Unlocking Your Creativity and Persuasion: A Master Ad Man on Tricks of the Trade
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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.
Please enjoy!
00:00 How Chris landed his first job with the help of Mark Cuban.
08:04 Lessons learned from first boss Lance Jensen.
12:28 Writing cold emails that work.
17:42 What Chris’s dad taught him about workarounds.
27:42 A golf strategy that inspired Super Bowl aspirations.
30:19 Good taste and the Modernista style.
33:41 Portfolio building.
37:50 How Chris landed his first Super Bowl ad.
52:38 Editing and expectations.
57:20 Critical acclaim.
57:51 Working with BBDO’s David Lubars.
1:01:16 Working fast and resisting the urge to “gild the lily.”
1:04:40 Shining a light on the Super Bowl LIV Mountain Dew commercial.
1:10:57 The value of the vaguely naughty mindset.
1:15:05 Making less more with Tor Myhren.
1:17:40 The Adidas/Billie Jean King gambit.
1:28:54 A Napster campaign crashes.
1:35:25 Creative industry-related reading and viewing.
1:42:02 Overcoming creative roadblocks.
1:46:18 What Chris does in lieu of meditation.
1:50:52 Books and videos that save lives and inspire curiosity.
1:55:45 Best investments of less than $100.
1:58:21 Capturing and saving good ideas for later.
2:04:27 What words are worth.
2:09:49 If the idea is good enough, there’s always more money.
2:11:17 Give Chris a Foot Locker and he’ll take a mile.
2:17:31 An ego check.
2:22:35 Chris’s billboard.
2:23:47 Parting thoughts.
Tim Ferriss is one of Fast Company’s “Most Innovative Business People” and an early-stage tech investor/advisor in Uber, Facebook, Twitter, Shopify, Duolingo, Alibaba, and 50+ other companies. He is also the author of five #1 New York Times and Wall Street Journal bestsellers: The 4-Hour Workweek, The 4-Hour Body, The 4-Hour Chef, Tools of Titans and Tribe of Mentors. The Observer and other media have named him “the Oprah of audio” due to the influence of his podcast, The Tim Ferriss Show, which has exceeded 900 million downloads and been selected for “Best of Apple Podcasts” three years running.
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Fascinating story from a guest who was previously unknown to me. Thanks Tim - for doing what only you can do!
I loved this interview. Thank you for inviting Mr. Beresford-Hill on, Tim! He's monumental in the industry and I've long admired his and BBDO's work. I previously worked with James Harvey from BBDO NY (I was an administrative assistant for a different company) - he actually advised me to take night classes and that was the catalyst of my career pivot into copywriting. I also met Dan Kenneally, Justin Cannon, and Steph Cajucom along the way. I've learned, absorbed, and loved all of it. I even got to the last rounds of VMLY&R and Tumi as my first round of job applications! Congratulations on being named Chief Creative Officer. I hope to meet you someday soon, Mr. Beresford-Hill.
What an amazing guest and conversation. That guy is a rock star!!
@timferris You are my mentor despite us not meeting. The way you allow people to speak their mind and put them at ease is amazing. You guys are both great. What a great conversation 💜
Thanks for bringing Chris, really appreciate such a sincere guest with great humility & insightful sharing 😊❤. And I have to acknowledge Tim for being an interviewer who is so present with the guest. Tim is clear headed in how to articulate all interesting topics to be covered for the audience. Thank you very much Tim for doing these great works, all the best with much love! ❤️ 😊
one of the best guests you’ve had on the podcast.
I think you both just made a new close friend 😊That was an incredibly satisfying and illuminating interview to listen to!
I loved this! I’ve owned my ad agency for 12 years now. So, I love hearing from advertisers!
Great conversation full of golden nuggets, thanks Tim and Chris!
Favorite interview to date. Thank you
Amazing Tim, I loved this one
Your interview questions about what books he’d recommend were insightful and valuable. The guest and interviewer communication was enjoyable and allowed me to takeaway something that could actually help me- rare in today’s fluff. Also, would love to hear your thoughts or interview on the Korean wave of entertainment and K-POP… revotionary in a western dominated industry… it’s exciting to witness entertainment history change in this way
Before filming and shooting starts all the major cast should do full script/movie reenactment (which would also be shot) in 10 minutes: crux/essence of the film, 20-30 mins: character interactions and 1 hour: playing out the major arc of the story, all of it should be done in improvisational way as getting to know the story and characters. Then enactments should serve as a guide not just the script. Also there should be a concept/idea of relative time with respect to filming, unless the story happens in 1 day like a chase, scenes should be shot relative to timeline of the while story so that the characters have time to grow, absorb what's happening, come up with a response keeping everything in mind and not simply reacting like starting points in the story and the actors could also be given hints/direction while waiting for the next shoot and also giving the room for the script to evolve. While shooting the film there should be some days before shooting everyone should mention how they feel as the character and what their characters perspective is, what they think about it, what are their stakes, what the situation/scene means to them/character to everyone involved in the scene.This should be done for major story changes/arcs and big scenes.
That mountain dew ad sounded absolutely epic 😂🔥
Is there still a place for print advertisement?
@timferris, thanks for the interview. Amazing! Can you share the catchy subject line of the email sent to you by interviewee and his hook to draw your attention? Thanks.
great marketing info. thanks
I should do cold emails again for applying jobs. I did back then but it didnt work. It is bcoz I didnt put much effort in writing. If I send 500 cold emails who knows one might reply.
जय श्री राम 🙏🏻🧡🚩🪷