Old Spice hires a marketing director with wild expertise – a wolf – in new campaign via W+K
To help launch Old Spice Wild Collection, the wildest grooming lineup of all time, Old Spice, via agency Wieden + Kennedy, Portland, has hired a marketing director with wild expertise – a wolf.
Procter & Gamble and Old Spice formally announced its new Executive Director of Marketing – Mr. Wolfdog – via press release as well as a video welcome address from Director Wolfdog himself.
Throughout his first work week, Mr. Wolfdog will have creative control of the brand’s digital and social channels and will be featured in various digital creative shorts in which he will engage with Old Spice fans and even a few surprise guests – all in an effort to relay his fierce marketing approach.
“Director Wolfdog brings a unique blend of professional, real-world experience and wild attributes that lend themselves perfectly to the fast-paced, innovative world of Old Spice,” said Global Brand Building Officer Marc Pritchard. “We look forward to tapping his unparalleled animal instincts to further enhance the launch of new Old Spice Wild Collection. We continuously strive to hire the most dynamic talent on earth, and given Director Wolfdog’s fierce track record, he is sure to be a force to be reckoned with at P&G.”
In his first week on the job, Director Wolfdog will release a series of “how to succeed at life” digital videos, offering all of mankind his wild formula for dominating the business world.Like all high-powered creative executives, Director Wolfdog also will search for a personal assistant, culminating with live interviews taking place via Google+ Hangout on Tuesday, March 12.
Director Wolfdog comes to P&G with extensive experience in brand development. Most recently, he served as the Alpha Male of the Deciduous Forest Pack #13588 in Woods, Mont. Director Wolfdog also is author of the best-selling self-help book, “Is It Wolfdog In Here, Or Is It Just Me?,” which teaches young people how to succeed at their dreams. Fluent in Wolfdog and English, Director Wolfdog has a patent pending on an electronic voice collar he manufactured that interprets his Wolfdog communication into English. He can also understand bird, but not speak it or write it.
Mr. Wolfdog earned his BA degree in economics and an MBA in marketing from a small private university outside of Juneau, Alaska. He now resides in Cincinnati, and enjoys all things wild, including jet skis, mountains, running in packs, video games and eating meat trays.
You can follow along via Twitter (@OldSpice) or his personal blog.
W+K PORTLAND
Creative Directors: Jason Bagley / Craig Allen
Interactive Creative Director: Matt O’Rourke
Copywriter: Jarrod Higgins / David Neevel
Art Director: Ruth Bellotti
Director of Interactive Production: Pierre Wendling
Senior Interactive Producer: Mike Davidson
Junior Interactive Producer: Andrew Abraham
Digital Strategist: Jocelin Shalom
Account Director: Michael Dalton
Account Supervisor: Diana Gonzales
Business Affairs: Karen Murrillo
UX Designer: Jake Doran
Tech Lead: Ryan Bowers
Executive Creative Directors: Joe Staples / Susan Hoffman
Media Team: Kelly Muller / Kerry Antos / Taylor Hines
PRODUCTION COMPANIES
Directors: Minivegas
Line Producer: Kyle Hill
Executive Producer: Dominic Bernacchi
Producer: Lauren Becker
Producer: Brian Bourke
Animation Director: Maarten Boon
Tech Lead: Scott Kosman
11 Comments
Look, it’s a hard act to follow… but kind of leaves “comedy” and just gets into “dumb” too much.
Much like Coco-Pops, there’s just too much poo here.
Dire, and not as in wolf.
if only it was a bit shorter…
would love to see the work the above commenters have done lately. This is funny. Like.
Wow. How can anyone not like this? They are doing a great job on this brand. I would donate body parts (preferably other people’s) to work there.
Nice one Ruthy!
I too would post praiseworthy comments to keep my job there.
Not the greatest.
I really like the wild tv stuff… But this feels a bit down the lines of the Kenny Powers the new motherfuckin’ CEO of K-Swiss.
Yeah? Or is that ok?
Agree that the script has a lot of similarities to the MFCEO stuff.
I have been seduced by the marketing.