15. VaynerMedia NYC, the Volume Model, and creative that connects with Adam Lock
How can we create advertising that transcends the world of commerce into culture?
In episode 15 of The B-side, I speak to Adam Lock, Group Creative Director at VaynerMedia from his home in New York. Originally from Sydney Australia, Adam has over 15+ years of experience as an integrated creative. And a career that’s seen him work across three continents and on some of the most creative brands in the world including Budweiser, Vodafone and Burger King. With many of his campaigns being recognized at most of the major award shows. Including Cannes, Clio, D&AD, OneShow and The Effies.
We discuss how, after finishing a business degree and starting out as a suit, he became an art director through his creative focus and passion for ideas. He talks about the move to New York, how his work on Burger King, led to his mission of working on Budweiser. And how he landed his gig at VaynerMedia. Where he’s spent the last 4 years working with internet guru and social media marketing megastar, Gary Vaynerchuk’s (AKA GaryVee). Leading the development of campaigns for Anheuser-Busch, GE and PepsiCo businesses, overseeing a department of 30+ creatives.
Adam shares what it’s like working at VaynerMedia, and how their processes and ways of working differ to traditional advertising agencies. He explains The Vayner Volume Model, which involves sending out smaller content ideas via social media channels, to test how well they engage various audiences. Which then inspire and inform the creative ideas and content for more extensive campaigns. And how this real-time, customer-centred approach, takes much of the subjectivity out of the equation, allowing them to create work that resonates and is hyper-targeted to their audience.
Adam’s passion for creativity that connects, and for creating out-of-the-box, not-so-advertising-like solutions to marketing problems is inspiring. He’s a rare talent, a super switched on dude, and a really nice guy too. I really enjoyed our chat, and I’m sure you will too.
Cheers
You can connect with Adam Lock here: LinkedIn
And check out some of his work we discussed on the episode here:
BUDWEISER: Wade's Last Swap
BUDWEISER: Wind Powered Radio
BURGER KING: Grilled Dogs