Agency: Guy Bauer Productions
For our presentation, click here.
Guy Bauer Production's website: guybauerproductions.com
Lorraine Kelly's answers to our questions:
Lorraine Kelly's answers to our questions:
1. How would you describe the tone of Guy Bauer Productions?
Authentic, passionate and hard-working.
2. If you could only choose one word, what would it be?
Imaginative.
3. What is the style and culture of the company?
We are a group of creative people who love to add our individual expertise (design, copywriting,
animation, directing) to each project; together we make each video the best it can be. Our culture
is laid-back on the surface but, inside we all “burn with creative” passion (corny but sooo true);
we are film nerds, advertising geeks and day dreamers.
4. What do you look for in clients? What kind of clients do you think you attract?
We ONLY work project-by-project, nothing on retainer. So judging a client relationship is key!
We rate potential clients/projects on three things: Relationship, Revenue and Reel.
Relationship: What will this client do for us in the future? Bring us more work, help us get other
clients in the same vertical? Will this client trust our creative vision and expertise throughout the
concepting, shooting and editing process?
Revenue: Is this an okay/boring project that brings in big bucks? Is this a small budget but for a
great brand?
Reel: Are we doing creative work for this client or crappy work? A client needs to hit 2 of 3 in
order to be considered.
5. What has been one of your favorite campaigns to work on?
So far, at Guy Bauer Productions: spec for Warby Parker; MidwestDairy (a social media video
campaign). I’ve done work (at FCB Chicago and other agencies along my career) I’m pretty
proud of - I liked working with Neil Patrick Harris on a Hasbro campaign and some of the
DiGiorno pizza stuff I wrote was cool - most of it is on the cutting room floor! Clients kill the
best stuff, ugh.
What was the style and tone of this campaign? Comedy.
6. What kind of schooling/classes helped prepare you for the job?
My favorite course at Marist was the Creative Writing/Copywriting course - at the time it was
taught by a woman who was a former copywriter (she wrote some famous Huggies campaign
stuff) and her husband owned an agency in CT. She was really tough on us but, I found my
calling! Aside from that course, my internship was the best preparation. I thought I wanted to be
an Art Director and during the course of my internship switched over to CW.
7. What do you look for when hiring someone to be on the creative team?
First, I look at interpersonal skills; lots of young CW/ADs I interview can’t hold a conversation!
Being a creative requires LOTs of communication skills - you have to represent your idea/
rationale to Account people, your Creative Director and your client or your ideas die.
Then, I look at the candidate’s book. Did they go to Ad school and am I seeing the same shit I
saw from every other student that year? Or, am I seeing unique stuff - I don’t care if spec work is
polished, it’s about explaining your thinking - I hire smart people - I’m hiring for POTENTIAL
that I can help mold, shape and flourish. No CD should expect a Jr. CW or AD to know how to
execute perfectly. But thinking and creative problem solving is something that’s un-teachable.
8. What is one quality that is a deal breaker if it is not possessed by an applicant?
Interpersonal skills is the intangible but, I’ve rejected Jr candidates simply because they don’t
offer me a printed resume. It’s a sign of respect for me. Don’t ASSUME I had time to look at
your website and review your book or resume. Have it all for me in our interview. I work 50+
hours…your resume is not top of mind. Be ready to dazzle me in the interview ;)
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