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This year, deciding to advertise during the Super Bowl is a two-part equation for brands: tone and business reasoning. The latter is important every year; the former is important this year.

Let’s start with tone. For a brand, its personality should be constant, but its tone should change based on the circumstances. In that regard, a brand behaves similarly to us. Every person has a unique personality, but their tone adjusts to whatever is going on in their life at that moment.

This year’s game is happening within a global health pandemic, a difficult election, the capitol riot, serious social…


It’s always a good thing to remind ourselves that half of all Super Bowl viewers report enjoying the ads more than the game. It’s also helpful to remind ourselves that the game is the single largest media and pop culture viewing event in the US every year. Ratings peaked at 115 million in 2015 but with 100 million viewers every year, and incredibly high volumes of social media activity during and around the game, the value of a $5.5 million dollar spot can be seen in cost-per-thousand analysis and brand awareness and product launch measurements.

And for Super Bowl LIV…


4 things to consider when choosing an agency

Since 1978, we’ve been operating as an independent agency. Some of us have come from national agencies, many of which were publicly owned. This combination of perspectives has shaped us, and as we look forward to the future, we are prouder than ever of our independence. Quite simply, we think ‘being indie’ makes for a better agency resource to clients, especially those whose business is in the middle market.

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1. An Indie Agency Shapes To The Client.

At an indie shop, the agency always shapes to the client. At the national agency, the client largely shapes to the agency. This…


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It’s not possible to produce great, effective work without great clients. So when we first met the team at Newland, we knew we wanted to see what we could do together.

Newland builds first-class mixed-use master-planned communities that foster a connection of home, work, shop, and play. With nearly 30 communities across 13 states, they are incredible at building inspiring places for people to live and thrive.

So we are beyond excited that after a review of agencies across multiple cities, Newland chose Drake Cooper for two outstanding communities: Tehaleh, near Bonney Lake, Washington, and Estrella just west of Phoenix…


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Consumer trust is a growing issue for clients. Only 1 in 3 consumers “trust most of the brands we buy,” which means we simply put up with not fully trusting our products and services and go about our days. But in most cases, even small purchases, we want to have some level of trust in what we’re buying. This creates an opportunity for some brands to rise above the rest — by a factor of two.

To help understand consumer trust one of the best pieces of research is Edelman’s Annual Trust Barometer, a global survey of 16,000 adults.


One-third of the US economy is run by mid-market companies which are commonly defined by Dun & Bradstreet as any company with annual sales between $10 million and $1 billion. There are over 200,000 companies in this range who employ 45 million people. This is a group of companies doing very well: in the first part of 2019 average revenue growth in the group was +8.7% which is the second-highest rate of growth the sector has recorded.

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Such companies have unique needs which, too often, agencies miss. They miss it because the creative efforts of large companies–from Unilever to Nike…


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It’s the end of June and every year in advertising this means that all the sought-after Cannes Lions were just handed out. Lions are received mostly on creative accomplishment as judged by a handful of leading advertising creators. For a campaign to win at Cannes it means that it’s one of the best pieces of creative work in the world for that year.

Each year is a little different.

An overall theme of the winning work this year? Very good and very serious. This year’s winners were extremely purpose driven and humor is one angle that didn’t appear much, particularly…

John Drake

Left handed, Basque, Gen X, Taurus. Cover your mouth when you yawn — pass it on.

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