Billy Warden, Account Director
Bio
Billy’s edge and energy are the results of a career spent reaching audiences as a journalist, TV producer and marketing pro. His skills and street smarts have helped achieve success for a diverse slate of campaigns including TRU (Tobacco. Reality. Unfiltered.), the Raleigh Convention Center, the North Carolina Research Campus, and before joining Capstrat, the NC Coalition for Patients’ Rights and the U.S. Women’s Open. For TRU — North Carolina's teen tobacco prevention initiative — Billy's intense, integrated approach led to a national Gold SABRE nomination for outstanding youth marketing campaign (against the likes of Microsoft and Nintendo), three national Telly awards for advertising and many millions of media hits. For the North Carolina Research Campus, Billy helped tell the story of this ambitious biotech project, securing public support and coverage on CNBC, DowJones Venture Wire and the front page of The Wall Street Journal. For the NC Coalition for Patients' Rights, Billy's ambitious strategies and tactics made for what press described as the comeback of the 2003 session of the General Assembly. For the 2001 U.S. Women’s Open, Billy uncovered the story of a pro golfer about to compete while eight months pregnant. He landed her story in USA Today, CNN and Imus in the Morning, creating a surge of interest at a crucial point for the Open. Billy's full-on approach is the result of a career that started in journalism (The News & Observer, The Los Angeles Times, Creem magazine) moved to television (E!, VH1, PAX, FoxSports, the WB, Zoom Culture) and found the perfect fit in public relations and advertising. He's presented on social marketing to many organizations including the national mid-year convention of Keep America Beautiful. A graduate of UNC-Chapel Hill, Billy’s a proud member of the advisory board to the NC Barbecue Society.Articles
-
The N&O: Return of the Dragon! (with all due respect to Bruce Lee)
Jul 8, 2008 :: Billy Warden :: 2 CommentsA brand with the fangs of a dragon and the sights of a Stinger Missile is back. It's one of my favorite brands of all time -- especially when its tough and unflinching. It's The News and Observer. And over the last three months, it's reminded everyone from the governor to the Joe & Jane Public just how it earned its reputation as one of the nation's best dailies. This even as it lays off staff. In fact, because of the challenges facing the N&O, its fire-breathing return to fighting form should be an inspiration to all businesses.
A newspaper -- like a lot of enterprises -- serves many audiences and often shifts its brand identity to meet different needs. The brand identity that's conspicuously roared back at the N&O isn't the USA Today-style shorts and tips. It's the investigative reporting, agitator-for-the-public-good brand that made the paper's bones under the leadership of its founders and legendary editors like Pulitzer-winner Claude Sitton. The firebrand brand, if you will.
This isn't to say the N&O ever lost that element of its character. It's just that recently the paper has become a must-read thanks to coverage of stumbles on mental health policy and other government goofs. Did you catch the phrase "must-read"? What print publication in America wouldn't kill for that description?
So what? Well, the big biz lesson here is the wisdom in tough times of identifying and seizing on your strongest value proposition, the one thing that makes you close to indispensable. The N&O is apparently betting its key value is uncovering and righting wrongs. Considering how much buzz I've heard about the paper's recent front page stories, I'd be hard pressed to disagree.
On another front, Starbucks is going through a similar process. As it closes stores, the kingdom of caffeine is re-evaluating what it does best -- is it the half-caff skinny mochas or classic rock CDs? Thousands of companies big and small across recession-wracked America face similar challenges. I'm impressed and thankful the N&O is answering the questions with an exclamation point.
(Full disclosure: I was a reporter at the N&O for two years under the aforementioned Claude Sitton and alongside some of the guys still running the paper's investigative operations. And yes, I still love them, the paper and the whole notion of daily journalism.)
-
Stripping the Chairman, Greening the Planet
May 28, 2008 :: Billy Warden :: 1 CommentsThe company that gave us one of the world's most horrific environmental disasters is now serving up another spectacle -- this one colored green rather than muck-black. Two decades after the Valdez spill, a corporate fight is spilling out of Exxon's boardroom.
As reported by The New York Times, the Rockefeller family wants to strip Rex W. Tillerson of his position as chairman because of perceived foot-dragging on sustainability issues.
It's encouraging to see business titans battling to determine how to be strategically, effectively, profitably green. Thomas "The World is Flat" Friedman indicated the green revolution won't have really started until people stop talking happy and start throwing elbows. At that point we'll know something big is at stake. Dressing down a a board chairman looks pretty big from here.
What does Exxon do next? Probably, the media attention means it has to get more out front on sustainability. Chalk one up for the Rockefellers and the planet.
-
Hillary Clinton, Meet Clay Aiken
May 7, 2008 :: Billy Warden :: 1 CommentsHaving notched a devastating defeat in the NC primary, Hillary Clinton now needs to figure out how to lose like a winner. She might just find a mentor in our own Clay Aiken. The carrot-topped crooner turned a second-place "American Idol" finish into a first-rate career move. Can Hillary do the same as it becomes clear she won't be the top "Democratic Idol" come convention time?
My advice is for her to stay in the race a little longer, but to soften her tone. Keep Obama on his toes. He desperately needs a sparring partner, as his sputtering performances over the last two months make plain. But don't draw blood.
Then, once the superdelegates begin their group march toward Obama, Hill ought to graciously withdraw and move quickly into her next incarnation -- Obama campaigner, Senate superpower and globe-trotting diplomat. Now as for Bill (who's still the coolest Democrat alive), that's a whole other question ...
-
Who You Callin' 'Pansy'?
May 4, 2008 :: Billy Warden :: 1 CommentsDoes it make you ‘light in the loafers’ to think the word 'pansy' has no place in a discussion between a governor and a candidate for president? Is it more acceptably ‘butch’ to take the term as 'authentic' and move on? Or is the word way too ‘frat boy’; deserving all the scorn the chattering class can muster?
I could throw around borderline slurs all day, but that's not the point. The point is communication and what gets lost when descriptive language gets a little too loose.
Gov. Mike Easley recently told a cheering crowd that Sen. Hillary Clinton's toughness makes Rocky Balboa look like a "pansy." The big news from that event should've been Easley's endorsement of Clinton for president. The questions should have focused on Easley's sway in the state and the endorsement's potential impact on the presidential race.
Instead, much of the media zeroed in on 'pansy.'
The comment itself wasn't all that surprising. Easley has identified himself as a "King of the Hill"-style Democrat, a nod to one of his favorite and an admittedly great television series. Easley says what he means, means what he says, keeps it simple, keeps it real. I swear, with my left hand on my lunch box, I get it.
Still, "pansy" – whether it’s a gay slur or a synonym for softie or both – became too much of a distraction. Taking on Uber-Republican Arnold Schwarzenegger (instead of blue collar champ Rocky) with a "girly-man" reference might have packed a smart political punch, but probably would’ve irked some. "Wimp" would've done just fine and has precedent. George H.W. Bush wrestled unsuccessfully (but man-fully) with the term through the final months of his one-term presidency.
Some bloggers are ripping Easley as a “bigot” for his word choice. His record suggests this is unfair. Moreover, the game of finger-pointing quickly becomes a house of mirrors. Does hurling the accusation of ‘bigot’ make you ‘knee-jerk’ and ‘politically correct’? If you get in a lather about ‘pansy,’ shouldn’t you also refuse to use its opposite number, ‘good ol’ boy’ (which, after all, is code in some circles for ‘backwards bigot,’ yes?).
See what I mean? Suddenly, the rational world of thinking, decision-making and explaining becomes a swirl of confusion, code and, finally, intellectual collapse.
When it comes to descriptive language, be smart about where and how to use it. I love hearing UNC system President Erskine Bowles talk about the “tsunami” of change coming to our economic landscape. It sweeps me up and makes me part of the cause. I hate – and I bet you do, too – hearing otherwise compelling messages muddled by words that push people out of a rational process and into the no-man’s/woman's/all-living-things' land of finger-pointing.
-
My Bad! Mama Earth Unhappy with Marketing
Apr 29, 2008 :: Billy Warden :: 0 CommentsThe Olympic Torch is probably feeling burned out right now. A jaunt around the globe sounds romantic, but not with thousands of protesters dogging you. Plus, it's hard to get 'fired up' with folks checking your carbon. Here, Slate.com analyzes the Torch's green credentials ... http://www.slate.com/id/2188876/Reading the report, it dawned on me: this isn't a Torch issue, this is a call-to-action for the entire marketing industry. For a long time, we've made hay with the grand goodwill gesture. Often this involves sending some special something-or-other and attendant VIPs traveling around a state, a country, the world. That's understandable; tours and events can be effective ways to get out a message.
Four years ago, I played a big role in launching a p.r. tour that helped a lot of people. I'm still proud of that, but today I know that any message, any gesture will be measured against its environmental impact. Four years ago, I didn't give that a second thought, unfortunately. Today, I'd look at buying carbon credits to off-set the impact of my p.r. barnstorm or at going completely virtual with it.
There are lots of viable options, but ignoring the dilemmas and trade-offs isn't one of them. And the grand goodwill tour is just one of the classic tactics we marketing folks need to wrestle with. Just check out all the paper that goes into an annual report!
-
The Socially Responsible Superstar
Apr 7, 2008 :: Billy Warden :: 0 CommentsGeorge Clooney or Paris Hilton – who would you rather be? They're both, as Paris would delicately put it, "hot." But allow me to indelicately assume that most of us would rather be George the Oscar nominee, having his pick of primo projects while thumbing adoring cover stories.
Clooney's rise in Hollywood corresponds with another upward trajectory – that of corporate social responsibility, the notion that business can do well by doing good. This is not mere coincidence, but a function of the zeitgeist. And Clooney's success is not only inspirational but instructional.
This star's status in Hollywood is not the result of the usual hit after hit. His "E.R." chits arguably disappeared after the fizzle of "Batman & Robin," and most of his recent pictures have not been blockbusters. Yet, Time recently anointed him "The Last Movie Star."
Clooney's clout derives from his willingness to stand up for things he believes in and turn that passion into solid, often exceptional product. While Paris and dozens of others grab for gold and glory, Clooney's up to something bigger: he wants to use business (movies like "Syriana" and "Good Night, and Good Luck") to make the world a better place.
But, and this is key, he isn't all Marlon Brando-circa-the-early-'70s about it. He doesn't shake his finger in your face, or set himself up as a shaman. In Time, he even worried that he might be doing more harm than good. Clooney is a modest maverick, a no-bull candidate for canonization – or at least as modest and no-bull as one can be in the capital of conspicuous consumption.
That's what's made him the singular success he is, and that's where the lesson lies. We've embraced Clooney because he represents the ideals many of us wanted to live out after 9/11. In the classic Hollywood tradition, he provides a vicarious experience. Even better, he points out ways to go from vicarious to involved (lobbying for relief to Darfur, for example, or demanding more vigilance from the press).
At the same time, our culture has embraced corporate social responsibility. Many of us in the corporate world are interested in using business to make the world better. Some of the most successful take a modest, no-bull approach that's positively Clooney-esque.
Recently, I saw Bank of America CEO Ken Lewis discuss CSR-related initiatives with a winning, Clooney-like mix of dedication and realism. Burt's Bees is luminous example of the point Clooney has proven out – that substance sells. It was sustainable and responsible long before most of us, and last year Clorox paid a hefty $925 million to acquire the company's good name and strong products. Meanwhile, The Body Shop has grown into one of the largest cosmetic franchises in the world, all while decrying animal testing and promoting fair trade.
I'm particularly fond of Wal-Mart's story. Like the Clooney of "Batman & Robin," the company didn't seem destined for a spot on the walk of fame. And it surely has personnel and other issues to deal with. But Wal-Mart's commitment to a more energy efficient transportation fleet and its flinty knack for pressuring product suppliers to adopt sustainable practices makes it a real (if imperfect) player.
There will always be organizations that are more in the Paris mode – shamelessly gunning for what's good and shiny for them. Fine. But we're in an era that embraces people and the planet as well as profits. If a guy who played a third banana in "The Facts of Life" can do it, so can we all.
Not to be outdone by Clooney, Billy Warden once saved a snow blind pal on Mount Kenya and escaped a death threat in Kashmir. As a communications strategist, CSR is his next great adventure. -
All You Need is Love? Just About.
Mar 4, 2008 :: Billy Warden :: 0 CommentsExposed!: My Torrid Love Affair with a Client
I fell in love with my client. Now we’re going to New York City together to see if we’re a winner at the PR Week Awards. Talk all you want about strategic plans, ROI etc., based on this romance I’ll always believe that chemistry is the rarest and strongest secret to success. Here’s the whole naked story …
And I realized I have been for some time. It’s a fantastic feeling, and one I think doesn’t have to come about by accident. We should recognize chemistry between agencies and clients, and – as in a marriage – keep the sparks flying. It makes all the difference to the work, to the client and to the people at your agency.
This is an open and unabashed love letter. So if you’re in no mood for mush, move on. This is a love letter to clients that make the advertising and p.r. world so much fun, particularly one client.
Last month, the national PRWeek Awards named the Raleigh Convention Center as a finalist in the business to business category. Being a good agency guy, I was quickly out telling the world. As I gabbed, an amused listener quipped, "Billy, you’re in love.
Now, let me introduce you to my special someone. The Raleigh Convention Center is the big bang that’s supposed to transform our city into a bona fide destination. That means creating excitement around a new building, packaging our downtown as a dynamic hub and fighting for traction in a crowded market.
Our team is under a lot of pressure to produce very measurable results. It’s not like there’s an over-abundance of resources to realize those results Plus, everyone’s watching. This city wants – and deserves – success.
The saving graces come down to a commitment to nurturing genuine friendships, to pushing each other to be constantly creative and to accepting that none of us are foolproof.
The love story started with a fantastic first date. At our pitch, we realized that everyone in the room sparkled with devotion to our city and a kind of merry ambition. To describe us as extroverts is like calling the Pope an occasional church-goer.
I’ve come to believe there’s some kind of common denominator at work on every client-agency team. Whether it’s irrepressible vivacity or intense wonkocity, the chemistry potential is there. But with plans to write and costs to compute, we often don’t identify and harness it.
Here, though, we harnessed. We channeled our chemistry into small items, like funky holiday cards, and into major events, like the celebration that drew more than 75,000 people to a downtown street opening near the site of our new facility.
We channeled our enthusiasm into relationships with local business leaders in a position to help us book meetings. Now, with the convention center set to open in September, we’re well ahead of our business plan for bookings.
But not all creative endeavors click. I’ve made mistakes – and being a good agency guy, I’m not going to detail them. But we’ve never allowed a setback to alter our determination to be different and better. That’s heaven. And in this case, much of the credit goes to the client.
“Billy, let me remind you that we’re on a journey,” the director of the convention center told me once. “We’re going to pass some barking dogs. Let’s just keep going.”
That supportive attitude translates into all sorts of things that keep the relationship humming. When I hear that certain catch in the director’s voice and know he’s tense, we take time to talk about my parents (always entertaining) or his golf game (even more entertaining). When we’re all in the middle of a muddle, team members head out for lunch or, better, beers (after hours, people, always after hours).
Because of this atmosphere, we bounce back and rock on. Best of all, the team vibe welcomes not only new ideas, but new people. Managers and coordinators change, but the high spirits remain.
And so, while it’s great to be nominated for an award, the great lesson of our work with the convention center is that the real reward is in the joy you share with your co-workers and the people who make it all happen – the clients. -
Heath Ledger's sad end is, I just realized, weirdly like Marilyn Monroe's!
Jan 23, 2008 :: Billy Warden :: 0 CommentsHeath Ledger's sad end is, I just realized, weirdly like Marilyn Monroe's! Lots of pills involved. Found naked in bed. A tormented relationship with the 'star machine.' And, of course, Mary Kate Olsen somewhere in the picture for both. -
I love movies. I hate movies.
Jan 21, 2008 :: Billy Warden :: 2 CommentsI love movies. I hate movies. What I mean is, I love the idea of a movie transporting me for two hours to a wild new world. I hate that most movies bore me more than they transport me. But, man, was I whole hog into "3:10 to Yuma" this weekend. Scene after surprising scene of raucous action and psychological torment, a bad ass Russell Crowe, an anguished Christian Bale and an existential ending so loaded with despair and humor I had to watch it twice.
-
Obama, McCain and Branditics on the Run
Jan 9, 2008 :: Billy Warden :: 1 CommentsEarlier this week, I published a commentary piece in The News & Observer that attempted to capture the commoditization of the political process in the term ‘branditics.'
In a nutshell, branditics is the fusion of branding and politics that often results in over-simplified messages, bigger-than-life promises and, if the current administration is any indication, a brutal hangover the next morning.
You may be able sell politicians as brands, but at some point successful candidates have to lead by negotiation and consensus - and that's where being boxed into a brand can cause trouble.
What does New Hampshire add to this picture? Well, an oldie but goodie has roared back onto the branditics stage - John McCain driving his Straight Talk Express.
But the big news is that the fierce back-and-forth of the primary so far is working against branditics. Obama, Clinton and Edwards will hold each others' poor, sore feet to the fire - making sure there's substance to back up the style. Ditto the Republicans, who will probably be playing a tough game of catch-up all the way up to election day.
All Articles