytelling
• The summer job Dan had in college that taught him a valuable lesson

Show Notes:

Below are links to campaigns, books, and other inspiring ideas that came up during our conversation.

Wingmen Gronk & Julian Edelman Spill the Sauce on Their Patriot Days

Lions - Bounty Wingtracker Campaign | The Work

Charmin Restroom Activation in Times Square

Charmin Rollbot at the Consumer Electronics Show

Charmin Toilet Tunes - TikTok

Charmin Toilet Tunes - Spotify

Heinz Tilted Ketchup Label

Dan’s Favorite Recent Book - James by Percival Everett