OH, HEY THERE
ROSS SNODGRASS
Group Creative Director
Forward-embracing, concept-crushing, good-time-loving, brand-building, creative force. Inspiring, energetic team builder and curator of top-performing talent. Client whisperer. New biz MACHINE. Heavyweight presenter.
WANNA SEE SOME WORK?
KEEP SCROLLIN’
ASK: Develop a 360 branding campaign promoting a value proposition that would resonate at EVERY touchpoint of the Red Robin experience: front of house, back of house, on broadcast, online and up and down the halls of corporate. SOLUTION: At Red Robin, you get All the Fulls. It wasn’t a tagline, but a creative foundation built around the strategy that “Red Robin delivers a Full Belly, Full Wallet and Full Heart.”
RED ROBIN
ASK: Develop original, branded, non-brick-and-mortar food concepts, solely for home delivery, that Red Robin could fulfill out of its current kitchens, rented kitchens, or prepared in food trucks parked wherever and whenever demand was highest. THE SOLUTION: Three completely different offerings appealing to a range of consumer tastes, opening new opportunities for this chain known for being burger experts.
GHOST KITCHEN CONCEPTS -RR
You read that right. ASK: Could Red Robin use the organic interface of Tinder to promote its summer of spice to build affinity with millennials? SOLUTION: Yes.
RED ROBIN X TINDER
ASK: Never stop thinking of partnerships and promotional ideas to get incremental out-of-aisle display everywhere Kellogg’s products are sold. SOLUTION: Sometimes, we succeeded through tie-ins with marquis entertainment properties. Other times, we fabricated a selling idea based upon seasonality, retailer priorities or target market passion points.
KELLOGG’S
ASK: Create a dynamic cereal box promotion featuring Disney Parks. SOLUTION: Turn every Kellogg’s box into a “storybook” that, when scanned with a phone or tablet, unlocks one of three, custom, digital interactive Disney Parks experiences.
KELLOGG’S/DISNEY PARKS STORYBOXES
ASK: Create an ownable, hopefully repeatable, 360 holiday thematic for all marketing touchpoints. But especially stores. SOLUTION: Meet “Ty” the ribbon. A bounding, playful symbol of gift giving that came to life with a personality all her own.
AT&T HOLIDAY
For ten years I had the privilege of working in-house at Disney promoting its Theme Parks around the world. We created 360 campaigns for new attractions, parades, shows and concert series. For 8 years I branded the 360 campaigns for the holiday events in all Walt Disney World Theme Parks. Food & Wine and Arts festivals. I was instrumental in marketing the inaugural Halloween festival at Disneyland Paris. I was asked to create the invitations for the world press to attend the openings of Disney’s Animal Kingdom and Hong Kong Disneyland. However, my greatest accomplishment at Disney was my instrumental influence in transforming Marketing’s creative staff into a fully-fledged in-house agency called “Disney’s Yellow Shoes Creative Group,” now the internal Disney Parks agency around the world. I had the honor of naming it, shaping it, helping staff it and designing the off\ce space to inspire creative work worthy of the magic we were selling.
MY DECADE AT DISNEY
ASK: Hype the release of “Pokémon X and Y.” FACT: Discovering new characters in every game release is a BIG DEAL for Pokémon fans. SOLUTION: Create a secret scavenger hunt across the internet with Poké balls hidden on all the sites frequented by gamers. NOTE: DIDN’T announce the hunt. We dropped an obscure hint in one second of animation, in a YouTube video that set the Pokémon world on fire.
POKéMON
ASK: Seasonal grocery spots SOLUTION: SEASONAL GROCERY SPOTS!!!! Also, give their myPerks loyalty program a facelift.
GIANT EAGLE
ASK: Introduce this beloved line of Mexican snack cakes and cookies to the U.S. SOLUTION: Use our social media feeds and some pre-roll OLVs to connect with teens. Our message? Like Marinela snacks, there’s something inside you that the world is waiting to discover. “The Best Stuff’s Inside”
MARINELA
ASK: With little to no money, make this little-known, uber-clean protein brand famous. SOLUTION: Make their signature green and their “O” a symbol for “clean” via an OLM campaign in which the brand appeared as wholesome as the products it sells.
ORGAIn
ASK: Write and produce a short film to inspire the agency’s 175 creatives. Be scrappy, but be damn compelling. SOLUTION: Remind creatives of the power of one brilliant creative act to spark another. Hence, the pre-covid “infectious” title. Who could have known? Worth a watch.
BE INFECTIOUS
ASK: Attract, arts-friendly, non-ballet-going Coloradans to come check out THEIR ballet. SOLUTION: Theme each season based on the collection of productions. Then, promote each ballet as an entertainment experience different from the other, but all together, make a season ticket worth purchasing.
COLORADO BALLET
ASK: Corporate Culture but make it fashun, fun and unforgettable. SOLUTION: Well, you’ll see…
CULTURE IS KING
Pitching is my favorite thing about this job. Short deadlines. Killer strategies. All-star teams. Creative with no handcuffs. And the thrill of selling your agency’s genius to strangers. I eat it up.
THE ART OF THE PITCH
What have we here? Supah cool 360 campaigns spanning across every retail and consumer touchpoints for an iconic retailer. Also, a peek at what I call “Storyselling.” That’s when story, emotion, engagement and data throw a party and, together, transform a retail experience. It’s retailtainment on steroids. This is best unlocked LIVE. Let’s talk.
RETAIL GOLD.
ASK: Develop in-store displays, point-of-sale materials, sales force presentation kits and conceptual product-benefit-driven visuals for P&G’s line of home care brands. Dawn, Cascade, Swiffer, Mr. Clean, Febreeze
I have worked on THE most influential HomeCare brands in the world. For a handful of years, I helped P&G sell a s*#t ton of soap. Reality is, unless you’re doing P&G TV,your P&G portfolio is gonna be filled 3x fresher, cleaner, longer-lasting. And your time is too valuable for that.
Proctor & GAMBLE
ASK: Launch the Pro-Glide Razor in stores around the world. Promote Gillette as a global Olympic sponsor. SOLUTION: Create such high demand that we caused a worldwide shortage of surgical steel.
Samples are dated and repetitious. Just know I have global product launch chops. Let’s exchange industry horror stories when we chat. Cool?
