#715: Chris Beresford-Hill — A Master Ad Man on Superbowl Confessions, How to Come Up with Great Ideas, Cold Emailing Mark Cuban, Doing Naughty Things, Poetic Mind Control, Creative Process and Insider Tips, How to Negotiate with Bosses and Clients, and The Power of a Stolen Snickers

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Chris Beresford-Hill is one of the most sought-after creative leaders in advertising and has led brands with a combined market cap of over $1 trillion. He was recently named Chief Creative Officer of the Americas at BBDO Worldwide.

Previously, Chris served as North America President and Chief Creative Officer at Ogilvy and Chief Creative Officer at TBWA\Chiat\Day. His work for clients like Guinness, Mtn Dew, Dove, Workday, Adidas, FedEx, McDonalds, HBO, and Foot Locker has driven sales while putting dent after dent into pop culture.

Chris and his teams have won every award for creativity and effectiveness many times over, including five campaigns in the permanent collection at MoMA. He has been named to Adweek’s list of best creatives — Adweek’s Creative 100 — Business Insider’s Most Creative People in Advertising, and the Ad Age 40 Under 40, back when he was under 40.

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[00:00] Start

[09:45] How Chris landed his first job with the help of Mark Cuban.

[16:28] Lessons learned from first boss Lance Jensen.

[20:37] Writing cold emails that work.

[25:27] What Chris's dad taught him about workarounds.

[34:41] A golf strategy that inspired Super Bowl aspirations.

[37:07] Good taste and the Modernista style.

[41:22] Portfolio building.

[45:15] How Chris landed his first Super Bowl ad.

[58:46] Editing and expectations.

[1:02:58] Critical acclaim.

[1:03:35] Working with BBDO's David Lubars.

[1:06:51] Working fast and resisting the urge to "gild the lily."

[1:09:45] Shining a light on the Super Bowl LIV Mountain Dew commercial.

[1:15:48] The value of the vaguely naughty mindset.

[1:19:35] Making less more with Tor Myhren.

[1:21:59] The Adidas/Billie Jean King gambit.

[1:32:34] A Napster campaign crashes.

[1:38:54] Creative industry-related reading and viewing.

[1:45:11] Overcoming creative roadblocks.

[1:49:10] What Chris does in lieu of meditation.

[1:53:34] Books and videos that save lives and inspire curiosity.

[1:58:20] Best investments of less than $100.

[2:00:46] Capturing and saving good ideas for later.

[2:06:21] What words are worth.

[2:11:26] If the idea is good enough, there's always more money.

[2:13:00] Give Chris a Foot Locker and he'll take a mile.

[2:18:40] An ego check.

[2:23:16] Chris's billboard.

[2:24:17] Parting thoughts.

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