Creative Portfolio Derrick E. WoodFounder, CCO

hello

thank you for opening this up and having a bit of curi-osity as to what Red Iron is all about. i hope you will find what you are looking for in a creative-marketing-branding-interactive-experiential-plan-ning agency. what makes Red Iron different is my understanding of how business works and how you just need that go-to-team to get stuff done and get you promoted. right? >>>

i am ready to create a small agency made up of people who used to be in a big agency who want more. i know how business works – i am a share-holder, i know how brands work – i am a consumer. i know that you want to make your budget go far, i have been there, done that – i wanted

that promotion too!

here are some of the agencies where i have worked, learned and played. >>>

i say my lexicon is simple, fun, smart, inventive, intelligent, conversa-tional. i say things like crave-worthy, and passionate, and bril-liant. it’s more about talking things through, asking the right questions, using words that are both emotional and vocational. let’s just talk, we are bound to come up with the right language to frame your brand. keep it simple, i am already impressed with you for

the position that you are in.

and please don’t hate me for not liking the phrase low-hanging fruit, or synergy, or relentless pursuit, or web 2.0. it’s just not who i am, i’m not a BS bingo play-er. let’s just talk and leave all

the buzz at the door. >>>

btw, isn’t your brand better than the fruit that

anyone can easily grab? you don’t know where their hands have been

do you?

get a ladder, be daring.

>>>

i can we are all students of marketing, branding, creative, experiential, interactive, right? we are con-stantly learning, trying, teaching, analyzing and going around another time. i can do a lot and there isn’t much i won’t attempt. you’ll find that i am honest in my capa-bilities and limitations. i’m not afraid to say i don’t know, but am excited to learn. above all, we both want you to succeed, so together

we’ll do what it takes.

here’s a TAG CLOUD of what i have done before and any combination of these things can be pulled together for you. >>>

audience insight

brandingbrand values

internal communications

planningstrategy

marketingchannel planning

creativebrainstorming

copywritinggraphic design

art directionprint

pitching

experientiallive events

street teams event productionintegration

interactivesocial media

usabilitytestingui design

processimaging

photography

content management

workflow

engaging your tribe

i did a lot of work in a lot of different areas at a lot of different compa-nies with a lot of great people. in short, i have done...well, a lot.

as you will see, it’s done with integration in mind. it doesn’t have to match like luggage, but the strategy, tone, message should all feel like it’s coming from the same brand. your customers don’t really understand or care about your org

chart, so don’t show them.

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interactiveexperiential

branding

print

marketing

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The Little White

Market

TheLittleWhite

Market

Your health supply superstoreWell Spot

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1. Wall Street Journal Full page launch ad 2. EcoEasy microsite 3. Easy Button microsite with commercials, games

and programs 4. Easy Button billboard 5. Easy Delivery Man viral flash game 6. NASDAQ board in Times Square

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Business Objectives

To successfully launch the repositioning and rebranding of Staples from “Yeah, We Got That” to “That Was Easy”

Strategy

Create a comprehensive shot-gun blast of media and mar-keting to introduce Easy through the use of the Easy Button

Approach

First things first, the team had to determine what the button was. Was it real? Was it rendered? What is its personality? Does it talk? What does it stand for? What’s its promise?

Second, we needed to support this launch with an arsenal of tactics including out-door, PR, interactive and social responsibility ef-forts.

Finally, this was a con-certed effort across various business units, so integra-tion was mandatory.

Results

Brand attribution is at an all-time high for Staples and the actual Easy Button has gone on to rockstar sta-tus and over 3 million have been purchased to date.

1. Staples Rewards statement insert - front 2. Statement insert - inside 3. Online banner 4. InkDrop micro-

site 5. InkDrop self-mailer - outside 6. InkDrop self-mailer - inside

from Staples

from Staples

from Staples

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from Staples

from Staples

from Staples

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Business Objectives

Create a brand identity and launch program for Staples’ new ink recycle and replenish program.

Strategy

Develop a name, identity and communication pieces to help get this program off the ground — using all channels for activation.

Approach

The team first set out to understand the marketspace, the audience and any competi-tive pressure. With this information in hand and the Easy Brand Promise - make buying office products easy — they then explored dozens of potential names for this program.

Once InkDrop was identified and legally secured, the team then developed an exploratory

of logo marks and overall look and feel. InkDrop was born.

Finally, the cross-channel synchronization of messaging pulled the online team, the operations and fulfillment team together with the direct mar-keting team. Messaging was determined, pieces were creat-ed and a program was launched.

This group took on everything from designing the Tyvek re-turn envelopes, to the DM, to the email campaign, to the site design.

Results

Enrollment went through the roof. We had developed a product and service offering that was a no-brainer for many small businesses. The brand is still going strong today.

1. Jared’s 10th anniversary site 2. Pants Dance game 3. Health Promise pants signing 4. Pants Dance objec-

tives 5. Congratulations shout-outs 6. Auditions for next TV spot 7. Pants Dance game play 8. Level Up!

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Business Objectives

Celebrate Jared’s 10th anniversary and create aware-ness and participation in SUB-WAY’s commitment to fighting childhood obesity.

Strategy

Create a website destination to celebrate Jared’s anniversary and highlight the continued benefits of eating at SUBWAY.

Approach

We wanted to create a time-line site like none other. Not only can you slide back and forth between the years with Jared as a green screen host, but you can contribute to the timeline yourself.

Users engaged in the site and sent video and text congratu-latory messages to Jared. They signed a virtual clothes line of giant jeans in a pledge to make a Healthy Promise as

Jared did to himself 10 years ago. People sent in stories of how Jared was an inspira-tion and motivation for them to change their lives and to stay healthy.

We even created a clever viral game called Pants Dance where you try to catch the good for you items and avoid the not-so-good for you ones.

Results

Like any marketing site, you need to drive traffic for it to work. We implemented a campaign of sync banners and email blasts to drive traffic to the site. In addition, the Pants Dance was featured on VH1 Best Day Ever. The game racked up game play time that equalled over 2 years of cal-endar time.

1. Video street teams in Time Square capturing shout-outs to Jared 2. Photos of participants with Jared’s giant pants

on the NASDAQ board 3. Jared and Michael Strahan on stage 4. Check presentation from The Jared Foundation 5. Sign-

ing the promise board for the prevention of Childhood Obesity 6. Double decker tour bus wrapped in Tour de Pants

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Business Objectives

Create awareness and partici-pation in SUBWAY’s commitment to fighting childhood obesity and celebrate Jared’s 10th anniversary.

Strategy

Create a multi-channel event highlighting SUBWAY’s commit-ment and Jared’s 10th. Drive press awareness and PR value.

Approach

Drafting off the Jared’s 10th anniversary website, we staged the start of the Tour De Pants in Times Square on Military Island with the help of SUBWAY, Jared, Michael Strahan and other sponsors.

Here, we flooded Time Square with street teams who spent time intercepting people inviting them to have their picture taken with Jared’s

giant pants which was posted both online for them to retrieve and on the NASDAQ jumbo board.

The photo moment came when Jared and Michael Strahan took the stage and kicked off the tour. It was followed by the initial donation to Jared’s foundation by SUBWAY’s dairy partner which segued to the reveal of the new Got Milk campaign featuring Jared.

Results

We had great PR pick-up on this event thanks to Jared and Mi-chael Strahan. Our press kit was even featured in US maga-zine as the premium in their weekly sweepstakes. From here the tour moved around the country and generated a higher awareness score than simulta-neous broadcast initiatives.

1. Online auditions for next TV spot 2. Casting Agents 3. Stage for open casting call 4. Street team handout

5. Hollywood Blvd. aerial view 6. Open Casting Call leaflets

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Business Objectives

Continue the buzz around Jared and SUBWAY’s Tour De Pants as it arrived on the west coast.

Strategy

Create an integrated event that generated awareness for the fight against childhood obesity, the commitment from SUBWAY to keep kids healthy, to celebrate Jared’s 10th an-niversary with SUBWAY and to find the next star of a SUB-WAY commercial. Whew!

Approach

We created a contest for the public to audition for a role in SUBWAY’s next TV spot, and hosted it both online and live on Hollywood Blvd..

Street teams flooded the area up and down the boulevard as Casting Agents and drew peo-ple into watch the live

auditions hosted by Talk Soup host Joel McHale.

People were able to post their own audition tape in recording tents set up with the hope to be pulled up on stage and try it live with Jared himself and impress the panel of experts who will determine one of the winners that day.

Results

We had everyone out for this, including Marilyn Mon-roe and Zoro. The audition was a great success and con-tinued well after the event through the online posting. Results for the Tour De Pants far exceeded SUBWAY’s expectation for impressions and extended their marketing budget with the lowest CPM of all their broadcast-like initiatives.

1. Fidelity Investments Recruiting semester planner for undergraduate students 2. Flipped over to become a

notebook with Investment Management terminology

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Business Objectives

To increase applications for employment from top tiered undergraduate and graduate schools.

Strategy

Show a new, untold side of Fidelity and position it as the place where the best of the best go to work.

Approach

With the print side of this assignment, we used the same research and audience in-sight and the same platform of “best of the best” as we used for the web and video components of the campaign.

However, in print we focused on the on-campus audience and developed a blind teaser campaign called If You Only Knew and created IfYouOnlyK-new.com. The student center and shuttle bus shelter post-ers were without the Fidelity logo and drove the intellec-

tually curious to a landing page with a challenge ques-tion. Eventually, this lead them to the recruiting site and information about on campus visits with Fidelity.

The journal worked to keep students organized dur-ing the semester, introduced them to the people at Fi-delity through profiles and educated them with invest-ment management terms on the notebook side.

Results

We have had to reprint this as they have been scooped up by undergrads. Applications have exceeded all of their expectations and overall consideration for Fidelity as a choice is setting a new high water mark. Anecdot-ally, we are hearing students say that they never knew Fi-delity was such a cool com-pany to work for.

1. Teaser flash preloader 2. On-campus teaser poster campaign 3. IfYouOnlyKnew.com homepage 4. Tag cloud view

of IfYouOnlyKnew.com 5. Employee profile page

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Business Objectives

To increase applications for employment from top tiered undergraduate and graduate schools.

Strategy

Show a new, untold side of Fidelity and position it as the place where the best of the best go to work.

Approach

To start, we hit research hard. Cultural trends, au-dience insight, focus groups all pointed us in a direc-tion that was hard for Fi-delity to swallow at first.

Fidelity wasn’t even on the consideration list, so great candidates and future fund managers weren’t even show-ing up at events or submit-ting their applications.

We needed to tell a differ-ent story about Fidelity, one that highlights some pretty amazing facts and points to a different brand of a com-pany.

We used the platform of “Best of the Best” to determine what we said, how we said it, even down to the quality of the paper used for the leave behind journal. Only the best would do.

Results

Applications have exceeded all of their expectations and overall consideration for Fidelity as a choice is set-ting a new high water mark. Anecdotally, we are hearing students say that they nev-er knew Fidelity was such a cool company to work for.

1. Kids controller module and various skins and screens 2. SUBWAYKids.com main page for both kids and parents

3. Parents site path and various subpages

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Business Objectives

Create an online destina-tion for kids and parents to learn more about eating well and staying fit with help from SUBWAY.

Strategy

Develop a space for kids which is grounded in the insight of “I choose” and a parallel site for parents focused on “advantage” in helping their kids to lead healthier lives.

Approach

When we first started this assignment, we set out on the path to just build a site. We had the require-ments, the tech specs and the design standards.

But what we didn’t have was a deep understanding of our audiences — kids and par-ents. Why would they come

to SUBWAYKids.com? What was in it for them?

After a brief but intense period of planning and in-sight, we created two plat-forms: “I choose” for kids and “advantage” for parents.

Now we were able to build, test and deliver a site that meets the needs of two very different audiences, but communicates the singular message that Subway is the healthy choice for kids.

Results

Overall, site traffic is up with repeat visits topping the statistics.

Additionally, this insight has lead to an overhaul of their SUBWAYKids program, messaging and communication strategy.

1. Fauxbesity definition ad 2. Attack ad for Happy Meal audience 3. Attack ad for Kids Meal prizes

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Business Objectives

To grab the attention of mothers and shake them about the realness of childhood obesity and how SUBWAY is a solution to help them and their children

Strategy

Show mothers that they have a choice when it comes to feeding their children while on the go. Walk right up to the line and perhaps put a toe over it.

Approach

The hardest part of this as-signment was probably do-ing the photo search and plugging in key words like “chubby kid”. The truth is, this is what grabbed the at-tention of the mom’s we test-ed it on.

SUBWAY wanted to get moms to stop in their tracks as they

were flipping through their favorite magazines. This would accomplish that.

For Fauxbesity, it is a term that SUBWAY coined which would also get moms to stop and think about what is re-ally in their kids meals.

All in all, we were able to create branding, awareness and attack ads all from the same core insight.

Results

This series is just starting to run nationally, but the preliminary testing proved that it was built to grab attention and in some cases was emotionally offensive.

1. The Desk Apprentice microsite 2. Desk Apprentice flash game 3. Event photos from the Invention Quest finals at

NASDAQ Marketplace 4. Internal Communications poster for The Apprentice Staples episode 5. Invention Quest homepage

6. Associate Invention Quest office/cubical hang tag

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Business Objectives

Find the next easy office product invention, to pro-duce and sell, by reaching out to a mass audience as well as internal associates.

Strategy

Develop a campaign for the launch of Invention Quest that triggers positive par-ticipation and awareness in all channels.

Approach

This was a full-court press to create a multi-channel initiative that spanned re-tail, interactive, events and entertainment.

Our cross-functional teams worked together for messag-ing and look and feel to ensure that we are sending the right brand message to all various audiences.

Synchronization for this initiative was intense, with an appearance on NBC’s The Apprentice, we synced the introduction of a new prod-uct from the show with the ability to purchase it online that night.

Results

Overall program participa-tion was through the roof and the Desk Apprentice, which was developed through a weekly challenge task on the show, sold out in under an hour.

1. Overview panel for EMD Serono 2. Aerial view of booth space 3. Community donation tower

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Business Objectives

Make EMD Serono look like a big player as a new comer in a well-established arena—without the big budget.

Strategy

Reach the audience of physi-cians not with just product content, but with their hearts.

Approach

It takes a lot more creativity than you think to come up with a presentation on a small bud-get. We knew that EMD Serono would either have to shout louder than the next company or be quietly confident and flip the table on their booth neighbors.

For starters, we pulled all the content into the core of the booth vs. pushing it to the perimeter, people will have to come in to see what is going on.

Then our content was simple, clear, concise about the prod-uct and therapy offerings.

But the twist was the donation thermometer in the center of this booth. Every one who en-ters the booth can contribute $1 of EMD Serono’s community budget to the Children’s Sci-ence Center of Atlanta where the show was hosted.

Results

This booth has yet to be in-stalled, but seems like we are on the mark for success.

1. Architecture for Site Modules and Wrappers 2. Grid structure to the pixel

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Business Objectives

Create the lightest band-width e-commerce site in the world and separate content from presentation from func-tionality.

Strategy

Develop a core architecture for presentation of content that no one else is doing.

Approach

Our initial approach took 6 months to develop and 1 month to build out. We cre-ated a website that was the lightest and fastest in the world for its time.

We knew that spending the thinking time up front would save us thousands of hours on the back end build cycle.

We found the authors of CSS II and helped to pressure test it well in advance of universal acceptance.

We created short-hand for code that was measured in bytes, not K.

On top of that we were able to build thousands of pages to be on brand and near per-fect in a fraction of the time. This allowed on the fly swaps of overall look and feel with a few key strokes.

Results

First, the site disappeared. In the NOC, the homepage had and initial hit, but then fell off the cliff because everything was preloaded on a series of style sheets.

Second, the site ripped. This was the fastest e-commerce site in the world without adding additional servers to the farm.

Last, it looked great. We were able to separate con-tent from presentation.

1. Print Ad for key decision makers and CIOs 2. Print Ad for Product Managers

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Business Objectives

Find a way to influence de-cision makers, CIOs, CTOs, and product managers to stay with ALU as more LAN lines are going away.

Strategy

Leverage innovation which is at the core of Bell Labs to make sense of the customer data to then develop profit-able products and services.

Approach

This is tough stuff. VOIP, LAN lines, hard wires, cell services, lots of data. With open source, customers are no longer customers for life.

We learned that products that your cellphone provider can charge you a monthly fee for quickly become parity with other providers and are now free. It’s hard to find a differentiator in this space.

What we found is that there is a universe of data that these providers are collect-ing and ALU is the only one who can help you make sense of it and productize the re-sults.

Results

Too soon to tell, the client loved it. Felt it clearly captured the solution that ALU can provide using its technology and its innova-tive heritage.

thx.

thank you for taking the time to get to know us a little better. i hope you can appreciate my inter-est in brands, in marketing and in creating meaningful experiences. i look forward to the chance to work and learn with you. give me a call, i am up for the conversation and

a cup of coffee.

3 Haven WayHopedale, MA 01747508.498.6194derrick.wood@redirongroup.com