August 2, 2022 • 16 mins
Humor is pretty popular with insurance commercials these days. But back in 2000, there was only the duck. This week, I spoke with Tom Amico and Eric David, the creators of the Aflac duck. For more on Tom and Eric’s work, check out TomAndEric911.com.
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The Sound In Marketing Podcast is produced by Dreamr Productions and hosted, written, and edited by Jeanna Isham. It is available on all the major podcast channels here https://pod.link/1467112373.
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Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:03):
Welcome to the Sound in Marketing podcast.
Today's guests are.
Hi, my name is Tom Amico.
My name is Eric David and togetherTom and I created the Aflac Duck.
I'm your host, Jeanna Isham, owner
and founder of Dreamr Productionsand Sound in Marketing Learning.
I create, consult and educate brands
and individualson the power of sound in marketing.
(00:27):
Now on to the show.
Tom Amico and EricDavid have been in advertising copywriter
and art director creative teamfor the better part of 20 years.
One of their first collaborationswas the creation of the Aflac Duck.
Now in its 22nd year,The Duck is an inductee in the Advertising
Icon Museum and on the Madison AvenueAdvertising Walk of Fame.
(00:47):
The duck has been featured
in advertising textbooksand the Harvard Business Review.
The New York Times, Wall StreetJournal, and on CBS and ABC news.
Tom, Eric, welcome to the show.
Great to be here.
Thanks for having us.
So let's just start at the beginning.
How did the Aflac duck come around?
Was it an idea that Aflac had,
(01:08):
or did you just throw somethingcompletely zany in their direction?
Well, we had Eric and I had been workingfor Linda Kaplan Thaler, at the Kaplan Thaler Group
For about a year or twoworking on toys R us.
Linda.
Speaking of sounds and musicthat stick in Your head
had written, I don't want to grow upI’m a toys R us, kid.
(01:30):
When a testing service
that had worked for the CEO of thatflag Dan Amos
said, you know, you really oughtto check out the Kaplan Thaler group
if you really wantto get your name on the map
and get the bang for the buckof what you're spending on media.
And very unhappywith this advertising agency of ten years
(01:52):
that was spending $50 million a yearand only getting
10% of awareness for the name Aflac.
When Linda called us into her officeto give us this assignment to work on,
she basically said, okay,
we just got this interesting assignmentfrom this company in Georgia
and like Tom said,you know, the history of their advertising
(02:14):
has not been successful.
And, you know, Linda wanted peopleto remember his name.
So she said to us,so there's a company in Georgia
and all they want is name recognition.
They have this name that no one remembers,
and they want to have name recognitionthat that's the assignment.
So we said, great,and it's for an insurance company.
(02:34):
And we said, great, what's the name?
And as soon as she said Aflac,
it was like, could you have a name
that was a more difficult nameto try and get people to remember?
It sounds like the Bronx.
It wasn't like Crystal insuranceor Excellente Insurance.
They didn't have any panache to the name.
(02:56):
A pretty big challengeto make people remember a name like Aflac.
There was literally a creative shootoutbetween Kaplan Taylor,
Group where Eric and I worked,and two other agencies.
They would pay for 4 ideas to get tested.
We had four ideas, and we still thought,like we weren't sure if
(03:17):
and if we still had the idea.
So actually, the duck was the 5th ideathat we ended up
paying on our own.
Which ever campaigns scored the highest
on the firm ASI’s test
score that they were going to be awardedthe business, which is a little unusual.
A lot of times in creative pitch outs,there's other factors involved, like,
(03:40):
you know, relationshipsand the account people
and the strategic departmentand the media department.
But this was a clear cut creative pitch.
And we were kind of saying, gee, is thatgood enough to either win the business
or remember the name of the companyand Dan Amos had told us,
I don't care if you put a naked mantap dancing on a roof.
(04:02):
I just want people to knowthe name of the company.
He said he was sick and tired of walkinginto conferences introducing himself.
Dan Amos from Aflacand people saying like, what is that?
So sitting on our laurels,we had one idea that we liked,
and 2 or 3 others were in the mixfrom other creative teams at the agency.
(04:25):
I said, wewe have to keep working on this.
I don't think we're going to bewe're going to win the shootout.
I don't think it's a good enough idea
task with having to rememberthe name of the company.
So Eric decided to go to lunch and
I got angry at him for going to lunch,and he came back
an hour later,which was also kind of pissing me off.
(04:49):
We only had another day or twoto come up with another idea.
Fast forward to lunch.
You know, like,what's going to be this next idea
that we're going to have we worked at,you know, kind of frustration.
And while I'm at at lunch, I'm like
walking like one of those crazy peopleyou hear talking out loud in the street.
And I just say, you know, how do you getpeople to remember this name “AFLAC”?
(05:12):
And I'm saying this out loud.
Aflac, Aflac, Aflac,
Aflac, and all of a suddenit sounded like a duck to me.
I went back and I saw Tom with my lunchand he says, I'm glad you're back.
And I said, well, I had this idea.
And I said, how about it'sa duck that says the name Aflac.
(05:34):
And he basically said, well,that's so stupid, it might just work.
And basicallywrote the first script within a half hour.
Here we were, you know,
kind of being angry at each other overnot having another idea and me
being angry at Eric going to lunchand came up with, like, this angry duck
who went out theresaying the name of the company to people
(05:54):
who weren't paying attention to him.
So that was sort ofrooted in the character
early on of the duck that we didn'twe wanted to make sure
we weren't creating another cuteand cuddly, you know,
advertising mascot like Tonythe Tiger or the Pillsbury Doughboy.
The first commercial actually ran
(06:15):
midnight of 2000 on CNN.
The company got more hits on their websitethe next day.
Then they had in the previous ten years.
When I got hurt in this line of work
that I had supplemental insurancesupplement insurance what’s that? Aflac.
I believe in best insurance
(06:35):
doesn't give you a cash to coverthings like loss pay, other expenses.
This does.
What, does? Aflac.should I ask about it at work?
Really? What’s it called? Aflac!
Aflac.
Without it, no insurance is complete.
Aflac.
(06:58):
The fact that we were goingto send this duck out into the world,
telling people who would were unawareof not only Aflac, the company,
but what it was,what the kind of insurance that it was,
which was supplemental insurance,which was on, on its own.
Kind of difficult to understand.
(07:18):
And that's sort of
became the thread that,
you know, led Eric and I to create
70 to 80 commercials around it.
And then incorporate the duck into,the website.
The kind of advertising they were doingwas very like, you know, you know,
(07:40):
heartstring, you know, you want to protectyour family, get a piece of the rock.
You know, it was everything was like,homogenized the way, you know,
insurance was presented.
A lot of insurance advertisingis, you know,
is a lot there's a lot of humor inadvertising now.
But at that time, there wasn'tthe normal recall score
(08:01):
in the insurance category was an 11.
So when we presented work,
you know,we knew it had at least reached that far.
And basically Dan said, whatever agency
gets the highest recall score,that beats an 11.
Will basically
win the business, like Tom said,you know, it wasn't about relationships.
(08:24):
or who knows who.This is strictly a numbers game.
Whoever gets, you know,whoever wins the most points wins.
The norm for insuranceadvertising at that time, which,
Eric said was kind of like,
he has his mother's eyes,but what if he gets hurt?
That's what they were running.
It was kind of like pablum.
Served up on a on a spoon.
(08:47):
The Duck wound up getting a 28.
It was, like, three times the norm.
And what's kind of funnyis that the the backup campaign
that also was by me and Eric.
We used the comedian Ray Romanoto explain Affleck to his kid
that scored about a 16 or 18.
And so we would have won the businesseven with that back up campaign.
(09:10):
And we wanted to do Ray Romano at the timebecause he had just, you know, his show
Everyone Loves Raymond,which is a big family show.
And not a lot of people know that.
Aflac stands for American Family Life
Assurance Company of Columbus.
So, you know, it'sa very family orientated,
(09:30):
you know, it's a very familyrun business itself.
And because it's for the family, you know,we thought Ray Romano would be a great,
spokesperson.
So thatwas why we had used him as a campaign.
And that's why that scored, you know, aswell as it did as well.
And the other thing to remember
is that Aflac, it's essentially,you know, cancer insurance.
(09:52):
So they have this specific policythat if you're diagnosed with cancer,
they automatically send you $50,000.
And when we went tothe head account person the kind of suit
to, in the room
that, oh, we have this duck,you know, that says Aflac.
She's like, you're going to showthat over my dead body.
(10:15):
And I was like, well, well,we might have to kill you because
we're definitely showing it.
And to her credit,
you know Linda, Linda immediately,you know, saw how it could work.
And as did the CEO Dan Amos,
who we got on the phone and
Linda said, I knowwe already have four ideas in the mix,
(10:36):
but we had this kind of out therefifth idea,
and we read the scriptto Dan over the phone, and when they even
offered to pay the extra $10,000to get this additional spot tested,
and he kind of didn't blink and said,yeah, let's do it.
However, he was wise enough
(10:58):
not to tell anyone on the boardthat he was
he just okay’d,you know, multimillion dollar campaign.
And we we were we were spendinglike $1 million a commercial like that
at that point that he hadhe had okayed this campaign in which a duck
is walking around various locations,
(11:20):
you know, squawking the name Aflac.
There's a saying, you know, clientsget the advertising they deserve
and Dan deserved great advertisingbecause he's a great client
and let you know, like,
you go to the doctorand the doctor gives you a prescription.
You don't tell the doctor, no,I don't want that.
You listen to the doctor.
And that's kind of likehow he treated our agency and us,
(11:42):
which is quite unusual in the business.
So wehave we have, you know, Dan has to get,
you know, kudos and all the creditbecause without his support behind it
and him giving us,you know, the trust that he gave us,
we wanted to have,you know, there would be no Aflac duck.
(12:03):
And as a matter of fact,because of his beliefs
and the way he worked, like Tom said,he didn't tell any of his people
on the board in the first timethat anyone in the company,
including top board members,found out what their new advertising
campaign was going to bewas when Tom and I went down.
They do like a focus presentationto their 800
(12:26):
top salespeople every year.
And that's when, and that'swhen Tom and I presented the duck.
Thousands of salespeople in the audience.
And these salespeople,mind you, only work on commission.
So they were used to making,you know, a somewhat decent wage.
All those years. And then
(12:48):
Dan introduced
Eric and I to show,like the new advertising campaign.
And we had shotthree commercials over the summer.
This was a meetingthat took place in December.
We played the first spot in which,like the duck, wanders out of a pond
in a park and walks up to two guys saying,hey, you know, if you get sick
and can't work, you need to have Aflacand the guys like Aflac.
(13:11):
What's that?
Duck says AFLAC and kicksa breadcrumb back at them,
that one of the guyshad just tossed to the duck.
And when we
showed the first commercialand the duck first saying Aflac,
there was like a like thunderous applause
and a standing ovation,you couldn't hear the end of the spot.
(13:31):
We had to stopand start the spot over again
and then Eric and I subsequently,you know,
ran the business for 15 years and
it was the same sort of reaction to.
So everything that we showed them.
But I'll never forget,you know, after 1 or 2 years, you know,
I would have more than 1 or 2people saying, oh, I was a schoolteacher
(13:55):
making $30,000 a year,and now I'm making three figures.
And there's a guy that I grew up within Brooklyn who said,
you know, because of you, I'mthe regional sales manager of 16 states,
and I've been with the company
for the five previous years,and I never got advanced.
And then here I am running, you know,half the country, all because of the duck.
(14:19):
So, Affleck's awarenesswent from only, like, unaided awareness
when asked in a survey to from like 11%
to by two years, having 92% awareness.
And the company itselfwent from a $4 billion company in revenue
to an $11 billion company in revenue,
(14:42):
4 to 11, in just four years.
And Dan Amos was on CNBC saying,and the only thing that changed
was the advertising, italmost tripled its billings in four years.
It's amazing.
The other sort of interestingthing is that because
the company was built basically,
(15:03):
on a kind of just like, as I
said, sales,it was all about sales, sales, sales.
They didn't even havea marketing department.
But but they instituted oneafter the like.
Their sales were going through the roofand they're like, wait a minute,
maybe we should actually havelike a marketing director
and an advertising directorand a CMO, a CMO.
(15:27):
So they started to get more and moresophisticated that the years went on.
But as Eric said, you know,it was the duck that laid the golden eggs.
So Dan Amos gave gave us a lot of creative
leeway in terms ofwhat are we going to do next then?
And pretty much every,every time we showed
(15:49):
new work and new situationsthat we put the duck in, we got carte
blanche approval to go,do you know, do whatever kind of we want?
We wanted just because he didn'twant to mess with any kind of success.
So that is also very unusualto have in a client where it's
so hands off that they totally trustthe thing that they had before them.
(16:11):
I hope you're enjoying the show.
Stay tuned for part two with Tom and Ericwhere we talk more about the duck,
more specifically, how the decision wasmade to use the voice of Gilbert Godfried.
Don't forget to subscribeon all the major podcast channels,
share with friends, follow and rate.
Spread the word because, well,more people should know about this stuff.
(16:32):
I know you know that. Now.
For any other inquiries, you can find meon LinkedIn, Twitter and Facebook.
You can also email me at Jeanna@DreamrProductions.com
Jeanna@DreamrProductions.com
All links will be provided in the show.Notes.
Let's make this world of soundmore intriguing, more unique, and more
and more on brand.
Welcome to the Sound in Marketing podcast.
Today's guests are.
Hi, my name is Tom Amico.
My name is Eric David and togetherTom and I created the Aflac Duck.
I'm your host, Jeanna Isham, owner
and founder of Dreamr Productionsand Sound in Marketing Learning.
I create, consult and educate brands
and individualson the power of sound in marketing.
(00:27):
Now on to the show.
Tom Amico and EricDavid have been in advertising copywriter
and art director creative teamfor the better part of 20 years.
One of their first collaborationswas the creation of the Aflac Duck.
Now in its 22nd year,The Duck is an inductee in the Advertising
Icon Museum and on the Madison AvenueAdvertising Walk of Fame.
(00:47):
The duck has been featured
in advertising textbooksand the Harvard Business Review.
The New York Times, Wall StreetJournal, and on CBS and ABC news.
Tom, Eric, welcome to the show.
Great to be here.
Thanks for having us.
So let's just start at the beginning.
How did the Aflac duck come around?
Was it an idea that Aflac had,
(01:08):
or did you just throw somethingcompletely zany in their direction?
Well, we had Eric and I had been workingfor Linda Kaplan Thaler, at the Kaplan Thaler Group
For about a year or twoworking on toys R us.
Linda.
Speaking of sounds and musicthat stick in Your head
had written, I don't want to grow upI’m a toys R us, kid.
(01:30):
When a testing service
that had worked for the CEO of thatflag Dan Amos
said, you know, you really oughtto check out the Kaplan Thaler group
if you really wantto get your name on the map
and get the bang for the buckof what you're spending on media.
And very unhappywith this advertising agency of ten years
(01:52):
that was spending $50 million a yearand only getting
10% of awareness for the name Aflac.
When Linda called us into her officeto give us this assignment to work on,
she basically said, okay,
we just got this interesting assignmentfrom this company in Georgia
and like Tom said,you know, the history of their advertising
(02:14):
has not been successful.
And, you know, Linda wanted peopleto remember his name.
So she said to us,so there's a company in Georgia
and all they want is name recognition.
They have this name that no one remembers,
and they want to have name recognitionthat that's the assignment.
So we said, great,and it's for an insurance company.
(02:34):
And we said, great, what's the name?
And as soon as she said Aflac,
it was like, could you have a name
that was a more difficult nameto try and get people to remember?
It sounds like the Bronx.
It wasn't like Crystal insuranceor Excellente Insurance.
They didn't have any panache to the name.
(02:56):
A pretty big challengeto make people remember a name like Aflac.
There was literally a creative shootoutbetween Kaplan Taylor,
Group where Eric and I worked,and two other agencies.
They would pay for 4 ideas to get tested.
We had four ideas, and we still thought,like we weren't sure if
(03:17):
and if we still had the idea.
So actually, the duck was the 5th ideathat we ended up
paying on our own.
Which ever campaigns scored the highest
on the firm ASI’s test
score that they were going to be awardedthe business, which is a little unusual.
A lot of times in creative pitch outs,there's other factors involved, like,
(03:40):
you know, relationshipsand the account people
and the strategic departmentand the media department.
But this was a clear cut creative pitch.
And we were kind of saying, gee, is thatgood enough to either win the business
or remember the name of the companyand Dan Amos had told us,
I don't care if you put a naked mantap dancing on a roof.
(04:02):
I just want people to knowthe name of the company.
He said he was sick and tired of walkinginto conferences introducing himself.
Dan Amos from Aflacand people saying like, what is that?
So sitting on our laurels,we had one idea that we liked,
and 2 or 3 others were in the mixfrom other creative teams at the agency.
(04:25):
I said, wewe have to keep working on this.
I don't think we're going to bewe're going to win the shootout.
I don't think it's a good enough idea
task with having to rememberthe name of the company.
So Eric decided to go to lunch and
I got angry at him for going to lunch,and he came back
an hour later,which was also kind of pissing me off.
(04:49):
We only had another day or twoto come up with another idea.
Fast forward to lunch.
You know, like,what's going to be this next idea
that we're going to have we worked at,you know, kind of frustration.
And while I'm at at lunch, I'm like
walking like one of those crazy peopleyou hear talking out loud in the street.
And I just say, you know, how do you getpeople to remember this name “AFLAC”?
(05:12):
And I'm saying this out loud.
Aflac, Aflac, Aflac,
Aflac, and all of a suddenit sounded like a duck to me.
I went back and I saw Tom with my lunchand he says, I'm glad you're back.
And I said, well, I had this idea.
And I said, how about it'sa duck that says the name Aflac.
(05:34):
And he basically said, well,that's so stupid, it might just work.
And basicallywrote the first script within a half hour.
Here we were, you know,
kind of being angry at each other overnot having another idea and me
being angry at Eric going to lunchand came up with, like, this angry duck
who went out theresaying the name of the company to people
(05:54):
who weren't paying attention to him.
So that was sort ofrooted in the character
early on of the duck that we didn'twe wanted to make sure
we weren't creating another cuteand cuddly, you know,
advertising mascot like Tonythe Tiger or the Pillsbury Doughboy.
The first commercial actually ran
(06:15):
midnight of 2000 on CNN.
The company got more hits on their websitethe next day.
Then they had in the previous ten years.
When I got hurt in this line of work
that I had supplemental insurancesupplement insurance what’s that? Aflac.
I believe in best insurance
(06:35):
doesn't give you a cash to coverthings like loss pay, other expenses.
This does.
What, does? Aflac.should I ask about it at work?
Really? What’s it called? Aflac!
Aflac.
Without it, no insurance is complete.
Aflac.
(06:58):
The fact that we were goingto send this duck out into the world,
telling people who would were unawareof not only Aflac, the company,
but what it was,what the kind of insurance that it was,
which was supplemental insurance,which was on, on its own.
Kind of difficult to understand.
(07:18):
And that's sort of
became the thread that,
you know, led Eric and I to create
70 to 80 commercials around it.
And then incorporate the duck into,the website.
The kind of advertising they were doingwas very like, you know, you know,
(07:40):
heartstring, you know, you want to protectyour family, get a piece of the rock.
You know, it was everything was like,homogenized the way, you know,
insurance was presented.
A lot of insurance advertisingis, you know,
is a lot there's a lot of humor inadvertising now.
But at that time, there wasn'tthe normal recall score
(08:01):
in the insurance category was an 11.
So when we presented work,
you know,we knew it had at least reached that far.
And basically Dan said, whatever agency
gets the highest recall score,that beats an 11.
Will basically
win the business, like Tom said,you know, it wasn't about relationships.
(08:24):
or who knows who.This is strictly a numbers game.
Whoever gets, you know,whoever wins the most points wins.
The norm for insuranceadvertising at that time, which,
Eric said was kind of like,
he has his mother's eyes,but what if he gets hurt?
That's what they were running.
It was kind of like pablum.
Served up on a on a spoon.
(08:47):
The Duck wound up getting a 28.
It was, like, three times the norm.
And what's kind of funnyis that the the backup campaign
that also was by me and Eric.
We used the comedian Ray Romanoto explain Affleck to his kid
that scored about a 16 or 18.
And so we would have won the businesseven with that back up campaign.
(09:10):
And we wanted to do Ray Romano at the timebecause he had just, you know, his show
Everyone Loves Raymond,which is a big family show.
And not a lot of people know that.
Aflac stands for American Family Life
Assurance Company of Columbus.
So, you know, it'sa very family orientated,
(09:30):
you know, it's a very familyrun business itself.
And because it's for the family, you know,we thought Ray Romano would be a great,
spokesperson.
So thatwas why we had used him as a campaign.
And that's why that scored, you know, aswell as it did as well.
And the other thing to remember
is that Aflac, it's essentially,you know, cancer insurance.
(09:52):
So they have this specific policythat if you're diagnosed with cancer,
they automatically send you $50,000.
And when we went tothe head account person the kind of suit
to, in the room
that, oh, we have this duck,you know, that says Aflac.
She's like, you're going to showthat over my dead body.
(10:15):
And I was like, well, well,we might have to kill you because
we're definitely showing it.
And to her credit,
you know Linda, Linda immediately,you know, saw how it could work.
And as did the CEO Dan Amos,
who we got on the phone and
Linda said, I knowwe already have four ideas in the mix,
(10:36):
but we had this kind of out therefifth idea,
and we read the scriptto Dan over the phone, and when they even
offered to pay the extra $10,000to get this additional spot tested,
and he kind of didn't blink and said,yeah, let's do it.
However, he was wise enough
(10:58):
not to tell anyone on the boardthat he was
he just okay’d,you know, multimillion dollar campaign.
And we we were we were spendinglike $1 million a commercial like that
at that point that he hadhe had okayed this campaign in which a duck
is walking around various locations,
(11:20):
you know, squawking the name Aflac.
There's a saying, you know, clientsget the advertising they deserve
and Dan deserved great advertisingbecause he's a great client
and let you know, like,
you go to the doctorand the doctor gives you a prescription.
You don't tell the doctor, no,I don't want that.
You listen to the doctor.
And that's kind of likehow he treated our agency and us,
(11:42):
which is quite unusual in the business.
So wehave we have, you know, Dan has to get,
you know, kudos and all the creditbecause without his support behind it
and him giving us,you know, the trust that he gave us,
we wanted to have,you know, there would be no Aflac duck.
(12:03):
And as a matter of fact,because of his beliefs
and the way he worked, like Tom said,he didn't tell any of his people
on the board in the first timethat anyone in the company,
including top board members,found out what their new advertising
campaign was going to bewas when Tom and I went down.
They do like a focus presentationto their 800
(12:26):
top salespeople every year.
And that's when, and that'swhen Tom and I presented the duck.
Thousands of salespeople in the audience.
And these salespeople,mind you, only work on commission.
So they were used to making,you know, a somewhat decent wage.
All those years. And then
(12:48):
Dan introduced
Eric and I to show,like the new advertising campaign.
And we had shotthree commercials over the summer.
This was a meetingthat took place in December.
We played the first spot in which,like the duck, wanders out of a pond
in a park and walks up to two guys saying,hey, you know, if you get sick
and can't work, you need to have Aflacand the guys like Aflac.
(13:11):
What's that?
Duck says AFLAC and kicksa breadcrumb back at them,
that one of the guyshad just tossed to the duck.
And when we
showed the first commercialand the duck first saying Aflac,
there was like a like thunderous applause
and a standing ovation,you couldn't hear the end of the spot.
(13:31):
We had to stopand start the spot over again
and then Eric and I subsequently,you know,
ran the business for 15 years and
it was the same sort of reaction to.
So everything that we showed them.
But I'll never forget,you know, after 1 or 2 years, you know,
I would have more than 1 or 2people saying, oh, I was a schoolteacher
(13:55):
making $30,000 a year,and now I'm making three figures.
And there's a guy that I grew up within Brooklyn who said,
you know, because of you, I'mthe regional sales manager of 16 states,
and I've been with the company
for the five previous years,and I never got advanced.
And then here I am running, you know,half the country, all because of the duck.
(14:19):
So, Affleck's awarenesswent from only, like, unaided awareness
when asked in a survey to from like 11%
to by two years, having 92% awareness.
And the company itselfwent from a $4 billion company in revenue
to an $11 billion company in revenue,
(14:42):
4 to 11, in just four years.
And Dan Amos was on CNBC saying,and the only thing that changed
was the advertising, italmost tripled its billings in four years.
It's amazing.
The other sort of interestingthing is that because
the company was built basically,
(15:03):
on a kind of just like, as I
said, sales,it was all about sales, sales, sales.
They didn't even havea marketing department.
But but they instituted oneafter the like.
Their sales were going through the roofand they're like, wait a minute,
maybe we should actually havelike a marketing director
and an advertising directorand a CMO, a CMO.
(15:27):
So they started to get more and moresophisticated that the years went on.
But as Eric said, you know,it was the duck that laid the golden eggs.
So Dan Amos gave gave us a lot of creative
leeway in terms ofwhat are we going to do next then?
And pretty much every,every time we showed
(15:49):
new work and new situationsthat we put the duck in, we got carte
blanche approval to go,do you know, do whatever kind of we want?
We wanted just because he didn'twant to mess with any kind of success.
So that is also very unusualto have in a client where it's
so hands off that they totally trustthe thing that they had before them.
(16:11):
I hope you're enjoying the show.
Stay tuned for part two with Tom and Ericwhere we talk more about the duck,
more specifically, how the decision wasmade to use the voice of Gilbert Godfried.
Don't forget to subscribeon all the major podcast channels,
share with friends, follow and rate.
Spread the word because, well,more people should know about this stuff.
(16:32):
I know you know that. Now.
For any other inquiries, you can find meon LinkedIn, Twitter and Facebook.
You can also email me at Jeanna@DreamrProductions.com
Jeanna@DreamrProductions.com
All links will be provided in the show.Notes.
Let's make this world of soundmore intriguing, more unique, and more
and more on brand.
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