DAVID GYWN, EXECUTIVE VICE PRESIDENT & GENERAL MANAGER
I am constantly asked by associates, friends and even family, “What is the key to being a good brand marketing consultant?” My simple answer is…
Traditional Planning, Culturally Relevant Creativity, and Street-credible Activation
Whether a Fortune 50 corporation, a top national brand, a niche market sports property or a lifestyle destination, our clients expect three basic things from FWV: 1) Understand my business like you have been here for years; 2) bring us ideas that we would never think of ourselves or that our corporate structure might suppress; and 3) activate a culturally relevant program – perfectly – that creates buzz and generates meaningful results. Traditional planning, culturally relevant creativity and flawless grassroots activation…Simple as that.
While promoting the Southern sweetness of Gold Peak Tea to sophisticated homemakers, selling a soulful experience to the grown-and-sexy of the CIAA Tournament, getting adventurous males to try Bulleit Bourbon or communicating Americana values to the mainstream Wrangler customer, FWV marketing programs combine solid planning with creative executions – delivering results that are more than promised and meaningful beyond initial expectations. People will forever consume products and services – especially those that are integral, and even enhancing, to their lifestyle – and when brand messaging is delivered smartly, it is seen as informative and welcomed, not intrusive and obnoxious.
Sounds easy, right? Sure, if you have the educational foundation, creative intuition, an understanding of all possible marketing tools and mediums, the ability to listen, the moxie to be held accountable and the work ethic to finish what you start. Oh yeah, and your brain needs to be constantly churning ideas and solutions. And, you can never rest!
