Posts by Bruce
When the Fathom team is knee-deep in strategy and reaches a critical moment, it’s pretty common to hear the phrase, "Get Bruce."
As Fathom's Creative Director, Bruce Kaechele brings an approach as artistic as it is logical to every project. In his past life as creative director for other agencies, Bruce worked on campaigns for brands like Unilever, Dannon and Coca-Cola. His experience with crafting brand concepts for products has served Fathom clients well as he brings a smart, fresh perspective to all the industries we serve, from not-for-profit to retail.
Bruce’s innate sense of timing and near-saintly patience help him lead the creative team on all fronts from vision to message. Bruce has a knack for finding the most brilliant nugget in a current of creative gold, scooping it up and polishing it down to the shine. When helping set the stage for brand experiences that keeps audiences coming back, clients and Fathomites turn to Bruce. Lucky for us, when we say,"Get Bruce," he's there at the ready (or at least at the pinball machine).
How Your FAQ Page Can Further Your Conversation
What is your FAQ page saying about you?
When I see FAQ pages, I read them – or at least scan them. Not only can they be the easiest way to find information, they can also be an interesting look into what web site owners believe about their site and what they offer, and what they think their visitors care about. The standard approach is the easy one – factual answers written in a plain vanilla style. But that wastes an opportunity to engage with readers as human beings rather than as robots.
The standard Q&A format is perfect for having a [More...]
Best case scenario is that every person who worked on the new Tide Coldwater campaign is too young to remember the early ’90s. Worst case is that someone did remember and decided ripping off another agency’s creative product was OK.
Granted, no one can remember every ad campaign ever created and some repetition or close variations of campaign themes is inevitable. But when the campaign line in question, Get Out Of The Old. Get Into The Cold (for Miller Genuine Draft) had national TV exposure for at least two years (that I recall) – at a time when national TV still [More...]
It’s pretty clear that social media is becoming an accepted method for raising money and support for cause-related organizations. Sara Lee is doing it today with their National Sandwich Day promotion that uses Facebook and Twitter to raise money for Share Our Strength.
Target did it for their Do Something 101 promotion that used Facebook to support an effort by dosomething.org to collect donations of school supplies.
Then yesterday [More...]
The Changing Language of Breast Cancer
Over the past four or five years some new players have been showing up in the breast cancer awareness universe. Where Susan G. Komen for the Cure had been the single, strongest voice for so long, now Save the Ta-Tas and Feel Your Boobies stickers and t-shirts are showing up more and more frequently. These newer organizations are using the ubiquitous pink ribbon but they are pairing it with calls to action that are distinctly different from the more traditional breast cancer awareness messages that we are used [More...]
Email Marketing Home Run
Today I received an email from photographer Steve Marsel. I don’t know him, never heard of him. In fact when I saw the email I couldn’t tell he was a photographer. Didn’t matter. The subject line, “David Ortiz Breaks Out!” hooked me. I’m a Red Sox fan (a Yankees fan may have reacted differently) and I’d seen Big Papi hit his walk off homer against the White Sox last night, so I had to open the email to see what was up.
Lo and behold, not only was there a photo of Ortiz (that Mr. Marsel had taken for Atari/Backyard Sports), [More...]
The Value of Surprise
I had to exchange a pair of running shoes last week because they were a little small. Same brand, same style, same size as last time – but my toes were hitting the end when I ran.
After making sure I indeed needed a larger size by running in them a couple more times, I called up Road Runner Sports on day 60 of the 60 day return window to exchange the 9.5s for 10s. All the while thinking that maybe I should go back to buying at a store – where I can make sure each new model is sized [More...]
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