posted Oct 14, 2009, 11:11 PM by Ron Lowther   [ updated Mar 23, 2014, 6:02 PM ]
When Ron plans a project he sees additional opportunities the project can generate. First and formost is what the client is looking to achieve. Second is how can you get more from the project especially when you are spending a lot of money. Ron looks at how you can generate additional revenues from a project. He calls it creative marketing. In regard to the BUD Lite project, Ron turned just a plain spot into a major campaign. Not being an ad exec Ron figured a way to capitalize on the spots. First as something off the wall and unique he was able to set the hook, then using curiosity he could reel in the money. First all he wanted to do was produce an out of the ordinary spot for BUD, then once immersed in the script he was able to add options. That's the creative process.

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