At the recent Association of National Advertisers (ANA) Creativity conference, I sat down down with Stanley Hainsworth, former Creative Director of Nike, Lego and Starbucks, and founder of Tether, a creative agency that represents Gatorade, among others. Stanley gave a presentation at the conference, along with Sarah Robb O’Hagan, CMO of Gatorade, on the creative and research process behind the recent product development, packaging and launch of Gatorade’s new G Series product line.
Every brand has a feeling and a company culture. This is especially true for the iconic brands Stan has worked with – Nike, Lego, Starbucks and, most recently, Gatorade. We talked about the role of research in product development and marketing, and how its importance differs at the various companies he worked with, the role of storytelling, brand personality, marketing globally, and current trends such as crowd sourcing product development.
