Name: Jim Schwenke
Occupation: Maverick
Random Thoughts:
Strive to make all online communications interactive.
Sound Data is the key to Advertising that Works.
Relevant Communications are not redundant.
Social Marketing is nothing new, unless your brand’s been anti-social.
Bits and Pieces:
When I started in advertising, computers filled rooms, games were played in Arcades, payphones were on every corner, and Walkmans were the music player of choice. Yes, things have changed—and I changed, too. I knew when I got into this business that the only way to survive, was to stay ahead of the curve, be a Visionary, and be on that cutting edge of where things are going.
Yeah, I started out in General, then I switched to Direct, dabbled in Promotions, and dove headlong into the Digital world. Along the way, I evolved my work—based on my experiences—into each new area, creating BrandDirect or ImageResponse campaigns, DirectPromotions, and InteractiveDirect. I’m one of those creatives that feeds on Data—and I’ll search out the best stuff.
Like everyone else in this business, I put in the long hours, the all nighters and the countless weekends. I worked in New York, Boston, and now San Francisco. I worked my way up from being a Mechanical Artist—what’s that?—to being a Global ECD. I’ve created campaigns that have blown away traditional “results.” And I led teams as small as 1 person, to virtual teams in the 20s, to global teams in over 19 countries.
I’m passionate about relevancy, focused on dialog—two-way of course, and love to be challenged by great talent. I’ve built numerous award-winning teams—teams that strive for outstanding results, love to be “tested,” and, like me, are always looking for new ways to challenge the norm.
Some Highlights:
1) Part of two-man “Direct” team that partnered with Chiat/Day in the general pitch for Amex Gold Card. Chiat/Day won the business. Direct was not up for review, but we “stole” the business from McCann Direct with our Integrated DM Campaign work.
2) Creative Lead in the development of Charles Schwab’s first website. Using a team of “paper-based” creatives, I orchestrated the team in new roles—had the writers do the architecture, voice, and library system, Art Directors handled the brand look and feel, organization, and navigation. We were the first Brokers online, and we won numerous awards for our work.
3) Created the digital components for Microsoft’s first Integrated on- and offline campaign. The website—SeeMyStory.com—and banners for Windows 2000 featured videos from the general campaign. Client said, “I can’t tell which came first, the print/TV or the online work.”
4) Developed a training program for creatives that involves exercises outside of the office. It helps them understand Creative Strategies, all the info gathered for them, and then shows the actual execution of the strategy. With this training, I am able to increase creativity and produce more “on-strategy” work with my teams.
5) Lead the first truly integrated Global Campaign for Microsoft. Worked with teams from over 19 different countries to coordinate imagery and offers that were appropriate for each country—something that hadn’t been done in the past. Built a Global Library of images—online—that allowed all countries access and reduced image costs substantially.
The Net-Net:
What am I? Who am I? And where do I see myself fitting in…
I’m an Integrated Strategist, a Creative Visionary, and Selfless Mentor. I understand consumer behavior, know that it’s constantly changing—thanks to all those techno-geniuses out there, and have a knack for being in the forefront of where things are heading.
Currently, I’m immersed in Social and Mobile—seeing how they integrate into the “conversation.” I’m fascinated with the prospect of knowing someone’s behavior patterns and providing them with messaging ahead of their “expected” action—Behavioral Data Marketing—basically, creating conversations on the fly using data to “anticipate” their every action, whether it’s online or offline—knowing that, and providing stimulus at just the right moment—almost like I’m reading their minds.
Maybe that’s why I tell people that I practice the Psychology of Advertising.
So where do I fit in?
Organizations that have similar philosophies—forward thinking, willing to be the first to try something new—again and again, confident in whom they are as a brand and as an organization. Looking for someone to challenge and question the status quo. Willing to laugh at ourselves and not always take things so seriously, even though we take our business and our client’s business very seriously—yet, at the same time, focusing on generating top-shelf results and year-over-year profitability.