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Ever wonder how the Allstate Mayhem campaign was created? Get an insider's look at the process behind the development of this award-winning campaign. Lisa Cochrane, Senior Vice President, Marketing, Allstate Insurance Company and Susan Credle, Chief Creative Officer, Leo Burnett North America, will present how the Mayhem campaign - one of the most talked-about and beloved campaigns in years - was originated through initial insights to final realization.
About the presenters:
Lisa Cochrane, Allstate's Senior Vice President of Marketing, hasn't just transformed the Good Hands of Allstate into a marketing powerhouse. She has done it with heart. Marketers, Lisa believes, have a responsibility to go beyond selling goods and services. They must also strive to make their customers' lives - and the world - better.
"As advertisers, we have the power to influence in so many ways," she recently said while accepting NY Ad Club's Advertising Person of the Year Award.
Lisa's philosophy is evident in everything she has done for Allstate: from the launch of the revered Chicago brand's Our Stand campaign in 2004 to the 2010 introduction of Mayhem. Under the strength of Lisa's leadership and inspiration, Allstate's marketing has achieved new heights in creativity and impact, resulting in a brand with a big heart, a touch of humor and unprecedented business growth.
Every agency says it wants “to do great creative,” but for Chief Creative Officer Susan Credle, it’s the reason why that matters.
“Great creative has to build helpful, meaningful brands for the long-term,” she says. “That’s the sum of what we at Leo Burnett do, and what I’ve set out to do my entire career.”
By the time she joined Leo Burnett from BBDO in the fall of 2009, she was known throughout the advertising industry for her reinvention and 15-year stewardship of M&M’s iconic characters as well as for helping to launch Cingular Wireless and ultimately turn it into a leader brand. Susan’s leadership inspiration and in-the-trenches contributions have led to legacy-respecting yet forward-looking campaigns for Leo Burnett clients like McDonald’s, Allstate, Kellogg’s, P&G, Sealy and Invesco. And then, of course, there’s Allstate’s “Mayhem,” one of the most beloved and talked-about campaigns in years.
“We don’t have a house style,” Susan likes to say. “The work should all look unique, because each of our clients is unique.”
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