New work: Goshen Heart & Vascular, part 3

The wait is over.

You've already seen part 1 and part 2 of our integrated campaign for IU Health Goshen Heart & Vascular. Now, we're proud to share part 3 with you.

Just like Godfather Part III, only a lot less depressing.

That's the TV spot for the "Wellness" portion of Goshen's integrated campaign. It runs alongside a print ad and radio spot, all driving to a web video that showcases Goshen's commitment to keeping community members healthy.

The integrated series caps off our large-scale campaign for the new Heart & Vascular Center, which highlighted everything from its heart attack care (among the fastest in the nation) to its limb salvage capabilities.

Sure, it was a lot of work. But the end result was, as always, well worth it. To see the entire three part campaign, check out our Facebook page.

TAD wins again at ADDYs, Tellys

Awards and recognition aren't the goal here at TAD. Our goal is to build our clients' businesses, and help them see a huge return on every marketing dollar they spend.

That said, we've been getting a ton of awards and recognition lately.

Someone should really do something about all this clutter.

Last month, we won 11 awards at the local ADDYs, including two "Best in Show" statues. This month, it's more of the same, but on a much bigger stage.

Two of our digital projects for Vandoren Paris and our "A New Day" video for IU Health Goshen were featured at the regional ADDY competition. There, they were up against work from all over the midwest, including much larger agencies in Chicago and Detroit. Again, they brought home the hardware, winning three Silver ADDYs.

Then we made our way to the largest advertising competition in the world: The Tellys. There, our work for Vandoren and IU Health Goshen won two Silver Awards (the Tellys' highest honor) and one Bronze (second place). That makes 17 awards on the year.

So far, anyway.

Want to see some of our award-winning work? Check out the TAD Facebook page.

TAD wins big at 2012 Addys

Two "Best in Shows." Five Gold Awards. Eleven Awards in all.

Not bad way to start the weekend.

At the Addy Awards on Thursday, we were proud to bring home the hardware for our work in a variety of categories, including Michiana's best print ad series of the year: the "We Are Vandoren" Family Series.

Months ago, we asked Marina how many Best in Shows we'd win. Lucky guess.

We would've been happy with just one "Best in Show." Probably. But when our "A New Day" short for IU Health Goshen also won the top honor in the video category, we were truly satisfied.

"I can't get no satisfaction" 

- No one at TAD last week

Our five Gold Awards and four Silvers came for our work in print, digital advertising and web design - including our own website. The 11 awards on the evening make it a grand total of over 200 awards for TAD since we opened in 1985.

Want to see the winners, including the "Best in Show" print series for Vandoren? Check out our Facebook page.

New work: Goshen Heart & Vascular, part 2

At Todd Allen Design, we know how hard it is to create a sequel that tops the original.

So for Part 2 of our integrated campaign for IU Health Goshen Heart & Vascular, we pulled out all the stops. 

First, a 30-second cliffhanger of a TV spot. Then a mini-feature web video. And finally, print and billboard ads that drive home IU Health Goshen as the premier center for vascular treatment and repair.

To see the print and billboard ads, check out TAD's Facebook page now. To see how we'll top ourselves next, stay tuned for Part 3.

New work: Juno Reeds launch

We've got our fair share of musicians among our ranks at TAD. 

So we have lots of love for any company that goes out of its way to not only encourage people to learn new music, but makes it easier than ever before.

That's why we're proud to introduce Juno reeds to the world. They're new reeds for wind instruments that are ultra-flexible, making it easy for beginning students to play their hearts out in no time.

The Juno product launch debuted in Anaheim, California this week at the National Association of Music Merchants' annual convention, along with a series of TAD-designed print ads.

There goes one now.

We also created an all-new website featuring product info, cool giveaways, and everything else soon-to-be Juno fans need to get closer to their new favorite brand. Check out JunoReeds.com to see more, and be sure to check out our Facebook page to see our other product launches.

TAD welcomes new graphic designer

TAD is proud to welcome Samantha Watson to the team as our newest Graphic Designer. Welcome aboard, Sam!

New Work: This one's a heart-stopper

IU Health Goshen Heart & Vascular has been on a roll lately.

First, they put us in charge of reprising their award-winning "Thump Thump" campaign, which reminded viewers why Goshen is the premier heart and vascular center in the region.

Now, we've worked together to create an all-new, fully integrated campaign for heart attack response. 

During a heart attack, every minute matters. So needless to say, we managed to squeeze plenty of drama into the TV, radio, digital, outdoor, and print installments.

We're suckers for suspense, so of course the TV spot is our favorite. Get some popcorn ready, and check it out.

It's only 30 seconds long, so eat quickly.

That spot complements a wide range of traditional and online tactics, all driving to the whole story at the IU Health Goshen Heart & Vascular website. Want to know how it all ends? Go see the whole campaign at our YouTube channel and our Facebook page.

TAD spotlighted in "Leading Business" Magazine

Here at TAD, we've never been shy about sharing our expertise. After 28 years, we've got plenty to go around.

So when the Elkhart Chamber of Commerce gave us the opportunity to share our thoughts in November's Leading Business Magazine, we had plenty of thoughts to share.

Check out the article below, and get an industry insider's view from Steve Miller (TAD's Group Strategy Director). Today, having an ad agency on your company's side isn't just a luxury. It's key to survival:

3 Reasons You (Yes, Even You) Need An Ad Agency

New Work: The "Moments" campaign returns

Remember our "Moments" campaign for IU Health Goshen Center for Cancer Care?

The one that beat out almost 11,000 other entries across the world to win a 2012 Telly Award? Yeah, that was the one.

Guess what, it's back. And this time, it features inspiring stories from the very same people who inspired the original.

Watch as Paul (prostate cancer) and Jade (colon/liver cancer) share the moments that motivated them to fight cancer, and how IU Health Goshen gave them the support they needed to win.

New Work: Ludwick Graphics

It's not every day that a company asks you to revitalize its brand. Especially a company that's 92 years old.

Then again, we're not your everyday agency. 

So when Ludwick Graphics entrusted us to develop an all-new website and new sales collateral to go with it, we took their confidence to heart. Then we rewarded them for it.

Introducing the redesigned and revitalized LudwickGraphics.com, the website that will cap off Ludwick's first brilliant century. To get your hands on the all-new sales collateral (or check out their extensive printing capabilities), swing by their store in South Bend.

Can you dig it?

We most certainly can.

New Work: IU Health Goshen Heart & Vascular

We love new challenges here. A favorite client of ours, IU Health Goshen Heart & Vascular, recently gave us a good one.

They asked us to follow up on the successful "Thump Thump" campaign. We had to reinforce the existing message to maintain consistency with the original... but at the same time, keep it fresh.

Challenge accepted! Introducing "Thump Thump II," the second commercial from the Heart & Vascular series. In this :30 spot, we delve deeper into what makes IU Health the premier destination for Heart & Vascular care.

That's all we can say without giving the whole thing away. Better check it out for yourself.

The new tadesign.com is ALIVE!

Brace yourself, because we're about to deliver some big news.

This morning, we launched the new Todd Allen Design website.

As always, we're keeping our excitement under control.

What can you expect to find at the completely redesigned tadesign.com? For starters, three great new features:

A new look at how we work
People always ask us how we come up with our big ideas. So we've pulled back the curtain to give you a behind-the-scenes look at our Three Pronged Strategy. It's our proven three-part method for developing creative work that actually works. We were too proud of it to keep it a secret anyway.

Our new social media hub
Now it's easier than ever to get up-to-the-minute news on what we're up to. Our new social media hub (conveniently located at the top of the screen) instantly connects you to our blog, Twitter feed, and YouTube channel. A one-stop destination for all things TAD.

Our favorite new projects
Since we last launched our website, we've completed lots of awesome projects for incredible clients. Here's your chance to check out a few of our favorites.

What, you're still reading? Go! Now!

Advertising: So much more than selling

Everyone knows one thing about icebergs: The part you see above the waterline is tiny compared to what lies below it.

You'd be amazed how much icebergs have in common with advertising.

If advertising were an iceberg, "sales" would be its tip. After all, most companies view advertising as nothing more than a selling tool: "Run ads, reap sales, repeat."

But when you look below the waterline, you see just how big an impact it can really have.

The truth is, advertising's real benefit - that big part of the iceberg that's hidden underwater - is positioning. Showing what you stand for, why you're unique, and why everyone should care.

Print this out and nail it to your wall.

When you gain a strong position through advertising, sales take care of themselves. Just ask Apple.

Yet still, most companies continue to make sales their primary focus, leaving positioning to happen on its own. Then, they find out that their new line of hunting vests has become popular among 15-year-old girls. Like it or not, it's too late to do anything about it then. That's their position now.

Don't let it happen to you. Use advertising to steer your brand into a relevant and profitable position now. That's what it's really for.

When you use it as merely a selling tool, you miss the big opportunity that lies beneath.

3 reasons why brands are better than salespeople

We've all heard (or said) this one: "I don't need to advertise. I get plenty of business through my sales team." Fair enough. But are you sure you want to build your company's image on a foundation that's so unpredictable? So ever-changing? So... human?

Don't get us wrong, we love people. Some of our best friends are people. But for a stable, long-lasting corporate identity, we love brands more. Here's why:

Brands are consistent.

To customers, your sales rep is your company. So when customers see a flaw - say, your rep is late for a meeting - they assume your whole company is unreliable. He's poorly dressed? Your company's unprofessional. Even if you do your best to hire great people, it's always a struggle to make sure they're portraying your company's image and values.

Your brand, meanwhile, offers another kind of personality: One you can control. One that represents your values perfectly. One that will never put off a prospect with its bad breath.

Brands won't leave you...
Studies have proven that people will do just about anything to avoid "breaking up" with a long-time sales rep. Yes, that includes switching vendors, and even buying an inferior product.

Brands don't retire, or leave you for another company because it offered five more vacation days. Sales reps, on the other hand, come and go all the time. 

Losing a rep hurts - but hey, it's part of any business, right? You're more worried about losing a customer. Well, since you bring it up...

...and take your customers, too.

So when your rep leaves for a competitor, what will your customers do? Stick with the person they've been friends with for years? Or stick with your company - which they only knew through their friend anyway? Those customers are as good as gone, and your products probably won't have anything to do with it.

Your sales force is an important part of your identity. But it shouldn't be your whole identity. If you want your company to last, a strong brand is more than important. It's vital.

New Work: True Celebration 2012

Every year Todd Allen Design produces the welcome video for IU Health Goshen Center for Cancer Care’s True Celebration, an event that pays tribute to all of their cancer survivors.

Countless hours of planning, interviewing and film editing are poured into this project each year, and it is one of our favorites. After all, what could be more inspiring than talking with people who face cancer with such strength, courage and determination? 

To put things into perspective, one survivor jokingly testified, “Some folks complain about ‘bad-hair days.’ Try having a no-hair day.”

This year’s video theme "It’s a new day” is beautifully filmed by Overdun Productions and features emotionally-charged testimony from five Goshen Center for Cancer Care patients who have fought and defeated cancer. The setting is the historical Ruthmere Mansion in Elkhart.

We’re sure you will enjoy it, but you may want to grab a box of tissues before you watch it!

One Wrong Way to Choose an Ad Agency

Is there anything more nerve-wracking than hiring an ad agency? There are so many to choose from, and no surefire way to make the right choice.

But there is one surefire wrong way: Letting yourself be sold by a "pitch team."

Maybe you've already seen The Pitch on AMC. If not, we'll sum it up for you. Two agencies bring together their best and brightest employees to win an account. Naturally, the agencies' best employees produce great work. The clients are blown away, pick a winner, and presumably live happily ever after.

No reason you can't do the same, right? But before you buy into an agency's dog and pony show, ask yourself: If I give my business to a talented pitch team, what's next?

Surprise! They'll never touch your account again.

Sorry, your future is now in the hands of the other people - the ones who didn't make the cut for the pitch team. Meanwhile, the pitch team is off to win someone else's business.

Don't panic, there are ways around this. The first one's obvious: If agency reps introduce themselves to you as "the pitch team" or something like it, tell them not to let the door hit their portfolios on the way out.

Second, find out who will really be working on your account. Can you meet them? Can you interact with everyone instead of just executives? These are fair requests. If an agency turns them down, turn down that agency.

Third: Look at small- to medium-size shops (10-15 people). Agencies with fewer than 10 people usually can't afford stars. Meanwhile, the giant agencies often spread their stars too thin. Medium-size agencies, on the other hand, have stars who work on your account daily. And there's no room for pitch teams.

Finally, take your time. Choosing an agency is a big deal, like a marriage.

Will yours be made in heaven, or hell?

Facebook is no substitute for advertising

Reason #4,389 businesses think they don't need advertising: "I get enough publicity through Facebook."

We can understand that. With everything Facebook can do for free, it's easy to think it can build a brand for free, too. It's also very, very wrong.

Here are a few things people say to convince us that Facebook is just as good as advertising... and why we're not convinced.

"Facebook is how new customers find us."
Does anyone ever truly "find" a business they've never heard of on Facebook? More likely, they'll visit you in real life first, THEN find you on Facebook. They're existing customers, not new ones. If your goal is for someone to buy from you, they've usually done that by the time they see your company profile. They already liked you before they "Liked" you. Same goes for people: You meet them in real life first, THEN friend them. Unless you're creepy.

"Why pay for a website when Facebook is free?"
This only makes sense if your goal is to stand out as little as possible. Because currently, the only ways to really differentiate yourself on Facebook are through a profile picture and cover photo. Meanwhile, your competition will use ads, websites, and whatever else it takes to beat you. Think your Facebook page is enough to stop them? Ever heard the expression "Taking a knife to a gun fight?"

"But if someone Likes us, their friends will see it!"
Sure, if Likes weren't the hardest things to see on the whole site. When someone "Likes" you, it pops up on the news feed. "Steve likes Hopmonster Brewery." Yes! Free publicity! Two seconds later, that measly little line is pushed down by a friend's hilarious status update. Then by pictures of someone's vacation (or more likely, their baby). Then by an entertaining news story - also with pictures. In just a few minutes, your free PR is swept away and buried. So much for that.

OK, that's enough Facebook-bashing for now. After all, we're probably using it as you read this. It's one of the greatest inventions of our time, one that can help you find old friends, and turn acquaintances into new friends.

And best of all, it's FREE!

Just beware: You'll get what you paid for.

TAD "Moments" campaign wins 2012 Telly Award

We knew our "Moments" spot for IU Health Goshen was good... but was it good enough to beat almost 11,000 entries at the most prestigious TV award show in the world? Only one way to find out.

Turns out, our confidence wasn't misplaced. "Moments" landed among the very top of its class at the international Telly Awards, winning TAD's fifth Telly since 2007.

Bringing home some of the ad world's most coveted hardware is great. But we're more proud of what the commercial has accomplished - namely, helping IU Health Goshen cement its position as the premier cancer care center in the region. This one's for them.

Already beating the competition? Advertise anyway

Recently, a few of us were watching TV with friends when a Coca-Cola commercial came on.

"Why does Coke keep advertising?" one of them asked. "They're already one of the biggest brands in the world. What more could they possibly get out of it?

Us: "Well... does your wife love you?"

Him: "Yeah, of course."

Us: "Then why don't you stop talking to her?"

Just like your loved ones have a relationship with you, Coke drinkers have a relationship with the Coke brand. It doesn't end at a single purchase - like any relationship, it needs constant communication and reaffirmation to survive.

Many companies rely on their salespeople to maintain their relationships. But beware: Competitors can lure your salespeople away with just a small pay raise. And when they leave, the relationships you count on can go with them.

Communicate with your customers through your brand, not just your sales staff. That way, when your staff changes, your customers will have a constant reminder that your core values are still the same.

Of course, "not communicating at all" isn't an option. Even if, like Coke, you don't get any immediate gains from it. On the contrary: When you're the leader, communication is more important than ever.

Being #1 doesn't mean you're special. It just means you have the most to lose.

TAD rocks NYC

Have we told you lately that we have the greatest clients in the world? Last week was proof: Vandoren sent us to the Big Apple to photograph a dozen of NYC's most famous woodwind musicians for their We Are Vandoren campaign.

How famous, you ask? Well, we had Grammy-award winners David Sanborn, Paquito D'Rivera, and Jon Manasse; Grammy nominees Jimmy Heath and Bruce Williams; and the highly acclaimed JD Allen, Ralph Bowen, Sharel Cassity, Dennis Diblasio, Mike Dirubbo, Pascal Martinez and Lenny Pickett.

We were especially excited to work with Sanborn, one of the biggest contemporary saxophonists in the world (24 albums and six Grammys). He played on Stevie Wonder's Talking Book album, jammed with the Rolling Stones, and toured with David Bowie. Remember that great sax solo on "Young Americans?" That's him.

Then there's Jimmy Heath. He's performed with nearly every jazz icon from the past 50 years, including Coltrane, Dizzy, Miles and Wynton. But our favorite part of his career may have been just before this shot was taken, when he said Todd has "Justin Bieber hair."

We agree with Jimmy on this one.

After that we met another David Bowie connection: Lenny Pickett, tenor saxophonist and musical director of the Saturday Night Live band. It's a good thing cameras have gone digital, otherwise we would've run out of film by this point.

Another day, another degree closer to Bowie.

Believe it or not, all this excitement was just a lead-in for the grand finale, the VandoJam. That's where we got together with Vandoren artists Ralph Bowen, Denis Diblasio and Mike Dirubbo for an exclusive midnight session at Iguana Lounge.

Mike Dirubbo, VandoJamming.

Of course, the trip could only end one way: With a monster pastrami on rye from Carnegie Deli. We took home some of their incredible cheesecake too, but forgot it in the hotel room fridge. Sorry for such a sad ending to a happy story. But at least we can sleep at night knowing that no one can ever take the pastrami away from us.

I will remember you... will you remember me...

All told, it was definitely a time to remember. But if you think that was cool, wait until you see the finished product.